Sjoukje Goldman

My background includes sustainability in marketing strategy, emerging technologies for enhancing more sustainable consumption patterns, cross-border e-commerce and cross-cultural research. Currently I am a PhD student at the Vrije Universiteit Amsterdam and at the Hogeschool van Amsterdam (Centre for Market Insights). In addition, I am working as an assistant professor in the master Digital Driven Business. 

In my PhD research I focus on the cross-cultural aspects of cross-border e-commerce. My first project has resulted in a publication in the International Small Business Journal (2021) and is titled “Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets”. My second project is under review at the Journal of International Business Studies and is titled “Cross-border trust towards e-stores from US and China: The impact of store value and country stereotype”. My third project is work in progress and titled “What explicit and implicit factors drive consumers’ choice for cross-border e-stores over domestic e-stores?” We include several potential drivers for that choice, such as sustainability, price, product availability, values, and demographics. The goal is to complete the PhD projects in the summer of 2022 with a dissertation.

As an assistant professor, I am strongly entrenched as a developer of interactive educational programs, where students meet the business community and vice versa. My current focus is on Digital Business Fundamentals, a module that focuses on the strategic management of information systems as well as the customer journey. In this module we also focus on using data and information systems to shape a company's climate strategy. Meanwhile, in the background, I am working on a module called Strategic Sustainable Marketing and Emerging Technologies for Sustainable Businesses. As change agent sustainability for one year, I am responsible for embedding sustainability in our master's curriculum and in our research studies. For our research group, I am the contact person for the Centre of Economic Transformation and I am helping to set up two new minors in the field of sustainability. 

Finally, I contribute to offering graduation assignments available to Commercial Economics students. Until mid-2021 mainly in the field of cross-border e-commerce, since September 2021 the focus is on sustainability in marketing. For example, I have made contact with Zero Waste Netherlands and 4 students are going to research the use and effect of their free window sticker "Take your own packaging with you". 

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