Enrico Baraldi is Professor of Marketing at Uppsala University. His research covers industrial networks, product development, innovation management, business strategies, science and technology studies, academic entrepreneurship and industrial and research policy. He is also involved in developing and promoting solutions to address the challenge of antibiotic resistance. He leads the collaboration platform PLATINEA for innovation of existing antibiotics, with a focus on antibiotics shortages, and has worked in the DRIVE-AB project about new economic models to stimulate antibiotics R&D. He is currently the Vice-chair of the Expert Advisory Group to the Global Antibiotic Resistance R&D Hub, established by the G20. His research is published in, among others, Academy of Management Perspectives, California Management Review, European Management Journal, Technovation, Industrial Marketing Management, Journal of Business Research, Science& Public Policy, and The Lancet.