Professor Dr. Cham Tat Huei is an accomplished Professor of Marketing and accredited PhD Supervisor at Swinburne University of Technology (Sarawak campus), an AACSB-accredited institution ranked 291st in the QS World University Rankings 2025. Previously, he served as the Dean of the UCSI Graduate Business School, UCSI University, Malaysia. Internationally, Professor Cham is recognised among the World’s Top 2% Scientists, an honour awarded by Stanford University in collaboration with Elsevier. He also holds several international academic appointments: Adjunct Professor at Korea University (South Korea), Sohar University (Oman), and UCSI University (Malaysia); Visiting Professor at Tashkent State University of Economics (Uzbekistan), Chongqing University of Arts and Sciences (China), Universitas Multimedia Nusantara (Indonesia), and Krirk University (Thailand); and Visiting Research Professor at Symbiosis International (Deemed) University (India). Additionally, he serves as a senior research fellow at the Asia Pacific University of Technology & Innovation (Malaysia), a research advisor at the Co-operative Institute of Malaysia (CIM), and a research associate at Universiti Putra Malaysia (UPM). In professional academic service, Professor Cham has been appointed as an Auditor for the Malaysian Research Assessment (MyRA) for Higher Education Institutions under the Ministry of Higher Education, Malaysia. He also contributes as an External Examiner and Assessor for various univers