Ageeth van Maldegem teaches Value-Oriented Innovation at the HZ. She completed her Masters in Marketing at Maastricht University and has been actively involved in the marketing aspects of new products and services for twenty years. Since 2007, she has been associated with the Academy of Economics and Management of the HZ University of Applied Sciences. She received her PhD from Cranfield University with research into how SME organisations can achieve improved customer insight and thus increase their innovation success. The results of the PhD research are expressed in concrete manuals and applied in training programmes of the HZ University of Applied Sciences. Ageeth is still working with experts from the university in England. Interested parties who want more information can send an e-mail to Ageeth via email@example.com.