Prof. Dr. Ir. B. (Berend) Wierenga
Professor of Marketing
Department of Marketing Management
R: T10-03
P: +31 10 408 2753
F: +31 10 408 9011
E:
bwierenga@rsm.nl
Just published!
Handbook of Marketing Decision Models (ed Berend Wierenga)
Current position
Professor of Marketing, Rotterdam School of Management, Erasmus University.
Fields of interest
- Decision making in marketing management
- Marketing management support systems: IT-based tools (data-driven and knowledge-driven) that help marketing managers to make better decisions
- Customer Relationship Management and e-marketing
- Marketing General
Education
- 1974 PhD in Marketing, Wageningen University, The Netherlands (summa cum laude)
- 1968 MSc in Agricultural Economics, Wageningen University, The Netherlands (summa cum laude)
Title of dissertation
An investigation of brand choice processes. Rotterdam: Rotterdam University Press, 1974
Short CV
Berend Wierenga is Professor of Marketing at the Rotterdam School of Management, Erasmus University since 1984. Earlier, he was a Professor of Marketing at the Graduate School of Management in Delft (Interuniversitair Instituut Bedrijfskunde) and a faculty member at Wageningen University, the Netherlands. He received his Master and his PhD degree at Wageningen University (both summa cum laude). Over the years, Berend Wierenga has held visiting positions at several business schools abroad, including Stanford University, the Wharton School of the University of Pennsylvania, INSEAD (Fontainebleau), Universitas Indonesia (Jakarta), University of Vienna, and Corvinus University (Budapest). He is also a Honorary Professor at the European Institute for Advanced Studies in Management (EIASM) in Brussels.
Berend Wierenga’s main research areas are marketing decision making, marketing models, and marketing management support systems. He has published widely on these topics, in journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Management Science, Management Information Systems Quarterly, Communications of the ACM, and many others. He has also published several books, including “Handbook of Marketing Decision Models” (Springer; Fall 2008) of which he is the Editor, and “Marketing Management Support Systems: Principles, Tools, and Implementation” (with Gerrit van Bruggen).
At the Rotterdam School of Management, Berend Wierenga is the founder of the Department of Marketing Management of which he was the chairman for over 15 years. This department is one of the top academic marketing departments in Europe. The research program that he directed (“Decision Making in Marketing Management”) received the highest possible rating (5) from the Association of the Netherlands Universities (VSNU). Of his former PhD students, three are full professor in the Netherlands and four have positions at major business schools elsewhere in Europe.
Berend Wierenga is the founding editor of the International Journal of Research in Marketing, one of the leading academic marketing journals. He was/is on the editorial boards of several journals, including Journal of Marketing, International Journal of Research in Marketing, Journal of Interactive Marketing, Business Research (German Verband der Hochschulleher für Betriebswirtschaft), Review of Marketing, Jaarboek Marktonderzoek Associatie (MOA), Bedrijfskunde, and Tijdschrift voor Marketing. He was President of the European Marketing Academy (EMAC) and Vice-President Publications of EMAC. He is now Fellow of EMAC and also Dean of Fellows of EMAC. He (co-) organized in Rotterdam the Conference of the European Marketing Academy in Rotterdam (2000) and the Marketing Science Conference (2004).
Berend Wierenga was Dean of the Rotterdam School of Management twice: first in 1986-1989, and later (as interim Dean) in 2007-2008. From 1999 to 2004, he was the (first) Scientific Director of the Erasmus Research Institute of Management (ERIM). He was Board member of the Social Science Research Council of the Netherlands Organization for Scientific Research (Netherlands Science Foundation-NWO) from 2003 to 2009.
Berend Wierenga is on the Scientific Advisory Board of NIMA (Netherlands Institute of Marketing – NIMA), he has been on the Supervisory Boards of Cehave (agro/food -industry) and of Matrix Software Company. He was involved in several large contract research projects with parties from practice, on food retailing, food quality, the pharmaceutical industry, generic drugs, and the agribusiness. Recently, he initiated several projects on marketing management support systems with companies, including Unilever, LU (KRAFT), and Pathé (motion pictures). He has also been consulting for companies, such as KPMG, KEMA, CSM, Pathe, IMS-Health, Nederlands Zuivelbureau, Ministry of Agriculture, and Ministry of Health. He was the core marketing teacher in the RABO-RSM Executive MBA Programs, and, in April 2009 he launched (together with Paul Postma)the open RSM Executive Course on Customer-Centric Marketing.
For long version of CV go to
Vita.
Publications
