John Morecroft is Senior Fellow in Management Science and Operations at London Business School where he teaches system dynamics, problem structuring and strategyin MBA, PhD and Executive Education programmes. He has served as Associate Dean of the School’s Executive MBA and co-designed EMBA-Global, a dual degree programme with New York’s Columbia Business School. He is a leading expert instrategic modelling and system dynamics and has written more than sixty papers and journal articles. His research interests include the dynamics of firm performance and the use of models and simulation in strategy development. Before joining London Business School he was on the faculty of MIT’s Sloan School of Management wherehe received his PhD. He also holds degrees from Imperial College London and from Bristol University.