Expertise center

Marketing & Supply Chain Management

Our mission

Nyenrode's Center for Marketing and Supply Chain Management aims to significantly improve the opportunities for the business community to innovatively market products and services. Our education and research program is focused on marketing and supply chain management that is practically relevant and of high quality.

Fields of expertise

We cover the following fields of expertise:

  • Marketing Strategy
  • Marketing- and Retail Management
  • Supply Chain Management and Optimization
  • Production & Operations Management
  • Lean Management
  • Innovation
  • Digital Marketing and Transformation
  • New Product Development
  • Customer, Consumer and Shopper Behavior
  • Customer Relationship Management
  • Brand- and Account Management
  • Purchasing
  • Logistics & Distribution Management
  • Quality Management
  • Business Model Innovation

Additional topics

  • Management Information Systems
  • Quantitative Methods
  • E-learning
  • Complexity & Knowledge Management
  • Cross Cultural Management
  • Supply Chain Finance
  • Tourism
  • Health Experience
  • Electronic Health Record Systems
  • Workarounds
  • Customer Journey

What are our activities?

Our Center for Marketing & Supply Chain Management contributes to Nyenrode Business Universiteit's Bachelor, Master, Post Master, MBA, Executive and Doctorate programs.

The Center for Marketing & Supply Chain Management offers leading-edge degree and executive education in the fields of marketing and supply chain management, including marketing strategy, marketing organization, innovation, digital transformation, new product development, brand management, retail management, (cross-cultural) consumer behavior, supply chain optimization, supply chain management, statistics & quantitative methods for business, operations management, procurement, and digital marketing. Our center faculty is well-connected with (international) business as well as non-profit organizations.

Our research areas

Our academic research centers on, but is not limited to, specific subjects within marketing and supply chain management. It is aimed at academic and business publications. We have an explicitly international focus.

The Center focuses on the following areas of research:

  • Adoption of Digital Innovations
  • Customer Experience Management
  • Healthcare Experience
  • Marketing Implementation
    • Retail Format Competition
    • Strategic Decision Making in Marketing
  • Supply Chain Collaboration
  • Supply Chain Management for SME’s
    • Workarounds in Healthcare
  • Supply Chain Risk

Lean Management

We conduct research into how Lean Management can be utilized in fields it has so far not been applied to, such as leadership, chain cooperation, innovation management, IT and SME/start-ups.

Business Model Innovation

We conduct research into the complexities intrinsic to business model innovation and implementation, particularly within network environments.

Our research strategy is (1) to generate new, academically sound insights and tools for businesses that help them create value, and create and maintain sustainable competitive advantage (knowledge creation and application), and (2) to help students in degree and executive programs develop leadership skills and become better entrepreneurs, managers, and policy makers (knowledge dissemination).

We achieve this through education as well as publications in journals designed for academics, business practitioners and policy makers. In short, our aim is to:

  • enrich Nyenrode's education programs
  • build industry-embedded programs in which academics and practitioners work together on emerging themes
  • distribute knowledge by publications in academic journals
  • distribute knowledge by publications in business journals
  • contribute to academic knowledge as editorial board members of peer-reviewed academic journals
  • support public debate (opinion pieces, weblogs).

The Center is dedicated to conducting research in the fields of marketing strategy, innovation and new product development, operations management, retailing, supply chain coordination, supply chain finance, purchasing management, and consumer behavior.


Sponsors Special chairs:

  • Evofenedex
  • Janssen Nederland
  • ANVR
  • Essent
  • Kooyman B.V.
  • Milgro B.V.

Faculty members


Dr. ir. Taher Ahmadi

  • Supply Chain Management

Dr. Letizia Alvino

  • Marketing
  • Consumer Behavior
  • Neuromarketing

Prof. dr. Sjaak Bloem

  • Health Care Consumer Behavior
  • Methodology
  • Measurement of Health Experiences
  • Health Innovations
  • Health

Prof. dr. Edward Groenland

  • Qualitative deductive research methodology
  • Quantitative research methodology

Dr. Erdogan Gülyaz

  • Innovation Management
  • Lean Management

Prof. dr. Bas Hillebrand

  • Marketing
  • Innovation

Prof. dr. ir. Pieter Klapwijk (emeritus)

  • Supply Chain Management
  • Operations Management
  • Business Modeling

Prof. dr. ir. Kitty Koelemeijer

  • Customer behavior
  • Retail strategies
  • Marketing strategy in a digital age
  • Management

Drs. Jian Qin

  • New Product Development
  • Entrepreneurship and Innovation Management
  • Digital Business Strategy

Prof. dr. Bo van der Rhee

  • New Product Development
  • Supply Chain Optimization

Prof. dr. Henry Robben

  • Innovation Management
  • Strategic Marketing

Dr. Sam Solaimani

  • Digital Transformation

Prof. dr. Jack van der Veen

  • Supply Chain Management
  • Operations & Logistics Management
  • operations research / Management Science

Prof. dr. Venugopal Venkataraman

  • Supply Chain Management
  • Operations Management
  • Business Modeling


  • Prof. Dr. Ir. Pieter Klapwijk (Emeritus)
  • Drs. Marie-Joëlle Browaeys