Personal profile

Personal information

Ruud Frambach is Professor of Marketing at the Vrije Universiteit Amsterdam since 2000. He holds a PhD in Marketing from Tilburg University. Before joining the Vrije Universiteit, he was affiliated with Tilburg University and Ghent University (Belgium). In 2008 he was a visiting scholar at the University of Southern California, Los Angeles. His research focuses on innovation and strategic marketing. He has published papers in journals such as the International Journal of Research in Marketing, Journal of Retailing, Journal of Marketing Research, Marketing Letters, Journal of Product Innovation Management and Journal of Business Research and has (co-) authored several books on Marketing and Marketing Strategy. 

Prizes and Awards

  • Winner PIM Marketing Literature Prize Best Marketing Book of the Year 2018 for 'Doet Marketing Ertoe?' ("Does Marketing Matter?"), Boom uitgevers Amsterdam, 2018
  • Finalist Best Paper Award, International Journal of Research in Marketing, 2011
  • Elsevier Award of Top cited article 2007-2011 for paper in Journal of Interactive Marketing, 2007
  • Winner Best Poster Presentation, Organization Science Winter Conference, 2010
  • Winner PIM Marketing Literature Prize Best Marketing Book of the Year 2008 for Marketing aan de Top (with Peter S.H. Leeflang), Amsterdam: FT/Prentice Hall, 2009
  • Finalist Best Paper Award, Journal of Service Research, 2009
  • Winner Best Teacher Award VU University Amsterdam, 2006, (Finalist 2003)
  • Winner Best Teacher Award School of Business and Economics, 2006, 2004, 2003
  • Honourable mention Marketing Science Institute/International Journal of Research in Marketing Research Competition on Global Marketing, 2003


  • Innovation (adoption, resistance, diffusion and use of innovations, including self-services)
  • Strategic marketing (strategic role of marketing for organizations and stakeholders)
  • Business models (creating and innovating successful business models)
  • Healthcare (providing value for patients and healthcare providers using eHealth and mHealth)


Program Director of the parttime Master of Science in Marketing program

Ancillary activities

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Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 16 - Peace, Justice and Strong Institutions

Academic qualification

Marketing, PhD, Adoption and diffusion of innovation in the industrial market, Tilburg University, Tilburg

1 Nov 19881 Sept 1992

Award Date: 23 Apr 1993


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