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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 (35)
  • Gelper, S., van der Lans, RJA., & van 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., & van 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., van 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

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

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

  • Depecik, BE., van Everdingen, Y., & van 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

  • van 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 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

  • van der Lans, RJA., van 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., van 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., & van 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., van 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., van 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

  • Rangaswamy, A., & van 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

  • van Bruggen, G., 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. https://doi.org/10.1016/j.ijresmar.2004.06.004

  • Berens, G., van Riel, C., & van 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

  • Lilien, GL., Rangaswamy, A., van 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

  • van Riel, C., & van 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

  • van 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.

  • van Riel, C., & van 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

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

  • van 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

  • Lilien, GL., Rangaswamy, A., van 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

  • Wierenga, B., & van 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

  • van 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

  • van 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

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

  • van 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., & van 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., & van Bruggen, G. H. (1997). The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems. Journal of Marketing, 61(3), 21-37. https://doi.org/10.1177/002224299706100302

  • Wierenga, B., & van 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

  • van 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

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

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

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

Professional (10)
  • van der Lans, RJA., van 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., van 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

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

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

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

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

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

  • van 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., & van 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

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

Academic (2)
  • van 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., & van Bruggen, G. (2000). Marketing management support systems: principles, tools and implementation. Kluwer Academic. http://hdl.handle.net/1765/2674

Academic (54)
  • van Bruggen, G. (2021). How to lead an academic marketing department: some personal observations and reflections. In A. Lindgreen, A. Irwin, F. Poulfelt, & T. Uth Thomsen (Eds.), How to Lead Academic Departments Successfully (pp. 342-352). Edward Elgar Publishing. https://doi.org/10.4337/9781789907155.00038

  • Van Der Lans, R., & Van Bruggen, G. (2011). Viral marketing: What is it, and what are the components of viral success? In The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 257-282). Taylor and Francis Inc.. https://doi.org/10.4324/9780203863565-20

  • van der Lans, R., & van Bruggen, G. (2011). Viral marketing: What is it, and what are the components of viral success? In The Connected Customer: The Changing Nature of Consumer and Business Markets (pp. 257-282). Taylor & Francis Ltd. https://doi.org/10.4324/9780203863565

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

  • van 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 Publishing. http://hdl.handle.net/1765/12584

  • Chen, Z., van 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.

  • de Valck, K., van 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.

  • Nieuwlaat, C., van 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., van 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.

  • Smit, W., van 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., van 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.

  • Smit, W., van 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.

  • Smit, W., van 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., van 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. ---)

  • Chen, Z., van 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).

  • Wierenga, B., & van 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., van 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.

  • van 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.

  • Wierenga, B., & van 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). Universidad Complutense de Madrid. http://hdl.handle.net/1765/12589

  • Wierenga, B., & van 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

  • van 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.

  • van 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.

  • Lilien, GL., Rangaswamy, A., Starke, K., & van 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.

  • Kacker, M., van 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.

  • van 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.

  • Wierenga, B., van Bruggen, G., Matthyssens, PMHM., & 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

  • Maathuis, OJM., van Riel, C., & van 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).

  • Kacker, M., & van 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.

  • van 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.

  • van 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.

  • Starke, K., Lilien, GL., Rangaswamy, A., & van 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.

  • van 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., van Bruggen, G., Matthyssens, PMHM., & 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.

  • van 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.

  • Wierenga, B., Dalebout, AC., & van 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.

  • Maathuis, OJM., van Riel, C., & van 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.

  • Volberda, H., & van 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.

  • van 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. http://hdl.handle.net/1765/2662

  • van 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.

  • Bucklin, LP., & van 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.

  • van 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.

  • van 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.

  • van 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.

  • van 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.

  • van 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.

  • Bucklin, LP., & van 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.

  • van 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.

  • van 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.

  • Wierenga, B., & van 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

  • van 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.

  • van 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.

  • van 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.

  • van 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., & van 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.

  • van 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.

  • van 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.

  • van 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.

Academic (8)
  • van Bruggen, G., Lilien, GL., Skiera, B., & Spann, M. (2005). The Relative Accuracy of Managerial Forecasting Aggregation Approaches.

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

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

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

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

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

  • de Valck, K., Wierenga, B., & van 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., van Bruggen, G., & Smidts, A. (2003). How Assortment Variety Affects Assortment Attractiveness.

Professional (1)
  • Smit, W., van 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., van 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., van 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.

  • van 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., van 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., van 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., & van Bruggen, G. (2006). The effect of feedback and learning on DSS evaluations. In Abstracts of the 28th INFORMS Marketing Science Conference

Internal (1)
  • van Bruggen, G. (1993). The Effectiveness of Marketing Management Support Systems: An Experimental Study. [Doctoral Thesis, Erasmus University Rotterdam]. Erasmus Universiteit Rotterdam (EUR).

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

Academic (3)
  • Endres, H., & van Bruggen, G. H. (2021). Two Sides of the Sensing Capability. Paper presented at 81st Annual Meeting of the Academy of Management 2021: Bringing the Manager Back in Management, AoM 2021, Virtual, Online. https://doi.org/10.5465/ambpp.2021.161

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

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

  • Lilien, GL., Rangaswamy, A., Starke, K., & van 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)

  • van Bruggen, G., Kacker, M., & Nieuwlaat, 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)

  • van 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

  • van 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

  • van 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., van 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., & van 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., & van 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)

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

Professional (3)
  • van 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

  • van 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

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

  • International Journal of Research in Marketing (Journal)

    Publication Peer-review (Academic)

  • Decision Sciences (Journal)

    Editorial work (Academic)

Courses

Marketing Management

  • Study year: 2022/2023, 2021/2022, 2020/2021, 2019/2020
  • Code: BM23MIM
  • ECTS: 4 Level: Master

Marketing Management PT

  • Study year: 2022/2023, 2021/2022, 2020/2021
  • Code: BM23MIM-P
  • ECTS: 4 Level: Master

Past courses

Advances in Marketing Strategy

  • Study year: 2021/2022, 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

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
  • 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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