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