Prof.dr. Rudy Moenaert MBA

Prof.dr. Rudy Moenaert MBA

Full Professor
Expert areas: Accounting & Control, Finance, Marketing (B2B Marketing, Innovation , Management, Market Research, Strategy), Quantitative Methods, Strategy & Innovation (Business Strategy, Product Innovation, Strategic Innovation, Strategic Management)

Prof. Rudy Moenaert (1961) is full professor of strategic marketing at TIAS School for Business and Society (Tilburg University). Rudy Moenaert holds a licentiate degree in Applied Economic Sciences (1983) and an MBA (1984) from Antwerp University. He earned his doctoral degree in Management from the University of Ghent (1991, with greatest distinction).

His business research and executive teaching focus on marketing strategy, business development and innovation management. He is academic director of the Master of Marketing & Customer Management at TIAS. Rudy Moenaert advises B2B and service companies on their marketing strategies, and has won the TIAS best teacher award five times.

Rudy Moenaert has published in top journals such as the Journal of Product Innovation Management and Management Science, and has also authored (or co-authored) ‘The Customer Leader’ (2022), 'Marketing met Ballen' (2016), 'De pijn van het ondernemen' (2012), and ‘Marketing Strategy & Organization’ (2011).


  • Moenaert R.K., & Robben H.S.J. (2022). The Customer Leader. S2 Uitgevers [The Dutch version of this book will be published in 2024]
  • Moenaert R.K., & Robben H.S.J. (2016). Marketing met ballen: De negen gedragskenmerken voor meer lef en ondernemerschap. Adfo Books
  • Moenaert, R.K. (2012). De pijn van het ondernemen. Lannoo.
  • Moenaert, R.K., Robben, H.S.J., & Gouw, P. (2011). Marketing strategy & organization: Building Sustainable Business.(Rev. ed). Lannoo.
  • Moenaert, R.K., Robben, R., Antioco, M., De Schamphelaere, V., & Roks, E. (2010). Strategic innovation decisions: What you foresee is not what you get. Journal of Product Innovation Management, 27(6), 840-855.
  • Moenaert, R.K., & Souder, W.E. (1996). Context and antecedents of information utility at the R&D/marketing interface. Management Science, 42(11), 1592-1610.