Mia Larson is a Professor in Business Administration at the Service Research Center (CTF), Karlstad Business School, Karlstad University, Sweden. She has a background from Gothenburg and Lund Universities and holds a well-recognised publication record related to research on services, destinations, tourism, events, and culture. Network collaboration, innovation, and branding are central in her research – often in connection to digital media. In her research, she often takes a critical perspective on non-researched, taken-for-granted phenomena enmeshing perspectives from service providers and consumers and bringing forth knowledge that provides new perspectives and deepens understanding of many of the issues surrounding us. Her research network is extensive with collaboration partners across several disciplines and countries.