Pauliina Ulkuniemi is Professor of Marketing at Department of Marketing, Management, and International Business at Oulu Business School. Her research interests lie in value creation in business relationships and industrial networks, especially within the contexts of sustainability innovations, circular economy, and public procurement. She is also involved in research focusing on responsible leadership, social sustainability, and cross-sector collaboration. She is an Associate Editor of Journal of Business and Industrial Marketing. Her work is published, among others, in Industrial Marketing Management, Journal of Business Research, Journal of Business and Industrial Marketing, Scandinavian Journal of Management, Management Decision and The International Journal of Logistics Management.