Research @ HEC Liege

Research @ HEC Liège

Strategic Marketing Innovation (SMI)


The Strategic Marketing Innovation domain has produced several high-quality publications recently.

Willem Standaert recently got a paper accepted in Business Horizons, entitled “Business Meetings in a post-pandemic world: when and how to meet virtually”. With his colleagues Steve Muylle and Amit Basu, he describes a decision-making framework for choosing when and how to meet virtually in a post-pandemic world, based on the importance of communication capabilities for categories of meeting objectives and taking into account meeting size and duration.

The paper can be accessed here

Cécile Delcourt, along with colleagues Fanny Dethier and Jurgen Willems, has a paper forthcoming in the Journal of Philanthropy and Marketing entitled: “Transparency of nonprofit organizations: An integrative framework and research agenda”. Based on a systematic literature review, this article delineates, on the one side, what supports or hinders transparency implementation by NPOs and, on the other side, what results from transparency implementation by NPOs. In integrating antecedents and outcomes of NPOs’ transparency into one framework, interconnections between constructs are developed and discussed. This article is one of the four essays of the doctoral thesis of Fanny Dethier that is co-supervised by Cécile Delcourt. The doctoral thesis will be defended on 23rd September 2021. Stay tuned for the publication to appear via ORBI.

We are also happy to announce the recruitment of Yousra El Midaoui, alumnus of the International Strategic Marketing Master programme, as an assistant in our domain. Yousra’s PhD will explore the role of artificial intelligence in the traveler’s customer journey and she will be co-supervised by Professors Laurence Dessart and Willem Standaert