Biography

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".
Degrees
- 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
Certificates
(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
2018 – present
Assistant professor in the master Digital Driven Business
2009 – 2018
Amsterdam University of Applied Sciences, NetherlandsSenior lecturer, Strategic Marketing and Research in the bachelor Commercial Economics
Professional Experience in Research and Marketing
2014 – present
Amsterdam University of Applied Sciences, NetherlandsResearcher, Centre for Market Insights
2004 – 2009
ING, Amsterdam ,Netherlands,Senior Marketer
Project experience
2021 – present
Change agent sustainability
2021 – present
Sustainability study among consumers
2014 – 2016
Research project: State of cross-border e-commerce in Europe
Link: www.cmihva.nl
2015 – 2018
Member of the cross-border expert group of Shopping Tomorrow
Cross-border bootcamp: www.cross-border-bootcamp.com Crossborder tool: www.cross-border-tool.com GO USA! Link: www.shoppingtomorrow.nl
2008
Teaching a masterclass in Marketing to Microfinance Institutions from seven Southern African countries
South Africa
2006
Market Research via Opportunity International
Mozambique
1994
Internship
Namibia