Prof.dr. Will Reijnders

Prof.dr. Will Reijnders

Professor Emeritus
Expert areas: Marketing (Strategy), Strategy & Innovation


Will Reijnders is Professor of Marketing. He is the Academic Director of the Executive Master of Marketing programme, and of the Senior Executive Program at TIAS.

Professor Reijnders was a manager at Bally of Switzerland and has worked in several European countries (1970-1977). He received his degree in business administration (1983) and his PhD in marketing (1994) at Tilburg University. For his research on commercial cooperation in retail trade he was awarded with the Albert Heijn study grant in 1992.

His current interest focuses around strategic issues in retail trade, customer value management, co-creation of value and marketing strategy. He published several books and articles on these topics in both national and international journals. All the articles were primarily based on original field research. In 2006/2009, he published an article (together with GFK) on the price-war in the Dutch supermaket industry.

Professor Reijnders has been involved in executive teaching for a range of different companies, including ABAB, ABN AMRO, ABP, C&A, Campina, Cello, HEMA, ING, KPN, Maxeda, Nike, OCE, Organon, Pon, Rabobank and Schuitema.

Professor Reijnders has several external functions. He is on the board of governors of several companies or institutions. In December 2008 he received the Best Teacher Award 2008 at TIAS.


  • Luijten, Ton, Reijnders, Will (2014). Whitepaper Merken en supermarktvoorkeur van Nederlandse huishoudens. Marketing
  • Luijten, Ton, Reijnders, Will (2014). A-merken blijven op de sterke groei van winkelmerken het antwoord schuldig. Maandblad voor Accountancy en Bedrijfseconomie, mei 2014
  • Broekman, J., & Reijnders, W.J.M. (2011). Marketing: de route naar een nieuwe realiteit. In Ton Wentink (Ed.). Perspectieven op Management: een agenda voor managers (pp. 227-245). Nederland, Den Haag: Boom Academic.
  • Luijten, A.L.J.M., Reijnders, W.J.M. (2009). The development of store brands and the store as a brand in supermarkets in The Netherlands. The International Review of Retail, Distribution and Consumer Reserach, 19, 45-58.
  • Reijnders, W.J.M. (2008). Marketing en Business Performance Management. In T. Wentink (Ed.). Business Performance Management, sturen op prestaties en resultaat. (pp. 199-210). Amsterdam, the Netherlands: Boom Academic.