• 489 Citations
1992 …2021

Research output per year

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Personal profile

Quote

As Peter Drucker said: “The purpose of a business [or entrepreneur] is to create customers.”  So, if you want to find out whether your new technology or application holds potential get out there and look for customers! However, if even venturous customers are not interested, you probably should think again. And, please note that in contrast to what designers often think: users and customers are often not the same!

Research profile

Ed Nijssen is a Professor of Technology Marketing at the Innovation, Technology Entrepreneurship and Marketing (ITEM) group of the School of Industrial Engineering, Eindhoven University of Technology (TU/e). His areas of expertise include strategic sales and marketing and entrepreneurial marketing for radical and incremental innovations. 

His research interest focuses on marketing and innovation (e.g., adoption of new products, NPD tools, self-service technologies, social media, marketing/sales—R&D interface, branding), sales research (e.g., sales organization, selling new products, value/solution selling), service research (e.g., innovation in the front line, brand advocacy) and marketing strategy. Recently work focuses, in particular, on servitization (i.e. developing, manufacturing and selling of solutions). Servitization requires integrating hard and software but also a fundamental change in organizational culture to reap benefits from this approach.

Academic background

Ed Nijssen holds a PhD from Tilburg University (The Netherlands). He was a visiting professor at Michigan State University, New York University, and Bocconi University (Italy), and taught PhD courses on cross cultural research methods at the Swedish School of Economics and Business (Helsinki), Fudan (Shanghai) and Vaasa University (Vaasa, Finland). He also served two terms on the Executive Committee of the European Marketing Academy. Ed is on the review boards of Industrial Marketing Management and Journal of Product Innovation Management. He is also active in accreditation committees for NVAO/VLUHR, as consultant, and as a professional trainer in executive education. Together with Link Magazine he organized several round tables e.g., on the subject of servitization.   

Ed has published in the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of International Marketing, Journal of Product Innovation Management, Journal of Business Research, and Long Range Planning among others, and he is the author of several books, including Marketing Strategy, and Entrepreneurial Marketing, an effectual approach. He has won several ‘teacher of the year’ awards and prizes for his articles. 

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Projects

SMART-SPACE

den Ouden, E., den Ouden, E., Romme, A. G. L. (., Talmar, M., Khabir, S., van Broeckhoven, B., Sens, F., Chakraborty, S. & Nijssen, E. J.

31/05/1830/07/21

Project: Research direct

Research Output

Balancing frontliners’ customer- and coworker-directed behaviors when serving business customers

van der Borgh, M., de Jong, A. & Nijssen, E., 1 Aug 2019, In : Journal of Service Research. 22, 3, p. 323-344 22 p.

Research output: Contribution to journalArticleAcademicpeer-review

  • Defining the leader and the follower in a two-sided market problem: an inactivity analysis in the food waste industry

    Mullick, S., Raassens, N. & Nijssen, E. J., 2019, Proceedings of the 41st Annual ISMS Marketing Science Conference 2019. INFORMS Institute for Operations Research and the Management Sciences, p. 118 1 p.

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

  • Developing an internationalization strategy using diffusion modeling: the case of Greater Amberjack

    Nijssen, E., Reinders, M. J., Krystallis, A. & Tacken, G. M. L., 16 Feb 2019, In : Fishes. 4, 1, 11 p., 12.

    Research output: Contribution to journalArticleAcademicpeer-review

    Open Access
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    Prizes

    Best Paper Award, International Marketing Track

    Ed Nijssen (Recipient), 18 Feb 2011

    Prize: OtherCareer, activity or publication related prizes (lifetime, best paper, poster etc.)Scientific

    Best Paper Award, Research Method track AMA Winter Marketing Educator's Conference 2010

    Ed Nijssen (Recipient), 19 Feb 2010

    Prize: OtherCareer, activity or publication related prizes (lifetime, best paper, poster etc.)Scientific

    Highly Commended Award. (2016) Robert Johnston Award

    Ed Nijssen (Recipient) & J.J.L. Schepers (Recipient), 2017

    Prize: OtherCareer, activity or publication related prizes (lifetime, best paper, poster etc.)Scientific

    Activities

    Value Based Selling as Fair Treatment Practice: Dealing with Privacy Concerns in Product-Service System Selling

    Ed J. Nijssen (Speaker)
    14 Feb 202016 Feb 2020

    Activity: Talk or presentation typesInvited talkScientific

    Value Based Selling as Fair Treatment Practice: Dealing with Privacy Concerns in Product-Service System Selling

    Ed J. Nijssen (Speaker)
    13 Feb 202014 Feb 2020

    Activity: Talk or presentation typesContributed talkScientific

    Servitization

    Néomie Raassens (Organiser), Ed J. Nijssen (Organiser), Alex A. Alblas (Organiser)
    29 Oct 2019

    Activity: Participating in or organising an event typesWorkshop, seminar, course or exhibitionProfessional

    Servitization

    Néomie Raassens (Organiser), Ed J. Nijssen (Organiser), Alex A. Alblas (Organiser)
    28 Jun 2019

    Activity: Participating in or organising an event typesWorkshop, seminar, course or exhibitionProfessional

    Servitization & Selling, Concept and Challenges

    Ed J. Nijssen (Speaker)
    12 Jun 2019

    Activity: Talk or presentation typesInvited talkScientific

    Courses

    Entrepreneurial marketing

    1/09/15 → …

    Course

    Marketing and innovation

    1/09/07 → …

    Course

    Organization, Strategy & Innovation

    1/09/1231/08/20

    Course

    Student theses

    A comparative case study about the impact of customer co-creation implementations on the internal organization

    Author: Hajjouji, M., 30 Nov 2010

    Supervisor: Schepers, J. (Supervisor 1) & Nijssen, E. (Supervisor 2)

    Student thesis: Master

    File

    Adoption of sustainable product service systems in the office furniture industry: identifying the drivers and inhibitors that influence business-to-business buying decision

    Author: Joosen, C., 29 Jun 2018

    Supervisor: van der Borgh, W. (Supervisor 1), Nijssen, E. (Supervisor 2) & Raassens, N. (Supervisor 2)

    Student thesis: Master

    File

    Alliance management at FIRM X: realizing growth through collaboration

    Author: de Morree, P., 31 Mar 2013

    Supervisor: Cloodt, M. (Supervisor 1) & Nijssen, E. (Supervisor 2)

    Student thesis: Master

    File