Scripties finalisten Dutch Marketing Thesis Award gaan over: advertentiemeettechnieken, effecten van flexibel werken, effect van sfeer op fast food dining en de impact van huis-aan-huis flyers
Rotterdam, 2 april 2019 – De Nederlandse marketingwetenschap heeft internationaal gezien een goede reputatie. Voor een klein land heeft Nederland een hoogwaardige academische marketinggemeenschap die voortdurend goed scoort op de internationale ranglijsten. De afstudeerscripties van marketingstudenten aan Nederlandse universiteiten leveren dan ook opvallende inzichten op die bruikbaar zijn in de praktijk. De beste thesis wordt daarom ieder jaar door Platform Innovatie in Marketing (PIM) beloond met de ‘Dutch Marketing Thesis Award’.
Het onderzoek dient over duidelijke managementimplicaties te beschikken. Daarnaast maakt de persoonlijke presentatie onderdeel uit van de beoordeling. Een professionele jury beoordeelt de theses plus presentaties en kiest de winnaar.
Genomineerden ‘Dutch Marketing Thesis Award 2019’
• Daphne Oldenburger, Universiteit van Amsterdam: ‘Playing the flexibility card: who do organizations attract by offering flexible work practices and how?
• Bradley de Leeuw, Tilburg University: ‘A large-scale analysis of observational methods for advertising measurement: enhancing existing approaches using propensity score matching’;
• Olaf van der Burg, Erasmus Universiteit Rotterdam: ‘Gains and pains of upgrading the dining atmosphere: a natural field experiment in the fast food industry’;
• Nick Roode, Rijksuniversiteit Groningen: ‘The impact of door-to-door store flyer content decisions on customer behavior: a quantitative research.
Eerdere winnaars van de award zijn Mike Broeren en Manon Struijs, beide voormalig studenten van de Universiteit van Tilburg.
Ontwikkeling van jong marketingtalent
Juryleden ‘Dutch Marketing Thesis Award 2019’
• Hans Molenaar, directeur van Beeckestijn Business School (juryvoorzitter);
• Riko Ooijevaar, domain enhancer & head of personalized journeys & webshop administration bij Coolblue;
• Kirsten Jansen - van den Broek, marketing & communication manager bij Undutchables;
• Christophe Lembregts, assistant professor aan de Rotterdam School of Management, Erasmus Universiteit Rotterdam
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