Introduction:

Dr. Muhammad Shahbaz is Chairperson and Associate Professor at the UE Business School, University of Education Lahore, Pakistan. He holds a PhD in Management Science, with a specialization in Marketing, from HUST, China, where he was awarded the Chinese Government Scholarship and the Chinese Government Outstanding International Student Award.

With more than 17 years of experience in higher education, Dr. Shahbaz has established a strong profile in teaching, research, postgraduate supervision, and academic leadership. His research interests include Marketing, Big Data Analytics, Technology Adoption, Sales Management, Customer Relationship Management, Green Supply Chain Management, and Big Data Applications in Healthcare.

His research has been published in internationally recognized peer-reviewed journals, including the Journal of Cleaner Production, Technology in Society, Journal of Big Data, PLOS ONE, Behaviour & Information Technology, Asia Pacific Education Review, and Complexity. He also serves as a reviewer for leading international journals.

As an academic leader, Dr. Shahbaz has contributed to academic program development, accreditation, research management, and institutional development. As Chairperson and Team Leader, he successfully led the UE Business School's BBA and MBA programs to NBEAC Category X accreditation for three years. He is also the Principal Investigator of a research project funded by the University of Education Lahore under the University of Education Research Grant Program (UE-RGP), focusing on the development and implementation of a decentralized digital business incubation center to support university startups.