VU Center for Feedback Culture

Why should organizations cultivate a feedback culture? The science is clear: feedback is effective in developing individuals’ skills, team competencies and organizational capabilities. It also motivates and engages individuals and thus drives overall organizational performance. Paradoxically, as an effective tool for increasing organizational performance, feedback is a challenging and scarce commodity. Contemporary organizations have diverse workforces in which differences in personal traits and characteristics such as age, gender, race, religion, or ethnic origin influence how employees accept feedback and incorporate it in their daily work activities. Societal movements emphasizing diversity issues such as the #MeToo, #EqualPay, #ILookLikeAnEngineer, #IStandWithAhmed, #TakeAKnee and #OscarsSoWhite have made diversity a sensitive topic in organizations making it even more complicated for managers to give constructive feedback. Therefore, not surprisingly, often feedback given by managers falls short of expectations. To address these issues, a new feedback approach is called for. Organizations should be now more concerned with cultivating a strong feedback culture, in which shared norms and values guide how individuals accept and incorporate feedback in their daily work activities. Ultimately, a strong feedback culture improves the performance of individuals, teams and organizations.
The VU Center for Feedback Culture is a center of expertise that aims to be a platform for research to examine how feedback culture can be cultivated in organizations in different fields and across different countries. As a research platform, the Center offers opportunities for research and executive education collaborations between scholars and practitioners who are interested in the topic. Specifically, the Center aims to bring researchers and practitioners together by organizing sessions where practices and insights can be shared to further enhance our understanding of this topic.
The VU Center for Feedback is led by experienced researchers and practitioners in the field.


Gorbatov, Sergey
Sergey Gorbatov
Baroudi, Sabrine El 2
Dr. Sabrine El Baroudi
Lane, Angela
Business practice advisor
Angela Lane
Khapova, Prof. dr. S.N. 
Scientific advisor
Prof. dr. Svetlana Khapova
Mockeviciute, Akvile
Affiliated researchers
Akvile Mockeviciute
Cai, WenjingProject Manager
Dr. Wenjing Cai


For questions/inquiries, please contact Sergey Gorbatov ( or Dr. Sabrine El Baroudi (, Vrije Universiteit, De Boelelaan 1105, 1081 HV Amsterdam.

Recent News

Angela Lane and Sergey Gorbatov in Talent Quarterly

Feedback is key to performance and a successful career. But systemically women get poorer quantity and quality of feedback. In this article, the authors leverage the scientific evidence and crowdsourced expert advice to offer pragmatic solutions to level the playing field. Read how fixing gender representation problem means fixing the feedback problem.

Nomination Sergey Gorbatov Thinkers50

Gorbatov, SergeyWe are proud that one of the Center's members, Sergey Gorbatov, is nominated for the Thinkers50 Marshall Goldsmith Distinguished Award for Coaching. This prize is given to individuals who advance the field of coaching and leadership development. Sergey's nomination highlights the pivotal role that feedback and feedback culture play in modern organizations.

Recent Publications

Feedback Fair Talk