John Thøgersen, Aarhus University, Department of Management, received his PhD (econ) from Aalborg University and his advanced doctoral degree, dr. merc., from Aarhus School of Business, now Aarhus University, Denmark. He is full professor since 2001. Thøgersen is head of the “Marketing and Sustainability” research group at the Department of Management. His current research projects include “EUInnovatE” – End User Integration, Innovation & Entrepreneurship (7th FP). Thøgersen’s recently finished projects include “IMPROSUME” - The Impact of Prosumers in a Smart Grid based Energy Market,” and “READY” - Smart Grid Ready VPP Controller for Heat Pumps, both financed by Energinet. dk. Editor of the Journal of Consumer Policy, published by Springer.