Research Group Purposeful Marketing

Fabio Viana is a lecturer, researcher and marketing professional with 20 years of international experience. He is part of the International Business department at THUAS. Fabio has Masters' degrees in Business Communication from the University of Fortaleza (Brazil); Communications and Organization from the Sapienza University of Rome (Italy); and Business Administration from Ibmec Business School (Brazil). 

He also has international experiences in the hospitality (Booking.com), entertainment (Modern Times Group and Rai TV), infrastructure, telecommunications and energy industries for companies based in the Netherlands, Sweden, Italy and Brazil. He has served in various leadership roles in communications, marketing and digital content with successes in online/offline media implementation; branded content projects management; communications department policies and processes implementation; communications strategy development and digital content projects, including localization and quality management. As a researcher within the Purposeful Marketing Research Group at THUAS, he is interested in leveraging evolving digital marketing tools to help the success of purposeful organizations.

Adrian is a multidisciplinary lecturer with the International Business (IB) programme in the Faculty of Business Finance and Marketing, teaching modules that include Marketing & Sales, Strategic Management, Business in Asia and International Business Law. Prior to joining IB, Adrian taught Financial Accounting, International Financial Reporting, Accounting Information Systems and Treasury Management in the Master of Financial Management and Control programme with The Hague Graduate School. Adrian graduated with a Bachelors in Business Administration from Macquarie University in Australia; he holds a Master in Law from Universiteit Leiden, as well as a Master of Science in Financial Management and Control from The Hague Graduate School. 

Besides being a full time lecturer, Adrian is co-founder of his IT company in Singapore since its inception in 2006. He draws most of his business knowledge from his 30 years of professional experience, working in Asia-Pacific, Middle-East, North American and Central European regions. Not only did Adrian held several senior managerial positions during his professional tenure across different functions of the companies he worked for, he is also entrepreneurial which associates him with small and medium enterprise's way of operations and mindsets. Adrian understands B2B Marketing very well, as well as solution selling to MNCs and SMEs since 2000. He had experience in working with principals (such as IBM, Google, HP, Microsoft, Adobe) and various channel intermediaries to deliver purposeful solutions to meet his clients' needs through tailored marketing activities. Adrian's interest to be part of the Purposeful Marketing Research Group is to pay special focus on and research into gaining a deeper understanding that will help financial institutions to develop and market investment solutions that could support purposeful business success. This in turn creates long term societal value by way of protecting retail investors’ financial well-being. This is where Adrian's understanding of finance, investment and financial regulations will be key leverage for his research work.

Dr. Hongli Joosten-Ma received her PhD through a German-Chinese joint research program in cognitive psychology between George Augustus University Göttingen and East China Normal University in Shanghai. After continuing academic research as a post-doc in universities in both Germany and the Netherlands, she furthered her career in the international business world across Asia, North America and Europe. With more than 20 years working in different industries, she has held various leadership positions in business strategy as well as applied research in the marketing domain for both multinationals, such as Philips and Shell; and small enterprises, such as consultancy firms. From within businesses, she has experienced purposeful marketing in both challenging and rewarding ways. She switched her focus to education in 2018 to align with a personal shift towards purposefulness. Prior to taking this professorship, she worked in the International Business Program, Faculty Business, Finance and Marketing in The Hague University Of Applied Sciences. As a principal lecturer there, she was instrumental in establishing a new marketing curriculum integrating the latest marketing practices, including digital and purposeful elements. 

Atila Akin is lecturer in the Marketing (CE) program at The Hague University of Applied Sciences. His educational background is Business Administration (drs.) at Erasmus University, specializing in Marketing Management. He also works part-time as an entrepreneur (as an independent business consultant and finance specialist focusing on Small and Medium sized Enterprises) and is a board member/treasurer of the political party ‘Partij voor de Dieren’ in The Hague. From his background in the work field (now 25 years) and business clubs, he has built an extensive network in The Hague, including SMEs. 

As part of the Research Group Purposeful Marketing, he will continue to use his knowledge and experience of SMEs and the network in The Hague to support the research group.

Diana Barbara Perra is a lecturer and researcher at The Hague University of Applied Sciences and a PhD candidate at Erasmus University in Rotterdam, with a focus on strategic management. In her current position, Diana is coordinating the second year of the International Business Program and leveraging her experience in research to train students in research-focused courses and statistics.

Her research throws light on how visible purpose can drive organizations towards sustainable success. In her doctoral research she has analyzed how identity at various levels of analysis (organization, professional groups) affect the process of organizational adaptation to a changing business environment, and the firm’s capability to remain competitive through product/service and business model innovation. As a member of the Purposeful Marketing research group, she takes this line of inquiry forward by studying how value-based connection with its stakeholders influence a firm’s innovation journey.

Diana holds a master degree in Strategic Management and Entrepreneurship from Rotterdam School of Management, Erasmus University, and a bachelor degree in Chemistry from the University of Milan. She has presented her work at numerous international conferences and published on the International Journal of Product Innovation Management.

Jennifer Cakir is a lecturer-researcher in International Business at The Hague University of Applied Sciences concentrating in marketing and sales.

In addition to her academic role, Jennifer keeps a pulse on innovative marketing solutions as the founder of Aibel Marketing, a marketing consulting firm with a mission to “help companies who help the world.”

Jennifer spent over 20 year working in marketing and branding leadership roles in healthcare and technology. Her experiences in mission-driven organizations strengthened her belief that marketing should and can serve the broader purpose than profitability alone.  

Jennifer has a masters of business administration degree from Cleveland State University in Ohio, United States and a bachelor of science degree in marketing from Miami University in Ohio.

She is leveraging her experiences to shape the field of purposeful marketing. Her research interests focus on the impact of purposeful marketing on the customer journey and influence of purposeful marketing on stakeholder engagement.