معرفی
Dr. Koen Pauwels is a Visiting Professor at the Department of Marketing, School of Business and Economics at Vrije Universiteit Amsterdam, and concurrently holds a distinguished professorship in Marketing at Northeastern University (USA). His research focuses on strategic marketing challenges, consumer decision-making processes, and brand dynamics in digital ecosystems. He maintains no ancillary activities, reflecting a full-time academic commitment.
His research interests include analyzing omnichannel retail strategies, leadership roles in corporate innovation, and the evolving role of social media in shaping consumer behavior. Methodologically, he emphasizes data-driven approaches including time-series analysis, survey methodologies, and brand equity assessments. Key themes in his work address modern market complexities such as data accessibility, sentiment analysis tool selection, and cross-channel consumer journey mapping.
Recent publications (2020-2021) demonstrate a strong emphasis on bridging theoretical marketing frameworks with practical business applications. These works have garnered significant academic attention, with articles achieving up to 806 Mendeley readers and being featured across 8 news outlets. Notably, his 2021 study on omnichannel marketing challenges has been widely shared (19 X users), while the 2020 analysis of CEO/CMO impacts reached 12 X users and 429 Mendeley readers.
In advising and grants, no formal student advisees are listed. Collaborations involve international partnerships evidenced by cross-country research networks, with active engagement from global institutions. His work contributes to both academic discourse and industry practices through rigorous methodological innovations and actionable insights.
