Steve Muylle


Steve Muylle is partner aan Vlerick Business School, voorzitter van de Area Marketing en directeur van de Executive Master Class in B2B Marketing & Sales. Hij won een doctorale beurs bij het Interuniversitair College voor Managementwetenschappen in 1997 en ontving de Best Paper Award op het EUROMA-congres aan INSEAD en op ICCMC aan Warwick Business School. Hij ontving ook verschillende best teacher awards aan Vlerick Business School.


Expert in
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