Soumaya Ben Letaifa is an associate professor of Strategy at the Management School of Université du Québec à Montréal. Her research and teaching focus on new paradigms in marketing and strategy (open innovation, coopetition, business ecosystems, service-dominant logic) and on connecting the macro, the mezzo and the micro levels of business relationships in global and local contexts. More specifically, she explores B2B relationships far beyond the traditional buyer-seller dyad to grasp the complexity of interactions and networks of actors (including Governments, citizens, universities and all stakeholders involved in the value co-creation process). She is an expert of ecosystem theory and is regularly invited as a key speaker.