Dr. Athanasios Krystallis is Executive Director of the Center of Excellence in Food, Tourism and Leisure, Director of the American College of Greece Research Center (ACG-RC), and Professor of Marketing in the American College of Greece (ACG). Prior to that, Athanasios was a Professor of Marketing in Aarhus University, School of Business and Social Sciences, Denmark. His area of interest is the development of market research designs to study customer behavior towards differentiated products/services and customers’ buying attitude & choice. His expertise lies in product/service differentiation and the development of new offerings incorporated into a wider customer-centric logic. His work comprises +100 international peer-reviewed research publications, most in ASB and ISI-ranked Journals, having received wide international recognition shown in the thousands of citations his entire work has received. He has a strong fund-raising record, participating in numerous scientific research projects funded by the EU or national authorities in Greece, Scandinavia, Brazil, China etc. Athanasios also is an independent consultant, having designed and implemented on behalf of local or multinational corporations numerous commercial projects in all areas of marketing research in Greece and abroad, in industries like food and drinks, wine, tourism, pharma, cosmetics, manufacturing, tech, ICT, retailing, transportation, services, etc. Athanasios is a Marie-Currie fellow and member of numerous scientific associations, such as the European Marketing Academy (EMAC), the US-based Academy of Marketing Science (AMS), among others.