© Phil Nijhuis
A realistic view on change
prof. dr. Cor Molenaar
Prof. dr. Cor Molenaar puts people in the centre of all the changes that are occuring in society and companies. There is no such thing as a technology push.
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About Cor Molenaar
People are at the center of all the changes currently occurring in both society and businesses. For a long time, people thought there was a technology push. New technologies made people change, but the Internet hype has shown that it is people who have to accept technologies and that people themselves want to change.
Current developments show this clearly. A rapidly changing society, new challenges for companies, internationalization and a great need for people to communicate are examples of this change. Of course, the application of new technologies, such as the Internet, cell phones and new chips (which can be read remotely) are at the root of these changes. But what is really going to happen, what opportunities and more importantly, what threats are there for you as a person, for you as an entrepreneur and for you as a customer? This field of tension between sociology, technology and especially marketing is the field of study of Prof. Dr. Cor Molenaar.
Not only does he conduct academic research on these changes, but he also advises companies and publishes regularly about them. His book ‘E-strategy’ (2000) has already been translated into six languages. The book ‘De Impact van de IK-Cultuur’ (The Impact of the IK-Culture) was nominated as best management book of 2003. In November 2005, his book ‘Wisseling van de macht -Hoe ons gedrag verandert in een virtuele wereld’ (Change of Power – How our behavior changes in a virtual world) was published. In his latest book, also published as a spoken book, he holds up a mirror to you. Will we survive the Internet? Within 1 year the third edition has already appeared!
Cor Molenaar is director of the consultancy firm eXQuo consultancy, chairman of the RFID platform Nederland, an initiative of seven international organizations to stimulate the acceptance of and knowledge about the smartchip (RFID chip). He is also Professor of E-Marketing at Erasmus University Rotterdam and advisor to renowned companies such as Fujitsu services, Quaestus, Arbonet and some financial service providers. He is also, among others, jury member of the NIMA annual award, jury chairman of the market researcher of the year and member of the examination board of NIMA. It is precisely his human approach that makes his presentation attractive to a wide audience. His enthusiasm motivates and stimulates thinking and as a marketer, he takes a down-to-earth view of change. “If people don’t want it, it won’t happen” is one of his slogans, because people remain people after all.