​Samer Hamadneh is currently an assistant professor of marketing at the University of Jordan. He received his PhD in 2019 from Heriot-Watt University, Edinburgh, UK. Prior to his academic career, he worked as a sales account manager for Orange Jordan in the telecom sector for five years. Dr. Samer's research generally focuses on the dynamic partnerships between marketing channels and supply chain practices to optimize the distribution process and value delivery to the customer. His research interests also extend to buyer-supplier relationships, business-to-business marketing, and the adoption of AI tools in marketing activities.