This paper starts with the explanation of the research rationale of the professorship. Subsequently, an exploration of the research agenda is provided, focusing on the two core research themes of the professorship: transformational content strategy and transformational content design. Within this section, …

As societies age, the development of resources and strategies that foster healthy ageing from the beginning of life become increasingly important. Social and healthcare professionals are key agents in this process; therefore, their training needs to be in agreement with societal needs. We performed a …

This study is based on research focused on the importance of values in marketing communication. It looks into the effects of self-transcendent values as used by purpose brands, in comparison to self-enhancement values. In this context, values are important life goals on which the attitudes and actions …

Retailers play an important role in persuading consumers to purchase sustainable fashion (SF), but little is known about how, and why, SF retailers persuade consumers. This research aims to understand their choices for marketing and communication tactics. We interviewed 25 SF retailers about the drivers …

This report presents an in-depth study conducted for The KUGI Company (KUGI), with the Design-Based Research (DBR) Cycle serving as the conceptual framework for the thesis. The primary goal is to identify the most effective Customer. Relationship Management (CRM) strategy for KUGI to increase brand …

This research examines the effects of company expansion on its employees, when there is no indication of further expanding the team. The sales team at Sircle Collection is becoming frustrated as there is no communication of how this expansion will effect their responsibilities. Some employees are currently …

Hotel Des Indes (HDI) is a prestigious hotel dating back to the 19th century, with a rich history and a member of the Leading Hotels of the World (LHW). It offers various amenities, including dining, meeting spaces, and a health club with spa facilities. Currently, the Hospitality Industry (HI) is …

This article provides insight into the motivation of young women to join the armed forces and to choose a career in the military. This insight explains why women are still underrepresented in the Netherlands armed forces and can optimize future recruitment programs. An online Dutch questionnaire was …

Digital educational escape rooms (DEERs) can provide an engaging gamified learning experience for students that is easy to use and sustainable for teachers. Though well-established in the STEM fields, where escape rooms often call for students to apply procedural skills, escape rooms are also used across …

The SDGs provide an important framework for businesses to address sustainable development and grand challenges (Kolk, Kourula and Pisani, 2017; Montiel et al, 2021) and SMEs, as major contributors to economic and entrepreneurial activity, are key actors in achieving national SDG targets (Sonntag et al, …