Prof.dr. Henry Robben

Prof.dr. Henry Robben

Expert areas: Marketing (B2B Marketing, Management, Strategy)


Henry Robben (1960) has been a full professor of marketing at Nyenrode Business Universiteit since 1997. Previously he served two terms as Director of the Center for Marketing and Supply Chain Management and one term as Director of the Nyenrode Research Group. Currently he is the PhD Director of the university.

In 1985 he graduated with distinction from Tilburg University; parts of his studies he spent at the University of Exeter (United Kingdom). In 1991 he received his PhD from Erasmus University. From 1986 until 2007 he held positions at Erasmus University, Tilburg University, Delft University of Technology, Tias Business School, and Nyenrode Business Universiteit, all in The Netherlands.

His research interests include competitive advantage from the customer’s perspective, marketing communications and building brands in B2B environments, product introduction strategies, new product performance, and marketing productivity. He has published on these and other topics in journals like Advances in Consumer Research, the Journal of Economic Psychology, the Journal of Economic Behavior and Organization, the International Journal of Advertising, the International Journal of Research in Marketing, the Journal of Product Innovation Management, the Journal of the Royal Statistical Society, the Journal of Strategic Marketing, and KYKLOS.

He co-authored several books, among which Demand en Supply Chain Management (with Jack van der Veen), Strategisch denken in marketing (with Rudy Moenaert), Visionaire Marketing (with Rudy Moenaert), and Marketingmanagement: De essentie (with Philip Kotler, Kevin Lane Keller and Maggie Geuens). He has won several best paper awards at international conferences, and was voted professor of the year for the part-time management in science program. He also speaks regularly at scientific and managerial conferences, and acts as an independent consultant to companies in diverse industries.

Courses taught include consumer behavior, economic psychology, Industrat, marketing management, marketing strategy, marketing and innovation management, Markstrat3, product strategy and management, questionnaire design, research methodology, and services marketing. He has taught in MSc and MBA programs and executive management programs within Tias Business School and Nyenrode Business Universiteit, and beyond (Delft University of Technology, Tilburg University), and for commercial institutes. He has been a visiting professor at the Mediterranean Agronomic Institute at Chania (Greece), the Southwest University for Finance and Economics (China), the University of Port Elizabeth (South-Africa), and the University of West Florida (USA).

He is a member of the editorial board of the Journal of Product and Innovation Management and the Journal of Marketing Management. He served as the first European Director (International Affiliations) within the board of the Product Development and Management Association. In 2000, he was recognized as a New Product Development Professional by the Product Development and Management Association.

Henry Robben holds dual citizenship of Canada and The Netherlands. He is an avid fan of the Dutch national soccer team, is an omnivorous reader of Dutch and English literature and suspense novels, an has an eclectic taste in music and food.


  • Moenaert, R., Robben, H., and Gouw, P., 2008. Visionary Marketing: Building Sustainable Business. Leuven: LannooCampus. ISBN: 978-90-209-7698-4. The book is in second print and will appear under a new title outside the Benelux: Marketing Strategy and Organization.
  • Kotler, P., Keller, K.L., Robben, H., and Geuens, M., 2007. Marketingmanagement: De essentie, 3rd edition. Pearson, ISBN: 90-430-0674-2. The fourth edition appears in Spring, 2010
  • Langerak, F., Hultink, E.J., Robben, H.S.J. 2007. The mediating role of new product development in the link between market orientation and organizational performance. Journal of Strategic Marketing 15:4, 281-305
  • Moenaert, R.K. and Robben, H.S.J., 2003/2006. Visionaire Marketing, 2nd edition. Tielt: Lannoo. ISBN: 90-209-5157-2
  • Langerak, F., Hultink, E.J. and Robben, H.S.J., 2004. The Role of Predevelopment Activities in the Relationship Between Market Orientation and Performance. R&D Management 34, 295-309