Dr. Đorđe Ćelić is an Associate Professor at the University of Novi Sad, Faculty of Technical Sciences, Department of Industrial Engineering and Management. He earned his PhD in Industrial Engineering and Management from the same institution, where he now teaches courses in industrial marketing, digital business models, market research, and human resource management. His academic and professional interests span customer experience management, marketing outcomes, digital transformation, and innovation-driven entrepreneurship. Beyond academia, Dr. Ćelić is actively engaged in technology transfer and knowledge valorization, with more than five years of experience in consulting and supporting innovation projects across the Western Balkans and the European Union. He serves as Managing Director of the Business Incubator Novi Sad and Co-Director of Founder Institute Serbia, where he mentors early-stage startups on business model design, commercialization strategies, and market validation. He has contributed as a trainer, evaluator, and project leader in several EU-funded programs, including EIT Jumpstarter, EIT HEI Initiative, and regional innovation accelerators. His research has been published in international journals and conference proceedings, with a strong focus on linking customer experience constructs (e.g., EXQ scale, satisfaction, loyalty, and word-of-mouth) to strategic marketing outcomes in transitional and digital economies.