SCOTT ERICKSON is Professor in the Marketing/Law Department in the School of Business at Ithaca College, Ithaca, USA. He holds a PhD from Lehigh University and Masters degrees from Thunderbird and Southern Methodist University (SMU), USA. He served as Fulbright Visiting Chair at The Monieson Centre for the Study of Knowledge-Based Enterprise at Queen's School of Business, Kingston, Ontario, in 2010/2011.  HELEN ROTHBERG is Professor of Strategy in the School of Management at Marist College, Poughkeepsie, USA. She holds a PhD and MPhil from City University Graduate Center, and an MBA from Baruch College, the City University of New York. USA. She is on the faculty of the Fuld-Gilad-Herring Academy of Competitive Intelligence and principal of HNR Associates.

• List of Tables List of Figures Foreword; J.Prescott Acknowledgements Setting the Stage SPF Review: Our Journey Preparing for Launch SPF45: From the Top SPF45: From the Inside SPF30: From the Top SPF30: From the Inside SPF15: From the Top SPF15: From the Inside SPF5: From the Top SPF5: From the Inside Conclusions: More is Not Always Better, Better is Knowing What's More References

SCOTT ERICKSON is Professor in the Marketing/Law Department in the School of Business at Ithaca College, Ithaca, USA. He holds a PhD from Lehigh University and Masters degrees from Thunderbird and Southern Methodist University (SMU), USA. He served as Fulbright Visiting Chair at The Monieson Centre for the Study of Knowledge-Based Enterprise at Queen's School of Business, Kingston, Ontario, in 2010/2011.  HELEN ROTHBERG is Professor of Strategy in the School of Management at Marist College, Poughkeepsie, USA. She holds a PhD and MPhil from City University Graduate Center, and an MBA from Baruch College, the City University of New York. USA. She is on the faculty of the Fuld-Gilad-Herring Academy of Competitive Intelligence and principal of HNR Associates.

• List of Tables List of Figures Foreword; J.Prescott Acknowledgements Setting the Stage SPF Review: Our Journey Preparing for Launch SPF45: From the Top SPF45: From the Inside SPF30: From the Top SPF30: From the Inside SPF15: From the Top SPF15: From the Inside SPF5: From the Top SPF5: From the Inside Conclusions: More is Not Always Better, Better is Knowing What's More References

SCOTT ERICKSON is Professor in the Marketing/Law Department in the School of Business at Ithaca College, Ithaca, USA. He holds a PhD from Lehigh University and Masters degrees from Thunderbird and Southern Methodist University (SMU), USA. He served as Fulbright Visiting Chair at The Monieson Centre for the Study of Knowledge-Based Enterprise at Queen's School of Business, Kingston, Ontario, in 2010/2011.  HELEN ROTHBERG is Professor of Strategy in the School of Management at Marist College, Poughkeepsie, USA. She holds a PhD and MPhil from City University Graduate Center, and an MBA from Baruch College, the City University of New York. USA. She is on the faculty of the Fuld-Gilad-Herring Academy of Competitive Intelligence and principal of HNR Associates.

• List of Tables List of Figures Foreword; J.Prescott Acknowledgements Setting the Stage SPF Review: Our Journey Preparing for Launch SPF45: From the Top SPF45: From the Inside SPF30: From the Top SPF30: From the Inside SPF15: From the Top SPF15: From the Inside SPF5: From the Top SPF5: From the Inside Conclusions: More is Not Always Better, Better is Knowing What's More References