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ONLINE, MAY 15-16, 22-23, 2024

For full information on the EDEN concept and benefits, please click here.


Length: 4 days spread over 2 weeks + extra assigments + working on your ideas
Date: May 15-16 & 22-23, 2024 (full attendance is mandatory)
Sessions on: 
Wednesday May 15, 2024 : Domain selection & Immersion
Thursday May 16, 2024  Idea generation
Wednesday May 22, 2024: Idea generation & maturation
 Thursday May 23, 2024: Maturation
Delivery method: Digital
The seminar will take place over a period of 2 weeks, to allow participants to work in between sessions to gather information and develop their research ideas. Participants will also be asked to complete some pre-work, but this will be limited in scope.


Elio Keko
(Program Coordinator & Faculty) 
Elio is visiting professor of marketing at Ghent University, Belgium. Elio obtained his PhD at the Business Economics department of the Erasmus School of Economics, Erasmus University Rotterdam, the Netherlands. There Elio taught marketing strategy for five years, and now teaches marketing & innovation courses. Elio is working in several high impact research topics, specializing in the effects of innovation on company performance, and studying the benefits of crowdsourcing and grassroots (employee-based) innovation (published in the Internal Journal of Research in Marketing).

Elio is also a Principal at MTI², where he has been involved in innovation initiatives for several multinational companies and organizations including Michelin, SKF, Ghent University, Merck, Aliaxis, Baloise, etc. He has offered coaching and research to innovation teams on their way to bringing their ideas to market. He also authored several case studies with companies such as Komatsu Ltd., Babcock International and Rabobank.

Prof. dr.
Elke Cabooter
Elke is also an associate professor at IESEG School of Management, France, where she is part of the marketing and sales department. Elke has expertise in Market Research and Consumer Behavior. At IESEG, Elke teaches marketing strategy, pricing and market research. Elke is working in several high impact research topics, specializing consumer psychology and marketing research. Her papers are published in the Internal Journal of Research in Marketing, the Journal of Consumer Psychology, Journal of Business Research and others.

Elke Cabooter is an Associate Principal at MTI². She has more than a decade of experience in Consumer Behavior and Customer Insights. She has, prior to her PhD, expertise in market research at a major market research company Censydiam-Ipsos, Belgium) where she worked with clients like Heineken, and Unilever.

Stefan Stremersch (Additional Faculty)
Stefan Stremersch holds the Desiderius Erasmus Distinguished Chair of Economics and a Chair of Marketing, both at Erasmus University Rotterdam, the Netherlands. Previously he held positions at IESE Business School, Barcelona, Spain, Fuqua School of Business, Duke University, USA, Goizueta Business School, Emory University, USA, USC Marshall School of Business, USA, and Ghent University, Belgium. Stefan’s research is in the areas of innovation, marketing of technology and science, healthcare and pharmaceutical marketing, and international marketing.

His research is largely situated in high technology markets (ICT, Telecom, consumer electronics, and video games) and pharmaceuticals, and led to published articles in the major scholarly journals including, among others, the International Journal of Research in Marketing, the Journal of Marketing, the Journal of Marketing Research, Marketing Science and Management Science.

Professor Stremersch has won several prestigious awards including the Harold H. Maynard Best Paper Award from the Journal of Marketing, the J.C. Ruigrok Prize for the most productive young researcher in the social sciences in the Netherlands, awarded every four years to an economist, and the Rajan Varadarajan Early Career Award from the American Marketing Association in 2008. He is recognized as one of the most productive scholars in top journals in marketing. Read more...

Guest speakers: Depending on the final group of participants, we also invite guest speakers to share their specific knowledge and experience. This may be on a specific topic (e.g. experiments in research) or area of research (e.g. finance or entrepreneurship).


The course instructors bring together unique knowledge from academia and business. There is a long tradition in academia of work on topics such as idea quality and creativity. Many tools widely used in business, such as business model canvas, jobs to be done, and design thinking step from academic work. However, there is no concise academic work explaining the process of generating impactful research ideas.

Upon receiving the EMAC Distinguished Marketing Scholar Award 2020, the highest honor from the European Marketing Academy (EMAC), Prof. Stefan Stremersch was invited to write a paper for the International Journal of Research in Marketing (IJRM). Given the work with companies and research organizations, and the lack of work on explaining the process to follow to generate good research ideas in academia, Prof. Stremersch and his team have adapted the company process to academic purposes.

