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Amrita Mitra is a Lecturer in Management Marketing at the University of Melbourne. She specializes in various aspects of marketing, particularly in B2B marketing and inter-organizational governance. Her research interests extend to distribution channel management, franchising, and international marketing. Through her academic career, she has contributed significantly to the understanding of marketing dynamics in business contexts and has published research highlighting the complexities of marketing strategies in global markets. Amrita is dedicated to combining theoretical insights with practical applications, preparing students for the challenges of modern marketing landscapes.