Prof. Ronald Tuninga

Professor Ronald Tuninga
Vice President Academic Affairs
Country of Origin

The Netherlands

By appointment

Ronald S.J. Tuninga, PHD, is Vice-President Academic Affairs and Chair of the Academic Advisory Panel at Wittenborg University of Applied Sciences.

He is Emeritus Professor and the former Pro-Vice-Chancellor International and Enterprise and Dean of the Faculty of Business and Law at Kingston University, London, UK. He is also Honorary Dean at AVT Business School in Copenhagen, Denmark. AVT Business School cooperates for its Executive MBA with faculty members from MIT, Harvard University and the UC-Berkeley.

He has been the Director of the PhD Program and Professor of International Management and Marketing at the Open University of the Netherlands, Visiting Professor at various international business schools, and is the former Director Dean and Professor of International Business and Marketing at the Maastricht School of Management. During his tenure at the Maastricht School of Management he developed MBA programs in 24 countries across the world.

He was the Associate Dean and Director MBA Programs and Professor of Marketing and International Business at Nyenrode Business University, the Netherlands. Professor Tuninga has lectured extensively both in North and South America, Europe, Asia, the Middle East and Africa. His PhD is from the Fox School of Business at Temple University, Philadelphia, USA. He completed his dissertation in Comparative Marketing in 1987. He also holds an MA in Economics, an MBA in International Business and an MSc in Marketing.

Prof. Tuninga has been involved in many international projects funded by the Dutch government, the World Bank, European Union, United Nations and other international organisations. From 2007 until 2009, he was the President of the International Management Development Association. He was the Vice-Chair of the International Management Board (Board of Trustees), Chair of the Faculty of Assessors and a member of the IAAB of the Association of MBAs (AMBA – UK). He has been a member or chair of more than 50 AMBA assessment teams to business schools around the globe. He has been a consultant for companies, such as Melitta North America and GE, and a partner of the Holland Consulting Group.


Prof. Tuninga's research publications in, for example, the areas of International Business, International Marketing, Marketing, Marketing Education and High Performance Organisations, have appeared in such journals as the Journal of Macromarketing, Managerial and Decision Economics, the Irish Marketing Review, South African Journal of Business Management, the Scandinavian International Business Review, the International Journal of Physical Distribution and Materials Management, Journal of Transnational Management, International Journal of Business and Globalisation, South African Journal of Business and Management, Bedrijfskunde and Proceedings of International Conferences. Some examples are listed below:

  • Tuninga, Ronald S.J. and Benson, Vladlena (2017) The strategic role of social media: emerging trends and open research questions. In: Benson, Vladlena , Tuninga, Ronald and Saridakis, George, (eds.) Analyzing the strategic role of social networking in firm growth and productivity. Hershey, U.S.: IGI Global. ISBN 9781522505594.
  • Ben Honyenuga, Paul W. Th. Ghijssen and Tuninga R.S.J. (2016), Knowledge management and organisational performance: the mediating role of the HPO framework, Int. J. of Technology Transfer and Commercialisation, 14 (1), pp.75 - 95, DOI: 10.1504/IJTTC.2016.10000789.
  • Mbise, E. R. and Tuninga, R. S. J. (2016), Measuring business schools' service quality in an emerging market using an extended SERVQUAL instrument. South African Journal of Business Management, 47(1), pp. 61-74. ISSN (print) 2078-5585.
  • Von Bergh, Dennis G., Ghijsen, Paul W.T., Gelderman, Cees J. and Tuninga, Ronald S.J. (2015), Waiting in multi-stage services: an exploration across service industries. International Journal of Business and Globalisation, 14(2), pp. 187-207. ISSN (print) 1753-3627.
  • Honyenuga, Ben Q., Tuninga, Ronald S. J. and Ghijsen, Paul W. Th. (2014) High performance organisations framework as a predictor of firm performance in the insurance industry in Ghana. Journal of Transnational Management, 19(4), pp. 261-278. ISSN (print) 1547-5778.
  • Mbise, Esther-R. and Tuninga, Ronald S. J. (2013) The application of SERVQUAL to business schools in an emerging market: the case of Tanzania. Journal of Transnational Management, 18(2), pp. 101-124. ISSN (print) 1547-5778.
  • De Boer, Diederik P., van der Linden, Victor L. and Tuninga, Ronald S.J. (2012) The bottom of the pyramid (BOP) and the private sector: a value chain research approach. In: van Dijk, Meine Pieter and Trienekens, Jacques, (eds.) Global value chains: linking local producers from developing countries to international markets. Amsterdam, Netherlands : Amsterdam University Press. pp. 31-42. ISBN 9789089643605.
  • Tuninga, Ronald (2010) Management education for the poor: the Maastricht School of Management story. In: Prahalad, C.K., The fortune at the bottom of the pyramid: eradicating poverty through profits. Rev. and updated 5th anniversary ed. Upper Saddle River, U.S.: Wharton School Publishing. pp.165-168. ISBN 9780137009275.
  • Tuninga, Ronald (1992),The hierarchical structure of intermediate markets: a new approach to the analysis of trade flow tables. Journal of Macromarketing, 12(2), pp. 55-62. ISSN (print) 0276-1467.
  • Sybrandy, A. and Tuninga, R.S.J. (1992) A systems approach to measuring retail structure in Germany and the Netherlands. Managerial and Decision Economics, 13(3), pp. 267-278. ISSN (print) 0143-6570.
  • Tuninga, Ronald S.J. and Sybrandy, Arthur (1991) Europe 1992 program: a US perspective on implications for business. Irish Marketing Review, 5(3), pp. 33-40. ISSN (print) 0709-7362.
  • Tuninga R.S.J. (1989) The European Community and 1992: The Implications for Transportation (Special Issue), International Journal of Physical Distribution and Materials Management,19 (5), 1989, pp. 10-14.
Expertise / Subjects
Marketing, in particular International Marketing and Strategic Marketing, International Business.