Steve Muylle


Steve Muylle, PhD, is Full Professor and Partner at Vlerick Business School, he chairs the Area Marketing and directs the Executive Master Class in Business-to-Business Marketing and Sales. He was the recipient of the 1997 Doctoral Fellowship Award from the Intercollegiate Centre for Management Science, Belgium, and received the Best Paper Award at the EUROMA conference at INSEAD and ICCMC at Warwick Business School. He also received multiple awards for his teaching at Vlerick Business School.


Expert in
E-business & Internet Marketing
Marketing & Sales
B-to-B Marketing (Strategy, Business Model, Value Proposition, Innovation)
Supply Management (strategy, supplier relationships, supplier (open) innovation, supplier selection)
Marketing Strategy
Multichannel Marketing


Articles in refereed journals with impact

  • Vanpoucke E. Vereecke A. Muylle S.  2017. Leveraging the Impact of Supply Chain Integration through Information Technology. International Journal of Operations and Production Management, 37(4): 510-530.

  • Standaert W. Muylle S. Basu A.  2016. An Empirical Study of the Effectiveness of Telepresence as a Business Meeting Mode. Information Technology and Management, 17(4): 323-339.

  • Muylle S. Standaert W.  2016. The Use of Procedural Fairness in Electronic Reverse Auctions to Enhance Relationship Quality. Psychology & Marketing, 33(4): 283-296.

  • Standaert W. Muylle S. Amelinckx I.  2015. An empirical study of electronic reverse auction project outcomes. Electronic Commerce Research & Applications, 14(2): 81-94.

  • Muylle S. Dawar N. Rangarajan D.  2012. B2B Brand Architecture. California Management Review, 54(2 (Winter)): 58-71.

  • Basu A. Muylle S.  2011. Assessing and enhancing e-business processes. Electronic Commerce Research and Applications, 10(4): 437-499.

  • Amelinckx I. Muylle S. Lievens A.  2008. Extending electronic sourcing theory: an exploratory study of electronic reverse auction outcomes. Electronic Commerce Research & Applications, 7(1): 119-133.

  • Muylle S. Basu A.  2008. Online support for business processes by electronic intermediaries. Decision Support Systems, 45(4): 845-857.

  • Basu A. Muylle S.  2007. How to Plan E-business Initiatives in Established Companies. MIT Sloan Management Review, 49(1): 28-36.

  • Vereecke A. Muylle S.  2006. Performance improvement through supply chain collaboration in Europe. International Journal of Operations and Production Management, 26(11): 1176-1198.

  • De Wulf K. Schillewaert N. Muylle S. Rangarajan D.  2006. The role of pleasure in web site success. Information and Management, 43(4): 434-446.

  • Muylle S. Basu A.  2004. Online Support for commerce processes and survivability of web retailers. Decision Support Systems, 38(1): 101-113.

  • Muylle S. Moenaert R.K. Despontin M.  2004. The Conceptualization and Empirical Validation of Web site User Satisfaction. Information and Management, 41(5): 543-560.

  • Basu A. Muylle S.  2003. Authentication in Electronic Commerce. Communications of the ACM, 46(12): 159-166.

  • Basu A. Muylle S.  2003. Online Support for commerce processes by web retailers. Decision Support Systems, 34(4): 379-395.

Articles in other (un)refereed journals

  • Muylle S. De Schryver V.  2004. Taking the commodity bull by the Horns: The Success of the Case Folio - A Monthly Journal of Management Case Studies, 4(10): 37-50.

  • Muylle S. Croon E.  2004. Venturing into e-commerce in the MRO market. Case Folio - A Monthly Journal of Management Case Studies, 4(3): 57-68.

  • Hauwaert L. Deladrière A. Bisciari R. De Vleeshouwer B. Demortier G. Muylle S. Levie B. Tempels M.  2001. E-Finance et législation / E-finance en de wetgeving . Banking Review, 11(6): 35-46.

  • Muylle S. Moenaert R.K. Despontin M.  1999. A grounded theory of world wide web search behaviour. Journal of Marketing Communications, 5(3): 143-155.

Book Chapters

  • Muylle S. Geeraerts P.  2010. Winning the disruptive technology game: the case of alcatel access network division (AND). In: Silberzahn P. Van Dyck W. The balancing act of innovation (pp. 173-189).

  • Basu A. Muylle S.  2009. Electronic intermediaries in Smart Business Networks. In: Ed. The Network Experience (pp. 337-346). Springer.

