Her research interest is broadly related to topics in retailing and the impact of macro-economic conditions on micro behaviors. Apart from strategic firm decisions, she examined how consumers can make better decisions to address pressing societal problems related to health, wealth and sustainable consumption. In her work, she uses various econometric and time-series methods to approach these strategic mangement or societal problems. 

Academic positions

May 2020-present: Professor of Marketing Analytics, Tilburg University, Tilburg, the Netherlands

Jan. 2010-Apr. 2020: Associate Professor of Marketing, Tilburg University, Tilburg, the Netherlands

Jan. 2008-Dec. 2009: Assistant Professor of Marketing, Tilburg University, Tilburg, the Netherlands

Sept. 2005-Dec. 2007: Assistant Professor of Marketing Management, RSM Erasmus University, Rotterdam, the Netherlands

Sept. 2003-Aug. 2005: Postdoctoral Research Fellow in Marketing, Erasmus Research Institute of Management (ERIM), RSM Erasmus University, Rotterdam, the Netherlands

    Graduate & undergadutate eduction: 

Pricing and Revenue Analytics (Tilburg University) – Msc Marketing Analytics students  - course coordinator (since Fall 2020)

Market Assessment (Tilburg University) – Msc Marketing Management - course coordinator (since Spring 2022)

Technology for a Healthy Lifestyle (Tilburg University) –Bsc minor Data & Digital Society students  - co-teacher (since Fall 2024)

ProSem Marketing (Tilburg University) – Marketing PhD students (Spring 2024; Spring 2026)

Advanced Research Techniques (Tilburg University) – Research Master & PhD students  - course coordinator (Spring 2016-2021)

Strategic Marketing Management (Tilburg University) – Msc Marketing Management  - course coordinator (Fall 2010 - Spring 2019)

Marketing@Work (Tilburg University)  - 3rd year Bachelor students  - course coordinator together with Anick Bosmans (Spring 2014)

Project coordinator for project on ‘Relationships with Customers & Suppliers’ (Tilburg University) – 2nd year Bachelor students  - course coordinator (Fall 2009)

Academic Skills in Marketing (Tilburg University) – 3rd year Bachelor students  - course coordinator (Fall 2008 - Fall 2010) 

Basic data handling & regression analysis in SAS (Tilburg University) – Research Masters & PhD students  - 1 day (2008)

Introduction to basic data handling & regression analysis in SAS (RSM Erasmus University) – PhD tutorial

Marketing strategy research (RSM Erasmus university)  - Msc Marketing Management - co-teacher (Fall 2004 -2005)

Consumer marketing research (RSM Erasmus university) - Msc Marketing Management - co-teacher (Fall 2004)

Supervision of about 5-8 master theses on various marketing topics each year. 

    Professional and executive teaching:

Principal Promotor:

Bùi Trang, Tilburg University, the Netherlands, in progress (advisor together with Dr. Arjen van Lin, expected: 2026). Dissertation topic: “Promoting healthy and sustainable products: How to do it right”.

Aukje Wijnen, Tilburg University, the Netherlands, in progress (advisor together with Dr. Samuel Stabler, expected: 2027). Dissertation topic: “Crisis Management”.

Melle Klein Goldewijk, Tilburg University, the Netherlands, in progress (advisor together with Dr. Arjen van Lin, expected: 2027). Dissertation topic: “How online grocery shopping impacts healthy food decisions”.

Nohe Max, Tilburg University, the Netherlands, defended December 6, 2024 (advisor together with Prof. Inge Geyskens). Dissertation topic: “Retail Disruptions and their Impact on Suppliers in the Grocery Sector” [Winner of the 2015 Alden G. Clayton Dissertation Proposal Competition from the MSI]. Initial placement: HAN University of Applied Sciences Arnhem and Nijmegen (The Netherlands). [https://doi.org/10.26116/tisem.62955]

Co-promotor:

Minxiong Huang, RUGroningen, the Netherlands, in progress (co-advisor together with Prof. Maarten Gijsenberg, expected: 2027). Dissertation topic: “Marketing Dynamics within Business Cycles.”

