prof.dr.ir. Gerrit van Bruggen profile

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prof.dr.ir. Gerrit van Bruggen

Professor of Marketing
Department of Marketing Management
Rotterdam School of Management (RSM)
Erasmus University Rotterdam

Centres of Expertise
Customer Value Chains
Future Insurer

ERIM Membership(s):: Fellow ERIM (since 1999)

Publications

Key publications (27)

Bruggen, G.H. van, Spann, M., Lilien, G.L. & Skiera, B. (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49(4), 404-416.
Bruggen, G.H. van, Antia, Kersi D., Jap, Sandy D., Reinartz, Werner J. & Pallas, Florian (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13(3), 331-340.
Lans, R.J.A. van der & Bruggen, G.H. van (2010). Viral Marketing: What is it and What are the Components of Viral Success? In S. Wuyts, M.G. Dekimpe, E. Gijsbrechts & R. Pieters (Eds.), The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 257-282). New York: Routledge Academic.
Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29(2), 348-365.
Bruggen, G.H. van & Wierenga, B. (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing, 4). Boston: Now Publishing.
Kayande, U, De Bruyn, A, Lilien, G.L., Rangaswamy, A. & Bruggen, G.H. van (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20(4), 527-546.
Valck, K. de, Bruggen, G.H. van & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.
Wierenga, B., Bruggen, G.H. van & Althuizen, N.A.P. (2008). Advances in Marketing Management Support Systems. In B Wierenga (Ed.), Handbook of Marketing Decision Models (International Series in Operations Research and Management Science) (pp. 561-592). New York: Springer.
Bruggen, G.H. van & Wierenga, B. (2006). Marketing management support systems and their implications for marketing research. In Rajiv Grover & Marco Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Thousand Oaks: Sage Publications.
Berens, G.A.J.M., Riel, C.B.M. van & Bruggen, G.H. van (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69(3), 35-48.
Rangaswamy, A. & Bruggen, G.H. van (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19(2), 5-11.
Bruggen, G.H. van, Kacker, M. & Nieuwlaat, C. (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22(2), 141-158.
Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Starke, K. (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15(3), 216-235.
Riel, C.B.M. van & Bruggen, G.H. van (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. The Journal of Brand Management, 11(1), 22-33.
Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Wierenga, B. (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55(2), 111-121.
Bruggen, G.H. van, Lilien, G.L. & Kacker, M. (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses. Journal of Marketing Research, 39(4), 469-478.
Riel, C.B.M. van & Bruggen, G.H. van (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5(2-3), 241-251.
Wierenga, B. & Bruggen, G.H. van (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31(3), S128-S145.
Bruggen, G.H. van & Wierenga, B. (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19(3), 228-238.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35(7/8), 796-814.
Wierenga, B. & Bruggen, G.H. van (Eds.). (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers.
Bruggen, G.H. van & Wierenga, B. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17(2-3), 159-168.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645-658.
Wierenga, B. & Bruggen, G.H. van (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22(1), 81-88.
Wierenga, B. & Bruggen, G.H. van (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61(July), 21-37.
Bruggen, G.H. van & Bucklin, L.P. (1997). The impact of changes in power and information balance upon the quality of supplier-reseller relationships in food marketing channels. In B. Wierenga, A. van Tilburg, K. Grunert, J.B. Steenkamp & M. Wedel (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World (pp. 109-124). Dordrecht: Kluwer Academic Publishers.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13(4), 331-344.

