Marketing

 Research Track Chair

 Prof. dr. Ruud Frambach
 Room 2E-33
 Tel.: +31 (0) 20 598 6002
 r.t.frambach@vu.nl






The research of the marketing group focuses on strategic marketing. Marketing strategy concerns those decisions that affect an organisation's long-term competitive market position based upon the desirability and superiority of the value that it offers to its customers. In our research, we are interested in understanding how organisations can develop superior customer value in markets characterised by dynamic exchange relationships. Firms' long-term competitive advantage is highly dependent upon their capability to successfully develop and market innovative value propositions (products and services). This requires a market-oriented approach in which both manifest and latent needs of (potential) customers are fully understood and taken as the starting point for building and maintaining customer relations. Organisations that are capable of doing so successfully are more likely to show superior performance in the long run. In our research programme, we therefore focus on two main themes. First, we focus on innovation as major driver of value as perceived by customers. Second, we study cross-cultural research methods that enable us to better understand markets and how to serve them more effectively in the dynamic cross-cultural context of today. In addition to our specific focus, our group also engages in other marketing strategic research topics that are of interest to the marketer, including areas such as social networks, marketing channels, and geo-marketing.

Keywords
marketing strategy; innovation; cross-cultural research methods; geo-marketing.


Marketing researchers