EMLYON Business School

Jeroen studies dynamics of market formation and transformation, addressing questions such as “How do alternative products and practices penetrate in the marketplace or society at large, rather than falter?”. He produces insights about coordination and collective action across organizations, industries and governments through combining empirical and systems science-based analysis.


2006: Ph.D in Management, Sloan School of Management, Massachusetts Institute of Technology, Cambridge, MA

1996 : MsC in Physics, Theoretical Physics Group, Faculty of Applied Physics, Delft University of Technology, Delft, The Netherlands



2013: Faculty Fellowship 2013-2015, Marcel Desautels Institute for Integrated Management

2008 : Best Paper Award, Nominee, 25th DRUID Conference on Entrepreneurship and Innovation

2006 : Dana Meadows Student Prize, Honorable Mention, System Dynamics Society

2004 : Dana Meadows Student Prize, Honorable Mention, System Dynamics Society


2013 : Liber Ero Fellowship in Science Communication and Policy Engagement (2013), McGill School of Environment

2011 : Distinguished Graduate Teaching Award, Desautels Faculty of Management, McGill University

2011 : First Prize oikos Global Case Writing Competition, Social Entrepreneurship Track


2014-2018: Fonds de recherche du Québec - Société et Culture (FRQSC), Team grant. $436,000. Co-Applicant. Équipe de recherche interdisciplinaire sur la gestion de l'interface santé-affaires. Title: Comportement du consommateur et dynamique de production, distribution et compétition en alimentation: Équilibrer la santé, le plaisir, et les affaires à court et long Terme

2014-2018: Social Sciences and Humanities Research Council (SSHRC) Insight Grant. $499,230. Co-Applicant. Paths of convergence for agriculture, health and wealth: Foundational work for a trans-disciplinary Whole-of-Society paradigm in food and nutrition context

2014-2017: Ministère de l’Agriculture, des Pêcheries et de l’Alimentaire du Québec, (MAPAQ), Innov’Action Agroalimentaire. $150,000. Co-Applicant. A management flight simulator tool to improve economic performance of nutrition-sensitive food innovation and enabling policy environment

2014-2017: Social Sciences and Humanities Research Council (SSHRC) Team Grant. $197,000. Co-Applicant. A Convergent Innovation Coalition for Sustainable Prosperity: Development Work for Agri-Food Systems

2014: McGill University, Internal Social Sciences and Humanities Development Grant, $7000. PI. Market Formation Pathways: The Emergence and Shaping of the Hybrid Electric Vehicle Product Category

2012-2015: Fonds de recherche du Québec - Société et culture (FRQSC). $39,600. Role: PI, Market Formation through Coevolution of Organizational Capabilities and the Social Context: Nutritious Food in Québec

2011-2012: McGill University, Internal Social Sciences and Humanities Development Grant, $4000, PI, Alternative Fuel Vehicle Market Emergence: Examining the Coordination of Heterogeneous Contributions

2010-2011: PHAC Grant, $75,000, PI, Healthy Living Market Transformation: Industry Self-Regulation Dynamics of Low Nutrition High Motivational Food - part of competitive standing offer of service from the Public Health Agency of Canada (# 4600000162)

2008-2009: Ford Motor Company, $125,000, Co-PI, research on alternative fuel vehicles transitions

2006-2010: Shell Hydrogen, $350,000, Co-PI, research on alternative fuel vehicles transition dynamics

2001- 2002: DuPont Presidential Fellow


Since 2017 : Associate Professor of System Dynamics, Strategy and Organization, emlyon Business School, Ecully, France

Since 2008 : Research Affiliate, Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts

2016-2017 : Assistant Professor of System Dynamics, Strategy and Organization, emlyon Business School, Ecully, France

2009-2016 : Assistant Professor, Strategy and Organization Area, Desautels Faculty of Management, McGill University, Montréal, Québec, Canada

2006-2008 : Post-Doctoral Associate, Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts, United States

1997-2001 : Management Consultant, Accenture, Amsterdam, The Netherlands


2015-2016 : McGill University, Sustainability Project Funds Working Group (SPF WG) Member

Since 2015 : External expert member, Horizon 2020 for European research and innovation grant proposal evaluation (European Union)

2012-2016 : Research Affiliate & Key Member, McGill Centre for Convergence of Health and Economics (MCCHE), McGill University, Montréal, Québec, Canada

Since 2008 : Research Affiliate, Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts, United States. MIT Project on Market Transitions for Low Carbon Transportation Systems.



