prof.dr. YM (Yvonne) van Everdingen

Biography

Yvonne van Everdingen is Professor of Marketing and Innovation at Rotterdam School of Management, Erasmus University. Professor Van Everdingen is member of the EUR Diversity Advisory Board at the Erasmus University Rotterdam. She is also Academic Director of the ECDA (Erasmus Center for Data Analytics) Expert Practice Immersive Technologies and member of the Steering Group Virtual Reality (SIG VR) at the Erasmus Behavioral Lab. Additionally, she is member of the Advisory Board CIIIC (Creative Industries Immersive Impact Coalition). 

Over the past decades she has developed a strong link with marketing practitioner organizations in The Netherlands, i.e., the NIMA and the Data & Insights Network (D&IN, formerly called MOA). Currently, she is chair of the jury for the yearly *D&IN Award Insights Scientist of the Year* as well as the organizer and chair of the yearly *D&IN Symposium Topic of the Year*.

Her research interests include the international adoption and diffusion of new products, the use of new technologies, such as virtual reality and augmented reality, for the development and marketing of new products, and the marketing of refurbished products. Her research has been published in the field’s leading scientific journals such as Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, Journal of Product Innovation Management, Marketing Letters, Global Strategy Journal, Journal of Business Research, and Journal of Economic Psychology.