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Mr J. (Jeroen) Kraaijenbrink

Faculty of Economics and Business
Section International Strategy & Marketing

Visiting address
  • Plantage Muidergracht 12
Postal address
  • Postbus 15953
    1001 NL Amsterdam
Contact details
  • Profile

    Jeroen Kraaijenbrink is an independent strategy lecturer, consultant, and writer. He has MSc degrees in public administration and industrial engineering & management and a PhD in management from the University of Twente. He also has been visiting scholar at the University of Virginia and the University of Minnesota.

    As lecturer Jeroen teaches the executive MBA courses Competitive Strategy and Strategy Execution at the Amsterdam Business School. He also teaches Entrepreneurship in the executive program in Management Studies. Next to this, Jeroen has a part-time position as associate professor at the University of Twente, and a position as senior lecturer at TSM Business School where he studies and teaches strategy.

    As consultant, Jeroen supports large and medium-sized organizations in strategy generation and execution. Based on scientific insights into strategy, entrepreneurship, and business modeling, and his own experience with for-profit and non-profit organizations, Jeroen has developed a new approach to strategy, which he applies in his consulting activities. Unlike conventional approaches, this approach is based on a creative, interactive, and emergent view on strategy rather than based on extensive analysis and planning.

    As writer, Jeroen has published internationally in various books and journals including Knowledge Management Research & Practice, Journal of Product Innovation Management, and Journal of Management. His most recent book, The Strategy Handbook, is a practical and refreshing guide for making strategy work.

    Personal webpage:

    The Strategy Handbook:

  • Ancillary activities
    No known ancillary activities