Personal profile

Research interests

Diane Nijs (1962, Belgium) is Associate Professor Imagineering at BUas since 2003 and Director of Imagineering Academy, a research centre focussing on value creation and value innovation experience perspective. She has been working at BUas since 1986 in different management and senior lecture positions in both master and executive education.

She has a doctoral degree of the University of Groningen in Business Management (The Netherlands), a master’s degree in Kynesiology of the University of Louvain (Belgium), a master’s degree in Leisure Agogics from the University of Brussels and a degree in Marketing-Management from EHSAL Brussels.

Diane Nijs is an experienced and qualified organization development consultant with more than 25 years’ experience as a consultant and creative catalyst in both the private and public sectors. Previously she worked as a strategic advisor with organizations such as the Flemish public broadcast channel VRT/KETNET, the Flemish newspaper Concentra/Gazet van Antwerpen, the city of Antwerp (Belgium), ANWB, KLM, TUI and several retail-chains such as Veritas. At the moment she works with cities in the province of Brabant on public innovation and with Surplus on corporate innovation in health care.
Diane is a respected speaker and presenter and has appeared at as well professional as academic conferences in The Netherlands and abroad. She is a published author with two acclaimed books on imagineering, one very practical which was published in 2002 by Boom Amsterdam and one based on her PhD-study which is published in 2014 by Eleven International Publishing. The second book builds the academic argument underlying imagineering as 'Designing for Organizational Emergence' or else: 'Transformation by Inspiration'.  Her research focuses on designing for experience innovation.


Imagineering, design, complexity, emergence, experience innovation, experience design

Social Media

Personal website

Imagineering Network Website


Youtube (Imagineering the Butterfly Effect)




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