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.

Publications

  • Academic (34)
    • Gelper, S., van der Lans, RJA., & Bruggen, G. (2021). Competition for Attention in Online Social Networks: Implications for Seeding Strategies. Management Science, 67(2), 1026-1047. https://doi.org/10.1287/mnsc.2019.3564

    • Aydin, Z., Ataman, MB., & Bruggen, G. (2021). There’s an app for that! understanding the drivers of mobile application downloads. Journal of Business Research, 123(February), 423-437. https://doi.org/10.1016/j.jbusres.2020.10.006

    • Rangaswamy, A., Moch, N., Felten, C., Bruggen, G., Wieringa, JE., & Wirtz, J. (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing, 51(August), 72-90. https://doi.org/10.1016/j.intmar.2020.04.006

    • Everdingen, Y., Depecik, BE., & Bruggen, G. (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.

    • Depecik, BE., Everdingen, Y., & Bruggen, G. (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4(2), 143-160. https://doi.org/10.1111/j.2042-5805.2014.1074.x

    • Bruggen, G., & van der Lans, RJA. (2014). Virale marketing: Hoe campagnes zich online verspreiden. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 39, 9-24.

    • Bruggen, G., Antia, K. D., Jap, S. D., Reinartz, W. J., & Pallas, F. (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13(3), 331-340. https://doi.org/10.1177/1094670510375601

    • Bruggen, G., Spann, M., Lilien, GL., & Skiera, B. (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49(4), 404-416. https://doi.org/10.1016/j.dss.2010.05.002

    • van der Lans, RJA., Bruggen, G., Eliashberg, J., & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29(2), 348-365. https://doi.org/10.1287/mksc.1090.0520

    • de Valck, K., Bruggen, G., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203. https://doi.org/10.1016/j.dss.2009.02.008

    • Kayande, U., De Bruyn, A., Lilien, GL., Rangaswamy, A., & Bruggen, G. (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20(4), 527-546. https://doi.org/10.1287/isre.1080.0198

    • Smit, W., Bruggen, G., & Wierenga, B. (2007). Het delen van informatie in distributiekanalen: een innovatief gebruik van marktgegevens. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2007, 255-273. http://hdl.handle.net/1765/12486

    • de Valck, K., Bruggen, G., & Wierenga, B. (2006). Virtuele communities voorbij de hype: Nieuwe inzichten voor managers, marketeers en marktonderzoekers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 27-42. http://hdl.handle.net/1765/12489

    • Berens, G., Riel, C., & Bruggen, G. (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69(3), 35-48. https://doi.org/10.1509/jmkg.69.3.35.66357

    • Bruggen, G., Kacker, M., & Nieuwlaat, C. 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. https://doi.org/10.1016/j.ijresmar.2004.06.004

    • Rangaswamy, A., & Bruggen, G. (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19(2), 5-11. https://doi.org/10.1002/dir.20037

    • Lilien, GL., Rangaswamy, A., Bruggen, G., & Starke, K. (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15(3), 216-235. https://doi.org/10.1287/isre.1040.0026

    • Riel, C., & Bruggen, G. (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. Journal of Brand Management, 11(1), 22-33. https://doi.org/10.1057/palgrave.bm.2540145

    • Bruggen, G., Lilien, GL., & 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, GL., Rangaswamy, A., Bruggen, G., & Wierenga, B. (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55(2), 111-121. https://doi.org/10.1016/S0148-2963(00)00146-6

    • Riel, C., & Bruggen, G. (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5(2-3), 241-251. http://hdl.handle.net/1765/15133

    • Bruggen, G., Lilien, GL., & 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. https://doi.org/10.1509/jmkr.39.4.469.19117

    • Bruggen, G. (2002). Informatie technologie in marketing: een inter-organisationeel perspectief. Tijdschrift voor Economie en Management, XLVII(June), 131-166.

