Adamantios Diamantopoulos joined the University of Vienna in February 2004 from Loughborough University Business School, UK, where he held the Chair of Marketing and Business Research. He was previously Professor of International Marketing at the European Business Management School, University of Wales Swansea, where he headed the Marketing Group. During 1996-1999 he also held the Nestle Visiting Research Professorship of Consumer Marketing at Lund University, Sweden. Other past academic posts include full-time appointments at the University of Edinburgh and the University of Strathclyde, and