  • Basu A. Muylle S.  2008. Electronic intermediaries in Smart Business Networks. In: Smart Business Networks: A new Paradigm. Smart Business Networks Initiative 2006 Discovery: The Collected Papers Erasmus Universiteit Rotterdam.

  • Muylle S. De Schryver V.  2008. The taking the commodity bull by the horns. In: IGI Global. Cases on Information Technology Entrepreneurship

  • Muylle S. Rangarajan D.  2005. Electronische aan- en verkoop: blind date?. In: Ed. Management Jaarboek (pp. 83-85).

  • Rangarajan D. Muylle S.  2005. Enkel prijs brengt geld in het laatje. In: Ed. Management Jaarboek 2005 Lead-In.

  • Muylle S. Rangarajan D.  2004. Sales teams: één voor allen, allen voor één!. In: Ed. Management Jaarboek 2004 (pp. 62-64). Lead-In.

  • Muylle S. Roodhooft F.  2002. E-Procurement: Status Questionis in België. In: Ed. Management Jaarboek 2002 (pp. 116-119). Vlaamse Management Associatie.

  • Schillewaert N. Muylle S. Edlund M.  2001. E-Business in België: We have only just begun, but the best is yet to come. (pp. 97-102). Vlaamse Management Associatie.

Conference Presentations

  • Moens M. Muylle S. Goedertier F.  2015. PARIS: Personalized Advertisements Built From Web Sources. Paper presented at EMAC 2015 - 44th Annual Conference of the European Marketing Academy, May 26-29, Leuven, Belgium.

  • De Berti F. Muylle S. Goedertier F.  2015. PARIS study: Personality-matched online advertising. Paper presented at at the 44th European Marketing Academy (EMAC) Conference, May 26-29, Leuven, Belgium.

  • Standaert W. Muylle S. Basu A.  2015. A Capability-Based Approach for Selecting Business Meeting Modes. Paper presented at 25th Workshop on Information Technologies and Systems, December 12-13, Dallas, United States.

  • Standaert W. Muylle S. Basu A.  2014. . Effectively Achieving Business Meeting Objectives through Technology. Paper presented at Cisco Enterprise Collaboration Community Café Society, Live WebEx Meeting, October 30-30,

  • Standaert W. Muylle S. Basu A.  2014. Effective Business Meeting Mode Selection. Paper presented at European Conference on Information Systems – Doctoral Colloquium, June 6-7, Midreshet Sde Boker, Israel.

  • Standaert W. Muylle S.  2014. An Empirical Study of Electronic Reverse Auction Project Outcomes and Satisfaction. Paper presented at Proceedings of the INFORMS Annual Meeting 2014, November 9-12, San Francisco, United States.

  • Standaert W. Muylle S. Basu A.  2013. Effectively Achieving Collaboration Goals through Technology. Paper presented at Cisco Enterprise Collaboration Community Café Society , live WebEx meeting., November 14-14,

  • Standaert W. Muylle S.  2013. Electronic reverse auction project satisfaction: a model and empirical test. Paper presented at INFORMS annual meeting 2013, October 6-9, Minneapolis, United States.

  • Standaert W. Muylle S. Basu A.  2011. Telepresence in business meetings. Paper presented at International Conference on Information Systems, December 4-7, Shanghai, China.

  • Weijters B. Muylle S.  2009. A means-end-chain analysis of pub visits in Belgium. Paper presented at Beeronomics Conference, May 27-29, Leuven, Belgium.

  • Muylle S.  2008. Online B2B Marketplace panel. Paper presented at 10th International Conference on E-Commerce 2008, August 19-22, Innsbruck, Austria.

  • Basu A. Muylle S.  2006. Electronic intermediaries in Smart Business Networks. Paper presented at Smart Business Networks Discovery Session, June 14-16, Putten, the Netherlands.

  • Rangarajan D. Muylle S.  2005. Sales team effectiveness: A conceptual model. Paper presented at 34th EMAC Annual Conference 2005, May 24-27, Milan, Italy.

  • Blazevic V. Lievens A. Muylle S. De Ruyter K.  2005. Service co-creation in electronic services: Antecedents and performance consequences. Paper presented at 14th Annual Frontiers in Services Conference, October 6-9, Tempe, Arizona, United States.

