Dr. Y. Sahhar | People Pages: Find employees & contact details

Yasin Sahhar is an Assistant Professor OF Marketing at the department of High-tech Business Entrepreneurship and the section Entrepreneurship & Technology Management at the Faculty of Behavioural, Management and Social Science at the University of Twente.

RESEARCH AND PHILOSOPHICAL APPROACHES
QUALITATIVE RESEARCH | ETHNOGRAPHY | PHENOMENOLOGY | PSYCHOANALYTICAL THEORY | EXISTENTIALISM

PhD into Customer Experience and Phenomenology.
Yasin obtained his Ph.D. entitled "Understanding and Managing Customer Experience in Practice - A Phenomenological Inquiry" on 2 September 2022 at the University of Twente.

Core research interest in Marketing and Service Research.
Yasin is primarily interested in experience, value creation/destruction, temporality, service ecosystems, philosophy, and the philosophy of science, such as axiology.

Research positioning and methodological expertise.
As a researcher, Yasin studies phenomena at the coalface. His research is explorative and theory-building in nature. His research is primarily positioned into interpretivism with forays into pragmatism. He builds on and applies philosophical approaches such as phenomenology, hermeneutics, and psychoanalytical theory. He deploys qualitative research methods like ethnography and autohermeneutic phenomenology.

Exemplary publication and award history.
Yasin has presented his work at several international conferences and published in the Journal of Service Theory and Practice, the European Journal of Marketing, and Journal of Brand Management.

Award history
Finalist for the AMA SERVSIG Best Dissertation Award 2023.
2022 Emerald Literati Outstanding Paper Award for his paper published in the Journal of Service Theory and Practice.
Best Paper Award for Best Conceptual Paper at the Global Brand Conference 2024, Edinburgh, UK for the paper "Towards true authentic corporate brands: an existential view" by Grimm, Sahhar, Moss, Henseler.

H2020 dRural - Workpackage Leader Stakeholder Engagement & Ecosystem Development.
Yasin was Work Package Leader Stakeholder Engagement and Ecosystem Development in the dRural project, initiated by the EU, that strives to improve people’s lives in rural areas. In a multidisciplinary and international consortium, his goal in his role as a researcher was to understand and develop Service Ecosystems.

Coordinator, lecturer and supervisor for multiple levels and interdisciplinary students.
Yasin is a coordinator and lecturer for Bachelor- and Master-level courses in Marketing, Service, and Qualitative Methods. His courses are oftentimes challenge-based and involves stakeholders from practice. He supervisor students in their theses, typically research that is qualitative in nature and embedded with and in practice. He is also a regular (guest) speaker and lecturer for MBA and executive education.

Rich experience as a Strategic Marketing Consultant.
Prior to his full-time academic career, Yasin combined his Ph.D. research with strategic marketing consultancy. As a consultant, he helped industry-leading organisations become more customer-centric by developing or sharpening marketing strategies

Organisations

Publications

2025

Condemned to Authenticity: Corporate Branding through an Existentialist Lens (2025)The journal of brand management (Accepted/In press). Grimm, N., Sahhar, Y., Moss, C. & Henseler, J.I want to break free: Brand purpose as an emergent property (2025)[Contribution to conference › Paper] 18th Global Brand Conference 2025 (Accepted/In press). Grimm, N., Sahhar, Y., Schaumann, J. M. & Henseler, J.The Moral States We Seek: Conscientious Corporate Branding For The Perplexed (2025)The journal of brand management (Accepted/In press). Grimm, N., Sahhar, Y., Moss, C. & Henseler, J.

2024

Strategic-Organizational Evolution of Organizations: Extending a Narrative Network Perspective (2024)Academy of Management Proceedings, 2024(1). van Fenema, P. C. & Sahhar, Y.https://doi.org/10.5465/AMPROC.2024.12004abstractUnravelling Customer Experience Formation in Non-Owned Touchpoints on Social Media Platforms (2024)In 13th AMA SERVSIG Conference. Heemskerk, T. & Sahhar, Y.Towards true authentic corporate brands: an existential view (2024)In Proceedings 17th Global Brand Conference, 22-24 April 2024, Edinburgh, United Kingdom. Edinburgh Napier University (Accepted/In press). Grimm, N., Sahhar, Y., Moss, C. & Henseler, J.Inclusive digital rural transformation: Co-developing a digital service marketplace for regional ecosystems (2024)Open Access Government, 42(1), 312-313. Ehrenhard, M., Sahhar, Y., Hormann, T. & Martin Delgado, M.https://doi.org/10.56367/OAG-042-11446

2023

GraphEx: Visualizing and managing customer experience in its multidimensionality (2023)Journal of Service Theory and Practice, 33(7), 94-115. Sahhar, Y., Loohuis, R. & Henseler, J.https://doi.org/10.1108/JSTP-03-2023-0077On Both Sides Of The Façade: Service Experience In Relation To Service Operations And Value Chains (2023)[Contribution to conference › Paper] Frontiers in Service 2023. van Fenema, P. C., Sahhar, Y., Odekerken-Schröder, G., Mahr, D. & van Strien, J.Uncovering Customers' Emerging Service Expectations and Experiences of Smart Technology (2023)[Contribution to conference › Paper] Frontiers in Service 2023. Helkkula, A. & Sahhar, Y.

Research profiles

Yasin is a coordinator and lecturer for Bachelor- and Master-level courses in the realm of Marketing. He supervisor students in their theses, typically research that is qualitative in nature and embedded with and in practice. He is also a regular (guest) speaker and lecturer for MBA and executive education.

Affiliated study programs

Courses academic year 2025/2026

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

Courses academic year 2024/2025

Courses academic year 2023/2024

Current projects

dRural

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Address

University of Twente

Ravelijn (building no. 10), room 2121
Hallenweg 17
7522 NH Enschede
Netherlands

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