Professor Jochen Wirtz is Vice Dean, MBA Programmes and Professor of Marketing at the NUS Business School, National University of Singapore (NUS). He is an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, US, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, US. Prior to this, Professor Wirtz held the positions of Associate Fellow at the Sad Business School, University of Oxford (2008–2013), Founding Member of the NUS Teaching Academy (2009–2015), and Founding Director of the Dual Degree UCLA–NUS Executive MBA Program (2002 to 2017). Prof. Wirtz did his PhD. From London Business School in the area of Services Marketing. His academic work focuses on service marketing and management, and he has written more than 200 book chapters, industry reports, and scholarly publications (incl. six features in Harvard Business Review). Professor Wirtz has won more than 50 awards for his excellence in research and instruction, including the prestigious Christopher Lovelock Career Contributions to the Services Discipline Award in 2019 (the highest honour given by the American Marketing Association (AMA) service community), the Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest honour given by AMS globally for teaching excellence), and the top university honour.