Willem Standaert


Willem Standaert is a Lecturer at Vlerick Business School, associated with the Marketing Area. Willem obtained his PhD at Ghent University, in 2015, on the subject of the Effectiveness of Communication Technologies for Distributed Business Meetings. Subsequently, Willem joined Vlerick, taking up a position as a Post-Doctoral Research Associate, for two years. Willem teaches B2B Marketing Strategy in the Master in Marketing Management Program, supervises in-company projects, and coaches executive participants. Since September 2017, Willem is also a visiting lecturer at the University College Ghent, teaching Business Marketing. As part of his teaching activities, Willem has developed and published teaching cases and notes on BNP Paribas Fortis’ James service and on fan engagement at Formula E.

Willem researches the use of digital technologies for communication and innovation. His specific areas of interest include distributed business meetings, buyer-supplier interactions, and digital entrepreneurship. Willem’s academic work has been presented at several international scientific and business conferences and is published in academic journals such as Electronic Commerce Research and Applications, Psychology & Marketing, and Information Technology and Management. Willem is also a Research Fellow at Ghent University, serving as a member of examination and advisory committees of doctoral students.

As to business research, Willem has worked with leading firms in various industries, including B2B firms (e.g., Accenture, Barco, Bekaert, Cisco, TE Connectivity), firms in financial services (e.g., AG Insurance, Ageas, BNP Paribas Fortis, Partenamut), and start-ups in the entertainment industry (e.g., Formula E). Finally, Willem is part of the research team that conducts the Transformers 200 study in collaboration with Het Financieele Dagblad, a yearly assessment of the digital transformation of Dutch companies.


Job Title : Lecturer and Postdoctoral Researcher

Management Domain
Marketing & Sales
Digital Transformation

Expert in
Collaboration Systems and Technologies
Buyer-supplier Relationships
Social Media and Mobile Technologies
Digital Transformation


Articles in refereed journals with impact

  • 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.

Conference Presentations

  • Jarvenpaa S. Standaert W.  2017. Emergent Ecosystem for Radical Innovation: Entrepreneurial Probing at Formula E. Paper presented at 50th Hawaii International Conference on System Sciences, January 4-7, Hawaii, United States.

  • Standaert W.  2017. Coping Strategies for Trade-Offs Related to the Use of Communication Technology in Business Meetings. Paper presented at The Gothenburg Meeting Science Symposium, May 23-24, Gothenburg, Sweden.

  • Standaert W. Jarvenpaa S.  2016. Formula E: Next Generation Motorsport with Next Generation Fans. Paper presented at 37th International Conference on Information Systems, December 11-14, Dublin, Ireland.

  • 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. 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.  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.

Doctoral dissertation

  • Standaert W.  2015. Effectiveness of Communication Technologies for Distributed Business Meetings. 

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.

Vlerick cases

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

Vlerick working papers

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