Prof. Jos Lemmink

Jos Lemmink is Professor of Marketing and Service Innovation at the departement of Marketing & Supply Chain Management. His area of expertise covers service science and management, service quality, branding, modelling and new media analytics. He is founder of Service Science Factory (SSF) at Maastricht University. Furthermore, he is working together with the Business Intelligence and Smart Services Institute (BISS) at the Brightlands Smart Services Campus in Heerlen. Jos is involved in the MaastrichtMBA programme as coordinator at the Executive MBA module on Digital Strategy.

WHAT IS YOUR CONNECTION WITH MAASTRICHT?

I was one of the first staff members of SBE back in 1985. I was number 22 on the birthday list of staff. I came in with some years of working experiences at KPN (at tht time called PTT). I was working at the HQ in The Hague as a market researcher.

WHAT IS YOUR ROLE AT THE SBE FACULTY?

Professor of Marketing and Service Innovation. I supervise research in the area of service innovation, teaching activities and developed some initiatives in the past to build crossovers to industry and the region (BISS Heerlen and SSF).

WHAT MOTIVATES YOU TO BECOME A LECTURER?

I was involved in building econometric forecasting models for KPN, and wanted to do research in that area. Students play an important part in that, not only to convey knowledge but also to learn. Students have often very focused expertise and experiences. And sharing this expertise and experiences leads to collaborative learning. I was especially motivated to take part in and developing the Problem Based Learning (PBL) system.

WHAT IS YOUR ROLE WITHIN THE EXECUTIVE MBA TRACK?

Track coordinator of the Digital Strategy module of the Executive MBA, together with prof. Rudolf Muller.

YOU WILL BE ONE OF THE LECTURERS FOR THE NEXT EXECUTIVE MBA EDUCATIONAL WEEK ON DIGITAL STRATEGY. CAN YOU TELL US A LITTLE BIT MORE ABOUT YOUR LESSONS DURING THIS COURSE?

Today, companies have far more and better information about customers, suppliers, and competitors than before. This helps us to take better decisions. We can provide companies more information with our products and services, enhancing the value for these stakeholders. There is also a flipside. We become more vulnerable as customers or businesses, because information can be objectively or subjectively used against us. Digital strategy is about identifying opportunities and managing the risks in a way that business and society benefits from digitalisation and turning these insights into action.

SINCE THE CORONA OUTBREAK HAS LOCKED DOWN THE WORLD, ORGANISATIONS CHANGED RAPIDLY. HOW DO YOU THINK THIS NEW WORLD WILL BE FOR THE NEXT FEW YEARS ON THE TOPIC OF DIGITAL BUSINESS AND BIG DATA?

Companies and the society as a whole will rely more on data to monitor and execute processes. Think of supply chain management and digital services that prominently replace face-to-face meetings.

AND CAN WE USE BIG DATA IN THIS CORONA CRISIS?

Yes, we have build e.g. a dashboard that analyses, depicts and monitors Twitter content of business schools regarding the COVID circumstances. How are business schools reacting by changing programs, lecturing etc. There is much to learn from creative solutions of other schools as well.

WHAT ARE YOU PARTICULARLY PROUD OF PROFESSIONALLY?

That our School of Business and Economics belongs to the top business schools in the world, after only 35 years and 100 first students in 1984.

WOULD YOU LIKE TO SHARE SOMETHING PERSONAL WITH THE READERS?

Data science and analytics is here to stay, as part of any Business and Economics curriculum.

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