Consumers currently place increasing importance on the values that companies represent. Modern values such as transparency, benevolence to society, sustainability and fairness are becoming more relevant, as noted by many major consulting firms among which are Nielsen (2013), the World Federation of Advertisers …

The purpose of this dissertation is to analyse purchase intention between citizens in the Netherlands with a Dutch or Chinese background between 18 and 60 years of age. Prior to this, it is necessary to investigate cultural differences by using the cultural dimensions of Hofstede. Cultural characteristics …

This study is meant to elucidate the extent to which doping affairs among professional athletes’ impact consumers’ purchase intentions. The following research question has been formulated: “How do doping affairs within professional sports impact consumers’ purchase intentions of the sponsoring brands?” …

The consumer has the choice to either purchase clothing in brick-and-mortar stores, offline, or in webstores, online. Yet, this was not the case 15 years ago, when online shopping began to rise. The term was not yet well known, and not all the wanted products were available online. Now, the consumer …

‘The clients you arrange affiliate campaigns for are the biggest telecom providers in the Netherlands. The campaigns are doing great, which results in steady sales. But it is not enough. What is the fun of working for clients whom already have a steady market, and whom are represented at every possible …

In this report the current trend of e-commerce companies opening brick and mortar stores was investigated. This phenomenon can be linked to a concept known as omnichannel retail. It appears that many businesses are not aware of the current trends in retail. This leads to a misunderstanding of the modern …

Finding purchase activity patterns in Small & Medium Enterprises in a research program to enable SMEs to improve their purchase and company performance. Posterpresentatie KCO conferentie, 16 november 2015.

Hoge bomen vangen veel wind. Het vakgebied inkoopmanagement heeft zich de laatste drie decennia krachtig ontwikkeld. Er zijn aansprekende resultaten geboekt, inkoop heeft een plaats opgeëist in de boardroom en de wetenschap heeft bijgedragen aan de ontwikkeling van het vak. Maar er is ook een keerzijde: …

Many companies tailor their communication and interaction with customers by segmenting them into channel usage groups. This study argues that simply focusing on channels has limited effectiveness as increasingly customers today use multiple channels, the online channel contains many different forms, …

The Dutch equestrian sports market has gone through many changes over the past years. The equestrian sports market increased by 16% between 2001 and 2006, a time where the brand HV POLO had a strong growth in business. Between 2006 and 2011,the company noticed change as the equestrian sports market …