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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. 

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Industry Engineering & Materials Science
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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1992 2019

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

van der Borgh, M., de Jong, A. & Nijssen, E., Feb 2019, (Accepted/In press) In : Journal of Service Research.

Research output: Contribution to journalArticleAcademicpeer-review

co-worker
customer
Personnel
Industry
employee

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
File
Modeling
Internationalization strategy
Farmers
Production capacity
International markets

Exploring the effectiveness of pursuing competing technologies in parallel projects during predevelopment

van Bommel, T., Nijssen, E. J. & Mahieu, R. J., Jan 2019, (Accepted/In press) In : International Journal of Technology Management.

Research output: Contribution to journalArticleAcademicpeer-review

research and development
learning
costs
Costs
firm

Why helping coworkers does not always make you poor: The contingent role of common and unique position within the sales team

van der Borgh, M., de Jong, A. & Nijssen, E. J., Feb 2019, In : Industrial Marketing Management. 77, p. 23-40

Research output: Contribution to journalArticleAcademicpeer-review

Open Access
File
Salesperson
Work groups
Accountability
Interaction
Expertise
2 Citations (Scopus)
Open Access
File
Innovation
Surface analysis
Managers
Customization
Organizational learning

Prizes

Best Paper Award, International Marketing Track

Ed Nijssen (Recipient), 18 Feb 2011

Recognition: 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

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

Highly Commended Award. (2016) Robert Johnston Award

Ed Nijssen (Recipient) & Jeroen Schepers (Recipient), 2017

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

Activities 1993 2019

PhD Benjamin Österle (Event)

Ed Nijssen (Chair)
22 Mar 2019

Activity: Membership typesMembership of committeeScientific

VLURH (External organisation)

Ed J. Nijssen (Member)
12 Jul 2018

Activity: Membership typesMembership of committeeScientific

A Program of the Netherlands Organisation for Scientic Research (NWO). (External organisation)

Ed J. Nijssen (Member)
1 May 201815 Jun 2018

Activity: Membership typesMembership of committeeScientific

Human Performance Management (Organisational unit)

Ed J. Nijssen (Member)
26 Jun 2018

Activity: Membership typesMembership of committeeScientific

“Corporate branding and house style”

Ed J. Nijssen (Speaker)
13 Nov 2018

Activity: Talk or presentation typesInvited talkProfessional

Courses

Entrepreneurial marketing

1/09/15 → …

Course

Marketing and innovation

1/09/07 → …

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

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