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Personal profile

Research profile

Michel van der Borgh is an Assistant Professor of Marketing at Eindhoven University of Technology. Key areas of expertise include sales management, innovation, design science, bayesian statistics, new product selling, business research methods, marketing management and business to business marketing. In his research, Michel aims to understand what drives the success of radically new products in the ICT, medical devices, manufacturing, and other technology intensive industries, and how firms can design effective sales strategies for such products. He is acclaimed for his work on new product selling strategies. He has conducted empirical research on dozens of high-tech companies, work units, and individuals.

His course covering the commercialization of high-tech and innovative products, titled Selling New Products, is ranked amongst the most sought-after electives in the School’s Innovation Management curriculum.

Academic background

Michel van der Borgh received his BSc in Mechanical Engineering from Hanze University Groningen, his MSc in Industrial Engineering from TU/e, and his PhD in Marketing from the same university. He also is founder and director of the Center for Sales Process Engineering (CSPEng.org), which aims to develop the field of sales process engineering, design sciences, and management tool development. He additionally holds various positions at the School: among other roles he serves as a member of the Departmental council. Michel collaborates with leading high-tech organizations such as Vanderlande Industries, Getronics, Philips, Ahrend, and the High Tech Campus Eindhoven.

Many of his studies are presented at world-leading conferences and published or forthcoming in renowned academic journals including the Journal of the Academy of Marketing Science, Journal of Product Innovation Management, British Journal of Management, and R&D Management. He currently serves as an Associate Editor for the “Sales, Leadership, and Human Resources” track of the 2018 Winter AMA.

Fingerprint Dive into the research topics where W. (Michel) van der Borgh is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Sales Engineering & Materials Science
Managers Engineering & Materials Science
Industry Engineering & Materials Science
Innovation Engineering & Materials Science
Ecosystems Engineering & Materials Science
Profitability Engineering & Materials Science
Salesperson Business & Economics
New products Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2008 2019

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

Research output: Contribution to journalArticleAcademicpeer-review


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
Work groups
1 Citation (Scopus)

Are conservative approaches to new product selling a blessing in disguise?

van der Borgh, W. & Schepers, J. J. L., Sep 2018, In : Journal of the Academy of Marketing Science. 46, 5, p. 857-878

Research output: Contribution to journalArticleAcademicpeer-review

Open Access
New products
Perceived risk
Structural equation modeling
2 Citations (Scopus)
Open Access
Surface analysis
Organizational learning

Striking a balance: customization in technology-intensive firms

Vos, M. A., 5 Jul 2018, Eindhoven: Technische Universiteit Eindhoven. 150 p.

Research output: ThesisPhd Thesis 1 (Research TU/e / Graduation TU/e)Academic

Activities 2017 2017

  • 1 Workshop, seminar, course or exhibition

Ronde tafel

Ed Nijssen (Organiser), N. Raassens (Organiser), W. van der Borgh (Organiser), M.A. Vos (Organiser)
Feb 2017

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


Selling new products

1/09/09 → …


Student theses

Adapting the sales approach to the customer's buying behaviour: a case study

Author: van Holten, T., 31 Oct 2017

Supervisor: van Weele, A. (Supervisor 1) & van der Borgh, W. (Supervisor 2)

Student thesis: Master


An international internal helpdesk: understanding the use of and satisfaction of a helpdesk in an international context

Author: Pham, T., 30 Nov 2016

Supervisor: Nijssen, E. (Supervisor 1), Schepers, J. (Supervisor 2) & van der Borgh, W. (Supervisor 2)

Student thesis: Master


Antecedents of sales force new product adoption and the effect of adoption on sales performance

Author: Janssens, T., 31 Aug 2015

Supervisor: Schepers, J. (Supervisor 1) & van der Borgh, W. (Supervisor 2)

Student thesis: Master