Svetla Marinova is Professor of International Business and Marketing at Aalborg University. She published extensively on the economic transition in Central and Eastern European economies with a special interest in business restructuring and foreign direct investment as a means for promoting new business models and innovation that can foster firm international competitiveness. She is particularly interested in the internationalisation of emerging economies and firms, the role of context and dynamic embeddedness, and the interplay between institutional and business entrepreneurship in promoting OFDI. She has called for re-visiting the concept of value creation in internationalisation. She proposes that value should be analysed as a multidimensional construct that includes the economic, psychological, sociological and environmental utility for individuals, organisations, ecosystems and society in home and host countries. Her book “COVID-19 and International Business: Era of Change” has argued that the current state of internationalization pushes the redistribution of markets and production based on alignment around a pivot that enacts political, economic and moral paradigms.