The mission of the research group can be summarized as ‘doing cutting-edge research on marketing and innovation with the ambition to be highly visible in international academic networks and highly relevant for practice, both in a business and a social-profit context’.
The group has an academic identity that is based on two main pillars: marketing communications and branding, and co-creation and innovation. Important values of the research group are: a focus on quality and valorisation of academic work, integration and cooperation, and managerial relevance. Members of the research group are encouraged to do academic work that is of high quality, is presented at high quality conferences, and published in international reference journals.
Professors and Ph.D. students are aware of each other’s work and support each other and cooperate on a regular basis. The professors of the group actively explore opportunities to cooperate in new research projects, bridging the two main research pillars of the group (for instance, marketing communications in co-creation processes). Research projects often have a managerial angle, and/or are conducted in cooperation with companies and organisations (for instance, media companies, pharmaceutical companies, government agencies).