Juan TOBIAS is currently Vice-President Strategic Marketing at Schneider Electric Energy Business Unit. Originally from Argentina, he graduated from Universidad Nacional del Sur (Bahia Blanca, Argentina) with BSc in Electrical Engineering in 1977. In 1984 he received a PhD in Electrical Engineering from Strathclyde University (Glasgow, UK). After 4 years working in electric utility in Buenos Aires (Argentina) he moved to UK in 1988 to work in Yorkshire Switchgear, a privately owned electrical equipment manufacturer acquired by Schneider Electric in 1989. Since then he has held many positions in Schneider Electric UK subsidiary, including Product Marketing Manager, Business Development Manager and Commercial Manager for Energy and Infrastructure segment. In 2005 he moved to Grenoble (France) to take the position in Schneider Electric corporate organisation as Vice-President Market Development for Buildings & Infrastructure segment. In 2007 he was appointed Vice-President Strategic Marketing for MV Switchgear Business. He has authored over 40 international publications in the technical field of electrical power distribution. His main interest is Business to Business marketing, market introduction of disruptive innovation and the role of marketing in new offer development. He has coached many young marketing managers working for Schneider Electric subsidiaries in emerging economies like China, Russia, Brazil and India.