Michel Van der Borgh

Presentation

Since 2018 Michel van der Borgh has been an Associate Professor of Marketing at the Department of Marketing at Copenhagen Business School. He previously was Assistant Professor of Marketing at Eindhoven University of Technology and Tilburg University. Michel achieved his B.Sc. in Mechanical Engineering at Hanze University Groningen, his M.Sc. in Industrial Engineering at the Eindhoven University of Technology, and he was awarded his Ph.D. in Marketing from the same university. Michel has published in journals such as Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Product Innovation Management, British Journal of Management, and R&D Management.

In his research, Michel aims to understand what drives the success of radically new (digital) technologies in ICT, medical devices, manufacturing, and other industries, and how firms can design effective sales strategies for such solutions. Michel collaborates with leading high-tech organizations like Philips, Vanderlande Industries, KPN, Getronics, Ahrend, and the High-Tech Campus Eindhoven.

In terms of teaching, he has taught numerous courses on topics such as (1) new product selling, (2) business research methods, (3) marketing management, and (4) business to business marketing.

Primary research areas

Business-to-business (B2B) marketing, Sales management, frontline employees, sales teams, frontline innovation, marketing research methods (e.g., Bayesian analysis, process mining, multivariate statistics, multilevel regression analysis, grounded theory approach, design science research).

Courses

• Business Models for Digital Platform Ecosystems
• Social Media in a Branding Perspective
• MSc (cand. merc.) programme coordinator of the Customer & Commercial Development (CCD) graduate student 2-year cohort line https://www.cbs.dk/en/study/graduate/msc-in-economics-and-business-administration/msc-in-eba-customer-and-commercial-development

Supervision

Michel has supervised numerous MSc and MBA students at various universities. Topics of supervision include digital sales/marketing, frontline teams, innovation selling, sales process research. Michel prefers both qualitative and quantitative approaches.