Machiel Reinders wins PIM Marketing Science Award

With Prof. Dr. Ruud Frambach as his supervisor, Machiel Reinders wrote his dissertation on the topic of ‘Managing consumer Resistance to Innovations’.

04/21/2011 | 2:49 PM

Reinders obtained his PhD from the Faculty of Economics and Business Administration at VU University Amsterdam.

The award is granted by PIM (Platform Innovation in Marketing) and is supported by Accenture. Criteria are:

  • Contribution to marketing knowledge (30%)
  • Practical relevance and implementation (30%)
  • Scientific rigor (30%)
  • Structure, accessibility, and communication style (10%)


The jury states that the dissertation is of high quality, not only because of the academic contribution on the topic of forced adoption, but particularly also because of its practical applicability. The dissertation is an excellent example of how scientific knowledge and insights can really help practitioners to cater to consumer needs with regard to self-service innovations.

For more information see also (in Dutch): http://www.molblog.nl/bericht/machiel-reinders-hoe-verzacht-je-de-pijn-van-een-gedwongen-innovatie.

To download the dissertation: Machiel Reinders (2010), “Managing consumer resistance to innovations”, Tinbergen Research Institute Research Series, no. 475, Amsterdam: Thela Thesis.