Marion Debruyne


Prof Dr Marion Debruyne is Dean of Vlerick Business School. She holds a Civil Engineering degree and is Doctor in Applied Economics (Ghent University). She is also Master in Marketing (Vlerick Business School).

After obtaining a CIM fellowship she held positions as Visiting Doctoral Fellow at the Wharton School (University of Pennsylvania), Visiting Scholar at the Kellogg Graduate School of Management (Northwestern University) and Assistant Professor at the Goizueta Business School (Emory University).

Before her deanship professor Debruyne was Director for all Masters programmes as well as Academic Director of the Executive programme “Product Management”.

Her interests lie at the intersection between marketing strategy, innovation and competition. Her work has been published in Marketing Science and The Journal of Product Innovation Management among others.

“Nothing is as practical as a good theory”. Professor Debruyne loves bridging the academic world and the world of business practice. Her research focuses on the traps companies face when dealing with competitive attacks and fundamental industry shifts. She believes in market-driven organisations that innovate together with their customers to create real customer solutions and which build partner-ecosystems to bring these to the market.

She has ample experience with multiple industries ranging from pharma & healthcare (Abbott, Agfa, J&J, Merck, etc.) to energy (Electrabel, Niko, Siemens, etc.) to industry (Aliaxis, Bostik, DSM, ETEX, FrieslandCampina, Taminco, Umicore, etc.) to financial services (BNP Paribas, Dexia, ING, KBC, Optima, etc.) to consumers and others (JBC, Macintosh, Mondelez, Securitas, etc.).


Expert in
Strategische innovatie
Marketing & Sales
Marketingstrategieën en -innovatie
Business model innovatie
Marketing Strategy
Positionering en prijszetting
Marktgedreven innovatie & co-creatie


Articles in refereed journals with impact

  • Baert C. Meuleman M. Debruyne M. Wright M.  2016. Portfolio Entrepreneurship and Resource Orchestration. Strategic Entrepreneurship Journal, 10(4): 346-370.

  • Beck L. Janssens W. Debruyne M. Lommelen T.  2011. A study of the relationships between generation, market orientation, and innovation in family firms. Family Business Review, 24(3): 252-272.

  • Debruyne M. Frambach R. Moenaert R.K.  2010. Using the weapons you have: the role of resources and competitor orientation as enablers and inhibitors of competitive reaction to new products. Journal of Product Innovation Management, 27(2): 161-178.

  • Debruyne M. Reibstein D.R.  2005. Competitor see, competitor do: incumbent entry in new market niches. Marketing Science, 24(1): 55-66.

  • Debruyne M. Moenaert R.K. Griffin A. Hart S. Hultink E.J. Robben H.S.J.  2002. The impact of new product launch strategies on competitive reaction in industrial markets. Journal of Product Innovation Management, 19(2): 159-170.

Articles in other (un)refereed journals

  • Debruyne M.  2009. Successful innovation without R&D? Yes, we can!. EWI Review, (8)

  • Debruyne M.  2009. Succesvolle innovatie kan vaak zonder R&D. EWI Review, (8)

  • Ingenbleek P. Debruyne M. Frambach R. Verhallen T.M.M.  2003. Successful New product pricing practices: A contingency approach. 

Book Chapters

  • Debruyne M.  2010. How to survive your own business model innovation: the story of Bongo. In: Silberzahn P. Van Dyck W. The balancing act of innovation

  • Debruyne M. Stremersch S.  1998. Pricing services. In: Van Looy B. Gemmel P. Van Dierdonck R. Services management: an integrated approach (pp. 101-124). Pitman Publishing.


  • Debruyne M.  2014. Customer innovation. LannooCampus.

  • Debruyne M.  2014. Customer innovation. Kogan Page.

  • Debruyne M.  2009. Innoveren met creativiteit. LannooCampus.

Conference Presentations

  • Baert C. Debruyne M.  2016. Framing strategic organizational change. Paper presented at 11th colloquium on organizational change and development, September 9-10, Vienna, Austria.

