An ecosystem approach to marketing and innovation may make the analysis a bit more complicated, but it does provide a better picture of reality.

Prof. dr. Bas Hillebrand is professor of innovation in tourism at Nyenrode Business Universiteit. His chair is sponsored by the ANVR. He is especially interested in the combination of marketing and innovation-related topics. In doing so, he likes to use an ecosystem approach, including not only customers, but also other stakeholders (such as suppliers, governments, and NGOs).

Bas Hillebrand studied business administration at Tilburg University and holds a PhD from the University of Groningen. His dissertation was titled “Internal and external cooperation in product development projects”. 

His main research interests include stakeholder marketing, innovation, ecosystems, sustainability, and adoption theory. He has published in various academic journals, including Journal of the Academy of Marketing Science, Organization Studies, International Journal of Research in Marketing, Technological Forecasting and Social Change, Industrial Marketing Management, Journal of Product Innovation Management, and Journal of Service Management. He also co-authored a book on adoption and diffusion (De marketing van nieuwe producten; het adoptiemodel in de praktijk). He serves on the editorial board of Industrial Marketing Management and Journal of Product Innovation management.

Bas Hillebrand received several research grants, including a Dutch Blockchain Coalition-grant for the project “Stakeholder collaboration and framing in the development and implementation of Blockchain in the Netherlands”, a NWO Sustainable Business Models-grant for the project “Sustainable innovations and their societal impact”, an UWV-grant for a project on stakeholders management in the context of E-services, a Transforum-grant for the project “Identifying critical stakeholders for sustainable products”, a SenterNovem-grant for the project “Energy transition and cooperation; an actor analysis of the project portfolio energy transition”, and an AgentschapNL-grant for the project “Extending and analyzing the Innovation sensor”.

Secondary positions

  • Professor of marketing management and innovation at the Nijmegen School of Management, Radboud University Nijmegen.

International activities

Bas Hillebrand collaborates with a wide set of researchers from universities in other countries, including Belgium, Germany, Finland, Austria, New Zealand, UK, and Italy. In 2014 he was a visiting professor at Université de Namur.


Bas likes to visit art museums.

Most relevant publications

  • Keiningham, Timothy, Zeya He, Bas Hillebrand, Jichul Jang, Courtney Suess, and Luorong (Laurie) Wu (2019). Creating innovation that drives authenticity, Journal of Service Management, 30(3), 369-391.
  • Hillebrand, Bas, Paul H. Driessen, and Oliver Koll (2015). Stakeholder marketing: theoretical foundations and required capabilities, Journal of the Academy of Marketing Science, 43(4), 411-428.
  • Hillebrand, Bas, Jurriaan J. Nijholt, and Edwin J. Nijssen (2011). Exploring CRM effectiveness: an institutional theory perspective, Journal of the Academy of Marketing Science, 39(4), 592-608.