dr. H.J.M. Ruel (Huub)

Head of Academic Development - Business diplomacy, International Business & Corporate Governance Ethics researcher

About Me

University College Twente (UCT) ATLAS is a vibrant innovative and inspiring college, with excellent staff at the heart of the University of Twente Campus. I am head of Academic Development and UCT's Advanced (International) Teaching & Academic Development Qualification for UCT faculty and UT faculty. Besides my experience with curriculum innovation, strategizing, internationalization, research-informed teaching and design-based-research (DBR), I am an internationally established scholar and expert on business diplomacy, the intersection of international business and international relations, corporate governance & ethics. 


Business & Economics
Electronic Human Resource Management
Exploratory Study
Governmental Organization
Social Sciences
Multinational Corporation


My research and expertise focuses on the intersection of international business & international relations and on corporate governance & ethics. I've published extensively on topics such as (international) business diplomacy and on commercial diplomacy. My current research work looks through an ethical/moral and even theological lens to corporate governance, international business and international relations. 

In earlier stages of my academic career I worked on technology & human resource management and global talent management.


Ruel, H., & Njoku, E. (2020). AI redefining the hospitality industry. Journal of Tourism Futures, 7(1), 53-66. https://doi.org/10.1108/JTF-03-2020-0032
Ruel, H. , & Bondarouk, T. (2020). Strategic considerations in HRIS. In R. D. Johnson, K. D. Carlson, & M. J. Kavanagh (Eds.), Human Resource Information Systems: Basics, Applications, and Future Directions (5 ed., pp. 314-330). Sage.
Ruel, H. , & Bondarouk, T. (2019). HRM en technologie. In J. Valk, & L. Lopes de Leao Laguna (Eds.), HRM Heden & Morgen: Evidence Based Practice and Practice-Based Evidence (1 ed., pp. 424-466). Vakmedianet.
Bondarouk, T. , Ruel, H., & Roeleveld, B. (2019). Exploring Electronic HRM: Management Fashion or Fad? In A. Wilkinson, N. Bacon, S. Snell, & D. Lepak (Eds.), The Sage Handboek of Human Resource Management (2nd revised edition ed., pp. 271-290). Sage.
Other Contributions

Ruël, H. (2023). Corporate governance and catholic social teaching: a systematic literature review and a conceptualization. HELLER FARKAS KÖNYVEK 7. p. 77 -..Gazdasag_es_erkolcs_Heller_konyvek_7(1).pdf (ppke.hu)

Ruël, H. (2022). Business Diplomacy by Multinational Corporations: Towards a Model based on Catholic Social Thought. Emerald Group Publishing.

Ruël, H. (2022). Business Diplomacy: A Review of the Literature and a Definition. Business Diplomacy by Multinational Corporations.

Salvi, R. M., & Ruël, H. J. (2022). Corporate diplomacy and sustainable internationalisation: a conceptual and empirical exploration. International Journal of Diplomacy and Economy8(1), 41-64.

Kiss, Rajmund, and Huub JM Ruël. "International negotiations in a hybrid diplomatic arena: new actors, new tools-a practitioners' contribution." International Journal of Diplomacy and Economy 8.1 (2022): 97-107.

Ruel, H. (2021). Guest editorial-The future of e-HRM and artificial intelligence in the hospitality and tourism industry. Journal of Tourism Futures7(1), 2-4.

Jooss, S., Burbach, R., & Ruël, H. (Eds.). (2021). Talent management innovations in the international hospitality industry. Emerald Group Publishing.

Jooss, S., Burbach, R., & Ruël, H. (2021). Examining talent pools as a core talent management practice in multinational corporations. The International Journal of Human Resource Management32(11), 2321-2352.

Ruël, H. (2020). Multinational corporations as diplomatic actors: An exploration of the concept of business diplomacy. Diplomatica2(1), 1-12.

Ruel, H., & Njoku, E. (2020). AI redefining the hospitality industry. Journal of Tourism Futures.

Ruel, H., Rowlands, H., & Njoku, E. (2020). Digital business strategizing: the role of leadership and organizational learning. Competitiveness Review: An International Business Journal.

Ruël, H. (2018). Making Trade Missions Work: A Best Practice Guide to International Business and Commercial Diplomacy. Emerald Group Publishing.

Ruël, H. (Ed.). (2017). International business diplomacy: how can multinational corporations deal with global challenges?. Emerald Group Publishing.

Bondarouk, T., Ruël, H., & Parry, E. (2017). Electronic HRM in the smart era. Bingley: Emerald Publishing Limited.

Knobel, J., & Ruël, H. (2017). How do MNCs conduct business diplomacy? Exploratory study on business diplomacy instruments. International Journal of Diplomacy and Economy3(3), 243-263.

Ruël, H., & Gbur, M. (2017). HRM frames of HR managers and line managers: congruence, consequences and context. European Journal of International Management11(5), 557-580.

Ruël, H., & Wolters, T. (2016). Business diplomacy. Constantinou, Costas M.; Kerr, Pauline; Sharp, P. The Sage handbook of diplomacy. Londres: SAGE, 564-576.

Kesteleyn, J., Riordan, S., & Ruël, H. (2014). Introduction: business diplomacy. The Hague journal of diplomacy9(4), 303-309.

Ruël, H. J., & Visser, R. (2014). An exploration of commercial diplomacy as a set of facilities to support international business to and from emergent markets. In Multinational enterprises, markets and institutional diversity. Emerald Group Publishing Limited.

Afiouni, F., Ruël, H., & Schuler, R. (2014). HRM in the Middle East: toward a greater understanding. The International Journal of Human Resource Management25(2), 133-143.

Ruël, H. J., De Boer, S., & Ten Haaf, W. (2013). Commercial diplomacy in practice: experiences of international business executives and representatives in Malaysia. International Journal of Diplomacy and Economy 11(3-4), 258-273.

Ruël, H., Lee, D., & Visser, R. (2013). Commercial diplomacy and international business: inseparable twins?. AIB Insights13(1), 14-17.

Ruël, H. (2013). Diplomacy means business. Windesheim reeks Kennis en Onderzoek46, 22. https://docplayer.net/614881-Diplomacy-means-business.html 

Bondarouk, T., & Ruël, H. (2013). The strategic value of e-HRM: results from an exploratory study in a governmental organization. The International Journal of Human Resource Management24(2), 391-414.

Ruel, H. J. M., & Zuidema, L. (2012). The effectiveness of commercial diplomacy; a survey among Dutch embassies and consulates. Discussion papers in diplomacy, (123), 1-54.

Stadman, A., & Ruël, H. (2012). Competitors or Collaborators: a comparison of Commercial Diplomacy policies and practices of EU Member States. In Commercial diplomacy and international business: A conceptual and empirical exploration. Emerald Group Publishing Limited.



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University of Twente
Drienerlolaan 5
7522 NB Enschede
The Netherlands

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University of Twente
P.O. Box 217
7500 AE Enschede
The Netherlands

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