Willem Standaert

Visiting Professor of Marketing

Award-winning academic whose work combines research, teaching and consultancy to international businesses

Willem Standaert is Assistant Professor at HEC Liège. He was previously a lecturer and postdoctoral researcher at Vlerick.

His research interests include virtual meetings, B2B interactions and digital innovation – particularly in financial services and sports. His academic work has been presented at international conferences and is published in various renowned academic journals. His work on gender equality in virtual meetings during Covid is award-winning.

Willem has developed teaching cases on digital banking services, digital fan engagement, digital strategy, product digitalisation and go-to-market strategy.

He supports leading firms in sectors including B2B and financial services – and he was part of the research team that conducted the Transformers 200 study, in collaboration with Het Financieele Dagblad. This is an annual assessment of the digital transformation of Dutch companies.

As Visiting Professor at Vlerick, Willem teaches B2B Marketing and digital innovation on our Masters in Marketing & Digital Transformation programme, as well as on the Masters bootcamp on sports digitisation.

Who am I?

  • Visiting Professor at Vlerick Business School
  • Assistant Professor at HEC Liège
  • Visiting Professor at Ghent University
  • Doctor in Applied Economics at Ghent University
  • Master in Business Engineering at Ghent University

My expertise

  • B2B Marketing
  • Strategic marketing
  • Collaboration systems and technologies
  • Digital innovation