  • Devoldere B. Debruyne M. Frambach R.  2013. Market Entry Spillover: Signals and Learning across Firms and Markets. Paper presented at PhD Workshop on Innovation, January 15-15, Leuven, Belgium.

  • Debruyne M. Devoldere B. Frambach R.  2013. Success drivers of business model innovation. Strategic Management Society. Paper presented at Special Conference Lake Geneva 2013, March 1-1, Lausanne, Switzerland.

  • Baert C. Meuleman M. Debruyne M. Van Dyck W.  2012. A dynamic learning perspective of portfolio entrepreneurship in nascent markets. Paper presented at RENT XXVI conference: Research in Entrepreneurship and small business, November 21-23, Lyon, France.

  • Devoldere B. Debruyne M. Frambach R.  2012. Market Entry Spillover: Signals and Learning across Firms and Markets. Paper presented at Marketing Science Conference 2012, June 1-1, Boston, United States.

  • Devoldere B. Debruyne M.  2011. Growth Implications of Dynamic Capabilities: the Interplay between Internal Fit and Dynamic Capabilities Deployment. Paper presented at Strategic Management Society (SMS) 31st Annual International Conference 2011, November 5-5, Miami, United States.

  • Devoldere B. Debruyne M.  2010. What Is the Relationship between Internal Fit and Dynamic Capabilities, and How Do They Both Relate to Firm Growth and Survival?. Paper presented at 10th European Academy for Management (EURAM) Conference 2010, May 1-1, Rome, Italy.

  • Devoldere B. Debruyne M.  2010. The Relationship between Dynamic Capabilities and Firm Performance: Can Internal Fit Enlighten the Debate?. Paper presented at Strategic Management Society (SMS) 30th Annual International Conference 2010, September 3-3, Rome, Italy.

  • Debruyne M. Arts J. Weijters B.  2008. Consecutive consumer product adoption: is there a pattern?. Paper presented at 37th EMAC Conference, May 27-30, Brighton, United Kingdom.

  • Debruyne M. Debruyne M.  2004. The effect of product line renewal and proliferation on competitors. Paper presented at INFORMS Marketing Science Conference, June 24-27, Rotterdam, the Netherlands.

  • Debruyne M.  2004. The effect of product line renewal and proliferation on competitors. 

  • Debruyne M.  2001. A discussion and specification of contagion effects in incumbents' response to innovation: Empirical evidence from retail brokerage. 

  • Debruyne M.  2001. Antecedents to competitive reaction: a nomological framework of new product interpretation. 

  • Debruyne M. Moenaert R.K. Hultink E.J. Frambach R.  1999. Competitive reactions to new product introductions : an empirical investigation in industrial markets. 

  • Debruyne M.  1999. Competitive reactions to new product introductions: an empirical investigation in industrial markets. Paper presented at PDMA Conference, Cambridge, United Kingdom.

  • Debruyne M.  1998. Effective pricing of new industrial products. Paper presented at AMA Winter Educators' Conference, February 19-24, Austin, TX, United States.

Conference Proceedings

  • Baert C. Debruyne M.  2017. Time to change: framing strategic change following disruption. Atlanta:

  • Baert C. De Stobbeleir K. Debruyne M.  2017. Professional identity transformation and strategic industry change: from ambiguity to reconstruction. Atlanta:

  • Van Belleghem S. Debruyne M. Moenaert R.K.  2000. High tech industries : competitive interaction between really new markets and mature markets. (pp. 46-71).

  • Debruyne M. Moenaert R.K. Griffin A. Hart S. Hultink E.J. Robben H.S.J.  1999. The impact of new product launch strategies on the likelihood of competitive reaction : empirical findings in industrial markets. 

Doctoral dissertation

  • Debruyne M.  2002. Competitive reaction to new product introductions. 

Research reports

  • Debruyne M. Tackx K. Melsens D. Vermeire P. Debbaut D. Thiebaut C.  2016. Getting fit for profitable growth. Capture the value you deserve. Vlerick Business School. (14 p.)

