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Personal profile


Dominance hierarchies are an evolutionary burden that hinder well-being of humans in general and equality among genders in particular. 

Research profile

Gerrit Rooks is an Assistant Professor of Human Technology Interaction at Eindhoven University of Technology (TU/e). He is interested in how humans are embedded in a social context, which consists of network of relations and institutions, and how this social embeddedness affects their innovative and general performance. At present, Gerrit plans to continue his work on entrepreneurial networking, how networking technology can help elderly, and gender differences in network perception. Research findings, which have been applied in networking trainings and a network tool, include the following:

- There is an optimal amount of network embeddedness for entrepreneurs. When an entrepreneur is embedded in a close-knitted network, she may lose touch with the wider global network and miss innovative opportunities. When an entrepreneur is embedded in very open, sparse network, she may lose the benefits of the collaborative advantages that a close-knitted network offers.

- Men and women perceive their network in different ways, which may offer an explanation for the “network paradox” that women are better at social and network cognition, but somehow their networks are less resourceful. Gerrit’s research shows that the socio-cognitive advantages that women have over men, are nullified in dominance hierarchies (which are omnipresent in our organizations)

Academic background

Gerrit Rooks obtained an MSc at Groningen University in Social Psychology & Statistics and Measurement Theory. His MSc thesis was entitled “A poisson regression model of the effect of absenteeism culture on individual absenteeism”. He obtained a PhD in Sociology at Utrecht University with a thesis entitled Strategic Management of Purchasing Transactions”He is working at a visiting professor at Makerere University Business School in Uganda since 2006, providing workshops to local staff twice a year, and supervising PhD students.  

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  • 1 Similar Profiles
Social Support Medicine & Life Sciences
transaction Social Sciences
Developing Countries Medicine & Life Sciences
Uganda Medicine & Life Sciences
financial service Social Sciences
electronic government Social Sciences
Interpersonal Relations Medicine & Life Sciences
Tears Medicine & Life Sciences

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Research Output 2000 2020

  • 239 Citations
  • 24 Article
  • 1 Book
  • 1 Phd Thesis 4 Research NOT TU/e / Graduation NOT TU/e)

Learning mobile money in social networks: comparing a rural and urban region in Uganda

Kiconco, R. I., Rooks, G. & Snijders, C., 1 Feb 2020, In : Computers in Human Behavior. 103, p. 214-225 12 p.

Research output: Contribution to journalArticleAcademicpeer-review

Social Support
Developing countries
Developing Countries
3 Downloads (Pure)

When problems lead to ideas: the roles of daily vigor and social interactions

Groenewoudt, A. C., Rooks, G. & van Gool, P. J. R., 1 Sep 2019, In : The Journal of Creative Behavior. 53, 3, p. 286-297 12 p.

Research output: Contribution to journalArticleAcademicpeer-review

Open Access
Interpersonal Relations
Social Support
3 Citations (Scopus)

A skills perspective on the adoption and use of mobile money services in Uganda

Kiconco, R. I., Rooks, G., Solano, G. & Matzat, U., 1 Nov 2018, In : Information Development. 35, 5, p. 724-738 15 p.

Research output: Contribution to journalArticleAcademicpeer-review

Open Access
financial service
6 Citations (Scopus)
3 Downloads (Pure)

How is service procurement different from goods procurement? Exploring ex ante costs and ex post problems in IT procurement

Wynstra, F., Rooks, G. & Snijders, C., 1 Mar 2018, In : Journal of Purchasing and Supply Management. 24, 2, p. 83-94 12 p.

Research output: Contribution to journalArticleAcademicpeer-review

Transaction cost economics
3 Citations (Scopus)
182 Downloads (Pure)

Social capital of entrepreneurs in a developing country: the effect of gender on access to and requests for resources

Solano, G. & Rooks, G., 1 Jul 2018, In : Social Networks. 54, p. 279-290 12 p.

Research output: Contribution to journalArticleAcademicpeer-review

Open Access
Developing Countries
social capital
developing country
Financial Support


Changing the Mindset of Ugandan Entrepreneurs: From Muppets to Gazettes

Gerrit Rooks (Recipient), Nov 2014

Prize: NWOOtherScientific

World Wide Web

Netwerken is een werkwoord. De netwerkende inkoopmanager in beeld.

Gerrit Rooks (Recipient), Apr 2014

Prize: OtherDiscipline relatedProfessional

Succesful service design and supply in service triads.

Gerrit Rooks (Recipient), Apr 2010

Prize: OtherDiscipline relatedProfessional

Student theses

Assessing political responsibility of transnational advocacy networks through social network analysis: an empirical study

Author: Nnafie, S., 31 Aug 2010

Supervisor: Romijn, H. (Supervisor 1) & Rooks, G. (Supervisor 2)

Student thesis: Master


Behaviour in conflict scenarios in a smart office environment

Author: Martin, D., 29 Mar 2019

Supervisor: Rooks, G. (Supervisor 1) & de Kort, Y. (Supervisor 2)

Student thesis: Master


De innovatiegeneigdheid van de Nederlandse gemeenten

Author: Bussing, S., 31 May 2006

Supervisor: Rooks, G. (Supervisor 1)

Student thesis: Master