A.K. Chitale , Ph.D., is former Director and Academic Advisor, GSIMR, Indore, India. Dr. Chitale has more than four decades of teaching and research experience in mechanical engineering and production engineering. He has authored a number of books on these subjects. Of these, Product Design and Manufacturing, Materials Management: Text and Cases, Product Policy and Brand Management and Organizational Behaviour: Text and Cases have been published by PHI Learning. R.C. Gupta , PhD, is Professor and Head, Department of Industrial and Production Engineering, SGSITS, Indore, India. He is also a Fellow of the Institute of Cost and Works Accountants (ICWA), Kolkata, and a member of the Institution of Engineers (India). He is the co-author of Materials Management: Text and Cases and Product Design and Manufacturing, Sixth Edition , published by PHI Learning.