Centre of Applied Research Technology

Dr F.B.I. Situmeang (Frederik)

Associate Professor in AI and Data Driven Business
Work address:
Postal address:
Postbus 524,1000 AM Amsterdam
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Since August 2016, Frederik Situmeang has been a senior researcher and senior lecturer for Online Marketing at the Amsterdam University of Applied Sciences (AUAS). He is affiliated with the Centre for Applied Research on Economics & Management (CAREM) and with the Centre for Market Insights at the AUAS.

His PhD research at the University of Amsterdam was about the influence of online reviews, written by ordinary consumers and by expert critics, on organizational strategy and product performance. During his PhD, he won the PREBEM award for the best research paper in Marketing.

From August 2013 until July 2016, he was a lecturer and researcher at the University of Amsterdam. There he continued on his research projects on online reviews, and expanded his research profile to also include product development project management. One of his research has won various awards and nominations at several conferences (Most Inspiring paper at EURAM, IPMA-PMI Best research paper, and INGroup Best research paper).

Through all his research, he employed quantitative research techniques with strong interests towards Big Data.

He has affiliations with the University of Amsterdam, and an international tie with Del Institute of Technology in Indonesia, to bridge an international collaboration in research and education between the two universities.


FBI Situmeang, Leenders, M.A.A.M, and Wijnberg, N.M., 2017, The Marketing/R&D Interface and New Product Performance: the Effects of Relative Influence Changes and Integrational, Journal of Business and Industrial Marketing, 32(1), 179-190.

FBI Situmeang, Gemser, G., Leenders, M.A.A.M., and Wijnberg, N.M., 2016, Risk-taking behavior of technology firms: The role of performance feedback in the video game industry, Technovation, 54, 22-34.

FBI Situmeang, MAAM Leenders, NM Wijnberg. 'History matters: The impact of reviews and sales of earlier versions of a product on consumer and expert reviews of new editions.' European management journal 32 (1), 73-83.

FBI Situmeang, M AAM Leenders, N M. Wijnberg. 'The good, the bad and the variable: How evaluations of past editions influence the success of sequels.' European Journal of Marketing 48 (7/8), 1466-1486.

FBI Situmeang, G Gemser, NM Wijnberg, MAAM Leenders. 'Risk-taking behavior of technology firms: The role of performance feedback in the video game industry.' Technovation.

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Go to Research database