Professional publications (15)

Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2012). Seeding a Message to Harvest Reach, Predicting and Optimizing the Spread of Electronic Word-of-Mouth. GfK Marketing Intelligence Review, 4(1), 32-41.
Smit, W., Bruggen, G.H. van & Wierenga, B. (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers. In 4de Nationale TradeMarketing Euroforum Congres. Eindhoven: Euroforum.
Schuurmans, A.J., Peelen, E. & Bruggen, G.H. van (1999). Distribution management. In E. Waarts, N. Lamperjee, E. Peelen & J.M.D. Koster (Eds.), NIMA Marketing Lexicon, Begrippen en Omschrijvingen (pp. 269-302). Groningen: Wolters-Noordhoff.
Leenders, M.A.A.M. & Bruggen, G.H. van (1998). Cash cows die younger: strategies for new products must focus on customer. Young Interactive Philips Professionals News, 2(1), 3-3.
Bruggen, G.H. van (1998). Internet should not prescribe distribution structure. Computable, 57-57.
Bruggen, G.H. van (1998). Do new media constrain or increase independence? K en T, 4-6.
Bruggen, G.H. van (1997). Leiderschap en macht in distributiekanalen. In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk. F&G Publishing.
Bruggen, G.H. van (1995). Welke rol spelen de marketinginstrumenten bij kanaalmanagement. In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to B- marketing in de praktijk (pp. 16-16). Bunnik: F&G Publishing.
Bruggen, G.H. van & Bucklin, L.P. (1995). Veranderingen in de levensmiddelenbranche: relatie producent versus retailer. Tijdschrift voor Inkoop en Logistiek, 11(7-8), 42-45.
Bruggen, G.H. van (1995). Hoe zijn belangenconflicten in distributiekanalen te managen. In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B- to B marketing in de praktijk (pp. 1-14). Utrecht: F&G Publishing.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). The Effectiveness of Marketing Decision Support Systems and the Mediating Role of Experience, Cognitive Style, and Time-pressure. (Management Report Series179 ). : .
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28(5), 66-69.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Management ReportSeries196 ). : .
Wierenga, B. & Bruggen, G.H. van (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26(5), 54-61.
Wierenga, B. & Bruggen, G.H. van (1991). Marketing, informatietechnologie en marketing management support systemen. (Management Report Series104 ). : .

Scholarly publications (47)

