Niki has been an academic for around 15 years. Prior to undertaking a PhD in Marketing she worked for a range of Business to Business companies including a Cable Manufacturer, and Xerox. Her PhD examined the interface between marketing, technology and strategic alliances in Biotechnology companies and since then she has presented at various International conferences including EMAC, AMS, AoM. She has published in a number of journal papers including Industrial Marketing Management, Technological Forecasting and Social Change, Journal of Business Research, International Journal of Technology Management. She is currently an Editorial Board member for Industrial Marketing Management.