Yasin Sahhar is an Assistant Professor with a fingerprint situated at the interface of Critical marketing & Organization theory and CONTINENTAL philosophy.
Department of High-tech Business Entrepreneurship | Section Entrepreneurship & Technology Management | Faculty of Behavioural, Management and Social Science at the University of Twente.
CORE EXPERTISE
Experience | Value Creation / Destruction | Temporality | Service Ecosystems | Desire-Anxiety | Authenticity | Axiology
RESEARCH APPROACHES
Qualitative Research | Ethnography | Phenomenology | Psychoanalytical Theory | Existentialism
RESEARCH
Yasin obtained his Ph.D. on 2 September 2022 from the University of Twente with the dissertation "Understanding and Managing Customer Experience in Practice - A Phenomenological Inquiry". His research is situated at the intersection of (Critical) Marketing Theory, Management and Organization Studies, and Continental Philosophy. He is particularly interested in experience, value creation and destruction, temporality, service ecosystems, and the philosophy of science, including axiology.
As a researcher, Yasin studies phenomena at the coalface. His work is conceptual, empirically explorative, and theory-building in nature, rooted in interpretivist traditions with occasional engagement in pragmatist perspectives. He draws on philosophical approaches such as phenomenology, hermeneutics, and psychoanalysis, and employs qualitative methods including ethnography and auto-hermeneutic phenomenology.
Yasin has published in journals such as the European Journal of Marketing, Journal of Service Theory and Practice, and Journal of Brand Management, and has presented his work at various international conferences. He was a finalist for the AMA SERVSIG Best Dissertation Award (2023), received the Emerald Literati Outstanding Paper Award (2022), and won Best Conceptual Paper at the Global Brand Conference (2024).
Exemplary research projects: EU Horizon 2020 dRural - Yasin was Work Package Leader Stakeholder Engagement and Ecosystem Development in the dRural project that strived 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.
INNOVATIVE AND ENGAGED EDUCATION
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 supervises students in their theses, typically research that is qualitative in nature and embedded with and in practice. He is also a regular speaker at knowledge communities and lecturer for MBA and executive education.
ACADEMIC CITIZENSHIP
Citizenship is a core part of my academic endeavor. Exemplary activities are: member of the editorial board of Journal of Service Theory and Practice, being responsible for social media; active reviewer for multiple journals and conferences, such as Marketing Theory and the Academy of Management; and track chair at SERVSIG.
In my daily activities, I invest a lot in valorization and Lifelong Learning through active engagement of students, organizations, and business coaches. In doing so, I have worked a lot with (local, national, and international) organizations from multiple sectors, such as healthcare, government, high-tech manufacturing, defence, and knowledge-intensive business services. Exemplary cases are: Thales, Rijnstate, Scania, Ministry of Defence, ExplainIT.
EXPERIENCE FROM PRACTICE
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
2024
2023
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
Current projects
dRural
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Address
University of Twente
Ravelijn (building no. 10), room 2121
Hallenweg 17
7522 NH Enschede
Netherlands
University of Twente
Ravelijn 2121
P.O. Box 217
7500 AE Enschede
Netherlands
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