Dr. Richard Janssen

Assistant Professor
Richard Janssen_LOWRES
  • Dual Strategy
  • Strategic Management
  • Strategic Innovation
  • Business Administration for Agri-food
  • Business & Sustainable Transitions
  • Strategy & Transformation
I'm a strategist who wants to understand the world and take it further, one step at a time.  

Richard Janssen is an Assistant professor at Nyenrode Business University. He is part of Nyenrode's Faculty Research Center for Strategy, Organization & Leadership.

Janssen is fascinated by themes such as survival, transformation, renewal and development. He wants to contribute to companies that embrace change and want to increase their impact. Particularly in the food, pharmaceutical and energy industries, he likes to inspire executives to innovate in order to make the world a better place.

His teaching covers a wide area of topics from strategic management to organizational development, Innovation management and dual strategies. At Nyenrode, Janssen is a lecturer for executives in programs such as Foundations of Management, Modulair MBA and various EEOD programs. He adds practical value to the programs by discussing various case studies and coordinating business simulations. He also develops in-company programs and workshops such as 'The Big Pharma Case'. He is a researcher in strategic and innovation management in, among others, the Energy, food and pharmaceutical industries. 

Secondary positions

As an advisor/Interim manager Janssen has always been involved in strategy, business development and innovation management within different industries and in different roles. These roles have always been focused on development together with groups and teams, among others Vreugdenhil Dairy Foods, Heijmans or CSI Palentising. He is also a member of the Advisory Board of Torwash, a startup that is a spin-off of TNO.

International activities

  • South Africa: University of Stellenbosch in Cape Town
  • Columbia: Universidad de Los Andes in Bogota
  • Brazil: GFV University in Sao Paulo
  • China: NLMA Business School in Chengdu


Historical development and innovation. Be it human, biological or economic systems. 

Most relevant publications

  • Janssen (2015). Whitepaper: Value distribution in cocoa value chains. 
  • Janssen (2019). Proefschrift: Ambidexterity as a prerequisite for an incumbents survival. 
  • Flören (2018). Innovatie in het familiebedrijf. Hoofdstuk over strategische innovatie, succes- en faalfactoren. 
  • Janssen (2020). Whitepaper: Vaccin voor jouw agrofood business.