Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and Chairman of the Archive of Market and Social Research.  He joined LBS in 1976 after an early career at IBM and has published widely on management, marketing and media. He is also former Chairman of Which?, Europe’s largest consumer organization; an Honorary Fellow of The Marketing Society; a Patron of The Market Research Society; an experienced expert witness in international commercial, tax and competition cases; and an advisor to, and early investor in, several successful online business start-ups.