  • Devoldere B. Debruyne M. Blockx H. Boënne M. Lameire D.  2016. Managing cross-industry innovation clusters. Flanders DC. (27 p.)

  • Devoldere B. Buelens M. De Stobbeleir K. Debruyne M. Meuleman M. Sleuwaegen L.  2014. De inspiratie-economie: een toekomstvisie voor de regionale ontwikkeling van Vlaanderen. Flanders DC. (132 p.)

  • Debruyne M. Goedertier F. Geskens K.  2014. Financial happiness barometer. Vlerick Centre for Financial Services (CFSI). (175 p.)

  • Baert C. Debruyne M. Goedertier F.  2013. Financial happiness barometer. 

  • Baert C. Debruyne M. Goedertier F.  2012. The customer decision journey when purchasing financial services. 

  • Debruyne M. Rangarajan D. Baert C.  2012. From caterpillar to butterfly. How to transform your business model to turn into a solution provider. Flanders DC. (82 p.)

  • Dawar N. Debruyne M. Pijakova L.  2011. The big picture: a new source of competitive advantage. Flanders DC. (33 p.)

  • Debruyne M. Lestiani F.  2009. Developing a go-to-market strategy: art or craft. Flanders DC. (46 p.)

  • Debruyne M. Devoldere B.  2008. How do new business models affect existing players in an industry?. Flanders DC. (50 p.)

  • De Voldere I. Maenhout T. Debruyne M.  2007. Fashionate about creativity. (136 p.)

  • Debruyne M. Weijters B.  2007. Find the innovator. Identifying and understanding adopters of innovative consumer technologies in Flanders. (39 p.)

  • Debruyne M. Van Eeckhout C.  2006. Analyse van groei-ondernemingen in de regio Zuid-West Vlaanderen. 

  • Debruyne M. Van Eeckhout C.  2006. Analysis of growing companies in the region of South-West Flanders. (30 p.)

  • Debruyne M. Schoovaerts M.  2006. Innovation outside the lab: strategic innovation as the alternative. 

  • Debruyne M.  2000. Collecting and Using Market and Marketing Knowledge. 

  • Debruyne M. Kubbard K.  2000. Marketing Metrics. 

Vlerick cases

  • Debruyne M. Meeus L. Hadush S.  2017. Alliander: Power to the People. The Case Centre Case Study. Reference no. 317-0240-1 (C) + 317-0240-1B (C) + 317-0240-1C (C) + 317-0240-8 (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).

  • Debruyne M. Baert C.  2011. Ready to take the plunge? Introducing Agfa HealthCare’s healthcare IT solutions in Spain. ECCH Case Study. Reference no. 311-207-1 (C) + 311-207-8 (TN).

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

  • Debruyne M. Verweire K.  2007. Fortis Yacht Services (A). ECCH Case Study. Reference no. 308-038-1 (C) + 308-038-8 (TN).

  • Debruyne M. Verweire K.  2007. Fortis Yacht Services (B): Flying away from under mother's wings?. ECCH Case Study. Reference no. 308-039-1 (C) + 308-038-8 (TN).

  • Debruyne M. Schoovaerts M. Boute R.  2007. Strategic innovation in the logistic real estate development business: Eurinpro. ECCH Case Study. Reference no. 308-001-1 (C) + 308-001-8 (TN).

Vlerick working papers

  • Verweire K. Ferguson T. Debruyne M.  2007. Toward an integrative framework of strategies that work. 2007/5 (28p.).

  • Verweire K. Ferguson T. Debruyne M.  2007. Towards an integrative framework for strategies that work. Vlerick Working Paper Series 2007/5

  • Debruyne M. Frambach R. Moenaert R.K.  2006. Firm resources: a double-edged sword? Resources as enablers and inhibitors of competitive responsiveness. 2006/2 (41p.).

  • Debruyne M.  2006. Simultaneous competitor and customer diffusion: a market growth model based on market space and competition. 2006/09 (32p.).