    • Bruggen, G., & 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. http://hdl.handle.net/1765/2672

    • Wierenga, B., & Bruggen, G. (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31(3), S128-S145. https://doi.org/10.1287/inte.31.3s.128.9678

    • Bruggen, G., 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. https://doi.org/10.1108/EUM0000000005726

    • Bruggen, G., & Wierenga, B. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17(2-3), 159-168. https://doi.org/10.1016/S0167-8116(00)00017-3

    • Wierenga, B., & Bruggen, G. (2000). Marketing management support systemen: lessen uit de afgelopen vijfentwintig jaar. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2000, 193-215. http://hdl.handle.net/1765/15165

    • Wierenga, B., Bruggen, G., & Staelin, R. (1999). The success of marketing management support systems. Marketing Science, 18(3), 196-207. http://hdl.handle.net/1765/2675

    • Bruggen, G., Smidts, A., & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645-658. http://hdl.handle.net/1765/2676

    • Wierenga, B., & Bruggen, G. (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22(1), 81-88. http://hdl.handle.net/1765/2677

    • Wierenga, B., & Bruggen, G. (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61(July), 21-37. http://hdl.handle.net/1765/2663

    • Bruggen, G., 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. https://doi.org/10.1016/S0167-8116(96)00017-1

    • Bruggen, G., & Wierenga, B. (1996). Computer Aided Marketing Decisions, What are Marketing Management Support Systems en what Role can they play? CustomerBase, (May), 20-23.

  • Popular (3)
    • Bruggen, G. (2014). Bedrijven onderschatten rol sociale media. Het Financieele Dagblad, 10-10.

    • Bruggen, G., & Leenders, MAAM. (1997). Move can harm Philips. De Volkskrant, ---.

    • Bruggen, G., & Waarts, E. (1996). CD-branche moet Internet gebruiken. NRC-Handelsblad, 1-1.

  • Professional (10)
    • van der Lans, RJA., Bruggen, G., 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. https://doi.org/10.2478/gfkmir-2014-0039

    • van der Lans, RJA., Bruggen, G., Eliashberg, J., & Wierenga, B. (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3(2), 12-14. http://hdl.handle.net/1765/40034

    • Bruggen, G. (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, (mei), 57-59.

    • Bruggen, G. (1998). Do new media constrain or increase independence? K en T, (3), 4-6.

    • Bruggen, G. (1998). Internet should not prescribe distribution structure. Computable, (March 20), 57-57. http://hdl.handle.net/1765/15170

    • Leenders, MAAM., & Bruggen, G. (1998). Cash cows die younger: strategies for new products must focus on customer. Young Interactive Philips Professionals News, 2(1), 3-3.

    • Bruggen, G., & Bucklin, LP. (1995). Veranderingen in de levensmiddelenbranche: relatie producent versus retailer. Tijdschrift voor Inkoop en Logistiek, 11(7-8), 42-45.

    • Bruggen, G., Smidts, A., & Wierenga, B. (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28(5), 66-69. http://hdl.handle.net/1765/12520

    • Wierenga, B., & Bruggen, G. (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26(5), 54-61. http://hdl.handle.net/1765/12523

    • Wierenga, B., & Bruggen, G. (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26(4), 32-38. http://hdl.handle.net/1765/12522

  • Academic (2)
    • Bruggen, G., & Wierenga, B. (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing 4 ed.) Now Publishing. Foundations and Trends in Marketing Vol. 4 https://doi.org/10.1561/1700000022

    • Wierenga, B., & Bruggen, G. (2000). Marketing management support systems: principles, tools and implementation. Kluwer Academic Publishers. http://hdl.handle.net/1765/2674

  • Academic (51)
    • van der Lans, RJA., & Bruggen, G. (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). Routledge Academic.

    • Wierenga, B., Bruggen, G., & Althuizen, NAP. (2008). Advances in Marketing Management Support Systems. In B. Wierenga (Ed.), Handbook of Marketing Decision Models (pp. 561-592). Springer. International Series in Operations Research and Management Science http://hdl.handle.net/1765/15129

    • Bruggen, G., & Wierenga, B. (2006). Marketing management support systems and their implications for marketing research. In R. Grover, & M. Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Sage Publications. http://hdl.handle.net/1765/12584

    • de Valck, K., Bruggen, G., & Wierenga, B. (2002). The Role of Virtual Communities in the Consumer Decision Process. In M. Farhangmehr (Ed.), Marketing in a Changing World University of Minoo, School of Economics and Management.

    • Chen, Z., Bruggen, G., & Wierenga, B. (2002). The impact of system-strategy fit on the success of CRM systems. In T. E. A. Finn P.L Popkowski Leszcyc, & P., Messinger (Eds.), Marketing Science Conference 2002 INFORMS.

    • Smit, W., Bruggen, G., & 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.

