Marieke Huysentruyt is Assistant Professor of Strategy at HEC Paris, and academic affiliate at ideas42. Marieke’s primary research interests concern strategies in markets for social goods and the interplay between the cognitive and normative determinants of firm success, blended value creation, and cost-effective provision of public goods. She combines original data collection and massive digitization efforts with field and lab experiments, and integrates research streams from sociology, psychology, behavioural economics, development and management. She has received several awards including the Best Paper Award at the 14th Annual Conference on Social Entrepreneurship in 2017. Her work has been featured in the Economist and been awarded grants from the European Commission, Belgian National Science Foundation (FWO), and the Strategy Research Foundation. Marieke obtained an MSc degree in bioengineering from the Catholic University of Leuven, MSc degree in Applied Economics and Management from Cornell University, and a PhD in Economics from the London School of Economics.