I am an Assistant Professor within the Faculty of Engineering Technology (ET) at the Department of Design, Production and Management (DPM) and the Research Chair of Product-Market Relations (PMR).

I have fortified my research profile through comprehensive study and research engagements at both the Hogeschool van Arnhem en Nijmegen (HAN) and Lund University in Sweden, where I earned my doctoral degree in business administration. My dissertation work focused on a stakeholder-oriented approach to understanding brand equity, exploring how multinational corporations can foster brand equity by collaborating with diverse social, political, and business stakeholders.

Beyond academia, I have gained practical experience in Marketing and Brand Management roles across diverse industries. This included crafting effective marketing strategies for various B2B and B2C products, ranging from cosmetics and automotive to industrial valves and market research services.

My academic pursuits primarily revolve around the dynamic realm of marketing, encompassing areas such as brand management, international business, and consumer behavior. I also possess a keen focus on investigating the intricate interplay between multinational corporations and the markets they shape. Additionally, my research delves into the realm of stakeholder relationships, exploring engagement and collaborative dynamics.

I am currently responsible for a Brand Managament course in the Master program 'Industrial Design Engineering'.