Diana Trujillo is Associate Professor at the University of Los Andes, School of Management in Colombia.  She holds a PhD in Public Administration from New York University.  Her main research focuses are sustainability governance and sustainable & regenerative business models.  Her current research projects are: Conservation Governance in Colombia’s National Natural Parks System; Strong Sustainability in ABInBev; and Regenerative Business Models in Latin America.  She has published in the Journal of Business Ethics, Harvard Business Publishing case collection, and she contributed to Social Partnering in Latin America (2004), Effective Management of Social Enterprises (2006), Socially Inclusive Business in Iberoamerica (2010), and Base of the Pyramid Markets in Latin America (2021).