Willem Standaert


Willem Standaert is a lecturer and post-doctoral researcher in the Digital Strategy & Business Marketing Cluster, Marketing Area at Vlerick Business School. In 2015, Willem obtained his PhD at Ghent University on the subject Effectiveness of Communication Technologies for Distributed Business Meetings. At Vlerick, Willem teaches Digital Strategy and B2B Marketing Strategy in the master programs, supervises in-company projects, and coaches executive participants. Since September 2017, Willem is also a visiting lecturer at University College Ghent, teaching Business Marketing. As part of his teaching activities, Willem has developed teaching cases on technology-mediated banking experiences at BNP Paribas Fortis, on digital fan engagement at Formula E, on the digitalization of Barco ClickShare, and on the go-to-market strategy for Ruby Chocolate of Barry Callebaut.

His research interests are in the areas of technology-mediated business meetings, digitally-enabled buyer-supplier interactions, and digital innovation. Willem’s academic work has been presented at scientific and business conferences and published in academic journals such as Journal of the Association for Information Systems, Electronic Commerce Research and Applications, Psychology & Marketing, and Information Technology and Management. Willem is also a research fellow at Ghent University, serving as examination and advisory committee member of doctoral students.

Willem has worked with leading firms in various industries, including in consultancy (e.g., Accenture), engineering (e.g., Bekaert, TE Connectivity), financial services (e.g., AG Insurance, Ageas, BNP Paribas Fortis), and information technology (e.g., Barco, Cisco). Willem was also part of the research team that conducted the Transformers study in 2017 and 2018, in collaboration with Het Financieele Dagblad.


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