Dr Sivakumari Supramaniam is a Senior Lecturer in the Department of Marketing Strategy & Innovation, Sunway Business School. She has more than 16 years of teaching experience in the field of Marketing. Prior to joining Sunway University, Dr Sivakumari has taught at Waikato Management School, University of Waikato, New Zealand. Her main research interest explores how people realise value in their everyday experiences. Her research approach is qualitative, drawing on social constructionism and relationality. Dr Sivakumari has received the best paper award from American Marketing Association (2017) and 2nd International Conference Organisation and Management (2016). She can be contacted at [email protected].