Kaisa Koskela-Huotari is an Assistant Professor in Business Administration at Karlstad Business School and the CTF, Service Research Center of Karlstad University. Kaisa’s research interests lie at the intersection of service-dominant logic, institutional theory, and systems thinking. In her work, she uses these perspectives to inform the understandings of innovation, design and market evolution. Her research is published in the Journal of Business Research, Journal of Service Management, Journal of Services Marketing, Journal of Service Theory and Practice, Journal of Strategic Marketing, and Service Science. Kaisa also serves as the Assistant Editor of the AMS Review, the only marketing journal that focuses exclusively on conceptual articles.