Sjoukje Goldman obtained her MSc from the Faculty of Marketing, Vrije Universiteit in Amsterdam, the Netherlands. Her master thesis focused on drivers and barriers that affect consumers’ attitudes and purchase intentions when shopping online for goods across the border.

Since March 2016 Sjoukje Goldman is a Ph.D. candidate at Vrije Universiteit, Amsterdam, working at the Amsterdam University of Applied Sciences. Her Ph.D. project aims to better understand the effect of differences between countries on online cross-border shopping and selling (i.e. cross-border e-commerce).

In cross-border e-commerce, online retailers aim to expand their webshop’s sales activities to foreign markets. The first study of this PhD research focuses on the combination of strategic orientations and digital marketing activities that determine the success of online retailers in foreign markets. It is an international study among small retailers in 20 European countries comparing online retailers that expand from a developed e-commerce market to foreign countries and online retailers that do so from a less developed market.

Cross-border e-commerce will grow faster than local e-commerce in the coming years. The second study focuses on consumers who shop online abroad, looking at the influence of the image a consumer has of a country on the image a consumer has of a webshop in that country. This research is conducted among more than 1000 European consumers about webshops in America and China.

From August 2015 till February 2016 Sjoukje Goldman led a large-scale cross-cultural study that aimed to answer the question: What is the current state of cross-border e-commerce in Europe? The research involved a double-blind content-coding of over 10,000 websites in 31 European countries by 75 native speakers student-researchers.

Sjoukje Goldman is a passionate researcher as well as a passionate teacher. As lecturer she is strongly embedded as a developer of interactive teaching programs, in which students meet business’ and the other way around. Her current focus is on segmentation and prediction of consumer behaviour as part of the minor Digital Marketing Analytics. She is also a consultant and examiner in the final semester, where students individually work on their bachelor thesis.


  • MSc., Marketing, Vrije Universiteit Amsterdam
  • BSc., HRM, Noordelijke Hogeschool Leeuwarden
  • Topic Master Thesis: The online cross-border shopping experience: drivers & barriers that affect consumers’ attitudes and purchase intentions when shopping for goods
  • Topic Bachelor Thesis: Technische Kennis in Culturele Context: een onderzoek naar de impact van culturele verschillen op het HRM instrument beoordelingsgesprek in de gezondheidszorg van Namibië


(part of the Ph.D. project)

  • Structural Equation Modeling with Lavaan in R, Universiteit Gent
  • Quantitative Research Methods using R, Vrije Universiteit Amsterdam
  • Research Methods in Marketing and Management, European Institute for Advanced Management
  • Advanced Academic Writing, Vrije Universiteit Amsterdam
  • Cross-Cultural Research Methods, Tilburg University
  • Global and Cross-Cultural Organization Research, Maastricht University
  • Multileveling Modelling, Erasmus University


Teaching experience

2009 – present
Amsterdam University of Applied Sciences, Netherlands

Senior lecturer, Strategic Marketing and Research

Professional Experience in Research and Marketing

2014 – present
Amsterdam University of Applied Sciences, Netherlands

Researcher, Centre for Market Insights

2004 – 2009
ING, Amsterdam ,Netherlands,

Senior Marketer

Project experience

2014 – 2016

Research project: State of cross-border e-commerce in Europe


2015 – 2018

Member of the cross-border expert group of Shopping Tomorrow

Cross-border bootcamp: Crossborder tool: GO USA! Link:


Teaching a masterclass in Marketing to Microfinance Institutions from seven Southern African countries

South Africa


Market Research via Opportunity International