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Research

Without research, little or nothing is learned, and then there is nothing that I can do to help, develop, or influence academics, business people, and students alike. To me, research is worthwhile when it makes a contribution to the academic and business communities. I like to serve these communities simultaneously, and it has always been possible to create value for these communicaties based on my research.

For the past 15 years my research revolved around two areas, namely a strategic area (creating a vision, creating new products) and an implementation area (creating business roadmaps). To me, the essence of strategic marketing reflects in the business roadmap of an organization. As such, the areas are two sides of the same coin.

I am not much of a loner—much more of a team player. That is why my academic network is so vital for me. It creates ideas, fun, and it gets work done! I have benefited enormously from great minds and warm personalities such as Rudy Moenaert (TIAS School for Business and Society), Harry Commandeur (Erasmus University), Abbie Griffin (University of Utah), Edward Groenland (Nyenrode Business Universiteit), Susan Hart (University of Strathclyde), Erik Jan Hultink (Delft University of Technology), Jan Schoormans (Delft University of Technology), and Veronica Wong (University of Kent).