Vandermerwe, Sandra

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PERSONAL: Married; children: two daughters. Education: University of Cape Town, B.A.; also earned M.B.A., and D.B.A.

ADDRESSES: Home—London, England. Offıce— Tanaka Business School, Imperial College, London, South Kensington Campus, 53 Prince's Gate, London SW7 2AZ, England. E-mail—[email protected].

CAREER: Educator. Witwatersrand University, Johannesburg, South Africa, professor of marketing; International Institute for Management Development, Lausanne, Switzerland, professor of marketing and international services; Imperial College, London, London, England, professor of international marketing and services. Visiting professor at London Business School, Manchester Business School, Templeton College of Oxford University, and Vrije University. International Health Insurance, Copenhagen, Denmark, board member and director of Wellbeing University.

MEMBER: Royal Society of Arts, Manufactures, and Commerce (fellow).

AWARDS, HONORS: Numerous awards from European Case Clearing House and European Foundation For Management Development, for business case studies.


(With André Vandermerwe) South African MarketingStrategy: Text and Cases, Juta (Cape Town, South Africa), 1975.

The Environment of South African Business, Maskew Miller (Cape Town, South Africa), 1976.

(With André Vandermerwe and Calie W. I. Pistorius) Business Policy and Strategy, McGraw-Hill (New York, NY), 1977.

From Tin Soldiers to Russian Dolls: Creating AddedValue through Services, Butterworth-Heinemann (Boston, MA), 1993.

(With Christopher Lovelock and Marika Taishoff) Competing through Services: Strategy and Implementation, Prentice Hall (New York, NY), 1994.

(With John A. Quelch and Kamran Kashani) Cases inEuropean Marketing Management, Irwin (Burr Ridge, IL), 1994.

The Eleventh Commandment: Transforming to "Own"Customers, Wiley (New York, NY), 1996.

Customer Capitalism: The New Business Model ofIncreasing Returns in New Market Spaces, Nicholas Brealey Publishing (London, England), 1999.

Breaking Through: Implementing Customer Focus inEnterprises, Palgrave Macmillan (New York, NY), 2004.

Member of editorial boards of several European journals. Contributor to numerous academic journals.

SIDELIGHTS: Sandra Vandermerwe, a professor of international marketing and services at the University of London's Imperial College, is a recognized expert in customer-centered business strategies. In Customer Capitalism: The New Business Model of Increasing Returns in New Market Spaces, Vandermerwe "takes a pointed, thought-provoking jab at the product-oriented nature of traditional capitalism," stated Janis R. Evink in Academy of Management Executive. "The result is an engaging discussion of a new set of marketing principles that lead to increasing, rather than decreasing, economic returns." Vandermere's model of customer capitalism "looks beyond current market shares to discover whole new market spaces (or ways) in which to satisfy customer needs," observed Choice reviewer P. G. Kishel, and she asserts "that the best way to keep customers . . . is to supply them with solutions that encompass all of their needs in any given market," according to Chris Davies in Marketing. "Basic marketing principles take on new meaning under the auspices of customer capitalism," Evink remarked. "They are based on bringing value to the customer, which ultimately brings profit to the selling organization. It is a pull, rather than push, model of marketing. Under this new mind set, the four Ps of marketing—product, price, place, and promotion—hold true. However, they are given new significance."



Academy of Management Executive, November, 1999, Janis R. Evink, review of Customer Capitalism: The New Business Model of Increasing Returns in New Market Spaces, p. 110.

Choice, November, 1999, review of Customer Capitalism, P. G. Kishel, pp. 586-587.

Columbia Journal of World Business, winter, 1993, Roy Herberger, review of From Tin Soldiers to Russian Dolls: Creating Added Value through Services, p. 96.

Journal of Product Innovation Management, March, 1994, Chris Panton, From Tin Soldiers to Russian Dolls, p. 175.

Marketing, July 26, 2001, Chris Davies, review of Customer Capitalism, p. 56.


Imperial College, London, Web site, (November 16, 2004), "Sandra Vandermerwe."*

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