Heini Vanninen, D.Sc. (Econ. and Business Administration), is a Postdoctoral researcher at LUT University, School of Business and Management. Her research interests are digital transformation of business (e.g. social media, influencer marketing) and internationalization/multinationalization of SMEs, especially new ventures. Her academic work has been published in e.g. International Business Review. She received two prestigious awards for the high quality of her doctoral thesis. She teaches bachelor's and master's level courses at LUT University on topics related to digital marketing, services marketing and customer experience management and international business.