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Nico is Associate Professor of Technology & Innovation Marketing at Vrije Universiteit Amsterdam. He studied business administration at the University of Muenster, Germany, and the University of Rome “La Sapienza”, Italy. He obtained his doctoral degree at the Marketing Center Muenster, Institute of Business-to-Business Marketing (Prof. Klaus Backhaus), in 2014 with work on network effects in hardware-software platform markets. During this time, Nico also engaged in several consulting projects for mid-sized B2B and B2C companies.

After his PhD, Nico obtained practical experience at the e-commerce start-up Mister Spex in Berlin and at Vodafone Germany in Duesseldorf. In September 2016, he revisited academia as a postdoctoral researcher at the University of Cologne, Department of Retailing and Customer Management (Prof. Werner Reinartz). Nico joined the marketing department of Vrije Universiteit Amsterdam in 2020.

You can download an extended version of Nico's CV here (PDF).


Research Interests: Technology and Innovation Marketing - Digital Platforms, Omnichannel Marketing, Brand Communications

In his research, Nico focuses mainly on topics related to technology and innovation marketing. His research is mostly quantitative, applying marketing models on observational data or data generated through (field) experiments. His work on digital platforms includes the dynamics of hardware-software and software-software systems, such as entertainment systems or automobiles, but also matchmaking and brand platforms like branded apps. Related to the latter, Nico has also been studying innovations in retailing (e.g., disruption of the retailing value chain, mobile commerce) and brand communications (e.g., impact of privacy regulations, media channel orchestration) both conceptually and empirically. His work has been published in several academic outlets such as Journal of Marketing, International Journal of Research in Marketing, Journal of Interactive Marketing, and International Journal of Innovation Management as well as in practitioner and transfer magazines like Harvard Business Manager, Marketing Review St. Gallen, and Marketing Intelligence Review.


Marketing Strategy, Value-Based Marketing, Business Marketing, Entrepreneurship, Thesis Work

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User created Keywords

  • Marketing
  • Innovation Management
  • Digitalization


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