Peter Verhoef

Professor Peter Verhoef is a renowned academic at the University of Groningen, serving as a Professor of Marketing and Director of the University of Groningen Business School. He earned his PhD from the Erasmus School of Economics. His research focuses on customer management, loyalty, and consumer behavior in contexts such as organic product purchasing and digital transformation. Notably, Verhoef received the 2013 Sheth Foundation/Journal of Marketing Award and the 2009 Harold M. Maynard Award, marking him as a leading figure in marketing research. He also chairs the Advisory Council for the Customer Centre of the Dutch Banking Association (NVB).

• Education: PhD from Erasmus School of Economics
• Affiliations: Director of University of Groningen Business School, Chair at NVB

Research Interests: Verhoef’s work bridges academic rigor and practical applications. He investigates how digital transformation impacts businesses, explores consumer responses to privacy practices, and analyzes the effects of marketing strategies on customer retention. His findings often challenge conventional wisdom, such as demonstrating that 'light' products do not aid weight loss. Recent studies emphasize omnichannel retailing, privacy calculus, and the business value of SME digitalization.

Awards: His accolades include the Sheth Foundation/Journal of Marketing Award for groundbreaking work on CRM efforts and the Harold M. Maynard Award for best paper in the Journal of Marketing. These prizes underscore his global influence in marketing academia.

Grants & Teams: While specific grants are not detailed, his leadership roles suggest involvement in large-scale research projects. Collaborative work with institutions like the SOM Research School and contributions to interdisciplinary initiatives (e.g., digital transformation frameworks) highlight his team-oriented approach.

Labs/Teams: Active in the University of Groningen Business School’s marketing department, he collaborates with researchers like Dong J.Q., Nguyen D.K., and Eggers F., focusing on data analytics, customer experience, and privacy-related challenges.