Lars Jacob Tynes Pedersen

Lars Jacob Tynes Pedersen is an Associate Professor and Co-Head of the Centre for Sustainable Business at NHH Norwegian School of Economics, where he has been a faculty member since 2005. He holds a PhD from NHH and specializes in the design and innovation of sustainable business models, as well as conducting natural field experiments related to economic decision-making, particularly concerning pro-social and pro-environmental behaviors. His research has been published in reputable journals such as Management Science and the Journal of Business Ethics. In addition to his academic work, Pedersen is an active public speaker and strategic advisor, serving on various boards, including the Norwegian Wine Monopoly. He has also co-founded a circular economy startup and played a role in developing the Norwegian Transparency Act. Recently, he was part of a research team that received the Research Dissemination Award for their efforts in promoting sustainability knowledge.