Ljubomir Pupovac is a Senior Lecturer in Marketing at the University of New South Wales, Australia. He received his Ph.D. in Business Administration from the University of Technology Sydney in 2019, with a thesis entitled "Can Recalls Be Painless? Impact of Product Recalls on the Recalling Firm and its Suppliers: New Findings from the Automotive Industry." This effort earned a doctoral award from the Institute for the Study of Business Markets (ISBM). To build on this early success, Ljubomir's research focuses on the impact of strategic marketing decisions on firm performance. Apart from product recall studies, he is currently working on several projects in the domain of strategic marketing, such as how customer concentration impacts firm performance, how different types of diversification impact firm performance, and how disclosure of customer information influences investors' risk perception. His articles have appeared in the Journal of the Academy of Marketing Science and the European Journal of Marketing.