prof. dr. R.T. Frambach

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+31 20 59 86002
school of business & economics ( marketing )
Full Professor

Brief résumé

Ruud T. Frambach is Professor of Marketing at VU University Amsterdam since 2000. He holds a PhD in Marketing from Tilburg University. Before joining VU University, he was affiliated with Tilburg University and Ghent University (Belgium). In 2008 he was a visiting scholar at the University of Southern California, Los Angeles. His research focuses on innovation and strategic marketing. He has published papers in journals such as the International Journal of Research in Marketing, Journal of Retailing, Journal of Marketing Research, Marketing Letters, Journal of Product Innovation Management and Journal of Business Research and has co-authored several books on Marketing and Marketing Strategy. He is a member of the editorial board of International Journal of Research in Marketing since 2009.

Awards, honors, and grants

  • Finalist Best Paper Award, International Journal of Research in Marketing, 2011
  • Elsevier Award of Top cited article 2007-2011 for paper in Journal of Interactive Marketing, 2007
  • Winner Best Poster Presentation, Organization Science Winter Conference, 2010
  • Winner PIM Marketing Literature Prize, Ruud T. Frambach and Peter S.H. Leeflang, Marketing aan de Top, Amsterdam: FT/Prentice Hall, 2009
  • Finalist Best Paper Award, Journal of Service Research, 2009
  • Winner Best Teacher Award VU University Amsterdam, 2006, (Finalist 2003)
  • Winner Best Teacher Award Faculty of Economics and Business Administration, 2006, 2004, 2003
  • Honourable mention Marketing Science Institute/International Journal of Research in Marketing Research Competition on Global Marketing, 2003

Research interests

  • Innovation (acceptance, diffusion and use of innovations, including self-services)
  • Business models (creating and innovating successful business models)
  • Healthcare (providing value for patients and healthcare providers)
  • Strategic marketing (strategic role of marketing for organizations and stakeholders


Key publications:

  • Frambach, R.T., Fiss, P.C. & Ingenbleek, P.T.M. (2015). How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments. Journal of Business Research , forthcoming
  • Reinders, M.J., Frambach, R.T. & Kleijnen, M.H.P. (2015). Mandatory use of technology-based self-service: does expertise help or hurt? European Journal of Marketing , 49(1/2), 190-211
  • Chandrasekaran, D., Arts, J.W.C., Tellis, G.J. & Frambach, R.T. (2013). Pricing in the International Takeoff of New Products. International Journal of Research in Marketing , 30(3), 249-264
  • Ingenbleek, P.T.M., Frambach, R.T. & Verhallen, T.M.M. (2013). Best Practices for New Product Pricing: Impact on Market Performance and Price Level under Different Conditions. Journal of Product Innovation Management , 30(3), 560-573
  • Frambach, R.T. & Nijssen, E.J. (2013). Marketingstrategie (5e druk). Groningen: Noordhoff
  • Sorescu, A., Frambach, R.T., Singh, J., Rangaswamy, A. & Bridges, C. (2011). Innovations in retail business models. Journal of Retailing , 87(1), S3-S16
  • Arts, J.W.C., Frambach, R.T. & Bijmolt, T.H.A. (2011). Generalizations on consumer innovation adoption: A meta-analysis on the drivers of intention and behavior. International Journal of Research in Marketing , 28(2), 134-144 [Finalist IJRM Best Paper Award]
  • Reinders, M.J., Frambach, R.T. & Schoormans, J. (2010). Using product bundling as facilitator of the adoption process of radical innovations. Journal of Product Innovation Management , 27(7), 1127-1140
  • Ingenbleek, P., Frambach, R.T. & Verhallen, T.M.M. (2010). The role of value-informed pricing in market-oriented product innovation management. Journal of Product Innovation Management , 27(7), 1032-1046
  • Debruyne, M.S.M., Frambach, R.T. & Moenaert, R.K. (2010). Using the weapons you have: the role of resources and competitor orientation as enablers and inhibitors of competitive reaction to new products. Journal of Product Innovation Management , 27(2), 161-178
  • Frambach, R.T. & Leeflang, P.S.H. (2008). Marketing aan de top . Amsterdam: Financial Times/Prentice Hall. [Winner PIM Marketing Literature Prize 2009]
  • Reinders, M.J., Dabholkar, P.A. & Frambach, R.T. (2008). Consequences of Forcing Consumers to Use Technology-Based Self-Service. Journal of Service Research , 11(2), 107-123 [Lead article and Finalist JSR Best Paper Award]
  • Frambach, R.T., Roest, H.C.A. & Krishnan, T.V. (2007). The impact of consumer Internet experience on channel preference and usage intentions across the different stages of the buying process. Journal of Interactive Marketing , 21(2), 26-41 [Elsevier Award of Top cited article 2007-2011]
  • Frambach, R.T., Prabhu, Jaideep & Verhallen, T.M.M. (2003). The influence of business strategy on new product activity: the role of market orientation. International Journal of Research in Marketing , 20(4), 377-397
  • Stremersch, S., Weiss, Allen M., Dellaert, B. & Frambach, R.T. (2003). Buying Modular Systems in Technology-Intensive Markets. Journal of Marketing Research , 40(augustus), 335-350

Full list of publications

Educational activities

  • Marketing Strategy (PT MSc Marketing)
  • Master Thesis Supervision (MSc Marketing)
  • Value-Based Marketing (BSc Economics)


Geen nevenwerkzaamheden
Laatste wijzigingen Nevenwerkzaamheden: Amsterdam 06 februari 2017