  • Blasevic V. Lievens A. Muylle S.  2004. Customer Co-Production in an Electronic Service Support Setting: Antecedents and Performance Consequences. Paper presented at INFORMS Marketing Science Conference, June 24-27, Rotterdam, the Netherlands.

  • Vereecke A. Muylle S.  2004. Performance improvements through Supply Chain Collaboration. Paper presented at 11th Annual International EUROMA Conference 2004, June 27-29, Fontainebleau, France.

  • Vereecke A. Muylle S.  2004. Supply chain collaboration as a driver of performance improvements. Research abstract.. Paper presented at Decision Sciences Institute 35th Annual Meeting, November 20-23, Boston, Massachusetts, United States.

  • Muylle S. Basu A. Despontin M.  2002. An Economic Perspective on Electronic Marketplaces. Paper presented at 12th MINI EURO Conference, April 3-5, Brussels, Belgium.

  • Blasevic V. Lievens A. Muylle S.  2002. Extending Electronic Knowledge Systems: the Role and Impact of Customer Participation. Paper presented at Frontiers in Services Conference, June 27-29, Maastricht, the Netherlands.

  • Mast G. Geuens M. Muylle S.  2002. Internet Behavior of Children and Teenagers. Paper presented at 7th International Conference on Corporate and Marketing Communications, April 29-30, Antwerp, Belgium.

  • Muylle S.  2002. Member Program Committee, Workshop on Information Technology and Systems (WITS). Paper presented at Southern Methodist University and INSEAD, December 14-15, Barcelona, Spain.

  • De Wulf K. Schillewaert N. Muylle S. Goedertier F. Zegers D.  2002. Towards an Integrative Measure of E-Commerce Effectiveness. Paper presented at 31st Annual Conference of the European Marketing Academy, May 28-31, Braga, Portugal.

  • De Wulf K. Schillewaert N. Muylle S.  2002. Understanding Web site Effectiveness. Paper presented at 7th International Conference on Corporate and Marketing Communications, April 29-30, Antwerp, Belgium.

  • Basu A. Muylle S.  2001. Achieving authentication in electronic markets: a principal-agent perspective. 

Conference Proceedings

  • Vereecke A. Muylle S.  2005. Competitive success through Supply Chain Management in the Glass Industry. (pp. 38-40). Tampere:

  • Vereecke A. Muylle S.  2004. Performance improvements through Supply Chain Collaboration. In: Van Wassenhove L. De Meyer A. Yücesan E. Günes Evrim D. Muyldermans L. Operations management as a change agent (pp. 629-638).

  • Muylle S. Despontin M.  2000. Defining Electronic Commerce from a Business Process Reengineering Perspective. 

  • Basu A. Muylle S.  1999. Customization in Online Trade Processes. Santa Clara, California:

  • Muylle S. Moenaert R.K. Despontin M.  1999. Introducing Website User Satisfaction: An Integration of a Qualitative Pilot Study with Related MIS Research. Berlin:

  • Muylle S. Moenaert R.K. Despontin M.  1999. Measuring Web site Success: An Introduction to Web site User Satisfaction. (pp. 176-177). St. Petersburg Beach, Florida:

  • Despontin M. Muylle S.  1998. Electronic Commerce and Accounting Information Systems. (pp. 1-10).

  • Muylle S. Moenaert R.K. Despontin M.  1998. World Wide Web Search Behaviour: A Multiple Case-Study. (pp. 233-244).

  • Muylle S. Moenaert R.K. Despontin M.  1997. Consumer Behaviour in Hypermedia Computer-Mediated Environments: A Methodological Perspective. (pp. 198-204). Antwerp:

  • Muylle S. Moenaert R.K. Despontin M.  1997. Marketing Communication and the New Media: World Wide Web Consumer Behaviour. (pp. 1889-1894). Coventry:

Doctoral dissertation

  • Muylle S.  2000. Electronic commerce and marketing communication in hypermedia computer-mediated environments: Toward a theoretical integration and an empirical understanding. 

Research reports

  • Muylle S. Basu A. Standaert W. Decraene W. Debrabander F. Praet S.  2016. How Can B2B Organizations Engage Consumers through the Use of Digital Technology. Vlerick Business School & Accenture Belux Digital 20/20 Chair.

  • Muylle S. Basu A.  2013. Digital strategy Leonidas. 

  • Muylle S. Vijverman E.  2013. The economic value of the internet sector in the European Union. Internet Advertising bureau Europe. 

