G. (Gerrita) van der Veen PhD is the director of the Research centre for Innovation in Business and Communication and professor of Marketing, Market Research & Innovation.
Gerrita considers it to be an important challenge, together with professional practice and education, to give shape and direction to important issues of innovation in a digital economy. The primary themes that structure her research group are brand-orientation & customer-driven innovation. As a professor, she conducts practice-based research within the programme lines 'Customer Experience Management' and 'Brand & Society'.
Gerrita was originally trained as a social psychologist. She graduated and obtained her doctorate at VU Amsterdam. She has more than twenty years of experience in (marketing) research and has previously worked for the brand advice agency HIGHvalue, the market research agency Synovate Netherlands (and its predecessors), SWOKA, the Institute for Strategic Consumer Research and VU Amsterdam, among others. She has worked for both national and international clients in various business sectors.
Fields of expertise
- Customer experience
- Brand and innovation management
- Digital transformations