Sjoukje Goldman is a researcher and senior lecturer in sustainable marketing within the Centre of Market Insights at the Amsterdam University of Applied Science. With a grant from the Netherlands Research Council (NWO), she is pursuing her Ph.D. at the Vrije Universiteit. As a researcher, she works on three large projects. The first is on regenerative (climate-positive) business models, one of four research themes of the Centre of Economic Transformation and a collaboration between the Entrepreneurship and Digital Commerce professorships. The second is a project she initiated leveraging technology to enhance consumers' sustainable purchasing decisions. Finally, she expects to complete her P.hD. in cross-cultural marketing strategy in 2022.

As a senior lecturer, she teaches sustainable business management in the professional master digital-driven business and sustainable marketing in the professional master global sustainable business management. Furthermore, she is part of developing a new professional master in economic transformation.


  • 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

2021 – present

Assistant professor in the master Global Sustainable Business Management

2021 – present

Teacher developer in the master Economic Transformations

2021 – present

Teaching the elective course “Introduction to the scientific literature” in the Marketing bachelor

2018 – present

Assistant professor in the master Digital Driven Business

2009 – 2018
Amsterdam University of Applied Sciences, Netherlands

Senior lecturer, Strategic Marketing and Research in the bachelor Commercial Economics

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

2021 – present

Transforming to regenerative (climate-positive) business models

2021 – present

Change agent sustainability

2021 – present

Use technology to make sustainability and health aspects of products transparent to consumers

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