Christo Bisschoff began his career as an agricultural economist at the North-West Cooperative and subsequently joined the University of Pretoria as a lecturer in Business Management. He studied part-time at the University of South Africa and obtained the Master’s (1990) and Doctorate degrees in Commerce (1992), specialising in Marketing and Agricultural Business Management. As a tenured professor, Christo focuses his research on brand loyalty and business ethics, and continues to research his favourite topic, agricultural business management. He collaborates with his international network and focuses on comparative inter-country research. He published many accredited articles, addressed audiences at international conferences, reviews for several journals, and obtained an NRF research rating in 2020. He resigned as the chairman of the International Business Conference but still serves as Editor to publish the conference proceedings. Christo lectures on Marketing Management at the North-West University’s AMBA-accredited Business School in Potchefstroom. Christo loves being out in nature and enjoys fishing, hunting, and off-road adventures. He is married to Antoinette, and they have two sons. Christo (Jnr) is a Sports and Exercise Scientist and Senior lecturer at the North-West University, and Wilhelm is an electrical engineer in Christchurch, New Zealand.