Yvonne van Everdingen

Yvonne van Everdingen is Full Professor of Marketing and Innovation at the Rotterdam School of Management, Erasmus University. She is actively affiliated with multiple strategic initiatives, including the Erasmus Center for Data Analytics (ECDA), the Erasmus Behavioral Lab’s Steering Group on Virtual Reality (SIG VR), and the Advisory Board of CIIIC (Creative Industries Immersive Impact Coalition). She also serves on the EUR Diversity Advisory Board.

Her research centers on the international diffusion of new products, immersive technologies (VR/AR) in marketing, and sustainable consumption, especially the marketing of refurbished goods. Her expertise contributes to the UN Sustainable Development Goals, particularly those related to responsible consumption and innovation.

The recent publications highlight a strong trajectory in virtual reality applications, sustainable marketing, and global branding strategies. Her work bridges academic rigor with practical industry relevance, often published in premier journals such as Journal of Marketing and International Journal of Research in Marketing.

Scientific Awards:

• ERIM Top Article Award (2010)
• Collaborative Prize: "The use of state-of-the-art VR technologies for diagnosis and treatment of socio-affective cognition deficits in mental disorders – From bench to bedside" (2021)

She has supervised doctoral and academic research, serves on the editorial boards of International Journal of Research in Marketing, International Journal of Technology Management, and Organization Science, and is deeply engaged with marketing practitioners through the Data & Insights Network (D&IN). She chairs the jury for the D&IN Award "Insights Scientist of the Year" and organizes the annual D&IN Symposium. She has been involved in nationally funded projects, including a multi-million euro grant from the Dutch Nationaal Groeifonds.

She leads and contributes to research labs and teams focused on immersive technologies and behavioral analytics, particularly through the Erasmus Behavioral Lab and ECDA, driving innovation in both academic and applied settings.