Jaspers Esther, Tilburg University, the Netherlands, defended December 5, 2018 (co-advisor together with Prof. Rik Pieters). Dissertation topic: “Opening Up on Consumer Materialism.” Initial placement: Massey University (New Zealand).

Jonne Guyt, Tilburg University, the Netherlands, defended October 28, 2015 (co-advisor together with Prof. Els Gijsbrechts). Dissertation topic: “Promotions in Retailing”. [Winner of the 2016 EMAC McKinsey Marketing Dissertation Award] Initial placement: Institute of Choice, Sidney University (Australia).

Membership PhD Committees:

Dingli Wu, KULeuven (Belgium), in progress.

Luuk van Maasakkers, Erasmus University Rotterdam, Erasmus School of Economics, the Netherlands, Defense scheduled on April 23, 2026. Dissertation Topic: “Deep Learning Approaches for Customer Analytics.” 

Kadircan Çakmak, Tilburg University, the Netherlands, defended October 31, 2025. Dissertation topic: “Essays on Consumer Search, Product Returns, and Pricing in Online Markets,” Initial placement: Tesla Inc. (the Netherlands).

Joep van der Plas, Tilburg University, the Netherlands, defended June 30, 2025. Dissertation topic: “Channel Blurring: National Brands at Hard Discounters,” Initial placement: TU Eindhoven, Eindhoven (the Netherlands).

Alagöz Nazli, Tilburg University, the Netherlands, defended September 13, 2024. Dissertation topic: “Technological Change and Promotion in the Music Industry,” Initial industry placement: Google (the Netherlands).

Wanxin (Britney) Wang, Imperial College London, United Kingdom, defended (Viva) on February 16, 2021. Dissertation topic: “Three Paths to Brand Growth: New Product Introduction, Digital Advertising, and Crowdfunding,” Initial placement: Chinese University of Hong Kong, Shenzhen (China).

Pieters Constant, Tilburg University, the Netherlands, defended December 14, 2020. Dissertation topic: “Process Analysis for Marketing Research,” Initial placement: University of New South Wales, Sydney (Australia).

Hökelekli Gizem, KULeuven, Belgium, defended September 22, 2017. Dissertation topic: “Essays on Retailers’ Private Label Portfolio: Economy, Standard and Premium Private Labels,” Initial industry placement: Nike (the Netherlands).

Lin Didi P., Tilburg University, the Netherlands, defended March 28, 2017. Dissertation topic: “Essays on Consumer Welfare”. Initial industry placement: Deloitte (the Netherlands).

Slot Johanna, Tilburg University, the Netherlands, defended December 18, 2013. Dissertation topic: “Crossing Boundaries: Involving External Partners in Innovation.” Initial placement: Pennsylvania State College (U.S.).

Yabar Jaione Arriola, Tilburg University, the Netherlands, defended December 17, 2012. Dissertation topic: “Wait, Bond, & Buy: Consumer Responses to Economic Crisis”. Initial placement: University of Deusto in Bilbao (Spain).

Yildirim Gokhan, Universidad Carlos III de Madrid, Spain, defended July 11, 2012. Dissertation topic: “Three Essays on Marketing Dynamics”. [graduated Cum Laude] Initial placement: Lancaster University, Management School (U.K.).

ter Braak M. Anne, Tilburg University, the Netherlands, defended February 15, 2012. Dissertation topic: “A New Era in Retail: Private-Label Production by National-Brand Manufacturers and Premium-Quality Private Labels”. [Finalist of the 2013 EMAC McKinsey Marketing Dissertation Award] Initial placement: KU Leuven (Belgium).

Lamey Lien, KULeuven, Belgium, defended September 22, 2008. Dissertation topic: “The Private-Label Nightmare: Can National Brands Ever Wake Up?” [Winner of the 2009 EMAC McKinsey Marketing Dissertation Award] Initial placement: Lessius University College (Belgium).

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