Department of Marketing

mvdbmarktg

Department of Marketing

Michel
Van der Borgh
Professor


Room: SOL/C3.06
Tel:
+4538152139
E-mail: mvdb.marktg@cbs.dk
Michel
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, Journal of Service Research, Industrial Marketing Management, Journal of Product Innovation Management, British Journal of Management, and R&D Management. He regularly reviews for a number of leading journals and currently serves as an Associate Editor at European Journal of Marketing (EJM) and is part of Industrial Marketing Management’s (IMM) review board.

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. Michel is the program coordinator of the 2-year MSc EBA (cand. merc.) Customer & Commercial Development (CCD).
 

Primary research areas

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

Curriculum Vitae
Download short CV as PDF
Social media
Link to this homepage
www.cbs.dk/en/staff/mvdbmarktg
Courses
Supervision

Michel has supervised numerous PhD, MSc, BSc., and MBA students at various universities. Topics of supervision include digital sales/marketing, frontline teams, innovation selling, sales process research. Michel is currently only supervising sales management or artificial intelligence topics. Due to his research background, he prefers both qualitative and quantitative approaches (mixed method approaches) and is especially interested in research projects adopting a design science approach (i.e., where students aim to solve a practitioner’s problem by designing some solution, such as a dashboard, training protocol, marketing plan). Furthermore, Michel only supervises in English.

If you want to suggest a master thesis topic, please write a short summery of your research question including an argumentation for its scientific relevance. 

 

Other teaching activities

CBS Full-time MBA module on Marketing Management.

Selected publications
  1. Van der Borgh, Michel; Ad de Jong; Edwin J. Nijssen / Balancing Frontliners’ Customer- and Coworker-directed Behaviors when Serving Business Customers, Journal of Service Research, Vol. 22, No. 3, 8.2019, p. 323-344
  2. Van der Borgh, Michel; Jeroen Schepers / Are Conservative Approaches to New Product Selling a Blessing in Disguise?, Journal of the Academy of Marketing Science, Vol. 46, No. 5, 9.2018, p. 857-878
  3. Van der Borgh; Ad de Jong; Edwin J. Nijssen / Alternative Mechanisms Guiding Salespersons’ Ambidextrous Product Selling, British Journal of Management, Vol. 28, No. 2, 2017, p. 331–353
  4. Van der Borgh, M. & Schepers, J.J.L. (2014) “Do Retailers Really Profit from Ambidextrous Managers? Impact of Frontline Mechanisms on New and Existing Product Selling Performance” Journal of Product Innovation Management, 31(4), 710-727.
    * Featured in Strategy+Business, s+b Blogs (http://www.strategy-business.com/blog/In-with-the-New-and-the-Old-Too?gko=0c7af ), October 30, 2014.

 

Publications sorted by:
2024
Adam Lindgreen; C. Anthony Di Benedetto; Roderick J. Brodie; Peter Naudé; Michel Van der Borgh / Building Research Groups
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. 212-248 (How To Guides)
Book chapter > peer review
Florian Kock; Michel Van der Borgh; Adam Lindgreen / Closing the Gap Between Research, Education, and Practice
In: How to Fast-track your Academic Career: A Guide for Mid-career Scholars. . ed. /Adam Lindgreen; C. Anthony Di Benedetto. Cheltenham : Edward Elgar Publishing 2024, p. 356–372 (How To Guides)
Book chapter > peer review
Florian Kock; Michel Van der Borgh; Adam Lindgreen / Closing the Gap Between Research, Education, and Practice by Co-creating and Disseminating Knowledge : The Role of Citizen Scientists, Researchers in Residence, and Student Business (Re-)Designers.
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. 249-264 (How To Guides)
Book chapter > peer review
C. Anthony Di Benedetto; Adam Lindgreen; Marianne Storgaard; Ann Højbjerg Clarke; Michel Van der Borgh / Collaborating With Practitioners
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. 2-22 (How To Guides)
Book chapter > peer review
Michel Van der Borgh / Coxswaining the Practitioner’s Research Agenda : How B2B Marketing Academics Can Really Transform Business and Society.
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. 78-94 (How To Guides)
Book chapter > peer review
Oliver Rossmannek; Natalie A. David; Hanna Schramm-Klein; Michel Van der Borgh / Customer Misbehavior and Service Providers’ Risk Perception in the Sharing Economy
In: Journal of Business Research, Vol. 170, 1.2024
Journal article > peer review
Adam Lindgreen; C. Anthony Di Benedetto; Roderick J. Brodie; Michel Van der Borgh; Tobias Schäfers / Engaging in Cross-disciplinary Research
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. 137-148 (How To Guides)
Book chapter > peer review
Adam Lindgreen; C. Anthony Di Benedetto; Roderick J. Brodie; Julia Fehrer; Michel Van der Borgh / Getting Research Cited
In: How to Fast-track your Academic Career: A Guide for Mid-career Scholars. . ed. /Adam Lindgreen; C. Anthony Di Benedetto. Cheltenham : Edward Elgar Publishing 2024, p. 302–319 (How To Guides)
Book chapter > peer review
Michel Van der Borgh (Editor) ; Adam Lindgreen (Editor) ; Tobias Schäfers (Editor) / How to Achieve Societal Impact Through Engaged and Collaborative Scholarship : A Guide to Purposeful Marketing Research.
Cheltenham : Edward Elgar Publishing 2024, 387 p. (How To Guides)
Anthology > peer review
Michel Van der Borgh; Adam Lindgreen; Tobias Schäfers / Preface
In: How to Achieve Societal Impact Through Engaged and Collaborative Scholarship: A Guide to Purposeful Marketing Research. . ed. /Michel van der Borgh; Adam Lindgreen; Tobias Schäfers. Cheltenham : Edward Elgar Publishing 2024, p. xxii-xxxiii (How To Guides)
Preface/postscript > peer review
More results... (total 38 results)
Outside activities

• Michel is founder and owner of Vanderborgh MSO (registered in The Netherlands).
• Teaching B2B Marketing for Esade 2021-2023 (ad-hoc).
• Teaching Marketing Management for Edhec 2023/2024 (ad-hoc).
• Since 2018 teaching activities with TIAS School for Business and Society
• Since 06/2019; Associate Editor at European Journal of Marketing (EJM), Emerald
• Since 04/2020; Associate Editor at Industrial Marketing Management (IMM), Elsevier
• Since 01/2023; Associate Editor at Journal of Business Research (JBR), Elsevier