Sofia Lundberg is the Dean of Umeå School of Business, Economics and Statistics at Umeå University (USBE). In addition to her role as the school dean, she is a Professor in Economics. She focuses her academic research on consumer behavior and procurement auctions applied to different settings and data. Her previous work includes retailer choice and loyalty schemes, household demand for food (price elasticities and distributional issues) and supplier selection in purchasing and more specifically public procurement. The work on public procurement and purchasing policies spans from theoretical to empirical, applied research and issues related to green purchasing procedures, procedure design and supplier selection, and competition effects. Her recent projects include the effects of privatization in elderly care, cartel detection, effects of regulation in public procurement, green public procurement as an instrument of environmental policy and incentive structures to increase organic farming.