Profile
Robert Rooderkerk is Associate Professor of Operations Management at the Rotterdam School of Management. His research addresses retail operations challenges on the marketing-operations interface. He is particularly interested in research questions related to assortment, product lines, and fulfillment. He is interested in both empirical and conceptual research. His empirical work integrates insights from psychology and consumer behavior with techniques from econometrics and operations research. His conceptual work focuses on how new technologies, data sources, advanced analytics, and business models are reshaping the global retail landscape His work has appeared in California Management Review, Customer Needs and Solutions, European Journal of Operational Research, Journal of Interactive Marketing, Journal of Marketing Research (JMR), Marketing Letters, and Marketing Science. He is a recipient of the Dutch Marketing Science award and a finalist for the Paul Green award (JMR). He serves as a reviewer for several top journals in marketing, management, operations management, and operations research. His research has been covered by national and international newspapers (Algemeen Dagblad, Laatste Nieuws, Standaard, and Volkskrant), Dutch radio (BNR and VARA Kassa Radio) and tv (Teleac Hoe?Zo!), the Dutch Consumer Reports magazine, and BBC’s Capital blog. He regularly advises companies on matters including assortment and product line optimization, marketing research, and the effective use of digital and social media. He is also a popular speaker on these topics. Between April 2009 and January 2012 he served on the academic board of the NYC based Marketing Productivity Group. His teaching interests center on (omnichannel) retail operations, the marketing-operations interface, empirical research methods, and consumer decision making. He has taught to both small and large audiences, ranging from the undergraduate to the (Exec) MBA and Ph.D. level. He is the recipient of several teaching awards. Drawing on his strong and diverse methodological background, he teaches the Research Methodology and Measurement course in the ERIM Master of Philosophy in Business Research. In addition, he serves as the coordinator of the Research Training and Bachelor Thesis course for the BA and IBA programs at the Rotterdam School of Management. Robert has held visiting positions at the Tuck School of Business at Dartmouth, UCLA Anderson School of Management and the College of Engineering at the University of Florida.
Publications
Article (12)
Academic (11)
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Vafainia, S., Rooderkerk, R. P., Breugelmans, E., & Bijmolt, T. H. A. (2024). Decision support system development for store flyer space allocation: Leveraging own- and cross-category sales effects. International Journal of Research in Marketing. Advance online publication. https://doi.org/10.1016/j.ijresmar.2024.07.002
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Rooderkerk, R., DeHoratius, N., & Musalem, A. (2022). The past, present, and future of retail analytics: Insights from a survey of academic research and interviews with practitioners. Production and Operations Management, 31(10), 3727-3748. https://doi.org/10.1111/poms.13811
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Rooderkerk, R., & Lehmann, DR. (2021). Incorporating Consumer Product Categorizations into Shelf Layout Design. Journal of Marketing Research, 58(1), 50-73. https://doi.org/10.1177/0022243720964127
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Gallino, S., & Rooderkerk, R. (2020). New Product Development in an Omni-Channel World. California Management Review, 63(1), 81-98. https://doi.org/10.1177/0008125620951969
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Bijmolt, THA., Broekhuis, M., De Leeuw, S., Hirche, C., Rooderkerk, R., Sousa, R., & Zhu, SX. (2019). Challenges at the marketing–operations interface in omni-channel retail environments. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.11.034
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Thomadsen, R., Rooderkerk, R., Amir, O., Arora, N., Bollinger, B., Hansen, K., John, L., Liu, W., Sela, A., Singh, V., Sudhir, K., & Wood, W. (2017). How context affects choice. Customer Needs and Solutions, 5, 3-14. https://doi.org/10.1007/s40547-017-0084-9
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Rooderkerk, R., & Pauwels, KH. (2016). No Comment?! The Drivers of Reactions to Online Posts in Professional Groups. Journal of Interactive Marketing, 35, 1-15 (Lead article). https://doi.org/10.1016/j.intmar.2015.12.003
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Rooderkerk, R., & van Heerde, HJ. (2015). Robust Optimization of the 0-1 Knapsack Problem: Balancing Risk and Return in Assortment Optimization. European Journal of Operational Research, 250(3), 842-854. https://doi.org/10.1016/j.ejor.2015.10.014
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Rooderkerk, R., van Heerde, HJ., & Bijmolt, THA. (2013). Optimizing Retail Assortments. Marketing Science, 32(5), 699-715. https://doi.org/10.1287/mksc.2013.0800
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Rooderkerk, R., van Heerde, HJ., & Bijmolt, THA. (2011). Incorporating Context Effects into a Choice Model. Journal of Marketing Research, 48(4), 767-780. https://doi.org/10.1509/jmkr.48.4.767?journalCode=jmkr
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Ailawadi, K., Bradlow, ET., Draganska, M., Nijs, V., Rooderkerk, R., Sudhir, K., Wilbur, KC., & Zhang, J. (2010). Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters, 21(3), 273-285. https://doi.org/10.1007/s11002-010-9107-0
Professional (1)
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DeHoratius, N., Musalem, A., & Rooderkerk, R. (2023). Why Retailers Fail to Adopt Advanced Data Analytics. Harvard Business Review (digital).
