dr.ir. W. (Michel) van der Borgh - Expertises

Borgh, dr.ir. W. van der
Adres :
Technische Universiteit Eindhoven
Postbus 513
Faculteit :
Faculteit Industrial Engineering & Innovation Sciences
Afdeling :
Innovation Technology Entrepreneurship & Marketing
Functiecategorie :
Universitair Docent (UD)
Functie :
Universitair Docent
Intern adres :
CNT 0.06
Tel :
040-247 2352
Tel (intern) :
Fax :
040 246 8054
Email :


  • D70100 - Personeelwetenschappen
  • Sales management
  • Marketing of new products
  • Research methods
  • Innovation management
  • Bayesian statistics
  • Design science methodology



Michel van der Borgh is a tenured Assistant Professor of Marketing at Eindhoven University of Technology.


An award-winning teacher and scholar, dr. Van der Borgh develops and teaches a course covering the commercialization of high-tech and innovative products, titled Selling New Products, which is ranked amongst the most sought-after electives in the School’s Innovation Management curriculum. Recently, dr. Van der Borgh his teaching was honored “Top University Sales Program” by the Sales Education Foundation. He also is founder and director of the Center for Sales Process Engineering (CSPEng.org), which aims to develop the field of sales process engineering, design sciences, and management tool development. Next to that dr. Van der Borgh holds various positions at the School: among other roles he serves as a member of the Departmental council.


In his research, dr. Van der Borgh 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. Dr. Van der Borgh has conducted empirical research on dozens of high-tech companies, work units, and individuals. Many of these 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.


Dr. Van der Borgh collaborates with leading high-tech organizations like Vanderlande Industries, Getronics, Philips, Ahrend, and the High Tech Campus Eindhoven.