Linda Mitrojorgji is an Assistant Professor of Strategy and Entrepreneurship at NEOMA Business School. She received her PhD in Management from Cass Business School, London (UK). Her research focuses on the problem formulation process as a future value-creation activity. She uses ethnography and other qualitative methods to investigate this topic in creative industry settings like design and architectural practices. Her work has been recognized with several awards – Runner-up for Best Student Paper in the OMT Division and Best Paper Proceedings of Academy of Management (2020), and finalist for Best Paper Prize and Research Methods Paper Prize at the SMS Annual Conference (2020). Linda teaches strategy, business model innovation and design thinking. Prior to starting her PhD, Linda worked for several years as an architect at various US firms. She is also a Fulbright Research Fellow and holds a Dual Master’s Degree in Architecture and Urban Planning from University of Illinois, Urbana-Champaign (USA).