    • Smit, W., Bruggen, G., & Wierenga, B. (2001). Will information sharing lead to better marketing channel relationships: findings from a laboratory experiment. In E. Breivik, A. W. Falkenberg, & K. Gronhaug (Eds.), Rethinking European Marketing, proceedings from the 30th EMAC Conference, Bergen, Norway, Abstract on p78, Paper on CD -Rom. EMAC.

    • Nieuwlaat, C. C., Bruggen, G., & Kacker, M. (2001). The impact of marketing function performance on the relationship between and industrial distributor and its organizational customers. In O. Heil (Ed.), Marketing Science: A two-way street linking theory and practice, abstracts of the INFORMS Marketing Science Conference, Wiesbaden, Germany

    • Smit, W., Bruggen, G., & Wierenga, B. (2000). Will information sharing lead to better channel relationships? An experimental study. In R. Bucklin, & D. Morrison (Eds.), Marketing for the New Millennium, Abstracts of the INFORMS Marketing Science Conference (pp. ---). INFORMS.

    • Wierenga, B., & Bruggen, G. (2000). Marketing management support sytems: lessons from the past 25 years and perspectives for the new millennium. In A. E. Bronner, P. Dekker, A. J. Olivier, W. F. van Raay, M. Wedel, & B. Wierenga (Eds.), Jaarboek 2000 van de Nederlandse Vereniging voor Marktonderzoek en Informatiemanagement (pp. 193-215). Uitgeverij de Vrieseborch.

    • Chen, Z., Bruggen, G., & Wierenga, B. (2000). The antecedents and dynamics of the perceived usefulness of marketing decision support systems. In R. Bucklin, & D. Morrison (Eds.), Marketing of the New Millennium, Abstracts of the INFORMS Marketing Science Conference (pp. ---). INFORMS.

    • Smit, W., Bruggen, G., & Wierenga, B. (2000). Will Information Sharing lead to better Marketing Channel Relationships? An experimental study. In Randy Bucklin, & Don Morrison (Eds.), Marketing Science Conference "Marketing for the New Millennium" INFORMS.

    • Chen, Z., Bruggen, G., & Wierenga, B. (2000). The antecedents and dynamics of the preceived usefulness of marketing decision support systems. In R. Bucklin, & D. Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, Book of abstracts (pp. 259-259).

    • Smit, W., Bruggen, G., & Wierenga, B. (2000). Will information sharing lead to better marketing channel relationships? An experimental study. In R. Bucklin, & D. Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, book of abstracts (pp. 57-57).

    • Chen, Z., Bruggen, G., & 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. ---)

    • Bruggen, G., Kacker, M., & Lilien, GL. (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). GA - Institute.

    • Bruggen, G., & Kacker, M. (1999). Information sharing in marketing channels, In A. Basu, T. Mazumdar, & S. P. Raj (Eds.), Reflection and Renewal, abstracts of 1999 INFORMS Marketing Science Conference (pp. ---). INFORMS Marketing Science Conference.

    • Wierenga, B., & Bruggen, G. (1999). Marketing management support systems as strategic weapons in competition. In C. van Tilborgh, & R. Duyck (Eds.), Management Jaarboek 1999 (pp. 87-96). Vlaamse Management Associatie. http://hdl.handle.net/1765/12590

    • Wierenga, B., & Bruggen, G. (1999). Marketing Decision, Making in the Electronic Era: The State-of-the Art of marketing distribution systems. In E. O. Martimez, L. G. Ruin, & E. P. del Campo (Eds.), Paper presented at: 2nd FORUM of the Internationale Unversidad, Track: Las Ciencias, las Technicas y el Arte Aplicadas al Marketing (pp. 99-109). Unversidad Complutense. http://hdl.handle.net/1765/12589

    • Bruggen, G., 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). ESADE - Escuela Superior de Administración de Empresas.

    • Bruggen, G., & Kacker, M. (1998). Sharing information in marketing channels. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization. Proceedings (Track 3) (pp. 505-520). Stockholm School of Economics.

    • Kacker, M., Bruggen, G., & Coughlan, AT. (1998). A transaction cost economics framework for strategy and structure decisions in franchising. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization, Proceedings of the 27th EMAC Conference (pp. 385-394). Stockholm School of Economics.

    • Maathuis, OJM., Riel, C., & Bruggen, G. (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).

    • Bruggen, G., 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). Stern School of Business.

    • Starke, K., Lilien, GL., Rangaswamy, A., & Bruggen, G. (1998). An experimental study of the effects of decision models on marketing resource allocation decisions. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 216-216). INSEAD.

