Natalya Vinokurova is an Associate Professor at Lehigh University. Her research focuses on problems with idea diffusion, specifically, why ideas that should not diffuse do and why ideas that should diffuse do not. Using a combination of historical analysis and ethnographic methods, she studies patterns of decision making in contexts of financial and technological innovation. After serving on the Emerging Scholars and Philip B. Scranton Prize Committees, she currently serves as a trustee of the Business History Conference.