Dr Asif Muzaffar currently holds the role of Teaching Fellow in Operations and Supply Chain Management at Birmingham City University. His appointment reflects a strong academic and research orientation, characterised by both teaching commitments and scholarly output. His research domains include supply chain integration, dynamic pricing, and the marketing-operations interface, as well as supply chain contracting. Within his institutional responsibilities, he serves as Course Leader for the Business Administration and International Business “Top-up” programmes, and he also participates externally as a board member of studies at a public university in Pakistan. His research has not only theoretical implications but practical relevance: for example, pricing and service simulation models help service firms optimise revenue; supply chain sustainability research helps firms incorporate socio-environmental effects into their logistics and operations; digital capability and ESG research help entrepreneurial firms navigate digital transformation and sustainability imperatives; augmented reality research helps firms in tourism and service sectors leverage immersive technology for consumer engagement. Thus his work spans the strategic, operational and digital aspects of business. The combination of operations/supply chain, marketing-operations interface and digital/technology marking intersections signals his multidisciplinary orientation.