Administrative Science Quarterly, Organization Science, Management Science, Journal of Management Inquiry, Journal of Management Studies, Industrial & Labour Relations Review, European Journal of Transportation and Infrastructure Research, Journal of Economic Behavior & Organization, System Dynamics Review, Academy of Management Conference, International System Dynamics Conference, Journal of Production and Operations Management, Transportation Research.


market formation, market transformation, collective action, coordination, coevolution, path-dependence, system dynamics, simulation, spatio-temporal data, sustainability, alternative fuel vehicle markets, nutritious food markets


Lee, Brandon, Jeroen Struben, and Chris Bingham. (2018). “Collective Action and Market Formation: An Integrative Framework”. Strategic Management Journal. 39(1): 242–266

Struben, Jeroen, Laurette Dubé, and Derek Chan (2014). “Policy Insights from the Nutritional Food Market Transformation Model: The Case of Obesity Prevention Dynamics”.Annals of the New York Academy of Sciences1331: 57–75. doi: 10.1111/nyas.12381[Journal Statistics (2014): Impact Factor 4.38; ISI Journal Citation Reports © Ranking: 6/56 (Multidisciplinary Sciences)]

Dubé, Laurette, Srivardhini Jha, Aida Faber, Jeroen Struben, Ted London, Archisman Mohapatra, Nick Drager, Chris Lannon, P.K. Joshi, and John McDermott (2014). “Convergent innovation for sustainable economic growth and affordable universal healthcare: Innovating the way we innovate”. Annals of the New York Academy of Sciences1331: 119–141. doi: 10.1111/nyas.12548 [Journal Statistics (2014): Impact Factor 4.38; ISI Journal Citation Reports © Ranking: 6/56 (Multidisciplinary Sciences)]

Garland, Jennifer, Ruthanne Huising, and Jeroen Struben (2013), “What if Technology Worked in Harmony with Nature: Imagining Climate Change through Prius Advertisements”. Organization20(5): 679-704.

Struben, Jeroen and John Sterman (2008). "Transition Challenges for Alternative Fuel Vehicle and Transportation Systems".Environment and Planning B.35(6) 1070-1097. [citations: >300 (Google scholar); >100 (Web of Science).]

Otto, Peter and Jeroen Struben (2004). "Gloucester Fishery: Insights from a Group Modeling Intervention."System Dynamics Review20(4): 287-312.

Nazarov, Yuli and Jeroen Struben (1996). "Universal Excess Noise in Resonant Tunneling via Strongly Localized States". Physical Review B53(23): 15466-1546


Struben, Jeroen, John Sterman, and David Keith (2015) “Parameter and Confidence Interval Estimation in Dynamic Models: Maximum Likelihood and Bootstrapping Methods” Ch 1. In: Oliva, R, N. Osgood, and H. Rahmandad (Eds)Analytical Methods for Dynamic Modelers, MIT Press, Cambridge MA.

Etzion, Dror and Jeroen Struben (2014) “Better Place: Shifting Paradigms in the Automotive Industry” In: Pirson, M., (Ed)Case Studies in Social Entrepreneurship, The Oikos Collection V4, (October 2014). Originally published as: Etzion, Dror and Jeroen Struben (2011) “Better Place: Shifting Paradigms in the Automotive Industry”. (Winner of the oikos Global Case Writing Competition)


Keith, David, Jeroen Struben, and John Sterman. “Supply Constraints and Waitlists in New Product Diffusion”. (3rd Round Revise and Resubmit, System Dynamics Review)

Keith David, Jad Sassine, and Jeroen Struben. “Within-Category Peer Effects in the Diffusion of Hybrid Electric Vehicles”. (Under Review, Management Science)

Keith David and Jeroen Struben. “From Excitement to Frustration: The Role of Consumer Waiting in New Product Launch”. (Submitted, Journal of Consumer Research)


Struben, Jeroen and Brandon Lee. “Market Formation: Examining Collective Action Dilemmas within Heterogeneous Networks”.

Kapmeier, Florian, Jeroen Struben. “Understanding the Dynamics of Alliance Capabilities”.

Isaacs, Noah, Jeroen Struben, and Ruthanne Huising. “The Rich get Richer: The Unintended Consequences of the Major League Baseball Free Agent Compensation System”.

Struben, Jeroen, Nii Addy, Atefeh Ramezankhani, and Laurette Dubé. “Coordinating Collective Action for Societal Change: The Québec en Forme Adhocracy”.

Struben, Jeroen, Derek Chan, and Laurette Dubé. “Transforming markets to diffuse healthy food and healthy eating across the socio-economic spectrum”.


Struben, Jeroen and Jad Sassine. (2016) “From Audiences to Adopters: The Role of Social Influence in the Formation of a Stable Product Category”.

Keith, David, Jeroen Struben, and John Sterman. (2016) “Spatiotemporal diffusion dynamics: Hybrid-Electric Vehicle Adoption in the United States”.

Keith, David, Jeroen Struben, and Sergey Naumov. (2016) “A generalized model of alternative fuel vehicle market transitions.

Struben, Jeroen. (2015) “Dynamics of Hybrid Product Categories and When do they Help (or Hurt) Incumbent Actors”.

Struben, J., (2012) “Fragility in Strategic Acton Field Alignment: Market Formation for Alternative Fuel Vehicles”. Industry Studies Association Working Paper Series WP-2008-29:

Struben, Jeroen and John Sterman. (2011) “Strategies for Transportation Electrification: Overcoming Thresholds and Overly Optimistic Forecasts”.

