Johan’s Executive PhD journey: The road to becoming an academic
Johan Van den Cruijce has been operating at the highest levels of the corporate business world for many years. He’s the Managing Director of Atlas Services Belgium – part of the Orange Group – and is a highly qualified lawyer and strategic business leader.
But he realised that there when it came to valuing private companies, there were questions that no-one could answer. Not colleagues. Not consultants. Not even academics.
How it started
“That’s when I knew,” Johan says, “I had to explore this subject myself.”
Driven by an urge to get answers, he decided to apply for Vlerick’s Executive PhD – and gained the qualification in 2022.
Entering the PhD programme
In his leadership role, Johan operates in a fast-moving environment where it’s often necessary to make decisions based on ambiguous and incomplete information. So at the beginning, the PhD programme felt like a completely different world.
He says: “Academic research doesn’t move fast, it moves deep – so you’re working with a completely different rule book.”
His first year became a process of unlearning and beginning to think like a researcher – and it could be challenging.
He says: “Looking back, year one is really about slowing down. About reading a lot. About building your critical thinking skills. You have to resist the temptation to seek quick answers. Instead, you have to invest heavily in understanding the literature and refining your research question.”
Year two: Literature review and pilot
In his second year, Johan moved onto two crucial components of his PhD – the literature review and pilot study. At first, he says he underestimated the literature review, treating it as a formality rather than the foundation of his research.
A candid conversation with his supervisor got him back on track.
He says: “That discussion was a wake-up call. I realised I had to go back and really engage with the literature. It turned out to be one of the most valuable investments of my PhD journey.”
Johan also warns against over-investing in the pilot study.
“The pilot study is important,” he says, “But it’s not your final research. It’s a learning tool. Be efficient about it.”
Years three to five: From analysis to contribution
After year two, the PhD journey shifts. The structure and close guidance of the first years give way to greater independence.
Johan says: “You leave the safe environment of the cohort and step into the less structured world of individual research.”
Without regular deadlines and peer contact, this is where some Executive PhD candidates can struggle. Maintaining momentum can be challenging.
For Johan, this period was about data collection, analysis, writing and, crucially, staying in contact with his supervisors. As a result, he found better data, refined his methodology, and developed insights that were both academically robust and practically relevant.
He says: “You have to remember that they won’t chase you. It’s up to you to show progress, ask for feedback, and keep the dialogue alive.”
Stepping onto the global stage: Conferences and publications
Another exciting part of the PhD journey is when candidates present their work at international conferences. It’s an opportunity to receive feedback – and build confidence.
Johan says: “It’s intimidating at first, but it’s also inspiring. You realise you’re part of a global community of people trying to push the boundaries of knowledge.
“Publishing papers was another learning curve. The peer-review process was demanding, but deeply enriching. It teaches you humility, precision and resilience.”
So is an Executive PhD different to a traditional doctorate?
Johan says that while the journey might be different to that of a traditional PhD, the academic requirements are exactly the same.
He says: “In the end, the outputs – the dissertation, the quality of research, the rigour – must all meet the same standards. And Executive PhD candidates bring valuable strengths to the table, including relevant research topics that are grounded in practice. They can also access unique data and networks.”
What does it take to succeed?
Johan says anyone considering the Vlerick Executive PhD programme should keep four things in mind:
- Be patient – especially in the first year
- Respect the process
- Keep checking in
- Think long term
He says: “Use the first year to build your academic mindset. It will serve you for the entire journey. Don’t look for shortcuts. The process – with its highs and lows – is where the growth happens. Isolation is the enemy of progress – so keep in touch with your supervisors and peers.
“And remember that while your PhD won’t change the world overnight, it will allow you to make a unique, evidence-based contribution that matters.”
Final thoughts…
For Johan, the Vlerick Executive PhD was transformational in both professional and personal ways.
“This journey changed me. It sharpened my thinking, expanded my horizons, and taught me resilience. And perhaps most importantly, it reminded me that curiosity is one of the most powerful forces in business – and in life.”
Read more about Johan’s research: Is a private company really worth 20 to 40% less than a similar listed company?
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Bieke Dewulf
Customer Relations Executive PhD Programme