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John Morecroft is Senior Fellow in Management Science and Operations at London Business School where he has taught system dynamics, problem structuring and strategy in MBA, PhD and Executive Education programmes. He 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 in system dynamics and strategic modelling. His publications include numerous journal articles and three co-edited books. He is a recipient of the Jay Wright Forrester Award of the System Dynamics Society for his work on bounded rationality, information feedback and behavioural decision making in models of the firm. He is a Past President of the Society and one of its Founding Members. His research interests include the dynamics of firm performance and the use of models and simulation in strategy development. He has led applied research projects for international organisations including Royal Dutch/Shell, AT&T, BBC World Service, Cummins Engine Company, Ford of Europe, Harley-Davidson, Ericsson, McKinsey & Co and Mars. Before joining London Business School he was on the faculty of MIT's Sloan School of Management where he received his PhD. He also holds degrees in Operational Research from Imperial College, London and in Physics from Bristol University.