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dr. N. Raassens

Biography

Néomie Raassens is an assistant professor of Marketing at the school of Industrial Engineering of Eindhoven University of Technology. Her main research interests are interorganizational relationships and innovation. Concerning interorganizational relationships her focus is on outsourcing, sourcing strategies, and conflict management. Her research has appeared in Journal of Marketing Research, International Journal of Research in Marketing, and Marketing Letters.

Néomie has a PhD in Marketing (2011) from Tilburg University, the Netherlands, and a Research Master degree (Cum Laude) from the same university.

Néomie Raassens joined Eindhoven University of Technology as an assistant professor of Marketing in 2013. She was previously affiliated with Maastricht University, the Netherlands (2010-2013).

Research

In her research, Néomie mainly concentrates on the performance implications of outsourcing. As firms are increasingly turning to outsourcing and, at the same time, have to balance the costs and benefits of every discretionary investment dollar, it is of interest to examine conditions under which outsourcing may be a successful strategy. By considering strategic areas (e.g., new product development, customer support, manufacturing) and by focusing on micro-governance decisions (i.e. how should firms organize their outsourcing arrangements to increase performance?), her research aims at advancing current knowledge on outsourcing by showing that the inconsistent findings regarding the effects of outsourcing on firm performance constitute a systematic and predictable set of contingent effects.

Other research deals with new innovation strategies (e.g., crowdsourcing, customer co-creation), online marketing (e.g., search engine advertising, net promoter score and eWOM), and conflict management (e.g., conflict brand delistings).

Awards

Néomie is the winner of the EMAC McKinsey Marketing Dissertation Award (2012), an award for the best marketing dissertation written at a European university or business school. Evaluation criteria include novelty, relevance, conceptual rigor, methodological rigor, quality of expression, and potential impact.

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).

Research Expertise

Selected Research in Progress

Is Outsourcing Eroding Firms' Innovativeness? with Inge Geyskens (Tilburg University) and Stefan Wuyts (Koç University).

The Dark Side of Crowdsourcing with Hans Haans (Tilburg University).

The Effectiveness of Manufacturer and Retailer Actions During Conflict Brand Delistings with Marleen Hermans (Maastricht University) and Kathleen Cleeren (Maastricht University).

The Influence of the Net Promoter Score (NPS) on Actual Online Word-of-Mouth with Hans Haans (Tilburg University).

, online marketing (e.g., search engine advertising, net promoter score and eWOM), and conflict management (e.g., conflict brand delistings).



Keywords

Outsourcing

Interorganizational Relationships

New Product Development

Innovation

Emerging Markets

Research Output



Journals

Raassens, Néomie, Stefan Wuyts, and Inge Geyskens (2014), "The Performance Implications of Outsourcing Customer Support to Service Providers in Emerging versus Established Economies," International Journal of Research in Marketing, in press.

Haans, Hans, Néomie Raassens, and Roel van Hout (2013), "Search Engine Advertisements: The Impact of Advertising Statements on Click-Through Ratio and Conversion Ratio," Marketing Letters, 24 (2), 151-163.

Raassens, Néomie, Stefan Wuyts, and Inge Geyskens (2012), "The Market Valuation of Outsourcing New Product Development," Journal of Marketing Research, 49 (5), 682-695.



Thesis

Raassens, Néomie (2011), The Performance Implications of Outsourcing, Tilburg: Tilburg University Press.



Non-Refereed Publications

Raassens, Néomie, Stefan Wuyts, and Inge Geyskens (2013), "Welke Factoren Beïnvloeden het Succes van het Uitbesteden van Klantenservice?," in Ontwikkelingen in het Marktonderzoek: Jaarboek MarktOnderzoekAssociatie, Bronner, A.E. et al., eds. Haarlem: Spaar en Hout, 61-78.

Raassens, Néomie (2011), "Promotie: The Performance Implications of Outsourcing," Economisch Statistische Berichten, 96 (September), 530.



Conference Presentations

The Performance Implications of Outsourcing

European Marketing Academy Conference (EMAC), Lisbon, Portugal (May 2012)

The Impact of Outsourcing Customer Support on Firm Performance

European Marketing Academy Conference (EMAC), Ljubljana, Slovenia (May 2011)

The Market Valuation of Outsourcing New Product Development

INFORMS Marketing Science Conference, Cologne, Germany (June 2010)

The Market Valuation of Outsourcing New Product Development

European Marketing Academy Conference (EMAC), Nantes, France (May 2009)

Marketing in Emerging Markets

European Marketing Academy Conference (EMAC) Doctoral Colloquium, Nantes, France (May 2009)



Teaching

1ZEUA0 - New Product Marketing

1ZSUA0 - Customer Centric New Product Development

For more information on Néomie Raassens, please visit the TU/e website.

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Contact

Visiting address secretarial office
Frederieke Baas-Kappe (secretary)
Bianca van Broeckhoven (secretary)
Freke Sens (secretary)

't Eeuwsel 6
Connector 0.01
5612 AS Eindhoven

Postal Address
P.O. Box 513
5600 MB Eindhoven
The Netherlands

Phone: + 31 40 247 2170
E-mail: item.ieis@tue.nl