Dr. E.J. Kostelijk (Erik)

Mr Erik Kostelijk has been at the Amsterdam University of Applied Sciences (AUAS) since 2012. Within the Amsterdam School of International Business, Mr Kostelijk is a lecturer of Marketing and Research, a thesis supervisor, and coordinator of the excellence program International Orientation. He is involved in a number of minor programmes, including City Marketing in Europe, and Building Partnerships in Europe. Before joining the AUAS, he worked as a senior lecturer of Marketing at the Hanze University of Applied Sciences (HUAS).

Mr Kostelijk also works as the project leader for research for the Centre of Applied Research on Economics & Management (CAREM) of the AUAS. At HUAS, he is a member of the Centre of Applied Research and Innovation Entrepreneurship.

Mr Kostelijk has worked as a project leader for research and as a professional trainer for research and consultancy agencies including HanzeConnect and Lexnova. As a researcher, he worked on a variety of projects for for-profit, non-profit and governmental organisations. A recent example is a project for Noordhoff Publishers, in which the future of the study book was analysed in the rapidly changing landscape of print, e-books, and audio-visual educational material. His experience as a professional trainer includes holding workshops on topics such as customer relationship management, client-based work processes, marketing, and branding. Mr Kostelijk is currently experimenting with a small online business for classic German stamps, seeking to test if marketing techniques can be used to revitalise a market in the decline phase of the product life cycle.

Mr Kostelijk holds a Master of Science in Economics, with a specialisation in Marketing and Marketing Research, which he obtained from the Rijksuniversiteit Groningen in 1993. In September 2015, he will finish his PhD study entitled “The Value Compass - A New and International Approach to Brand Value Measurement". The Value Compass model was developed in an extensive quantitative study of personal values and brand values in several countries (The Netherlands, Germany, Italy, UK and China). In this study, the preferences or the feelings of attachment or ‘love’ that consumers have for certain brands were analysed by looking at the values associated with these brands. By using psychological models on human value systems to describe the value proposition of brands, the Value Compass explains how brands can realise a strong and consistent brand image.

• Kostelijk, E.J., Coelen, R., De Wit, H. (2015). The Development of International Competences by BBA IBMS Alumni: An Examination of the Match between Education and Professional Needs. Amsterdam: Centre for Applied Research on Economics & Management.
• Kostelijk, E. J. & K.J. Alsem (2015). Doing Business in China, A Marketing Perspective. Groningen: Hanzehogeschool Groningen, Marklinq
• Kostelijk, E. J. (2015 (expected)). The Value Compass (phd dissertation). Groningen.
• Kostelijk, E. J. (2015). The importance of values to branding. Envision International Journal of Commerce & Management.
• Kostelijk, E. J., Arbones Aran, N. V., De Wit, H., & Van Winden, W. (2014). Huisvestingsbehoeften van internationale studenten. Amsterdam: Centre for Applied Research on Economics & Management.
• Alsem, K. J., & Kostelijk, E. J. (2013). De onderscheidendheid van merkwaarden in de zorg. Groningen: Hanzehogeschool Groningen, Marklinq.
• Kostelijk, E. J., & Alsem, K. J. (2013). Toeristisch ondernemen in Noord-Nederland: Evaluatie van het toerisme-project VOTR2. Groningen: Hanzehogeschool Groningen, Marklinq.
• Alsem, K.J. & E.J. Kostelijk (2013), Strategische Marketingplanning, Noordhoff Uitgevers, Groningen / Houten (Netherlands)
• Alsem, K.J. & E.J. Kostelijk (2008), Identity based marketing, a new balanced marketing paradigm, European Journal of Marketing, Vol. 42 (10), 907-914
• Kostelijk, E.J., Regouin M. (2006-2007), Research Trilogy Internationalization of the Hanze University, Internal publication Hanze University: assessment of intercultural competences of Hanze University lecturers; Employability & Internationalization: Measurement of the added value of a study or internship abroad; Assessment of the contribution of the internationalization activities of the Hanze University to the economy in the Northern Netherlands.