I am a Visiting Professor of Marketing at Strathclyde Business School (Marketing Department) and work with managers on the interface of marketing, sustainability, value co-creation, innovation, customer experience and well-being, and reputation. I also hold positions at Vlerick Business School (Full Professor, marketing and sustainability), Newcastle University Business School (Visiting Researcher, marketing), Ghent University (Guest Professor, B2B marketing), and the University of Economics Ho Chi Minh City, Vietnam (Visiting Professor, supply chain management).
Expertise & Capabilities
Working with companies allows me to publish in practitioner magazines as well as in high impact academic journals (incl. Journal of Operations Management, Journal of Product Innovation Management, Journal of the Academy of Marketing Science, International Journal of Operations & Production Management, Technological Forecasting and Social Change, Supply Chain Management: An International Journal).
I am involved in externally funded research projects, such as ‘understanding food value chain, network dynamics and consumers’ (EU, Horizon 2020) and ‘enhancing food safety and security of maize and rice in Vietnam’ (British Council Newton Fund). As an renown expert in marketing and sustainability, I speak frequently on international conferences on topics that impact modern business and society at large.
My research interests include:
- Strategic B2B Marketing
- Well-being in business
- Customer experience creation
- Reputation and spill-overs
- Value co-creation
I have an internationally-built B2B expertise, and act as a management consultant for guiding global players in their transition from product-orientation to customer-centricity.
I have taught on all levels (from Bachelor to PhD and Faculty), in online, physical, and hybrid environments I have a long affiliation with Strathclyde and was also nominated for a “Teaching Award, Undergraduate Programme” in 2012 and 2013 in my faculty capacity in the Marketing Department.
At Vlerick Business School, I have been nominated for two awards in 2020: “Top-3 Teaching Innovation Award” and also “Best Researcher Award”.
In recent years, I predominantly design and run management workshops and programmes (open and tailored) for companies largely in the areas of strategic B2B marketing, hidden needs analysis, customer experience and well-being creation, and sustainability. I design learning journeys that blend physical, online, and hybrid environments.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Visiting Professor of Supply Chain Management, University of Economics, Ho Chi Minh City
1 Oct 2019 → …
Visiting Professor of Marketing, Ghent University
1 Sep 2017 → …
Visiting Researcher of Marketing, Newcastle University
1 Jul 2017 → …
Full Professor of Marketing and Sustainability, Vlerick Business School
1 Jul 2017 → …
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