Martina Ayoub

Martina Ayoub is a Lecturer in Sustainability and Strategy at the University of Edinburgh Business School and serves as Programme Director for the MSc Global Strategy & Sustainability. She holds a PhD in Economics from Grenoble Alpes University, a DPhil in Management from NEOMA Business School, and an MSc in Environmental and Natural Resources Economics and Policy from Toulouse School of Economics.

Her research focuses on sustainability transitions, including identifying positive tipping points for low-carbon transformations, analyzing global value chains, and exploring innovation systems. She has contributed to interdisciplinary studies linking policy feedbacks, socio-technical dynamics, and eco-innovation strategies.

Martina’s recent publications examine bioeconomy transitions, solar energy diffusion, and eco-innovation R&D models. Her work emphasizes systemic change, policy integration, and corporate strategies for sustainability. She is actively involved in advancing frameworks for accelerated decarbonization across sectors.