About the Author: Marc Helmold is a Professor at the iubh International University (IUBH), Berlin Campus, Germany. He teaches Bachelor, Master and M.B.A. students in lean management, (total) revenue management, negotiations in the international context, performance management, supply management, general management, strategic management and supply chain management. Prior to this position, he had several top management positions in automotive and railway companies. In parallel, he owns the consultancy MaHeLeanCon and supports international transactions and market entry strategies.