Jonatan Pinkse is Professor of strategy, innovation, and entrepreneurship at the Manchester Institute of Innovation Research (MIoIR), Alliance Manchester Business School, The University of Manchester. His passion is innovation and sustainability. He is a regular speaker on topics related to strategy and innovation for net-zero and sustainability, business model innovation for disruption, managing the green transition, and digital platforms. In his research, Jonatan analyses how firms make strategic decisions to create a sustainable economy and deal with tensions between issues and actors. He investigates opportunities and barriers for firm adoption of disruptive and sustainable technologies from cognitive, organizational, and institutional perspectives.