Gernot Mödritscher is an Associate Professor (ao.Univ.-Prof.) at the Department of Controlling and Strategic Management at the Universität Klagenfurt in Austria. He previously held significant positions including Head of the Industriestiftungsinstitut eBusiness (biztec) at the University of Klagenfurt, and Vice Dean of the Faculty of Management at the same institution. Additionally, he has served as the Head of various Master and MBA programs and is an active Executive Educator. His research interests include Strategic Management, Marketing, Management Accounting, and Customer Valuation.