معرفی
Evelien Croonen is an Assistant Professor at the Department of Innovation Management & Strategy within the Faculty of Economics and Business at the University of Groningen. She holds a PhD from 2006 focused on strategic change in franchise systems. Her expertise spans franchising, small business strategy, innovation, and entrepreneurship.
Evelien teaches courses on small business management, franchising, and entrepreneurship at both bachelor’s and master’s levels. She coordinates the Master Thesis projects for the MScBA Small Business & Entrepreneurship program. Additionally, she serves as a visiting professor at the University of Rennes (France) for their Master of Marketing, Franchising, Retail and Service Chains program.
Her research focuses on franchise networks, trust, control mechanisms, and strategic change. She has published in top journals like Entrepreneurship Theory & Practice and International Small Business Journal, earning multiple Best Paper Awards. Key themes include franchisee-franchisor relationships, organizational citizenship behaviors, and entrepreneurial well-being.
Evelien has received the 2023 Best Practice in Teaching and Learning Award for her innovative teaching initiatives. She collaborates with industry stakeholders, including franchisors, franchisees, and consultants, to ensure practical relevance in her work.
Her advisory roles include supervising master’s theses and acting as a guest speaker at practitioner events. She emphasizes symbiotic success in franchise partnerships, advocating for balanced perspectives between franchisors and franchisees.
