Professor Mark Leenders

Expertise

• New product success, innovation and marketing
• Marketing interfaces (R&D, industrial design, artistic)
• Health, food and drinks, and entertainment industries
• The boundaries of commerce, public health, risk assessment and governance (protecting vulnerable groups, sustainable tourism, moral cognition)

Research focus

Society has evolved from a producer and services driven society to one where relationships, well-being, and experiences claim central stage. My research focuses on new product development and market success in this changing arena. I study new products and organizations in industries such as motion pictures, games and music (creative industries) but also food and health. A key question is how organizations handle and organize fundamental trade-offs, for example between artistic and commercial forces, between consumer risk and benefit, or between proactive and reactive competitive strategies. I also like to compare industries that seem quite different at first and help develop new theories and thinking around innovation and marketing success. My past research, for example, has compared search engines with music festivals and Hollywood motion pictures and medicines.

• BA (Eindhoven University of Technology)
• MSc (Eindhoven University of Technology)
• PhD (Rotterdam School of Management, Erasmus University)

• 2012 (Summer). The Sauder School of Business, University of British Columbia, Dept. of Marketing, Vancouver, Canada (3 months).
• 2004 (Winter). The Wharton School, University of Pennsylvania, Dept. of Marketing, Philadelphia, USA (3 months).
• 2000. Sloan School of Management, MIT, Massachusetts Institute of technology, Centre for Product Innovation, Dept. of Marketing, Boston, USA (9 months)