Duygu Keskin is an Assistant Professor in Industrial Engineering & Innovation Sciences at Eindhoven University of Technology (TU/e). Her research lies at the intersection of design, entrepreneurship and sustainability. Specifically, she studies the dynamics of product innovation in sustainability-oriented new ventures. The disciplines of design and entrepreneurship play a prominent role in creating innovations that will transform society towards sustainable practices. While the power of design lies in its ability to imagine new possibilities and develop plans for their embodiment, the power of entrepreneurship lies in its ability to actually develop these possibilities in the form of products to be sold to customers.  

Duygu’s ultimate goal is to understand the use of different decision-making logics throughout the product and business development process and the influence of a select number of factors that are likely to explain the value creation strategy of sustainability-oriented new ventures over time. For this purpose, she uses a combination of traditional and emerging decision-making theories within the field of entrepreneurship, i.e. the causal and effectual logics of decision-making. 

Duygu Keskin obtained her PhD from the Faculty of Industrial Engineering, at Delft University of Technology (TU Delft). She also holds and MSc in Industrial Design and a BA in Environmental Engineering from Middle East Technical University (Orta Doğu Teknik Üniversitesi), Ankara, Turkey.  

During her PhD, she studied the dynamics of product innovation in sustainability-oriented new ventures. In particular, she studied the use of different decision-making logics during the product and business development processes and the influence of a select number of factors that are likely to explain the value creation strategy of sustainability-oriented new ventures over time. From 2007 to 2014, she was a researcher, project manager and lecturer at TU Delft. Duygu’s interests extend to design and entrepreneurship education. Specifically, she aims to understand the role of serious gaming in teaching alternative decision-making theories, as well as design approaches, to design and entrepreneurship students.