Birgit Altrichter is a Lecturer in Marketing Analytics at Surrey Business School at the University of Surrey, UK. She graduated at the University of Applied Sciences St. Pölten in Austria earning the degree of Bachelor of Arts in Business in Media Management and holds a Master of Science with distinction in International Management with Marketing from the University of Roehampton in the UK. After gaining valuable experience in a marketing consulting role for six years, Birgit continued her career in academia and was awarded her PhD in Management and Business at the University of Surrey in September 2021 (Surrey Business School, Department of Marketing and Retail Management). Her research focuses on business models in a decentralised digital economy and consumers’ technology acceptance and resistance. Before her current role, Birgit was a Research Fellow at the EPSRC Centre for Decentralised Digital Economy (DECaDE). She has taught on Bachelor, Master and MBA level and is a Fellow of the Higher Education Academy.