The seminar will train academics in ideation tools that have proven their value in companies, governments and academic institutions for 20+ years, adapted to the specific context of generating impactful research ideas for young scholars. Through their consulting work, the instructors have applied this process and ideation tooling in multinationals such as Air France-KLM, Michelin, Nokia, Siemens, including many science-based companies (with several PhDs working within them) such as Baxter, Merck, Novartis, and Takeda. Several tools have also been applied together with academic institutions such as Ghent University, the Netherlands Organisation for Scientific Research (NWO), and Metals Consortium. 



Finding managerial relevant, societal impactful and creative research ideas is a struggle for many PhD students early in their academic career. Some will find it difficult to find the right research question for their PhD, others will stop ideating after their first idea, and some will have many ideas but do not know which one to select. Ideation tools can help researchers to come with more and better research ideas. By the end of this seminar, participants will generate about 5 research ideas to discuss with their advisors and present them in a standardized format.
To be able to do so, participants will be taught a process and a host of tools to generate more creative and research ideas with an impact on society. Together with the instructors, participants will apply the tools to generate research ideas.
The seminar aims to help participants achieve their personal goals, which may be different, but often start with a great idea. This may include:
Publishing high managerial and strong societal impactful papers in top journals 
Having greater control over ideation
Increasing the chances of project funding
Have a higher spillover of ideas to business


By the end of the seminar, participants will have learnt:
A clear process and tools for each step of the process to get inspired, generate, discuss, and select ideas that touch current managerial and societally relevant trends 
Different ways to find inspiration for your research, depending on your research goals and interests.
How to develop a higher number and more creative research ideas using hands-on tools and methods.
A stage-gate methodology to select the best, most societally and managerially impactful ideas that you can use iteratively throughout your research career.
How to pitch ideas to your supervisor/advisor/colleague in a clear and coherent way.


While the process and tools are helpful in any stage of an academic career, this seminar is focused on PhD students and early career faculty. We will work with a cross-disciplinary group of a maximum of 25 students.


Application deadline: 10 April 2024
Notification: to be announced


The prior editions of the seminar were held since 2020. The seminars were great successes, receiving a 4.6-4.8/5 overall satisfaction score from participants.
Feedback from participants included:
  • “The workshop was very interactive and the hosts were very enthusiastic. It was nice that during the small break-out sessions we could get to know each other a little bit better. Overall I am very happy with how the workshop was organized.”
  • “Great training! Astonishingly, I felt like I was on a regular workshop. It was very interactive (with MURALs, breakout rooms and small group work).”
  • “The way how presenters offered me the new perspective on my potential customers - journals, jury, supervisor etc. I have never thought about them from the business perspective!”
  • “Thank you for creating a safe space for us to learn various new things and share our ideas with the team”
  • “Great to have concrete tools to start crafting and developing ideas”
2 months after the end of the seminar, we also held a reunion calls, and it was great to see that all continued using the tools. We for example heard that:
  • “2 ideas that came from our course I now received funding for.”
  • “I am already teaching the tools also to my students.”
  • “I now proposed a new project based on our course also now incorporating my passion.”


Interested doctoral students and early career faculty should apply online (and add the required documents, in English) no later than 10 April 2024. The number of participants will be limited to create a stimulating environment. The selection among the applicants will be conducted by the seminar’s faculty. They will review the following documents which should necessarily complement each application form:

  • the applicant’s curriculum vitae demonstrating his/her capabilities of doing research ;
  • a letter of recommendation of his/her local faculty supporting the application ;
  • a short description of his/her doctoral research, indicating the general objectives.


1 – Apply for the seminar by submitting all necessary documents online by the announced deadline. All documents need to be in English. 
2 – EIASM will notify you of the selection results. If you are accepted to participate, the Institute will inform you at this point if you are eligible for a scholarship and will confirm the amount of scholarship. 
3 – EIASM will ask you to confirm your participation and once this confirmation is received, you will be invoiced for your attendance. 


Full attendance is required to obtain the certificate.
4 ECTS will be assigned upon completion of the seminar.


The participation fee is 980 € (VAT exempt).
This fee includes participation to the seminar and access to documents. 

EIASM provides 3 scholarships per EIASM Academic Council Member for this seminar (50% off the registration fee). Allocation of the scholarships is entirely at the discretion of the European Institute.

Important: please double check the validity of your university’s membership. It may run until a specific month of a given year and thus only make you eligible for a discount until the end of that month. For the complete list of members click here

Requests for registration cancellations must be received in writing by the EDEN Team (eden@eiasm.be) before 26 April 2024. Cancellations received before this date are eligible for 90% refund. Cancellations received on or after 26 April 2024 are not eligible for a refund. 



The seminar will be held ONLINE between 15 - 23 May 2024. 

Application link below:


For more information, please contact:
The EDEN Team
Tel: +32 2 226 66 69
Email: eden@eiasm.be