Jeroen is Associate Professor of Strategy and Organisation at emlyon business school. A social and systems scientist of sustainability dynamics, his main research focuses on market formation processes. In his projects, with contexts including alternative mobility and nutritious food, he asks “how do alternative products and practices penetrate in the marketplace – or society at large, rather than falter?”. To analyze this, he studies the over-time interactions across stakeholders working through both social and material adoption challenges - the joint development of consumer familiarization, complementary infrastructure, and technology improvement. Jeroen also examines the past and ongoing transformative impacts of artificial intelligence on the chess world– affecting player performance, practice, and social fabric of the community. Together his research produces insights for scholars and practitioners about coordination and collective action across organisations, industries and governments, about dynamics of consumer choice, and about sustainability transformations. Through his research he has worked with organisations across a variety of sectors ranging from automotive (Ford, GM, SAIC Shanghai), to energy (Shell, National Renewable Energy Laboratory, United States Department of Energy (DOE), Johnson Controls China), public health (PHAC), and to fisheries (NOAA, GCDC). Professor Struben teaches topics related systems thinking, sustainability, and innovation. He received his PhD at MIT’s Sloan School of Management and holds an MSc in Physics from Delft University of Technology.