Dr. Muhammad Kashif Saeed is currently working with GIFT University, Pakistan, as Assistant Professor, GIFT Business School (GBS). He holds 17 years of full-time teaching experience within Pakistan and as a visiting professor in several countries abroad. Dr. Kashif has supervised several applied research projects for national and multinational companies and has also published 65 manuscripts (as per November 2022) in international journals and textbooks. Additionally, he worked as a guest editor for highly reputed journals such as the British Food Journal and the Asia-Pacific Journal of Business Administration. He is currently serving as the Editor-in-Chief of the South Asian Journal of Marketing. In addition to teaching and research, he is working with Emerald Publishing as Brand Ambassador and has offered more than 60 online and on-site training programmes in countries such as Tunisia, Malaysia, the Philippines, India, Turkey, Indonesia, Sri Lanka, and Morocco. Currently, he is supervising academic and applied research projects from an interdisciplinary perspective.