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

Education

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.

Related programs

  • The future of finance & innovation: your agenda

    Start date: January 24, 2025
    Language:
    • English
    Location:
    • Breukelen

    As the world in which you operate changes, you will have to change with it. Moving from the age of industrial organizations to a platform economy, being able to determine what constitutes appropriate investment- and risk management theories is more important than ever.

    Executive Education Workshop 23

  • Growing your investment leadership

    Start date: November 8, 2024
    Language:
    • English
    Location:
    • Breukelen

    Demonstrating investment leadership will help you in guiding your stakeholders through the process of understanding your recommendation, accepting them and feeling comfortable with the results.

    Executive Education Workshop 24

  • Understanding Boardroom dynamics & interaction

    Start date: September 27, 2024
    Language:
    • English
    Location:
    • Breukelen

    Being aware of your behavior and how it is perceived by others and understanding the dynamics involved in this interaction will help you to maximize your contribution to the board and increase your chances of achieving your goals.

  • Executive Programme Hydrogen

    Start date: 17 September 2024
    Language:
    • English
    Location:
    • Breukelen
    • Norway
    • Rotterdam

    In the dynamic world of the energy transition, the Executive Hydrogen Programme emerges as a platform for leaders in the hydrogen sector.

  • Impact MBA

    Start date: March and September 2025
    Language:
    • English
    Location:
    • Amsterdam
    • Breukelen
    • Online

    With Impact MBA you become a leader fit for a sustainable and technological future.

    Nyenrode Impact MBA

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.

Opinion

Related news

  • Bridging gaps between pension funds and local impact investments.

    Type: Opinion
    Publication date: 7/9/2024

    Pension funds are increasingly interested in investments that not only yield returns but also contribute positively to society. However, there are several gaps between pension funds on one side and impact startups and investors on the other.

  • Mandating company reporting won’t enhance transparency

    Type: Research
    Publication date: 7/3/2024

    The EU’s Directive 2014/95/EU requires large companies to disclose non-financial information related to environmental, social, and governance (ESG) matters in their annual reports. However, a recent study from Nyenrode Business University found that simply mandating reporting won’t guarantee enhanced transparency. In fact, the Directive's flexibility and weak enforcement make it less effective, and more costly, for companies that are not motivated to share detailed information.

  • 4 Steps HR needs to take to create an engaging company culture

    Type: Education
    Publication date: 6/25/2024

    To be able to attract and retain people in the current tight labor market, it is necessary to improve the employee experience. But how exactly do you do that? What are your first concrete steps?

  • 'Those who embrace ESG fuel innovation'

    Type: Research
    Publication date: 6/14/2024

    Organizations must restore the balance between business continuity and concern for people, nature and society, according to Prof. Albert Plugge in his inaugural speech on June 14. Plugge is professor of ESG Transformation & Digital Innovation at Nyenrode Business University. "Financial interests have prevailed since the industrial revolution, but that concept is no longer tenable."

More news

Partners

Partners

Sponsors Special chairs:

  • Evofenedex
  • Janssen Nederland
  • ANVR
  • Essent
  • Kooyman B.V.
  • Milgro B.V.

Team

Our people

Contact

Prof. dr. ir. Kitty Koelemeijer

Job title Professor
Phone number :  +31 346 291 440
Kitty Koelemeijer (portret)