Chapter (1)
Academic (1)
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Rooderkerk, R., & Kök, AG. (2019). Omnichannel Assortment Planning. In S. Gallino, & A. Moreno (Eds.), Operations in an Omnichannel World (pp. 51-86). Springer-Verlag. https://doi.org/10.1007/978-3-030-20119-7_4
Editorial (1)
Popular (1)
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Rooderkerk, R., de Leeuw, S., & Hübner, A. (2023). Advancing the marketing-operations interface in omnichannel retail. Journal of Operations Management, 69(2), 188-196. https://doi.org/10.1002/joom.1241
Courses
Retail Operations
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022
- Code: B3EL108
- Level: Bachelor 3, Bachelor 3, Bachelor 3
Advanced Statistics & Programming
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM01BAM
- Level: Master
Data Management & Ethics
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM02BAM
- Level: Master
Experimentation & Causal Inference
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM03BAM
- Level: Master
Management Science
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM04BAM
- Level: Master
Machine Learning & Learning Algorithms
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM05BAM
- Level: Master
Marketing Models
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM07BAM
- Level: Master
Principles of Financial Modeling
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM08BAM
- Level: Master
Business Analytics Workshop
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM09BAM
- Level: Master
Fundamental Models in Operations Management
- Study year: 2024/2025
- Code: BM17BAM
- Level: Master
Programming in Python
- Study year: 2024/2025
- Code: BM18BAM
- Level: Master
BAM Master Thesis & Internship
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022
- Code: BMMTIBAM
- Level: Master
Past courses
Algorithms in Control
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM22BAM
- Level: Master
Analyzing Digital Footprints
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM25BAM
- Level: Master
Analyzing Digital Footprints - Extra assignment
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM25BAME
- Level: Master
Business Analytics Applications with Python
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM23BAM
- Level: Master
Corporate Disclosure Harvesting and Analytics
- Study year: 2023/2024
- Code: BM27BAM
- Level: Master
Customer Analytics
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM21BAM
- Level: Master
Digital Economy Analytics
- Study year: 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BM06BAM
- Level: Master
Digital Transformation & Supply Chains
- Study year: 2023/2024
- Code: BM28BAM
- Level: Master
FinTech: Business models and Applications
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM26BAM
- Level: Master
OLD STYLE - Research Methods and Skills
- Study year: 2023/2024, 2022/2023, 2021/2022, 2020/2021
- Code: BMRM3SCM
- Level: Master
Supply Chain Analytics
- Study year: 2023/2024, 2022/2023, 2021/2022
- Code: BM24BAM
- Level: Master
ArtificiaI Intelligence in Society
- Study year: 2022/2023
- Code: CM9007
- Level: Minor
BAM Master Thesis & Internship
- Study year: 2021/2022, 2020/2021
- Code: BMMTBAM
- ECTS: 16 Level: Master
Business Analytics Applications with Python - Extra assignment
- Study year: 2021/2022
- Code: BM23BAME
- Level: Master
Customer Analytics - Extra assignment
- Study year: 2021/2022
- Code: BM21BAME
- Level: Master
OLD STYLE Analyzing Digital Footprints
- Study year: 2021/2022, 2020/2021
- Code: BM15BAM
- ECTS: 6 Level: Master
Supply Chain Analytics - Extra assignment
- Study year: 2021/2022
- Code: BM24BAME
- Level: Master
Algorithms in Control
- Study year: 2020/2021
- Code: BM12BAM
- ECTS: 6 Level: Master
BDS-Thesis
- Study year: 2020/2021
- Code: EBDS-THESIS
Customer Analytics
- Study year: 2020/2021
- Code: BM11BAM
- ECTS: 6 Level: Master
Empirical Research Methodology and Measurement
- Study year: 2020/2021, 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
- Code: BERMMC002
- ECTS: 5 Level: Master, PhD
FinTech: Business models and Applications
- Study year: 2020/2021
- Code: BM16BAM
- ECTS: 6 Level: Master
Job Market & Negotiation Skills
- Study year: 2020/2021
- Code: BM10BAM
- ECTS: 1 Level: Master
MSc Business Analytics Management
- Study year: 2020/2021
- Code: BMTTBAM
