Professor Norizan Mohd Kassim specializes in marketing and holds a Ph.D. from Southern Cross University in New South Wales, Australia, which she obtained in 2002. Her research interests are in cross-cultural studies, consumer behavior, service quality, customer satisfaction, customer loyalty, service innovation, the competitiveness of organizations, and entrepreneurship. She has collaborated actively with researchers in several other management disciplines. She has published numerous articles in reputable international journals, including the Journal of Business Research, the European Journal of Marketing, the Asia Pacific Journal of Marketing and Logistics, the Asia Pacific Business Review, the International Journal of Quality & Reliability Management, the International Journal of Innovation Management, and the Electronic Markets. Prior to her affiliation with KIMEP University, she held the position of Professor and Assistant Dean for Graduate Studies and Research in the College of Economics, Management, and Information Systems at the University of Nizwa in Nizwa, Oman. Since May 2019, she has been Technical Director for the Oman Global Entrepreneurship Monitor (GEM) Project. Additionally, she held academic positions in universities accredited by AACSB in Malaysia and abroad. Some universities included in this list are the United Arab Emirates University, Qatar University, King Abdulaziz University, and the University of Dubai. Before pursuing an academic career, she acquired substantial expertise across multiple sectors, such as banking, finance, and stock brokerage, for a considerable period.