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Kim Willems

Kim Willems

Associate professor Marketing


Kim Willems (PhD Applied Economic Sciences: Business Engineer, UHasselt & VUB, 2012) is associate professor of Marketing at the Faculty of Social Sciences & Solvay Business School at the Vrije Universiteit Brussel (VUB). She teaches courses at bachelor’s and master’s level in the field of (strategic) marketing and supervises about 35 paper and master thesis students per year. Under her supervision, three doctoral students at VUB have successfully defended their dissertation (2017-2021). At present, she supervises four PhD students (of which one FWO mandate). Kim is chair of her faculty’s Marketing & Communications Committee and conducts policy supporting research for VUB, providing managerial advice on differentiated marketing and data-driven marketing in a university context. She is member of the Retail Innovation Platform (HvA) and member of the editorial review board of Journal of Product & Brand Management and Journal of Retailing & Consumer Services. Kim’s academic research centersaround optimization of both online and physical retailing and services with a strong interest in sensory-enabling technologies and digitalization.

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