Prof. dr. Gerrit van Bruggen

Gerrit van Bruggen

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

Profile

Gerrit van Bruggen is a professor of marketing at Rotterdam School of Management, Erasmus University (RSM).

Professor van Bruggen's primary research interest lies in strategic marketing issues and the impact of information technology and information systems on marketing strategy and decision making.

His research has been published in the field’s leading scientific journals including Marketing Science, the Journal of Marketing, the Journal of Marketing Research, Management Science, MIS Quarterly, Information Systems Research and Interfaces.

He is a regular speaker at international management conferences and an experienced teacher at the executive level.

He is a former visiting scholar at the Smeal College of Business Administration at Pennsylvania State University in the US.
Professor van Bruggen has a PhD in marketing from Erasmus University Rotterdam and an MSc in agricultural economics specialising in marketing and operations research from Wageningen University.

Professional experience

Full Professor

Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management

Full Professor

Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management

Publications

Key Publications (34)

Professional Publications (20)

  • G.H. van Bruggen & R.J.A. van der Lans (2014). Wetenschapsprijs van het Jaar 2014.
  • R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (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. doi: 10.2478/gfkmir-2014-0039
  • R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
  • R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3 (2), 12-14.
  • W. Smit, G.H. van Bruggen & B. Wierenga (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers.
  • G.H. van Bruggen (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
  • A.J. Schuurmans, E. Peelen & G.H. van Bruggen (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
  • M.A.A.M. Leenders & G.H. van Bruggen (1998). Cash cows die younger: strategies for new products must focus on customer. Young Interactive Philips Professionals News, 2 (1), 3-3.
  • G.H. van Bruggen (1998). Internet should not prescribe distribution structure. Computable, 57-57.
  • G.H. van Bruggen (1998). Do new media constrain or increase independence? K en T, 4-6.
  • G.H. van Bruggen (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
  • G.H. van Bruggen (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
  • G.H. van Bruggen & L.P. Bucklin (1995). Veranderingen in de levensmiddelenbranche: relatie producent versus retailer. Tijdschrift voor Inkoop en Logistiek, 11 (7-8), 42-45.
  • G.H. van Bruggen (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
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1994). The Effectiveness of Marketing Decision Support Systems and the Mediating Role of Experience, Cognitive Style, and Time-pressure. (Intern rapport, Management Report Series, no 179). :
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Intern rapport, Management ReportSeries, no 196). :
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28 (5), 66-69.
  • B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26 (4), 32-38.
  • B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26 (5), 54-61.
  • B. Wierenga & G.H. van Bruggen (1991). Marketing, informatietechnologie en marketing management support systemen. (Intern rapport, Management Report Series, no 104). :

Scholarly Publications (76)

Semi Scientific Publications (3)

  • G.H. van Bruggen (2014, januari 14). Bedrijven onderschatten rol sociale media. Het Financieele Dagblad, pp. 10-10.
  • G.H. van Bruggen & M.A.A.M. Leenders (1997, november 12). Move can harm Philips. Volkskrant, pp. ---.
  • G.H. van Bruggen & E. Waarts (1996, augustus 19). CD-branche moet Internet gebruiken. NRC-Handelsblad, pp. 1-1.

Doctoral Thesis

Recognitions

Editorial positions (2)

  • Decision Sciences

    Member Editorial Review Board

  • International Journal of Research in Marketing

    Member Editorial Review Board

Side positions

  • EMAC

    Treasurer

Media

Media items

Discovery items

Slimming brand portfolio likely to starve your company

The world’s largest consumer products companies recently announced shedding up to hundreds of brands. But when it comes to brand portfolio, is less really more?

Viral marketing can be a safe bet

Courses

Marketing Management

  • Study year: 2020/2021, 2019/2020
  • Code: BM23MIM
  • ECTS: 4 Level: Master

Advances in Marketing Strategy

  • Study year: 2020/2021, 2019/2020, 2018/2019, 2017/2018
  • Code: BMA2105
  • ECTS: 5

Marketing

  • Study year: 2020/2021
  • Code: EUC-ECB205
  • ECTS: 5 Level: Level 200

Past courses

Current Topics in Marketing Research

  • Study year: 2018/2019, 2016/2017, 2015/2016
  • Code: BERMASC040
  • ECTS: 5 Level: Master

Marketing

  • Study year: 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BM04MIM
  • ECTS: 2 Level: Master

Current Topics in Marketing Research

  • Study year: 2014/2015
  • Code: BERMASC037
  • ECTS: 3 Level: Master

Marketing strategy

  • Study year: 2013/2014, 2012/2013, 2011/2012
  • Code: BKM08MM
  • ECTS: 6

Marketing strategy

  • Study year: 2013/2014
  • Code: RSM04-MM
  • ECTS: 6

Marketing strategy

  • Study year: 2013/2014
  • Code: RSM04MM
  • ECTS: 6 Level: Master

Marketing management honours class

  • Study year: 2011/2012
  • Code: BKMME171
  • ECTS: 10 Level: Master

Marketing strategy

  • Study year: 2011/2012
  • Code: BKM04MM
  • ECTS: 5

Award