Lars Jacob Tynes Pedersen is Associate Professor and Head of the Centre for Ethics and Economics. He holds a PhD degree from NHH Norwegian School of Economics (2009). He does research in two main areas: (1) The design and innovation of sustainable business models, and (2) natural field experiments on economic decision making, with a particular emphasis on socially and/or environmentally behaviors. His research has been published in journals such as Management Science and Journal of Business Ethics and by publishers such as Palgrave, Edward Elgar and Wiley. Pedersen is an active public speaker and strategic advisor for business organizations and other institutions.