Photo of Natalja Laurey
  • De Boelelaan 1105, VU Main Building A-wing, 5th floor

    1081 HV Amsterdam


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Personal profile

Personal information

Natalja Laurey is a Phd Candidate at the KIN research group at the VU University of Amsterdam and visiting scholar at NYU Stern School of Business, department Management & Organization. She holds a 2-year MSc degree in Social Research (Anthropology & Organization Science, cum laude) at the VU University of Amsterdam and obtained a BSc degree in Cultural Anthropology (cum laude) at the University of Amsterdam. For her Phd research (NWO funded, 4 years) Natalja explores creativity and innovation in the digital age for which she conducts two longitudinal qualitative case studies. First, she did an (14 months+) ethnography at a design and innovation consultancy (Spain) to analyze the potential rise of a new profession (a digital service designer) as a consequence of the latest trend of traditional service organizations to acquire small digital creative firms. In her second case study, she combines diverse qualitative methods to explore how an innovation agency (the Netherlands) offers 'creativity as a service' to other organizations, strongly drawing on the concept of liminality. Natalja’s work is accepted at various international conferences and workshops (OS Special Issue Workshop 2015, OLKC 2016, EGOS 2016, PROS 2017, AOM 2017) and published in conference proceedings (AOM 2017).


  • Creativity & Creative Practices
  • Emergence and Change of Occupations (Service Design)
  • Organizing for digital innovation
  • Ambiguity and liminality
  • (Organizational) Ethnography
  • Qualitative Research 

Prizes and Awards

Her work deserved various awards, nominations and fundings: Best Reviewer award (AOM, TIM, 2015),  Best Student Paper Finalist (AOM, TIM, 2017), nomination Best Paper award (AOM, TIM, 2017), and she received a network voucher for a collaborative research project withbusiness (Network Institute, VU University AMsterdam) and was awared the Young Talent Award and Funding (Prins Bernhard Cultuurfonds, 2017) for her visiting scholarship at NYU Stern School of Business.  


  • Advanced Business Research Methods I + II, Qualitative (Bachelor)
  • Business Research Methods (Bachelor)
  • Research Seminar II, Qualitative (Master)
  • Thesis supervision (Bachelor, Pre-master)
  • Digital Innovation Lab (Master)
  • Tutoring (Bachelor)
  • Creativity workshop (Executive education)

Ancillary activities

No ancillary activities

Ancillary activities are updated daily

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Research Output 2015 2017

  • 4 Paper
  • 1 Conference contribution
  • 1 Abstract

Creativity as a Service: facilitating a liminal experience for open-ended creativity

Laurey, N. R., Berends, H. & Huysman, M., 2017

Research output: Contribution to ConferencePaperProfessional

Creativity as a Service: how creative agents facilitate a liminal experience

Laurey, N. R., Berends, H. & huysman, M., 2017, Academy of Management Best Paper Proceedings. Guclu, A. (ed.). Academy of Management

Research output: Chapter in Book / Report / Conference proceedingConference contributionAcademicpeer-review

Negotiating Service Design: a practice perspective on an emerging occupation

Laurey, N. R., Apr 2017

Research output: Contribution to ConferenceAbstractAcademic

Activities 2015 2016

  • 3 Lecture / Presentation


Organizational theory
Qualitative research

Best Reviewer Award

N.R. Laurey (Recipient), Mar 2015

Prize: Prize / AwardAcademic


Best Reviewer Award, Technology and Innovation Management (TIM)

N.R. Laurey (Recipient), 2015

Prize: Prize / AwardAcademic

Network Institute Research Voucher

N.R. Laurey (Recipient) & M.H. Huysman (Recipient), Jul 2017

Prize: Prize / AwardAcademic

Young Talent Award

N.R. Laurey (Recipient), Jun 2017

Prize: Prize / AwardSocietal