Dr. Reza Etemad Sajadi is a Full Professor at EHL. His field can be enumerated according to the following keywords: Customer Experience, CRM, Digital Transformation, AI, Human-Machine Interaction, Services Marketing, and International Strategy Management. Since starting at EHL, he has raised more than half a million Swiss francs in funds linked to several research projects (such as Innosuisse/CTI, Hes-so, private funds such as LHC, etc.).