    • Wierenga, B., Dalebout, AC., & Bruggen, G. (1998). The state of knowledge-driven marketing management support systems. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 111-111). INSEAD.

    • Lilien, GL., Rangaswamy, A., Starke, K., & Bruggen, G. (1998). The effects of decision models for the support of marketing resource allocation decisions. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization (pp. 175-182). Stockholm School of Economics.

    • Wierenga, B., Bruggen, G., Matthyssens, PMHM. P., & de Wulf, K. (1998). Beslissingsondersteunende systemen en besluitvorming in marketingmanagement. In R. de Bondt, & R. Vleugelers (Eds.), Informatie en kennis in de economie (pp. 529-547). Universitaire Pers Leuven. http://hdl.handle.net/1765/12601

    • Bruggen, G., 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, & A. et (Eds.), Proceeding of: Exploring the Interfaces of Marketing Management - Consumer Behavior, Management Sciences, and Information Technology (pp. 112-131). Universiteit van Groningen.

    • Bruggen, G., & Kacker, M. (1998). Aggregating multiple-informant data. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 133-133). INSEAD.

    • Bruggen, G., Smidts, A., & Wierenga, B. (1998). Marketing data, marketing cognition, and marketing management support systems. In . - - (Ed.), Managerial and Organizational Cognition (pp. ---). JDM Society Stern School of Business.

    • Wierenga, B., Bruggen, G., Matthyssens, PMHM. P., & de Wulf, K. (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). Universitaire Pers.

    • Kacker, M., & Bruggen, G. (1998). A theoretical model of information sharing in marketing channels. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 150-150). INSEAD.

    • Maathuis, OJM., Riel, C., & Bruggen, G. (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. ---). Stern School of Business, New York University.

    • Bruggen, G., & Wierenga, B. (1997). The impact of Marketing Management Support Systems. In T. Erdem, & E. al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 59-59). University of California.

    • Bruggen, G., & Bucklin, LP. (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). Kluwer Academic Publishers. http://hdl.handle.net/1765/2662

    • Volberda, H., & Bruggen, G. (1997). Environmental turbulence: a look into its dimensionality. In M. T. A. Bemelmans (Ed.), Dynamiek in organisatie en bedrijfsvoering (pp. 137-146). NOBO.

    • Bruggen, G. (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). F&G Publishing.

    • Bucklin, LP., & Bruggen, G. (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). Center for Relationship Marketing, Emory University.

    • Bruggen, G., & Bucklin, LP. (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 Agricultural University.

    • Bruggen, G. (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). F&G Publishing.

    • Bruggen, G. (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). F&G Publishing.

    • Bruggen, G., & Smidts, A. (1995). The assessment of market oriëntation: evaluating the measurement instrument as a tool for management. In M. Bergadáa (Ed.), Marketing Today and for the 21st Century: Proceedings of the 24th Annual EMAC Conference, ESSEC, France, May 16-19, 1995 (pp. 2037-2043). ESSEC.

    • Bruggen, G., & Smidts, A. (1995). The measurement of market oriëntation: a promising tool for management for management. In M. Bergadáa (Ed.), Proceedings of the CEMS academic Conference "Recent Developments in economics and business Administration", April 20-22, Wirtschaftuniversität, Vienna, Austria (pp. 1-18). Wirtschaftuniversität.

    • Bucklin, LP., & Bruggen, G. (1995). The effect of power imbalance upon performance in food distribution channels: research questions and some preliminary findings. In M. Bergadáa (Ed.), Marketing Today and for the 21st Century: Proceedings of the 24th Annual EMAC Conference, Paris (pp. 1485-1490). ESSEC.

    • Wierenga, B., & Bruggen, G. (1993). Marketing Management Support Systems: Evolution, Adoption and Effectiveness. In J. F. Boss, & . et al (Eds.), ESOMAR/EMAC/AFM Symposium on 'Information Based Decision Making in Marketing: Reconciling the Needs and Interests of Decision Makers, Data Collectors and Data Providers', Paris, 17-19 November, 1993 (pp. 1-20). ESOMAR. http://hdl.handle.net/1765/18109

    • Bruggen, G. (1993). Effects of the quality of marketing. Decision support systems: an experimental study. In J. Chías, & J. Sureda (Eds.), Marketing for the New Europe: Dealing with Complexity. Proceedings of the 22nd Annual Conference of the European marketing Academy (pp. 69-90). ESADE.

