Till June 2016 Luit Kloosterman served as assistant professor in marketing at the Erasmus University Rotterdam in The Netherlands. During his more than 30 years of academic carrier he was involved in teaching international marketing and consumer behavior. He organized research projects in which Erasmus students made research studies about Dutch companies abroad. Kloosterman co-authored several marketing textbooks in Dutch. Based upon his experiences he struggled with the neoclassical perspective dominant in marketing and other economic fields. He became interested in how spirituality and sustainability can contribute to the transformation of economics.