Assistant Professor

Néomie Raassens

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Research Profile

Néomie Raassens is an Assistant Professor of Marketing at the school of Industrial Engineering of Eindhoven University of Technology (TU/e). Her main areas of expertise include interorganizational relationships (in particular outsourcing, sourcing strategies, and conflict management), new product development, modular product strategies, emerging markets, and online marketing.

Néomie’s research examines how choices about business operations affect firm performance. More specifically, her research deals with various decisions on business operations (e.g., location of business, use of capacity and resources) and different performance outcomes (e.g., firm value, innovativeness, efficiency). She develops and applies her expertise on (inter)organizational behavior and (econometric) modeling to examine how firms can make their business processes more effective and efficient while remaining profitable and innovative.

Her research has appeared in Journal of Marketing Research, International Journal of Research in Marketing, Journal of Service Research, Marketing Letters, and the International Journal of Production Research. 

Academic Background

Néomie has a PhD in Marketing (2011) from Tilburg University, the Netherlands, and a Research Master degree (with honors) and a BSc in Business Economics (with distinction) from the same university. Her dissertation entitled ‘The Performance Implications of Outsourcing’ was awarded the 2012 EMAC-McKinsey Doctoral Dissertation Award, an award for the best marketing dissertation written at a European university or business school. 

Néomie’s papers were finalist for the best paper award based on a doctoral dissertation at the European Marketing Academy Conference (2009) and the MOA (center for information based decision making & marketing research) Science Award (2013). Néomie has held a visiting position at KU Leuven, Belgium. She was co-supervisor of Marleen Hermans (2012-2017), who wrote a PhD dissertation on the performance implications of manufacturer-retailer power battles and Maren Vos (2014-2018), who wrote a PhD dissertation on customization in technology-intensive firms.

Educational Activities

  • Buying behavior & innovation
  • New product marketing

Ancillary Activities

  • Begeleiding masterstudenten, Nyenrode Business Universiteit