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Peter Verhoef Academic Trustee of Marketing Science Institute

Appointment is recognition for high-quality research and international visibility
01 July 2016
Peter Verhoef

Peter Verhoef has been appointed Academic Trustee of the Marketing Science Institute (MSI) in Boston. MSI focuses its efforts on bridging the gap between academic marketing theory and business practice. This prestigious institute selects academics with an international reputation to advise on its research priorities. The trustees also represent MSI in its dealings with member companies.

It is an important position at a top American institute, and this appointment is thus a form of recognition for my research as well as the hard work done by the department, which is highly visible in the international field of marketing’, says Professor of Marketing Verhoef. ‘Only highly esteemed academics with an eye for relevant research are appointed trustee of the MSI. They are often academics from the top 20 American business schools.’ Among the academic trustees of MSI are academics from Harvard Business School, Duke University and the University of Pennsylvania.

Conveying knowledge

The MSI is a platform for researchers and marketing practitioners from more than 70 leading companies. It organizes seminars for researchers and representatives from the Fortune 500. It also stimulates and funds marketing research that is directly relevant to business practice.

Verhoef says, ‘The academic trustees influence these research projects. Twice a year present and former trustees meet to put their heads together and discuss important research themes. This will give me a good idea of relevant new topics that we can successfully expand into in our research in Groningen in the coming years. My involvement in the MSI may also help forge interesting relationships with businesses and gain access to data. As a trustee I can come into contact with international parties. For instance, in September I will be giving a workshop in Boston on big data , based on my most recent book.’


Verhoef’s appointment will help increase the visibility of the Marketing department and the Faculty of Economics and Business as a whole. ‘This is important for assessment procedures, for instance’, says Verhoef. ‘In the longer term, the position could also lead to more research on relevant topics or to Faculty involvement in new initiatives such as editing a special academic edition funded by MSI. This would further increase the visibility of the Faculty in the academic field of marketing.’

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