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.

MOLB game gives an insight into sustainable production processes

Research | May 16 2023

In recent decades, the optimization of production processes was mainly focused on making profit. Nowadays there is also an increasing focus on environmental and societal impact. This transition calls for new leadership. To best prepare students for their future leadership roles, Associate Professor of Supply Chain Management and Analytics, Taher Ahmadi, developed a Multi-Objective Line Balancing (MOLB) game. This game has led to positive reactions both nationally and internationally.

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“Writing a master’s thesis is a life-changing experience”

Research | June 1 2022

Writing a master's thesis proves to be a real bottleneck for many students. What is it exactly that’s so challenging? And how can supervisors get a better grip on the number of master's theses that need to be completed?

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“Marketing is just like soccer; we all think we know something about it”

Research | April 28 2022

What should you do with textbooks are outdated or written in a traditional, sometimes even conservative way? Writing a book at that point seems like a monumental challenge.