A bit of a visionary wild-thinker bridging between the world of marketing and sustainable tourism. Always an optimist, I like to think that there is a common ground where business can help make travel and tourism a little bit better – more sustainable, better protected, more welcoming for everyone.
In the past years I have worked for NGOs, for the private-sector, and for the museum and travel industry. These projects range from classic marketing and branding insights, to more unique travel tips and adventures.
Feel free to reach out if for a project or just to brainstorm some ideas.
A few projects…
- Linkage Technology Geneva (2018)
- Museum of Ethnography (MEG) Geneva (2018)
- Share a Dream Geneva (2017)
- RainWater Haverst Alliance Geneva (2017)
- Waterpreneuers Geneva (2017)
- International Red Cross Geneva (2016)
- UNICEF Tanzania (2015)
- National Women’s Hockey Team Tanzania (2015)
- Common Sites Amsterdam (2015)
- ICCROM Rome (2010)
- ICOMOS Secretariat Paris (2009)
- 2LEAD4US Sustainability Rotterdam (2009)
- Centre for International Heritage (CIE)Amsterdam (2008)
Groot, B. (2017) Selling cultural heritage? Private sector partnerships and the value of cultural heritage. Leiden University Repository: Leiden.
Fienieg, A., Parthesius, R., Groot, B., Jaffe, R., Van der Linde, S., and Van Roosmalen, P. (2008). Heritage Trails: International Cultural Heritage Policies in a European Perspective. In: G. OOSTINDIE, ed. Dutch Colonialism, Migration and Cultural Heritage. Leiden: KITLV Press, pp. 23–63. http://doi.org/10.1163/9789004253889_003
Dr. Groot’s research is focused on the creation of shared value for the arts & culture sector, specifically through corporate social responsibility (CSR) and brand experience strategies. She obtained her PhD from Leiden University in 2017 with her dissertation titled “Selling cultural heritage? Private-sector partnerships and the value of cultural heritage”. Her dissertation research provides a cross-sectoral analysis of MNCs’ involvement with cultural heritage. The theoretical framework takes a network approach to MNCs, discussing corporate social responsibility (CSR) as well as its evolution to brand social responsibility (BSR). She is a regular contributor as a Guest Professor / Speaker at several higher educational institutes including Leiden University (Cultural Heritage Management) and the University of Geneva (Intro to Marketing, Strategic Management). She has spoken informally at multiple European workshops for creative collaboration, including Union100 and the Impact Hub, Geneva.