This textbook represents a distinct entry in the Industrial Organization market, bringing modern I/O analysis to the undergraduate level. This book is primarily intended for junior/senior level undergraduate courses taught out of economics departments at 4-year schools, but could also be used in a Managerial or Applied Economics class in an MBA program. The authors combine formal analysis with many practical applications. Consistent with modern analysis, the authors focus explicitly on the nature of strategic interaction and make extensive use of game theoretic tools. At the same time, they never lose sight of the policy motivation behind much IO analysis. The presentation does not assume familiarity with calculus, however, it relies heavily on the ability to work through algebraic equations.