Prof. dr. Bas Hillebrand is professor of innovation in tourism at Nyenrode Business Universiteit and professor of marketing management and innovation at the Nijmegen School of Management, Radboud University Nijmegen. 

He studied business administration at Tilburg University and holds a PhD from the University of Groningen. October 3, 2018 he delivered his inaugural speech entitled “Innovatie in toerisme; een ecosysteem perspectief”.

Secondary positions

Bas is on the editorial review board of Industrial Marketing Management and Journal of Product Innovation Management and serves as an ad hoc reviewer for a wide range of other academic journals. He is also co-founder and coordinator of the Special Interest Group “Innovation and stakeholders” at the European Marketing Academy.


He received several research grants, most of them in some way involving (non)scientific partners. Grants he received include: 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”.


His main research interests include stakeholder marketing, innovation, ecosystems, sustainability, institutional theory, 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, IEEE Transactions on Engineering Management, Technological Forecasting and Social Change, Journal of Business Research, Industrial Marketing Management, Journal of Product Innovation Management, Journal of Consumer Affairs, Journal of Service Management, and Journal of Business & Industrial Marketing. He also co-authored a book on adoption and diffusion (De marketing van nieuwe producten; het adoptiemodel in de praktijk) and several chapters in edited books. His publications attracted more than 2500 citations in Google Scholar, with an h-index of 21.