Antonella La Rocca is Associate Professor at Università Cattolica del Sacro Cuore, Milan, Italy. Her main research interest is in innovation, entrepreneurship and sales in business markets. She was a research fellow at Università della Svizzera italiana (USI, Lugano, Switzerland) and consultant at the University start-up promotion center, a research fellow at the Akershus University Hospital (Norway) conducting research on innovation 2013-2016, Assistant Professor at BI Norwegian Business School 2016-2017, visiting professor at USI since 2019. She is the editor of the IMP Forum – Journal of Business and Industrial Marketing and on the academic board of the Association for Key Account Management. She co-edited volumes on innovation in healthcare and new business venturing. Her work is published in among others, Industrial Marketing Management, Management Decision, Journal of Business and Industrial Marketing, BMC Health Service Research, Journal of Marketing Education.