Thijs L. J. Broekhuizen

Thijs L. J. Broekhuizen
University of Groningen | RUG · Innovation Management & Strategy

PhD

About

30
Publications
50,991
Reads
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1,261
Citations
Introduction
Thijs Broekhuizen is Associate Professor at the Department of Innovation Management & Strategy, and the director of the MSc Business Administration of the Faculty of Economics and Business, University of Groningen. His main research interests are interdisciplinary and bridge the fields of innovation and marketing and reside in Value Appropriation and Innovation Adoption & Diffusion. His current research focuses on the success of entertainment products such as video games, movies, music and books, but also on complex financial products. His focus is on the role of digital business models, and how firms can appropriate value from their (digital) innovations in turbulent environments, and how firms respond to disruptive technologies.
Additional affiliations
September 2014 - present
University of Groningen
Position
  • Professor
Description
  • Thijs Broekhuizen is director of the MScBA. He is also involved in Executive teaching (Customer Strategy & Leadership in Digital Transformations) offered by the AoG.
January 2006 - August 2008
University of Groningen
Position
  • PostDoc Position
Education
October 2001 - February 2006
University of Groningen
Field of study
  • Management Organization
September 1995 - March 2001
University of Groningen
Field of study
  • Economics

Publications

Publications (30)
Article
This study performs a cross-cultural comparison to understand how the drivers of switching intentions differ between countries that vary in their long-term orientation (LTO). The authors hypothesize how LTO moderates the influence of the drivers of switching intentions for a mobile phone subscription service. Structural invariance tests between con...
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Full-text available
Intrafirm networks enable service employees to transform market orientation behaviours into innovation behaviours. Few studies, however, have investigated how network centrality in intrafirm networks can moderate this relationship. This paper investigates how service employees can leverage their intrafirm network popularity in three types of social...
Article
The advent and enormous growth of digital technologies, and associated data, force firms to respond to novel digital challenges and increasingly lead them to transform their existing business models. Importantly, given that digital transformation has a strong impact on multiple disciplines, such as logistics, marketing, and strategy, and involves m...
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Digital transformation and resultant business model innovation have fundamentally altered consumers’ expectations and behaviors, putting immense pressure on traditional firms, and disrupting numerous markets. Drawing on extant literature, we identify three stages of digital transformation: digitization, digitalization, and digital transformation. W...
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This multi-method study aims to shed light on digital platforms' decisions regarding their openness. Platform openness results from a series of decisions on how open a platform is regarding: (a) suppliers, (b) customers, (c) complementary service providers, as well as to (d) product categories and (e) channels. By conducting a scoping literature re...
Article
What strategic choices do business leaders make when implementing new business models? This study tries to answer this question by analyzing the development of several business model innovations that were new to the industry. We find that business model innovators face four strategic trade-offs and accompanying tensions during the implementation of...
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Full-text available
Purpose This study investigates how a firm’s uncertainty avoidance – as indicated by the headquarters’ national culture – impacts firm performance by affecting exploratory (product innovation) and exploitative (brand trademark protection) activities. It aims to show that firms characterized by high levels of uncertainty avoidance may be less compe...
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Disruptieve innovaties ontwrichten bestaande sectoren en industrieën. Om de gevolgen van zulke veranderingen op te kunnen vangen spelen bedrijfsreacties een belangrijke rol. Dit onderzoek toont dat de reacties van bedrijven binnen de Nederlandse muziekindustrie op de disruptieve werking van digitalisering drastisch verschillen, en dat hun uitgangss...
Article
This study investigates the antecedents of franchisees’ assessments of franchisor trustworthiness. It combines multiple theoretical perspectives to develop a framework that is empirically tested with survey data from 128 franchisees of a Dutch franchise system. The results show that franchisees’ perceptions of a franchisor's fulfillment of its func...
Article
Consumers frequently consume hedonic products together with other consumers and derive value from this shared experience. This article investigates the impact of shared consumption, a type of social influence that determines the enjoyment of joint experiences, in the context of a typical hedonic product: movies. The authors argue that this type of...
Article
Purpose - The current study provides a literature review on secrecy as mechanism for appropriating value from innovation. It synthesizes previous findings into a framework that can explain the advantages of exercising secrecy versus patenting. It also examines the management lifecycle of secrecy. Design/methodology/approach - It takes a dynamic per...
Article
