معرفی
Maarten Gijsenberg is a Full Professor of Marketing Dynamics at the University of Groningen's Faculty of Economics and Business. He holds additional roles as Research Director of the RUGCIC Customer Insights Center and co-editor of the Journal of Business Research's Special Issue on Digital Business Models. Born in Belgium (1981), he earned his PhD in Marketing from KU Leuven (2009) and has held academic positions at the Louvain School of Management (Belgium) before moving to Groningen in 2011. His research focuses on marketing dynamics, crisis impacts on marketing effectiveness, digitalization, and sustainable fashion industry strategies. He supervises PhD students on topics like advertising effectiveness and sustainability.
Education:
- Bachelor's in International Business and Economics, University of Leuven
- PhD in Marketing, University of Leuven (2009)
Research Interests: Marketing mix effectiveness, crisis management, consumer behavior in digital contexts, AI-driven business models, and sustainable fashion. His work emphasizes practical managerial insights, such as buffering against external turbulence through strategic marketing investments and analyzing the impact of service crises on consumer trust.
Teaching: Teaches Marketing fundamentals at the BSc level and advanced courses like Marketing Theory (Research Master) and Statistical Learning in Marketing (MSc). Known for student engagement and ranked among the top-5 most valued faculty members.
Advising & Grants: Supervises PhD candidates including Hidde Smit (advertising effectiveness), Janneke Koster (sustainable fashion), and Minxiong Huang (digital advertising). Active in research centers like the Groningen Digital Business Center (GDBC).
Labs/Teams: Leads the RUGCIC Customer Insights Center, focusing on online consumer behavior and digital marketing strategies. Collaborates with the GDBC on digital business model research.
