Academic Perspectives on Innovation and Cost Leadership Glen Urban David Austin Professor of Marketing Chairman, MIT Center for Digital Business Glen Urban concentrates on the fascinating area of trust-based marketing on the Internet. How trust is built on a web site, how site design can maximize sales and trust, and how a trust-based marketing system could provide an alternative to the "push" type of marketing commonly observed, are just a few of the facets that Urban explores. His recent research focuses on customer advocacy. His new Theory A aligns the firm as a representative of the customers needs and leads to transparency, unbiased advice, trusted advisors, and best products. Current research concentrates on morphing a Web site to fit individual cognitive and cultural style and morphing web ads in real time to match individual customer cognitive and behavioral characterists.