Althuizen, N.A.P., De Bruyn, A, Bruggen, G.H. van & Wierenga, B. (2011). The Perceived Usefulness of Marketing Management Support Systems: Closing the Reality-Perception Gap. In Looking Back, Looking Forward: Shaping the Future of Research in Marketing (pp. 32). Austin TX: American Marketing Association.
Bruggen, G.H. van, Spann, M., Lilien, G.L. & Skiera, B. (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49(4), 404-416.
Althuizen, N.A.P., Wierenga, B., Bruggen, G.H. van & De Bruyn, A (2010). Marketing Management Support Systems: When Help is Not Recognized. In S.C. Beckman, T. Ringberg & T. Ritter (Eds.), The Six Senses: The Essentials of Marketing (pp. 132). Copenhagen: Copenhagen Business School.
Bruggen, G.H. van, Antia, Kersi D., Jap, Sandy D., Reinartz, Werner J. & Pallas, Florian (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13(3), 331-340.
Lans, R.J.A. van der & Bruggen, G.H. van (2010). Viral Marketing: What is it and What are the Components of Viral Success? In S. Wuyts, M.G. Dekimpe, E. Gijsbrechts & R. Pieters (Eds.), The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 257-282). New York: Routledge Academic.
Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29(2), 348-365.
Bruggen, G.H. van & Wierenga, B. (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing, 4). Boston: Now Publishing.
Kayande, U, De Bruyn, A, Lilien, G.L., Rangaswamy, A. & Bruggen, G.H. van (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20(4), 527-546.
Valck, K. de, Bruggen, G.H. van & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.
Bruggen, G.H. van & Lans, R.J.A. van der (2009). Drivers of Viral Marketing Success. In Proceedings of 31st Annual INFORMS Marketing Science Conference (pp. 81-81). Ann Arbor, MI USA.
Wierenga, B., Bruggen, G.H. van & Althuizen, N.A.P. (2008). Advances in Marketing Management Support Systems. In B Wierenga (Ed.), Handbook of Marketing Decision Models (International Series in Operations Research and Management Science) (pp. 561-592). New York: Springer.
Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2008). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth in Viral Marketing Campaigns. In D Dahl & C Weinberg (Eds.), 30th Annual Marketing Science Conference (pp. SA01). INFORMS.
Smit, W., Bruggen, G.H. van & Wierenga, B. (2007). Het delen van informatie in distributiekanalen: een innovatief gebruik van marktgegevens. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2007, 255-273.
de Valck, K., Bruggen, G.H. van & Wierenga, B. (2006). Virtuele communities voorbij de hype: Nieuwe inzichten voor managers, marketeers en marktonderzoekers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 27-42.
Bruggen, G.H. van & Wierenga, B. (2006). Marketing management support systems and their implications for marketing research. In Rajiv Grover & Marco Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Thousand Oaks: Sage Publications.
Berens, G.A.J.M., Riel, C.B.M. van & Bruggen, G.H. van (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69(3), 35-48.
Rangaswamy, A. & Bruggen, G.H. van (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19(2), 5-11.
Bruggen, G.H. van, Kacker, M. & Nieuwlaat, C. (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22(2), 141-158.
Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Starke, K. (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15(3), 216-235.
Riel, C.B.M. van & Bruggen, G.H. van (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. The Journal of Brand Management, 11(1), 22-33.
Bruggen, G.H. van, Lilien, G.L. & Kacker, M. (2003). Wie het weet die moet dat zeggen: Het aggregeren van informantgegevens in organisationeel marktonderzoek. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2003, 75-88.
Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Wierenga, B. (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55(2), 111-121.
Bruggen, G.H. van, Lilien, G.L. & Kacker, M. (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses. Journal of Marketing Research, 39(4), 469-478.
