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Reuben Burch, Ph.D. is the Associate Vice President for Research out of the Office of Research and Economic Development. He is also an Associate Professor of Industrial & Systems Engineering, the Jack Hatcher Endowed Chair for Engineering Entrepreneurship, and the founder and Executive Director for the Athlete Engineering Institute at Mississippi State University (MSU). Prior to returning to academia in the Fall of 2016, Dr. Burch spent 14 years working for and with global Fortune 500 companies in research and development areas such as virtual reality design, weapons systems and training, satellite systems and geospatial data, high-value financial software systems, logistics technology and management, autonomous vehicle design, wearables, and human performance. He has served as a logistics and technology advisor for numerous universities and multiple Fortune 100 companies around the world and currently serves as an advisor for elite wearable technology companies.