- New product success, innovation and marketing
- Marketing interfaces (R&D, industrial design, artistic)
- Health, food and drinks, and entertainment industries
- The boundaries of commerce, public health, risk assessment and governance (protecting vulnerable groups, sustainable tourism, moral cognition)
Society has evolved from a producer and services driven society to one where relationships, well-being, and experiences claim central stage. My research focuses on new product development and market success in this changing arena. I study new products and organizations in industries such as motion pictures, games and music (creative industries) but also food and health. A key question is how organizations handle and organize fundamental trade-offs, for example between artistic and commercial forces, between consumer risk and benefit, or between proactive and reactive competitive strategies. I also like to compare industries that seem quite different at first and help develop new theories and thinking around innovation and marketing success. My past research, for example, has compared search engines with music festivals and Hollywood motion pictures and medicines.
- BA (Eindhoven University of Technology)
- MSc (Eindhoven University of Technology)
- PhD (Rotterdam School of Management, Erasmus University)
- 2012 (Summer). The Sauder School of Business, University of British Columbia, Dept. of Marketing, Vancouver, Canada (3 months).
- 2004 (Winter). The Wharton School, University of Pennsylvania, Dept. of Marketing, Philadelphia, USA (3 months).
- 2000. Sloan School of Management, MIT, Massachusetts Institute of technology, Centre for Product Innovation, Dept. of Marketing, Boston, USA (9 months)
- Situmeanga, F.,Leenders, M.,Wijnberg, N. (2017). New product performance and the benefit of periodically changing the relative influence balance between marketing and R and D In: Journal of Business and Industrial Marketing, , 179 - 190
- Bhansing, P.,Leenders, M.,Wijnberg, N. (2016). Selection system orientations as an explanation for the differences between dual leaders of the same organization in their perception of organizational performance In: Journal of Management and Governance, 20, 907 - 933
- Situmeanga, F.,Gemser, G.,Wijnberg, N.,Leenders, M. (2016). Risk-taking behavior of technology Firms: The role of performance feedback in the video game industry In: Technovation, 54, 22 - 34
- Leenders, M.,Farrell, M.,van den Wurff, R. (2016). (In Press) Market or society? Dual orientations and the impact on innovativeness in media organizations In: Journal of Strategic Marketing, , 1 - 15
- O'Shannassy, T.,Leenders, M. (2016). Avoiding the ''too comfortable in the saddle syndrome'': Obtaining high performance from the chairperson, CEO and inside directors In: Journal of Business Research, 69, 5972 - 5982
- Leenders, M.,Smidts, A.,El Haji, A. (2016). (In Press) Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers In: Journal of Retailing and Consumer Services, , 1 - 11
- Balakrishnan, B.,Muthaly, S.,Leenders, M. (2016). Insights from coworking spaces as unique service organizations: the role of physical and social elements In: Rediscovering the Essentiality of Marketing, Springer International Publishing, Switzerland
- Kuijken, B.,Leenders, M.,Wijnberg, N.,Gemser, G. (2016). The producer-consumer classification gap and its effects on music festival success In: European Journal of Marketing, 50, 1726 - 1745
- Leenders, M.,Farrell, M.,Zwaan, K.,Ter Bogt, T. (2015). How are young music artists configuring their media and sales platforms in the digital age? In: Journal of Marketing Management, 31, 1799 - 1817
- Leenders, M.,Go, F.,Bhansing, P. (2014). The importance of the location in hosting a festival: a mapping approach In: Journal of Hospitality Marketing and Management, 24, 754 - 769
2 PhD Completions7 PhD Current Supervisions