Karel Jan Alsem

Karel Jan Alsem is a Professor in Marketing and Entrepreneurship at Hanze University of Applied Sciences Groningen, affiliated with the Marian van Os Centre of Expertise Entrepreneurship. He holds a Doctor of Business Administration from the University of Groningen (1991) and has been a Lecturer in Marketing there since 1985.

His research focuses on strategic marketing planning, consumer behavior, and sustainable business practices. Key areas include marketing strategy development, digital transformation of SMEs, and entrepreneurship in healthcare and food industries. He has led projects like 'Food for Care' (2021–2023) and 'MKB Digitalization Workshop' (2020–2022), emphasizing practical industry collaboration.

Alsem has authored influential textbooks such as Strategic Marketing Planning: A Step-by-Step Approach (2024), recognized with the 'Best Marketing Study Book 2016' award. His recent work explores green entrepreneurship and regional port branding, with publications in professional journals and media contributions to Adformatie and RTV Noord.

He actively engages in public speaking on topics like 'Marketing 3.0' and sustainability, and has delivered over 100 invited lectures and workshops. His research spans 40+ years with 95+ outputs, including reports, books, and peer-reviewed articles.