Timo Mandler is an Associate Professor of Marketing at NEOMA BS. He earnedhis Ph.D. degree with distinction from the University of Hamburg. His research addresses contemporary marketing challenges in the context of globalization anddigitalization. Accordingly, his work is characterized by an internationalperspective, a combination of primary and secondary data, and rigorousanalytical methods. His work has been published in the Journal of the Academyof Marketing Science, Journal of Product Innovation Management, Journal ofInternational Business Studies, Journal of International Marketing, and otherleading journals. He also serves as an Associate Editor for the Journal ofInternational Marketing and International Marketing Review. For moreinformation, visit www.timo-mandler.com