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The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

Purpose – Anthropomorphism abounds in contemporary consumer culture. This chapter evaluates the recent anthropomorphic uptick and shows how it can be utilized for pedagogic purposes – namely, a brand animal novel called The Penguin's Progress.

Methods/approach – The chapter adopts a case study approach (though “exemplar” is perhaps a better word). It employs an alternative mode of knowledge representation, fictionalized nonfiction.

Findings – The exemplar reveals that student engagement is enhanced when unorthodox modes of representation are embraced by educators, though such pedagogic tactics are not without their shortcomings.

Research implications – If student reaction to The Penguin's Progress is any indication, then this chapter has enormous implications for the way consumer researchers communicate their ideas. A root and branch rethink is required.

Practical implications – The Penguin's Progress provides an alternative pedagogic option, an off-beat route to knowledge acquisition. Whether it's widely adopted, remains to be seen.

Originality – The chapter reveals that marketing and consumer research does not have to be written in a dry-as-dust manner.

In this paper, I describe two characteristics of successful global leaders: inquisitiveness and duality. First I show how being inquisitive helps global leaders learn quickly about unfamiliar environments. Inquisitive leaders create opportunities to learn and ask questions about what they see. Then I show how the dual focus of a global perspective helps leaders manage opportunities for global integration and requirements for local responsiveness.