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Marianna Koukou is a Senior Lecturer in Management at the Adam Smith Business School, University of Glasgow. Her main research interests and expertise centre around open innovation, with a particular focus on end-user innovation and value co-creation. Her PhD research aimed to understand the effects of end-user involvement on the new product development process and its outcomes. Marianna is also interested in social innovation, sustainable innovation, and digital innovation. She is an associate fellow of the Higher Education Academy and is a member of the Services Operations Management research cluster. Her areas of expertise include open innovation, user-led innovation, and value co-creation. Marianna has contributed to numerous publications and grants, including a significant project funded by the British Council Malaysia.