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Assoc. Prof. Ts. Dr. Muhamad Saufi bin Che Rusuli is an accomplished academic and researcher currently serving at the School of Business Management, Universiti Utara Malaysia (UUM), and previously at the Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan. He holds a PhD in Technology Management from Universiti Tun Hussein Onn Malaysia (2015), complemented by a Master's and Bachelor's degree in Information Management and Systems from Universiti Teknologi MARA. His scholarly work, cited over 440 times on Google Scholar, focuses on Knowledge Management, Technology Management, Information Management, and Library Science. Dr. Muhamad Saufi has authored numerous publications addressing SME competitiveness, digital workplace adoption, entrepreneurial behaviour, and AI integration in business contexts. Beyond research, he actively contributes to academic leadership, having served as Director of UMK International and as an external examiner. His interdisciplinary expertise bridges entrepreneurship, information systems, and sustainable business practices, making him a valued contributor to Malaysia's academic and innovation ecosystem. He continues to mentor postgraduate students and engage in collaborative research with national and international partners.
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