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Stefan Wuyts

Stefan Wuyts

Stefan Wuyts is Professor of Marketing and Director of the Institute for the Study of Business Markets at the Smeal College of Business, Penn State. For his doctoral dissertation at Erasmus University Rotterdam (the Netherlands, 2003), he received the KVS-Medal from the Royal Netherlands Economic Association. In 2007, he was named MSI Young Scholar by the Marketing Science Institute. Prior to joining Penn State in 2018, he was a Postdoctoral Research Fellow at Erasmus University Rotterdam (2003-2004), and member of the faculty at Tilburg University (the Netherlands, 2005-2010) and Koç University (Turkey, 2010-2018). At Koç University, he also served as Director of the Graduate School of Business.

Stefan’s research interests include B2B marketing, innovation, interorganizational relationships, and networks. He is intrigued by the management and governance of complex organizational forms (platforms, alliance portfolios, multilateral alliances, marketing ecosystems), and the impact of digital technology and sustainability on business markets. He coauthored Social Networks and Marketing (MSI, 2007) and coedited The Connected CustomerThe Changing Nature of Consumer and Business Markets (Routledge, 2010) and the Handbook of Business-to-Business Marketing (Elgar, 2022). His research was published in Journal of Marketing (JM), Journal of Marketing Research, International Journal of Research in Marketing (IJRM), Journal of the Academy of Marketing Science (JAMS), Journal of Operations Management, and Journal of Management, among others. Stefan serves as Associate Editor for JM, JAMS, and IJRM, and received several Outstanding Reviewer and Area Editor Awards.

In his research, which is essentially phenomenon-driven, Stefan loves interacting and working with B2B marketing practitioners to identify and address managerially relevant research questions. In his role as ISBM Director, his two top priorities are to (1) stimulate more doctoral students and junior faculty to focus on B2B marketing problems and (2) bridge the worlds of B2B marketing practice and academia.

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