    • Bruggen, G. (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). Uitgeverij de Vrieseborch.

    • Bruggen, G. (1992). Performance Effects of a Marketing Decision Support: a Laboratory Experiment. In K. G. Grunert, & D. Fuglede (Eds.), Marketing for Europe - Marketing for the Future: Proceedings of the 21st Annual Conference of the European Marketing Academy, May 26-29, Aarhus, Denmark (pp. 1159-1178). Aarhus School of Business.

    • Bruggen, G. (1992). The Effectiveness of Marketing Management Support Systems. In M. D. Uncles, & G. Goodhart (Eds.), Marketing Science Conference, London 12-15 July 1992: abstracts of presentations (pp. GT 1.1). TIMS.

    • Bruggen, G. (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). Universiteit Twente, NOBO.

  • Professional (4)
    • Schuurmans, AJ., Peelen, E., & Bruggen, G. (1999). Distribution management. In E. Waarts, N. Lamperjee, E. Peelen, & J. M. D. Koster (Eds.), NIMA Marketing Lexicon, Begrippen en Omschrijvingen (pp. 269-302). Wolters-Noordhoff.

    • Bruggen, G. (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. (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). F&G Publishing.

    • Bruggen, G. (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). F&G Publishing.

  • Academic (8)
    • de Valck, K., Bruggen, G., & Wierenga, B. (2005). Patterns of Participation in Virtual Communities of Consumption: A Member Typology.

    • Wierenga, B., & Bruggen, G. (2005). Impact of CRM Systems: The Persepctive of the User and the Organization.

    • de Valck, K., Bruggen, G., & Wierenga, B. (2005). Patterns of Participation in Virtual Communities of Consumption: A Member Typology.

    • Bruggen, G., Lilien, GL., Skiera, B., & Spann, M. (2005). The Relative Accuracy of Managerial Forecasting Aggregation Approaches.

    • Smit, W., Bruggen, G., & Wierenga, B. (2004). Antecedents and Consequences of Retailer-Supplier Market Information Sharing.

    • van Ketel, E., Smidts, A., & Bruggen, G. (2004). How Assortment Variety Affects its Attractiveness: The Role of Time Pressure and Product Complexity.

    • de Valck, K., Wierenga, B., & Bruggen, G. (2003). Using Virtual Communities as Reference Groups: Antecedents and Consequences in the Context of Consumer Decision Making. EMAC conference, Glasgow, UK.

    • van Ketel, E., Bruggen, G., & Smidts, A. (2003). How Assortment Variety Affects Assortment Attractiveness.

  • Professional (1)
    • Smit, W., Bruggen, G., & Wierenga, B. (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers.

  • Academic (6)
    • Althuizen, NAP., De Bruyn, A., Bruggen, G., & 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). American Marketing Association.

    • Althuizen, NAP., Wierenga, B., Bruggen, G., & 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 Business School.

    • Bruggen, G., & van der Lans, RJA. (2009). Drivers of Viral Marketing Success. In Proceedings of 31st Annual INFORMS Marketing Science Conference (pp. 81-81).

    • van der Lans, RJA., Bruggen, G., 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.

    • van der Lans, RJA., Bruggen, G., Eliashberg, J., & Wierenga, B. (2007). Forecasting in Viral Marketing Campaigns. In Marketing Dynamics Conference

    • Kayande, U., De Bruyn, A., Lilien, GL., Rangaswamy, A., & Bruggen, G. (2006). The effect of feedback and learning on DSS evaluations. In Abstracts of the 28th INFORMS Marketing Science Conference

  • Internal (1)
    • Bruggen, G. (1993). The Effectiveness of Marketing Management Support Systems: An Experimental Study. Erasmus Universiteit Rotterdam (EUR). http://hdl.handle.net/1765/14376

  • Popular (1)
    • Bruggen, G. (2001). Marketing, Informatie en Belsuitvorming: een inter-organisationeel persfectief. Erasmus Research Institute of Management (ERIM). http://hdl.handle.net/1765/341

  • Academic (2)
    • Bruggen, G., & Bucklin, LP. (1996). Power and Information in Food Marketing Channels. Paper presented at CEMS academic conference, Milan, Italy.

    • Bucklin, LP., & Bruggen, G. (1996). Retail Power and Performance in Food Distribution Channels. Paper presented at 3rd International Conference on Recent Advances in Retailing and Service Science, Buchen/Telfsen, Austria.

