Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at Monash University Malaysia. He previously was an assistant professor of quantitative methods in marketing and management at the Ludwig- Maximilians-University Munich (Germany) and a Conjoint Professor at the University of Newcastle (Australia). He regularly teaches doctoral seminars on multivariate statistics, structural equation modeling, and measurement at institutions worldwide such as Alfaisal University Riyadh, Georgia State University, IMT Dubai, Michigan State University, University of Technology Sydney, and many more. His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve decision-making. His research has been published in world-leading journals in various fields such as the Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, International Journal of Research in Marketing, Tourism Management, Long Range Planning, Journal of World Business, and Journal of Business Research. Marko has also co-edited several special issues of leading journals and co-authored four widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle). His research ranks among the most frequently cited in the social sciences with more than 35,000 citations according to Google Scholar. Marko has won numerous best paper and citation awards, including five Emerald Citations of Excellence awards. His research has been covered by the leading media outlets such as Die Zeit, Huffington Post, and Spiegel and has been featured in documentaries on consumer behavior on arte and MDR as well as on the scientific video platform Latest Thinking. According to the 2018 F.A.Z. ranking, he is among the three most influential researchers in Germany, Austria, and Switzerland. Marko has been named member at Clarivate Analytic's 2018 Highly Cited Researcher List, which includes the "world's most impactful scientific researchers." He has also won the 2018 Research Award at the OVGU.