Dr. Sajjad Ahmad Afridi is an Associate Professor at Hazara University, Mansehra, with extensive experience in academia and research. His work primarily focuses on sustainable performance, corporate social responsibility (CSR), tourism and hospitality, SMEs sustainability, and digital governance. He has contributed significantly to national and international research projects, including co-leading a PKR 36 billion initiative on rural homestay tourism in Pakistan. He has published widely in reputable journals and actively participates in international conferences. Dr. Sajjad Afridi is dedicated to fostering research collaborations and promoting knowledge exchange to drive sustainable business practices and innovative policy solutions.