Dr. R.P.A. (Raymond) Loohuis, MBA

Assistant professor of Organization Studies & Strategic Marketing
Dr. R.P.A. (Raymond) Loohuis MBA
Office: RA 2276


Developing and implementing value driven and innovative strategies and practices has long time been considered a key task for managers. Nowadays, such strategies are increasingly developed and implemented in collaborative relationships, for instance in the private sector but also increasingly in public and hybrid sectors such as healthcare. My research interest is driven by the desire to understand the internal dynamics of the emergence and change of such strategies, identify its key mechanisms and processes and on that basis, disclose the main challenges for responsible managers. 

Before Raymond joined academia and developed his current research interest, he has been working for 15 years in various Marketing and Sales Management positions in the international Automotive and Aviation industry. Combining professional management experience and state of the art academic knowledge in the field of interest has been proven beneficial for both his teaching activities and research.


  • Routine dynamics, agency and practice theory
  • Sociomateriality in technology development
  • Service Dominant Logic & Phenomenology in Customer value research 
  • Institutional theory and logics
  • Strategy-as-Practice (SAP) and  “praxis” of Strategy Making
  • Interactions from the Businesses as Networks approach (IMP)


Raymond holds a PhD in Business Administration (Management and Organizational Development) from the University of Twente that he obtained in 2015. Previously, he obtained a MBA in Innovation and Leadership at the TSM Business School in the Netherlands. In addition, Raymond holds an University Teaching Qualification Certificate (UTQ) which he obtained in 2015. Furthermore, he coordinates the double degree program in Strategic Marketing Management jointly offered by the Lappeenranta University of Technology (LUT) and the University of Twente. He is also coordinator of the track Strategic Marketing & Business Information (SMBI) as one of the five tracks of the Master in Business Administration program offered by the University of Twente. He primarily teaches/coordinates courses in the areas strategy, marketing and entrepreneurship in BSc, Pre-Masters and  MSc programs in Business Administration at the University of Twente. Besides, he also teaches Executive Master in Risk Management, a part-time Master program of the University of Twente. Next to teaching, Raymond supervises Bachelor and Master students working on their thesis assignments and also PhD students in the role of co-promotor. Finally, Raymond is a member of the Editorial Review Board of the Industrial Marketing Management Journal (Elsevier).


Loohuis, Raymond and Ehrenhard, Michel (2016) A temporal perspective on phronetic strategizing: exploring strategy making in unsettled times. In: 32nd EGOS Colloquium, 07-07-2016 - 09-07-2016, Naples.

Loohuis, R.P.A. (2015) How practice breakdowns disclose existing structures and contribute to practice innovation. thesis.

Loohuis, R.P.A. and Ehrenhard, M.L. (2014) A socio-material perspective on temporal work: practice breakdowns during strategic upheaval. In: 74th Annual Meeting of the Academy of Management, Philadelphia, PA, August 1-5, 2014, 01-08-2014 - 05-08-2014, Philadelphia, PA.

Loohuis, Raymond and Raesfeld, Ariane von and Groen, Aard J. (2014) The influence of different framing strategies in the social construction of a niche: ambidexterity in developing a bio resource market. In: ESEIA (IGS) Conference, Enschede, the Netherlands April 24-25, 2014, 24-04-2014 - 25-04-2014, Enschede.

Loohuis, R.P.A. and Raesfeld, A.M. von and Groen, A.J. (2013) A Socio-Material Perspective on Business Relationship Development Breakdowns as a change oriented-process. In: 29th IMP conference, Atlanta, 30 August - September 2, 2013, 30-08-2013 - 02-09-2013, Atlanta.

Loohuis, R.P.A. and Groen, A.J. and Raesfeld, A.M. von and Hutschemaekers, B. (2012) Social Entrepreneurs by Chance: How environmentalists provide a favorable context for social entrepreneurial action. In: 28th EGOS Colloquium Design, 5-7 July 2012, Helsinki, Finland.

Loohuis, R.P.A. and Raesfeld, A.M. von and Groen, A.J. (2012) A socio-material approach to business relationship development: breakdowns as a change-oriented process. In: 28th IMP Conference, Rome, 13-15 September 2012, 13-09-2012 - 15-09-2012, Rome.

Loohuis, R.P.A. and Raesfeld, A.M. von and Groen, A.J. (2012) How Activist and Target Organizations Collaborate in the Face of Emerging Contingencies: Setbacks and Inaction: Constraining or Sources of Change? In: 28th IMP conference, Rome, 13-15 September 2012, 13-09-2012 - 15-09-2012, Rome.

Loohuis, R.P.A. and Raesfeld, A.M. von and Groen, A.J. and Hutschemaekers, B. (2012) Social Entrepreneur by Change: How environmentalists provide a favourable context for social entrepreneurial action. In: 28th EGOS Colloquium, Helsinki, 5-7 July 2012, 05-07-2012 - 07-07-2012, Helsinki.

Loohuis, R. P., & Groen, A. J. (2011). TOWARD A MULTIDIMENSIONAL VIEW ON COLLABORATIVE PROCESSES. The changing paradigm of consulting: Adjusting to the fast-paced world, 13, 157. Edt. Buono. IAP Publishing

Loohuis, Raymond and Raesfeld, Ariane von and Groen, Aard and The, Kuan Ming (2011) Mobilizing resources for collective action and sustainable development: mobilizing interests or shared values? In: 27th IMP Conference, 31 August - 3 September 2011, Glasgow, Scotland.

Loohuis, Raymond P.A. and Raesfeld, Ariane M. von and Groen, Aard J. (2010) When is it the right time to change? : a case study of implementing a new activity in an existing business relationship. In: 26th IMP Conference, 2-4 September 2010, Budapest, Hungary.