University Researcher

Michel van der Borgh

Research Profile

Michel van der Borgh is an Assistant Professor of Marketing at Eindhoven University of Technology. Key areas of expertise include sales management, innovation, design science, bayesian statistics, new product selling, business research methods, marketing management and business to business marketing. In his research, Michel aims to understand what drives the success of radically new products in the ICT, medical devices, manufacturing, and other technology intensive industries, and how firms can design effective sales strategies for such products. He is acclaimed for his work on new product selling strategies. He has conducted empirical research on dozens of high-tech companies, work units, and individuals. His course covering the commercialization of high-tech and innovative products, titled Selling New Products, is ranked amongst the most sought-after electives in the School’s Innovation Management curriculum.

Academic Background

Michel van der Borgh received his BSc in Mechanical Engineering from Hanze University Groningen, his MSc in Industrial Engineering from TU/e, and his PhD in Marketing from the same university. He also is founder and director of the Center for Sales Process Engineering (, which aims to develop the field of sales process engineering, design sciences, and management tool development. He additionally holds various positions at the School: among other roles he serves as a member of the Departmental council. Michel collaborates with leading high-tech organizations such as Vanderlande Industries, Getronics, Philips, Ahrend, and the High Tech Campus Eindhoven. Many of his studies are presented at world-leading conferences and published or forthcoming in renowned academic journals including the Journal of the Academy of Marketing Science, Journal of Product Innovation Management, British Journal of Management, and R&D Management. He currently serves as an Associate Editor for the “Sales, Leadership, and Human Resources” track of the 2018 Winter AMA.

Current Educational Activities

Ancillary Activities

No ancillary activities