Network Analytics
- Study year: 2020/2021
- Code: BM13BAM
- ECTS: 6 Level: Master
Supply Chain Analytics
- Study year: 2020/2021
- Code: BM14BAM
- ECTS: 6 Level: Master
Web Mining and Analytics
- Study year: 2020/2021
- Code: BMME140
- ECTS: 6 Level: Master, Master, Master, Master
Research Training & Bachelor Thesis
- Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
- Code: BAD10
- Level: Bachelor 3
Research training/bachelor thesis
- Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
- Code: BKBBTH
- Level: Bachelor 3, Pre-master
Research training/bachelor thesis
- Study year: 2019/2020
- Code: BKBBTH-DD
- Level: Bachelor 3, Pre-master
SCM Honours Programme
- Study year: 2019/2020, 2018/2019
- Code: BMHONSCM
- ECTS: 8 Level: Master
Advances in SCM
- Study year: 2017/2018
- Code: BMHON-SCM-A
- ECTS: 4 Level: Master
Advances in SCM
- Study year: 2017/2018
- Code: BMHONSCM-A
- ECTS: 6 Level: Master
Advanced Marketing Decision Models
- Study year: 2016/2017
- Code: BERMASC041
- ECTS: 7 Level: Master
Featured in the media
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Operations expert Robert Rooderkerk: "Omnichannel provides retail stores with a new role"
Evolution of retail stores
Thursday, 22 June 2023 -
The Omnichannel Dilemma: How Retailers Can Get It Right
The biggest word in retail right now is omnichannel, which is the seamless integration of online and offline shopping. Omnichannel creates a frictionless world for demanding consumers. But for businesses, building that omnichannel…
Monday, 28 December 2020 -
The Omnichannel Dilemma: How Retailers Can Get It Right
The biggest word in retail right now is omnichannel, which is the seamless integration of online and offline shopping. Omnichannel creates a frictionless world for demanding consumers. But for businesses, building that omnichannel…
Tuesday, 8 December 2020 -
Gratis symposium "Surviving the Retail Revolution"
The retail sector is in full swing. Consider, for example, the disappearance of V&D from the streets or the emergence of online supermarket Picnic. The jury for the MOAward award 'Insights Scientist of the year 2019' have chosen…
Friday, 22 February 2019 -
Menguasai Sebuah Dunia Bernama Facebook
All organizations, including hospitals should have an online presence. If they do not have it yet, they are already behind, according to Robert Rooderkerk. Here several steps are presented to catch up. …
Friday, 20 May 2016 -
Mastering a world called Facebook
All organizations, including hospitals should have an online presence. If they do not have it yet, they are already behind, according to Robert Rooderkerk. Here several steps are presented to catch up. …
Thursday, 19 May 2016 -
How to improve engagement on LinkedIn posts
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Monday, 18 April 2016 -
How to get better engagement on LinkedIn posts
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Friday, 15 April 2016 -
How to get better engagement on LinkedIn posts
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Friday, 15 April 2016 -
How to get better engagement on LinkedIn posts
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Friday, 15 April 2016 -
How to get better engagement on LinkedIn posts
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Friday, 15 April 2016 -
De juiste contentstrategie voor LinkedIn
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Friday, 15 April 2016 -
Wanneer reageren mensen in discussiegroepen op LinkedIn?
Robert Rooderkerk and Koen Pauwels studied what induces people to post a comment in a discussion group on LinkedIn. The results show that companies trying to induce discussion should motivate highly expert authors to post well…
Wednesday, 13 April 2016 -
Mastering a Facebook world
All organizations, including hospitals should have an online presence. If they do not have it yet, they are already behind, according to Robert Rooderkerk. Here several steps are presented to catch up. …
Tuesday, 29 March 2016
Featured on RSM Discovery
Discover why omnichannel strategies are transforming DIY retail. Learn how Intergamma's innovative approach is enhancing customer experiences both online and in-store, making omnichannel the new normal.
Helping managers understand the benefits of data analytics, big data, the Internet of Things, and artificial intelligence.