Guyt has been affiliated with Amsterdam Business School since 2015, when he joined the Marketing section as Assistant Professor. He has been Associate Professor of Marketing since 2021. From 2018 to 2021, he was also a Visiting Research Professor at Católica-Lisbon School of Business.

Research on Responsible Retailing

His research examines how retailers, manufacturers and policymakers can create markets that are both commercially successful and socially responsible. His work investigates topics including health taxes, sugar reduction, bottle deposits, price promotions and retail advertising, and their effects on consumer behaviour, public health and the environment. He combines causal research methods with large-scale retailer, consumer and web data to inform policy and business decision-making.

Guyt studied at Tilburg University, where he obtained a BSc in International Business and an MSc in Marketing Research, cum laude, in 2009. He completed an MPhil in Marketing, also cum laude, in 2011, followed by a PhD in Marketing in 2015.

Recognition and research funding

Guyt received a Dutch Research Council (NWO) Vidi grant of €850,000 for research into the effects of health taxes on consumer behaviour. The grant supports a research team working on responsible retailing. His research on sugar reduction has received the AMA-EBSCO-RRBM Award for Responsible Research in Marketing and the AMA Retail and Pricing Special Interest Group Best Paper Award.  In 2025, he was also included in ESB’s Economenparade of the 25 leading publishing researchers in the Netherlands.

Teaching and academic service

Alongside his research, Guyt teaches at MSc, executive and doctoral level. Since joining Amsterdam Business School in 2015, he has taught across programmes including Business Administration, Business Data Science and the PhD programme. He has twice been nominated for Lecturer of the Year and received the 2022 Lecturer of the Year award for the Executive MSc programme.

Guyt is also active in the academic community. He is an Associate Editor of the Journal of Retailing and serves on the editorial board of the Journal of Marketing and Journal of Marketing Research. He founded the Amsterdam Business School Marketing Seminar Series and co-founded the EMAC Retailing Special Interest Group, a network of almost 200 researchers.