John Schouten is an Associate Professor of Marketing at the University of Portland's Pamplin School of Business. He is a scholar whose research bridges the gaps between theory and practice and between consumer behavior and marketing strategy. His work appears in the most respected journals in marketing, including Journal of Marketing, Journal of Consumer Research, and Journal of the Academy of Marketing Science. His current research focuses on brand communities and the emergence and organization of markets. From his work with major companies such as Harley-Davidson, Nissan, Toyota, and Yamaha, Professor Schouten brings current marketing practices into the classroom. As a co-founder of both Moonstruck Chocolates and Ethos Market Research he also infuses his teaching and research with a strong emphasis on entrepreneurship.