Professor Hagai Gringarten, MBA, PhD, teaches branding strategies and marketing at St. Thomas University’s Gus Machado College of Business, USA, and he is a Visiting Professor at Beijing Jiaotong University and Harbin Finance University, China. He serves as Vice Chair on the board of the Florida Undergraduate Research Association (FURA), and he is the Chair of the Florida Undergraduate Research Conference (FURC 2023). He is the publisher and editor-in-chief of the Journal of Multidisciplinary Research. He has co-authored a bestselling book about coffee, and his latest publication is the co-edited book Ethical Branding and Marketing: Cases and Lessons (2019).