Struben, Jeroen, (2008) "Identifying Challenges for Sustained Adoption of Alternative Fuel Vehicles and Infrastructure", 2008, MIT Sloan Research Paper No. 4625-06. SSRN:


Academy of Management (AOM); American Sociological Association (ASA); System Dynamics Society (SDS); European Group for Organizational Studies (EGOS); The American Association for the Advancement of Science (AAAS); New England Complex Systems Institute (NECSI).


Master level courses

Systems Thinking and Sustainability (newly designed) Applied Research in Social Sciences (RECAPSS)

Guest lectures in executive and MBA programs

  • On the topic of ”solving complex business problems”: the International Masters in Practicing Management (IMPM) and the International Masters for Health Leadership (IMHL) (Desautels Faculty of Management, McGill University); advanced marketing course (McGill University); a management seminar for MBAs (Universidad Gabriela Mistral in Santiago, Chile, at the MIT Sloan School of Management); the MBA program of the Ross School of Business, University of Michigan; and the Executive MBA course “Leading the Innovative Enterprise”, Sloan School of Management.

Participative Workshops for executives and policy makers (Design and Facilitation):

  • “Strategy for Transitions to Alternative Fuel Vehicles”, two day research workshop for executives in automotive and energy industry and policy (2007, 2008, 2009)

Academic-Focused Workshops (Design and Facilitation):

  • “Introduction to System Dynamics for Academics”, two-day workshop, Ryerson University (2013)

Management Flight Simulator for Teaching

  • Struben, J. (2014) Behavioural Infectious Disease Simulator: The 2014 Ebola Outbreak.

  • Byrd, D. and J. Struben (2005) “Industry Learning”, as part of MBA Strategy course, Stanford Graduate School of Business and MIT Sloan School of Management

Student Supervision (PhD)

  • Derek Chan (McGill University, ongoing)
  • Atefeh Ramezankhani (McGill University, ongoing)
  • David Keith (PhD, MIT, 2012)
  • Karin Strzeletz-Ivertsen (PhD, CBS, 2014)


My research examines market formation processes for issues of societal importance. I am particularly interested in the question: How do alternative products, ideas, and practices successfully penetrate in the marketplace or society at large, rather than falter? I analyze market formation through a systems lens, focusing on the over-time interactions across stakeholders working through both social and material adoption challenges. I conceptualize and study these efforts as market formation processes because significant uptake of such products involves the joint development of consumer familiarization, complementary infrastructure, and technology improvement for example. I tackle these problems using simulation and empirical analysis of large spatiotemporal datasets.

My current research program consists of three projects: (I) Market formation for alternative fuel vehicles, (II) Market formation for nutritious food, and (III) Market formation theory. I develop insights that help both scholars and practitioners understand why many of these efforts often involves lengthy struggles, generate unintended outcomes, and even may fail.

Through my research I have worked with organizations across a variety of sectors ranging from automotive (Ford, GM, SAIC Shanghai), to energy (Shell, National Renewable Energy Laboratory, US Department of Energy (DOE), Johnson Controls China), public health (PHAC), and to fisheries (NOAA, GCDC). I have participated in panels, workshops, and creative marathons on challenges of and strategies for adopting sustainable practices.



  • Building capacity for furthering the economic and social case for investment in chronic non-communicable disease prevention and health promotion - Healthy Living Market Transformation: Analysis of Non-communicable Disease Dynamics and Prevention. Report to Public Health Agency Canada,RFSO#1000091602, March 2011
  • Summary of Policy Insights from Alternative Fuel Vehicle Transition Analysis,MIT Project on Market Transitions for Low Carbon Transportation, Report 2, September 2010


  • News paper article, Globe and Mail, Canada (November 2014), Interview with Rosanna Tamburi about insights from nutritious market formation paper why-efforts-against-obesity-arent-working/article18986914/
  • Press Release, McGill University, Canada (June 2014):
  • Video interview, McGill University, Canada (May 2013) McGill at Work / au travail. “PA-2E Transport: Canada’s largest emission sector”/“PA-2F Transport: le secteur d’emission le plus important”
  • Press Release, Massachusetts Institute of Technology, United States (2007) Alternative fuel vehicle transitions
  • University Coverage, Massachusetts Institute of Technology, United States (2007), by Nancy Stauffer “Alternative Fuel Vehicles: Enabling the Transition”,EnergyEnvironment Newsletter, MIT Laboratory for Energy and Environment, p8-10
  • Others:News reports, including in the New Scientist, Science Daily, Boston Globe (multipletimes), MIT Tech Talk Newspaper, MIT Energy Initiative, and in diverse science and environment interest websites (2007-2008).Radio and pod-casts: Radio Austria, Earth & Sky (2007)



‑ Keith, David R., Sterman, John D., , Struben, Jeroen. 2018. Supply constraints and waitlists in new product diffusion.System Dynamics Review, FORTH

‑ Lee, Brandon H., Struben, Jeroen, , Bingham, Christopher B.. 2017. Collective Action and Market Formation: An Integrative Framework.Strategic Management Journal, FORTH

‑ Garland, Jennifer, Huising, Ruthanne, , Struben, Jeroen. 2013. “What if technology worked in harmony with nature?”: Imagining climate change through Prius advertisements.Organization, 20 (5): 679-704 p.

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