What question did this study set out to answer?

This paper aims to provide a historical overview of the University of Groningen’s marketing department and outline future directions.

Marketing at the University of Groningen: a Short Historical Overview and Future Perspectives

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This overview sketches the evolution of the University of Groningen's marketing department, reflecting its growth and challenges ahead.

This paper aims to provide a historical overview of the University of Groningen’s marketing department and outline future directions.
Describes the four phases of departmental development from its inception to the present.
Analyzes published articles in leading marketing journals to assess impact.
Identifies challenges facing higher education and strategic responses.
Established a reputation in econometric modeling and consumer behavior.
Expanded faculty and student bodies, indicating significant growth.
Strengthened interdisciplinary connections and societal relevance.
Identified major challenges including demographic decline and funding reductions.

Pauwels et al. (2026) studied this question.

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