Marketing & Supply Chain Management

Introduction

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

Research

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.