Riel, C.B.M. van & Bruggen, G.H. van (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5(2-3), 241-251.
Bruggen, G.H. van (2002). Informatie technologie in marketing: een inter-organisationeel perspectief. Tijdschrift voor Economie en Management, XLVII(June), 131-166.
Bruggen, G.H. van (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
Wierenga, B. & Bruggen, G.H. van (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31(3), S128-S145.
Bruggen, G.H. van & Wierenga, B. (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19(3), 228-238.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35(7/8), 796-814.
Wierenga, B. & Bruggen, G.H. van (Eds.). (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers.
Chen, Z., Bruggen, G.H. van & Wierenga, B. (2000). Antecedents and dynamics of preceived usefulness of marketing decision support systems. In B Wierenga, A Smidts & G Antonides (Eds.), Marketing in the new millenium, proceedings of the 29th EMAC conference, Rotterdam, 23-26 May (pp. ---). -: -.
Wierenga, B. & Bruggen, G.H. van (2000). Marketing management support systemen: lessen uit de afgelopen vijfentwintig jaar. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2000, 193-215.
Bruggen, G.H. van & Wierenga, B. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17(2-3), 159-168.
Wierenga, B., Bruggen, G.H. van & Staelin, R. (1999). The success of marketing management support systems. Marketing Science, 18(3), 196-207.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). The powerstul triangle of marketing data, managerial cognition and marketing management support systems. In T. Lant & Z. Shapira (Eds.), Managerial and Organizational Cognition (pp. 16-16). New York: Stern School of Business.
Wierenga, B., Bruggen, G.H. van, Matthyssens, P.M.H.M. & Wulf, Kristof de (1998). Decision support systems and decision-making in marketing management. In R. de Bondt & R. Veugelers (Eds.), Informatie en Kennis in de Economie (pp. 529-547). Leuven: Universitaire Pers.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645-658.
Wierenga, B. & Bruggen, G.H. van (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22(1), 81-88.
Wierenga, B., Bruggen, G.H. van, Matthyssens, P.M.H.M. & Wulf, Kristof de (1998). Beslissingsondersteunende systemen en besluitvorming in marketingmanagement. In R. de Bondt & R. Vleugelers (Eds.), Informatie en kennis in de economie (pp. 529-547). Leuven: Universitaire Pers leuven.
Wierenga, B. & Bruggen, G.H. van (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61(July), 21-37.
Volberda, H.W. & Bruggen, G.H. van (1997). Environmental turbulence: a look into its dimensionality. In M.T.A. Bemelmans (Ed.), Dynamiek in organisatie en bedrijfsvoering (pp. 137-146). Enschede: NOBO.
Bruggen, G.H. van & Bucklin, L.P. (1997). The impact of changes in power and information balance upon the quality of supplier-reseller relationships in food marketing channels. In B. Wierenga, A. van Tilburg, K. Grunert, J.B. Steenkamp & M. Wedel (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World (pp. 109-124). Dordrecht: Kluwer Academic Publishers.
Bruggen, G.H. van & Wierenga, B. (1996). Computer Aided Marketing Decisions, What are Marketing Management Support Systems en what Role can they play? CustomerBase, 20-23.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13(4), 331-344.
Bruggen, G.H. van (1993). De effectiviteit van marketing decision support systemen. In A.E. Bronner & @ et al (Eds.), Recente Ontwikkelingen in het Marktonderzoek: Jaarboek van de Nederlandse Vereniging van Marktonderzoekers 1993-'94 (pp. 283-299). Haarlem: Uitgeverij de Vrieseborch.
Wierenga, B. & Bruggen, G.H. van (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26(4), 32-38.
Bruggen, G.H. van (1991). The effectiveness of marketing decision support systems. In A. van Harten & B.G.F. Pol (Eds.), Bedrijfskundigen informeren bedrijfskundigen: vijfde NOBO onderzoekdag 1991 (pp. 39-45). Enschede: Universiteit Twente, NOBO.

