Annouk Lievens

Annouk Lievens (PhD, Free University of Brussels/VUB), is a full professor at the department of Marketing and a vice dean of Research at the Faculty of Business & Economics.

Annouk Lievens ´ambition has been to bridge academia and business on topics such as multi-stakeholder co-creation, innovation processes, organizational learning, virtual communities especially in the context of high-tech services, sustainable innovations and healthcare. 

Overall, the findings related to these research projects on value creation with stakeholders have attracted great interest and collaboration willingness of various firms (e.g., Microsoft, IBM, Johnson & Johnson, Origens Brazil/multi-stakeholder platform Amazon Forest), research institutions (IMEC, VITO) and government (Green Deal Flanders), in which the academic and managerial implications are (will be) translated into policy and strategic reforms.

​Go to the personal page of Prof. Annouk Lievens​

Value co-creation

Multistakeholder settings

Stakeholder engagement

Sustainable innovations
​

All research projects have been set up in collaboration with industry (i.e. Microsoft, IBM), other academic partners (i.e. University of Maastricht, RWTH Aachen) and other involved stakeholders such as NGO´s and government. The expertise within healthcare is based on these research projects that were set up with major players in healthcare, such as Janssen Pharmaceutica of Johnson & Johnson, the IMI (Innovative Medicine Initiative – public private partnership within the EU) & major online healthcare platforms (patientslikeme.com). Managerial communication and reporting has taken place through continuous exchange with cooperating firms, managerial summaries and tools, debriefing sessions and workshops with firms and industry associations. [AL1.1]
Several initiatives further strengthen the research field of innovation. Since 2018 she was the co-founder and organizer of the Special Interest Group sessions at EMAC (European Marketing Conference) on “Stakeholder and Innovation”. In addition, she was a co-founder (since 2012) of the LTAS Ph.D. international workshop (accredited by the American Marketing Association) that bridges academics and business interests.

• Dias, G. N., Hamza, K. M., Lievens, A., & Moons, I. (2025). Sustainability‐based value creation within a multi‐stakeholder network: Balancing expectation conflicts within the Amazon context. Business Strategy and the Environment, 34(1), 116-128.
  
  
• Lievens, A., & Moons, I. (2023). A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective. International Journal of Advertising, 42(1), 201-226.
  
  
• Lievens, A., & Blažević, V. (2021). A service design perspective on the stakeholder engagement journey during B2B innovation: Challenges and future research agenda. Industrial Marketing Management, 95, 128-141.
  ​