Ksenia Podoynitsyna

Ksenia focuses on the intersection of data science and entrepreneurial strategy. She explores how data creates value through innovative business models, ecosystems and platforms, and how firms can best capture this value.

What are the patterns in digital disruption, and how do they translate to specific industries? What are the advantages and disadvantages of models like subscription and freemium? How should organisations responsibly navigate the platform economy? And how can businesses identify – and successfully compete in – lucrative, niche markets? These are just some of the strategic questions Ksenia believes can be addressed through large-scale data insights.

Ksenia guides companies to shape their strategies and drive innovation in the digital vortex. Her work is co-funded by organisations such as KPN, Philips, CZ and DPG Media – and government bodies including the EU, NWO, EIT KIC InnoEnergy and NLAIC. Her research has been published in leading journals.

At Vlerick, Ksenia teaches courses on competitive strategy in the digital age and business models and platforms on our Executive, Masters and MBA programmes.

Who am I?

• Full Professor at Vlerick Business School
• Co-Director of the Responsible Media Lab (in collaboration with DPG Media, JADS and UvA)
• Professor at JADS, Joint Research Institute of Tilburg University and Eindhoven University of Technology, the Netherlands
• PI for Digital Disruption in Healthcare and Managing Digital Innovation projects
• Programme Director of the master Data Science in Business and Entrepreneurship (2020-2023), earning the Bronze Medal award from Elsevier Beste Studies (2023)
• Doctor of Entrepreneurship at Eindhoven University of Technology, the Netherlands