  • Professional (1)
    • van der Lans, RJA., Bruggen, G., Eliashberg, J., & Wierenga, B. (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.

  • Academic (13)
    • Bruggen, G., & Wierenga, B. (2005). When are CRM Systems Successful? The Perspective of the User and of the Organization. ERS-2005-048-MKT

    • Smit, W., Bruggen, G., & Wierenga, B. (2002). Building Stronger Relationships Through Information Sharing, An Experimental Study. (ERIM Report Series ERS-2002-8 ed.) Erasmus University Rotterdam. ERIM Report Series Vol. ERS-2002-8

    • Lilien, GL., Rangaswamy, A., Starke, K., & Bruggen, G. (2001). How and Why Decision Models Influence Marketing Resource Allocations. Erasmus Research Institute of Management (ERIM). ERIM Report Series Research in Management (issn 1566-5283)

    • Bruggen, G., Kacker, M., & Nieuwlaat, C. C. (2001). The Impact of Channel Function Performance on Buyer-Seller Relationships in Marketing Channels. Erasmus Research Institute of Management (ERIM). ERIM Report Series Research in Management (issn 1566-5283)

    • Bruggen, G., Smidts, A., & Wierenga, B. (2000). The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems. (ERIM Report Series Research in Management (issn 1566-5283) 33 ed.) ERIM. ERIM Report Series Research in Management (issn 1566-5283) Vol. 33

    • Bruggen, G., Lillien, GL., & Kacker, M. (2000). Informants in Organizational Marketing Research: How Many, Who, and How to Aggregate Response? (ERIM Report Series Research in Management (issn 1566-5283) 32 ed.) ERIM. ERIM Report Series Research in Management (issn 1566-5283) Vol. 32

    • Bruggen, G., Lilien, GL., & Kacker, M. (1999). Informants in organizational marketing research: how many, who, and how to aggregate opinions? Report Institute for the Study of Business Marketing (ISBM). 25-1999

    • Rangaswamy, A., Lilien, GL., Bruggen, G., & Wierenga, B. (1999). Bridging the Marketing Theory-Practice Gap with Marketing Engineering. Report Institute for the Study of Business Marketing (ISBM). 19-1999

    • Wierenga, B., & Bruggen, G. (1998). Drivers of success for marketing management support systems: towards a theory of marketing decision support. (Management Report Series 8-1998 ed.) ERIM. Management Report Series Vol. 8-1998

    • Wierenga, B., & Bruggen, G. (1997). Matching marketing management support systems and marketing problem-solving modes as the key to effective decision support. (Management Report Series 37(13) ed.) ERIM. Management Report Series Vol. 37(13)

    • Bruggen, G., Smidts, A., & Wierenga, B. (1996). Improving Decision Making by Means of an MDSS: An Experimental Study. (Management Report Series 278 ed.) Management Report Series Vol. 278

    • Wierenga, B., & Bruggen, G. (1996). Marketing problem solving modes, marketing management support systems, and the match between the two. (Management Report Series 259 ed.) Management Report Series Vol. 259

    • Bucklin, LP., & Bruggen, G. (1996). The Consequences of Reseller Power in Food Marketing Channels. (Management Report Series 273 ed.) Management Report Series Vol. 273

  • Professional (3)
    • Bruggen, G., Smidts, A., & Wierenga, B. (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Management ReportSeries 196 ed.) Management Report Series Vol. 196

    • Bruggen, G., 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 Series 179 ed.) Management Report Series Vol. 179

    • Wierenga, B., & Bruggen, G. (1991). Marketing, informatietechnologie en marketing management support systemen. (Management Report Series 104 ed.) Management Report Series Vol. 104

Additional activities (2)

  • International Journal of Research in Marketing (Journal)

    Editorial work (Academic)

  • Decision Sciences (Journal)

    Editorial work (Academic)

Media

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Courses

Marketing Management

  • Study year: 2021/2022
  • Code: BM23MIM
  • ECTS: 4 Level: Master

Marketing Management PT

  • Study year: 2021/2022
  • Code: BM23MIM-P
  • ECTS: 4 Level: Master

Advances in Marketing Strategy

  • Study year: 2021/2022, 2020/2021, 2019/2020
  • Code: BMA2105
  • ECTS: 5

Past courses

Marketing

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

Current Topics in Marketing Research

  • Study year: 2015/2016
  • Code: BERMASC040
  • ECTS: 5 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
  • 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

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