Dr. Aaron Cheng is an Assistant Professor of Information Systems at the Department of Management at the London School of Economics. Aaron's research lies in understanding the economics of digitization, with a focus on grand societal challenges and business dilemmas in customer-centric firms. His research examines whether, how, and why current and emerging digital innovations can effectively and efficiently tackle real-world problems in both public sectors (e.g., transportation, health, education) and private sectors (e.g., insurance, advertising, retailing).