Semi scientific publications

Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). Viral Marketing Can Be a Safe Bet. RSM Newsletter, 3(2), 12-14.

Other output (26)

Bruggen, G.H. van (2001). Marketing, Informatie en Belsuitvorming: een inter-organisationeel persfectief. (EIA-2001-06-MKT). Rotterdam: ERIM.
Smit, W., Bruggen, G.H. van & Wierenga, B. (2001). Building stronger supplier relationships through information sharing. In A laboratory study conference papers of the ERIM Academy conference, New organizational forms, November 16-17th, 2001. ERIM.
Bruggen, G.H. van, Kacker, M., Smidts, A., Waarts, E. & Wierenga, B. (1999). The impact of internet on marketing distribution systems. In - - (Ed.), Paper presented at: 4th CEMS Academic Conference, Barcelona, Management in the Economic and Monetary Union (EMU) (pp. 84-93). Barcelona: ESADE - Escuela Superior de Administración de Empresas.
Rangaswamy, A., Lilien, G.L., Bruggen, G.H. van & Wierenga, B. (1999). Bridging the Marketing Theory-Practice Gap with Marketing Engineering. (19-1999). The Pennsylvania State University, University Park: Report Institute for the Study of Business Marketing (ISBM).
Bruggen, G.H. van, Lilien, G.L. & Kacker, M. (1999). Informants in organizational marketing research: how many, who, and how to aggregate opinions? (25-1999). The Pennsylvania STate University, University Park: Report Institute for the Study of Business Marketing (ISBM).
Wierenga, B. & Bruggen, G.H. van (1999). Marketing management support systems as strategic weapons in competition. In C. van Tilborgh & R. Duyck (Eds.), Management Jaarboek 1999 (pp. 87-96). Antwerpen, Belgium: Vlaamse Management Associatie.
Bruggen, G.H. van, Kacker, M. & Lilien, G.L. (1999). Optimal organizational estimation: how many informants & how best to combine them. In - - - (Ed.), Papers presented at: INFORMS, Fall 1999 Meeting, Philadelphia (pp. 13-18). Atlanta, USA: GA - Institute.
Bruggen, G.H. van, Kacker, M., Smidts, A., Waarts, E. & Wierenga, B. (1998). The impact of electronic commerce on marketing channels. In J.C. Hoekstra, K.R.E. Eelko & al et (Eds.), Proceeding of: Exploring the Interfaces of Marketing Management - Consumer Behavior, Management Sciences, and Information Technology (pp. 112-131). Groningen: Universiteit van Groningen.
Maathuis, O.J.M., Riel, C.B.M. van & Bruggen, G.H. van (1998). Using the corporate brand to communicate identity: the value of corporate associations to customers. In - - (Ed.), Corporate Reputation, Identity and Competitiveness, Amsterdam (pp. 27-31). Amsterdam: -.
Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). Marketing data, marketing cognition, and marketing management support systems. In - - - (Ed.), Managerial and Organizational Cognition (pp. ---). New York: JDM Society Stern School of Business.
Bruggen, G.H. van & Leenders, M.A.A.M. (12-11-1997). Move can harm Philips. Volkskrant, pp. ---.
Maathuis, O.J.M., Riel, C.B.M. van & Bruggen, G.H. van (1997). Contents of corporate and product brands, in the perspective of value transfer. In - - (Ed.), Paper presented at the conference on Corporate Reputation, Image and Competitiveness (pp. ---). New York: Stern School of Business, New York University.
Bruggen, G.H. van (1996, november 07). Heuristics and Decision Biases, the Compensating Role of an MDSS. onbekend, Rotterdam/Leuven Seminar.
Bruggen, G.H. van (1996, oktober 17). The Impact of Internet on Marketing Channels. Vught, Malmberg Publishing Company.
Bruggen, G.H. van (1996, oktober 06). Databases and B-to-B Relationships. Maastricht, DMSA Direct Marketing Conference 1996.
Bruggen, G.H. van (1996, maart 28). Perspectives on Relationship Management Systems. Gent, Belgium, Connections 1996.
Bruggen, G.H. van (1996, februari 28). Marketing Management Support Systems. Maastricht, University Limburg.
Bruggen, G.H. van (1996, februari 18). Power and information in marketing channels. Wageningen Agricultural University, PhD course on Product and Distribution decisions.
Bruggen, G.H. van & Bucklin, L.P. (). Power and Information in Food Marketing Channels. CEMS academic conference: Milan, Italy (1996, september 12).
Bucklin, L.P. & Bruggen, G.H. van (). Retail Power and Performance in Food Distribution Channels. 3rd International Conference on Recent Advances in Retailing and Service Science: Buchen/Telfsen, Austria (1996, juni 22).
Bruggen, G.H. van (1996). Hoe verlopen informatie en communicatiestromen in distributiekanalen? In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk (pp. 1-12). Utrecht: F&G Publishing.
Bruggen, G.H. van (1996). Distributiekanalen: het hoe, wat en waarom? In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk (pp. 1-12). Utrecht: F&G Publishing.
Bruggen, G.H. van (1996). Hoe kies je verantwoorde distributiestrategieën? In J.J.W. ten Bosch, R.J. de Groot & C.A.H.H. de Ridder (Eds.), B-to-B Marketing in de Praktijk (pp. 1-16). Utrecht: F&G Publishing.
Bruggen, G.H. van & Waarts, E. (19-08-1996). CD-branche moet Internet gebruiken. NRC-Handelsblad, pp. 1-1.
Bucklin, L.P. & Bruggen, G.H. van (1996). Changes in the power and information and dyadic relationships in food marketing channels. In A. Parvatiyar & J.N. Sheth (Eds.), Contemporary Knowledge of Relationship Marketing. Proceedings of the Third Research Conference on Relationship Marketing (pp. 75-79). Atlanta: Center for Relationship Marketing, Emory University.
Bruggen, G.H. van & Bucklin, L.P. (1996). The impact of changes in the power and information balance upon the quality of supplier-reseller relationships in food marketing channels. In B. Wierenga, K. Grunert, J.B.E.M. Steenkamp, M. Wedel & A. van Tilburg (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World. Proceedings of the 47th Seminar of the European Association of Agricultural Economists (EAAE) Wageningen, the Netherlands (pp. 269-276). Wageningen: Wageningen, Agricultural University.

Doctoral thesis

Bruggen, G.H. van (1993, december 16). The Effectiveness of Marketing Management Support Systems: An Experimental Study. Erasmus Universiteit Rotterdam (201 pag.). Prom./coprom.: Prof.Dr.Ir. B. Wierenga & Prof.Dr.Ir A. Smidts.