Dr. ir. van den Hende, E.A.

Assistant professor
Product Innovation Management


Ellis van den Hende is assistant professor of Marketing at the Product Innovation and Management department of the faculty of Industrial Design Engineering. She received her bachelor's and master's degree (cum laude), and PhD (cum laude) in Industrial Design Engineering from Delft University of Technology. Before returning to her alma mater, she was as an assistant professor of Marketing at the Amsterdam Business School of the University of Amsterdam.   

Ellis van den Hende’s research investigates means for improving the process of new product development of innovative products. Her work in this area includes 'The Story Is As Good As the Real Thing: Early Customer Input on Product Applications of Radically New Technologies' (with Jan Schoormans) and 'Narrative Transportation in Concept Tests for Really New Products: The Moderating Effect of Reader–Protagonist Similarity' (with Jan Schoormans, Darren Dahl, and Dirk Snelders), both published in the Journal of Product Innovation Management.


  • 2010
    PhD – Really New Stories: The Effect of Early Concept Narratives on Consumer Understanding and Attitudess 

Specialisation / field of research

  • New Product Innovations
  • Concept and prototype testing
  • Storytelling Marketing 

Lectures and/or coaches students on

  • Master theses on the acceptance of innovations
  • Consumer Behavior (elective, graduate level)
  • Mens en Product (undergraduate level)