  • Muylle S. Vijverman E.  2013. Online jobs boosting Europe's competitiveness. IAB Europe Aisbl. (41 p.)

  • Basu A. Muylle S.  2009. E-business in Flanders: Where is the beef?. Flanders DC. (34 p.)

  • Huygens K. Muylle S.  2006. Sunparks: report on content analysis insights. 

  • Muylle S. De Schryver V.  2002. E-Business Strategy Proposal for LeasePlan International. 

  • Goedertier F. Muylle S.  2002. The collaborative enterprise framework(Workshop ECeBS - PeopleSoft). 

Vlerick cases

  • Muylle S. Standaert W.  2017. BNP Paribas Fortis: The "James" Banking Experience. Ivey Case Study. Reference no. 9B17E006 (C) + 8B17E006 (TN).

  • Muylle S. Dawar N.  2015. Rebranding DSM: Creating Sustainable Shared Value. Ivey Case Study. Reference no. 9B15A039 (C) + 8B15A039 (TN).

  • Muylle S. Viaene S.  2015. Hello Bank. The birth of a mobile Bank. ECCH Case Study. Reference no. 315-042-1 (C ) + 315-042-8 (TN).

  • Muylle S. Basu A.  2015. Digital Strategy at Merck Sharp & Dohme. ECCH Case Study. Reference no. 315-044-1 (C ) +315-044-8 (TN).

  • Muylle S. Baert C. Debruyne M.  2013. Innovation for sustainable, profitable growth at Barry Callebaut. ECCH Case Study. Reference no. 513-072-1 (C) + 513-072-8 (TN).

  • Muylle S. Debruyne M.  2009. Barco: Leading the Events Market. ECCH Case Study. Reference no. 510-021-1 (C) + 510-021-8 (TN).

  • Muylle S. Devoldere B.  2009. Siemens Enterprise Mis(s)Communications. ECCH Case Study. Reference no. 509-031-1 (C) + 509-031-8 (TN).

  • Muylle S. Viaene S.  2008. Leveraging Solvay Group Culture with a Third Generation Intranet. ECCH Case Study. Reference no. 908-011-1 (C) + 908-011-8 (TN).

  • Muylle S. Alsteens S.  2008. Supplier evaluation at Group Deutsche Börse. ECCH Case Study. Reference no. 608-030-1 (C) + 608-030-8 (TN).

  • Muylle S. Rangarajan D. Dom A.  2007. 3M Automotive Aftermarket Division. ECCH Case Study. Reference no. 508-009-1 (C) + 508-009-8 (TN).

  • Muylle S. Roodhooft F. De Vlieger A.-K.  2007. Value creation through total cost of ownership in the extended supply chain. ECCH Case Study. Reference no. 607-007-1 (C) + 607-007-8 (TN).

  • Huygens K. Muylle S.  2006. Going off the beaten track: indirect sales at leaseplan. ECCH Case Study. Reference no. 307-051-1 (C) + 307-051-8 (TN).

  • Muylle S. Geeraerts P.  2006. Leading the Broadband Access Market in EuropeProduct Strategy Formulation at Alcatel. ECCH Case Study. Reference no. 506-238-1 (C) + 506-238-8 (TN).

  • Muylle S.  2006. Taking the commodity bull by the horns: The Success of the - Case study addendum. ECCH Case Study. Reference no. 804-044-1.

  • Muylle S. De Schryver V.  2004. Taking the commodity bull by the Horns: The Success of the - Case Study. ECCH Case Study. Reference no. 804-044-1 (C) + 804-044-8 (TN).

  • Muylle S. Van Doorselaere I.  2003. Strategic Positioning at Interbrew: to Beck's or not to Beck's. ECCH Case Study. Reference no. 303-121-1 (C) + 303-121-8 (TN).

  • Muylle S. Croon E.  2003. Venturing into e-commerce in the MRO market. ECCH Case Study. Reference no. 903-001-1 (C) + 903-001-8 (TN).

Vlerick working papers

  • Basu A. Muylle S. Standaert W.  2015. Engaging Social Media Services to Enhance Online Business Processes. 2015

  • Vereecke A. Muylle S.  2005. Performance improvement through supply chain collaboration: conventional wisdom versus empirical findings. 2005/3 (37p.).

  • Basu A. Muylle S.  1999. A study of online support for commerce processes by web retailers. 1999/21

  • Schlosser A. Muylle S. Kanfer A.  1998. Linking web site features to web site impressions and marketing communication effects. 1998