As firms are increasingly exposed to disruptive innovations that affect their operations, their ability to effectively respond to such disruptions is essential to both their competitiveness and long term success. This study contributes to existing disruptive innovation research by going beyond the mere identification of the effect of, and response...
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In this paper we contribute to the debate between researchers who argue that the emergence of online distribution allows content producers in the creative industries to bypass powerful publishers and distributors, and other researchers who argue that this strategy cannot succeed without the complementary assets that these intermediaries provide. We...
Article
Online shoppers may differ in what they desire from websites based on their experience with a specific website and with online shopping in general. This study investigates the moderating influence of online and website-specific shopping experience on the importance of website criteria. The results from survey data from customers of two bookstores r...
Article
The front-end of new product development involves the identification and analysis of product or service opportunities, idea generation, and the selection of new product and service concepts. It is often referred to as non-routine, dynamic, and highly uncertain. Authors have made attempts to improve the manageability of this phase by proposing sever...
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Purpose – The paper aims to identify which factors determine (German) retail banking customers' intention to adopt a new remuneration system for financial advice. The new system is a pay-per-use advisory model that supersedes existing commission-based advisory approaches. Design/methodology/approach – The paper develops and tests a comprehensive co...
Article
This paper uses a mixed method approach to show how cross-cultural differences in social influences can explain differences in distributions of market shares in different markets. First, we develop a realistic agent-based model that mimics the behavior of movie visitors and incorporates the social influences visitors exert on each other before and...
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This paper integrates findings from marketing and finance literature to increase our understanding of consumers’ decisions to purchase innovative investment products. Two surveys of individual investors examine the psychological and sociological drivers of dispositional innovativeness and its effects on adoption timing and range for five new invest...
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This paper demonstrates the relevance of consumers’ susceptibility to interpersonal influence (CSII) in an investment context. In Study 1, a survey of individual investors, investment-related knowledge, psycho-social risks, and social needs emerge as antecedents that explain investors’ susceptibility to informational and normative influence. In tur...
Article
Purpose – The purpose of this paper is to examine the moderating influence of direct online shopping experience in an e-commerce context. Design/methodology/approach – The conceptual framework links attitudinal constructs such as price attractiveness, merchandise quality, service quality, time/effort costs, risk and enjoyment to future online purch...
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This paper demonstrates the relevance of the concept of consumers' susceptibility to interpersonal influence in an investment setting. A survey amongst 304 individual investors highlights the main antecedents and consequences of these conformity influences. We find that investment-related knowledge and experience, psychological and social risks, an...
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In this paper we investigate the degree to which two social influences, namely imitation and coordinated consumption, effectuate inequalities in the motion picture industry. We develop an agent-based model based on micro movie visitors' decision-making that generates the observed macro market outcomes. The simulation model makes use of the findings...
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Proefschrift Rijksuniversiteit Groningen. Met lit.opg. - Met samenvatting in het Nederlands.
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This study tries to understand how consumers evaluate channels for their purchasing. Specifically, it develops a conceptual model that addresses consumer value perceptions of using the Internet versus the traditional (physical) channel. Previous research showed that perceptions of price, product quality, service quality and risk strongly influence...
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Mass customization entails the ability to provide customized products and services to individual customers using technology (information) at optimal production efficiency and cost levels. The concept is gaining prominence because the marketing literature is increasingly focused on delivering superior customer value. Although the mass-customization...
Article
Retail franchisers struggle to differentiate their businesses in an increasingly commoditizing environment. In order to differentiate, these retailers have to adjust their processes and offerings, but this may harm the franchiser’s unified concept and lead to more opportunistic behavior of the franchisees. We believe that staging experiences may so...
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This dissertation investigates consumers’ prepurchase evaluations of buying books offline and online. It synthesizes the E-Commerce and perceived value literature to develop a conceptual model that explains online and offline purchase intentions. Based on this literature review, it is proposed that online and offline purchase intentions are based o...

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Projects

Project (1)
Project
PhD research on disruptive innovations Focus: digitization in the music industry