Dr Yvonne van Everdingen

Yvonne van Everdingen

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

Profile

Yvonne van Everdingen is Associate Professor of Marketing at Rotterdam School of Management, Erasmus University. She is also chair of the BSc Programme Committee and member of the SIG Virtual Reality at the Rotterdam School of Management. Further, she is member of the EUR Diversity Board as well as chair of the jury for the yearly MOA Science Award.

Her research interests include the international adoption and diffusion of new products, the communication of new products, branding, and sports marketing. Her research has been published in the field’s leading scientific journals such as the Journal of Marketing (forthcoming), Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, Journal of Product Innovation Management, Marketing Letters, Global Strategy Journal, Journal of Business Research, and Journal of Economic Psychology.

Professional experience

Associate Professor

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

Publications

Key Publications (12)

Professional Publications (13)

  • L.M. Sloot, Y.M. van Everdingen, E. van Nierop & P.C. Verhoef (2012). Hoe retailers beslissingen nemen ten aanzien van de adoptie van nieuwe producten. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2012 , 139-162.
  • L.P.O. Kloosterman, J. Bunt, F. van Eenennaam & Y.M. van Everdingen (2004). Internationale Marketing.
  • L.P.O. Kloosterman, J. Bunt, F. van Eenennaam & Y.M. van Everdingen (1999). Internationale Marketing. In E. Waarts, - Lamperjee, - Peelen & - Koster (Eds.), NIMA Marketing Lexicon (derde druk) (pp. ---). Groningen: Wolters-Noordhoff
  • Y.M. van Everdingen (1996). Exporteren naar Japan. Fact, 12 (29-5-1996), 7.
  • I.A.W. van Rijn & Y.M. van Everdingen (1996). Klantgericht ondernemen door NVM-Makelaarskantoren: de meting: rapportage klantgericht ondernemen II. (Extern rapport). Amsterdam: Vrije Universiteit Amsterdam, ESI
  • R.F.M. Lubbers, A.L. Bovenberg, F.A.G. den Butter & Y.M. van Everdingen (1996). De economische wetenschap in Nederland verkend. Economisch-Statistische Berichten, 81 (4051), 268-272.
  • R.F.M. Lubbers, A.L. Bovenberg, F.A.G. den Butter & Y.M. van Everdingen (1996). Naschrift. Economisch-Statistische Berichten, 81 (4059), 476-476.
  • P.A. Risseeuw & Y.M. van Everdingen (1996). Sonar, 10 jaar stimulans voor de regionale economie. (Extern rapport). Amsterdam: Vrije Universiteit Amsterdam
  • A.L. Bovenberg, R.F.M. Lubbers, F.A.G. den Butter & Y.M. van Everdingen (1996). De economische wetenschap in Nederland verkend. Economisch-Statistische Berichten, 4051 (81), 268-272.
  • Y.M. van Everdingen (1996). Naschrift: Met betrekking tot de economische wetenschap in Nederland verkend. Economisch-Statistische Berichten, 81 (4059), 476-476.
  • R.F.M. Lubbers, A.L. Bovenberg, F.A.G. den Butter & Y.M. van Everdingen (1996). Naschrift. Economisch-Statistische Berichten, 81 (4059), 476-476.
  • Y.M. van Everdingen (1995). The European currency unit: munt van de toekomst? Economenblad, 17 (6), 9.
  • Y.M. van Everdingen (1992). De ECU en het bedrijfsleven: de toepassing van een financiele innovatie. Ekonomies Bulletin, 23 (7).

Scholarly Publications (47)

  • Y.M. van Everdingen, V.G. Hariharan & S. Stremersch (2019). Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Effects. Journal of Marketing, 83 (3), 1-19. doi: 10.1177/0022242919831996
  • R. van der Lans, Y.M. van Everdingen & V. Melnyk (2016). What to Stress, to Whom and Where? A Cross-Country Investigation of the Effects of Perceived Brand Benefits on Buying Intentions. International Journal of Research in Marketing, 33 (4), 924-943. doi: 10.1016/j.ijresmar.2016.05.002
  • Y.M. van Everdingen, B.E. Depecik & G.H. van Bruggen (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA .
  • B.E. Depecik, Y.M. van Everdingen & G.H. van Bruggen (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4 (2), 143-160. doi: 10.1111/j.2042-5805.2014.1074.x
  • Y.M. van Everdingen, L.M. Sloot, E. van Nierop & P.C. Verhoef (2011). Towards a Further Understanding of the Antecedents of Retailer New Product Adoption. Journal of Retailing, 87 (4), 579-597. doi: 10.1016/j.jretai.2011.09.003
  • Y.M. van Everdingen, D. Fok & S. Stremersch (2009). Modeling Global Spillover of New Product Takeoff. Journal of Marketing Research, 46 (5), 637-652. doi: 10.1509/jmkr.46.5.637
  • Y.M. van Everdingen, D. Fok & S. Stremersch (2009). Modeling Global Spillover of New Product Takeoff. (Intern rapport, EI reprint reeks, no EI-1528). 3000 DR Rotterdam: DEPARTMENT OF ECONOMETRICS
  • E. Waarts & Y.M. van Everdingen (2006). Fashion retailers rolling out across multi-cultural Europe. International Journal of Retail and Distribution Management, 34 (8), 645-657. doi: 10.1108/09590550610675958
  • Y.M. van Everdingen, W.B. Aghina & D. Fok (2005). Forecasting cross-population innovation diffusion: A Bayesian approach. International Journal of Research in Marketing, 22 (3), 293-308. doi: 10.1016/j.ijresmar.2004.11.003
  • E. Waarts & Y.M. van Everdingen (2005). The Influence of National Culture on the Adoption Status of Innovations. European Management Journal, 23 (6), 601-610. doi: 10.1016/j.emj.2005.10.007
  • Y.M. van Everdingen, W.B. Aghina & D. Fok (2005). Forecasting cross-population innovation diffusion: a Bayesian approach. (Intern rapport, Econometric Institute Reprint serie, no EI-1374). 3000 DR Rotterdam: Econometrics
  • E. Waarts & Y.M. van Everdingen (2004). Entry Sequence patterns of fashion retailers expanding in multi-cultural Europe. In Proceedings of the 33rd EMAC Conference, Murcia, Spain
  • Y.M. van Everdingen & W.B. Aghina (2004). Het voorspellen van de internationale diffusie van innovaties: een adaptieve, Bayesiaanse schattingsmethode. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2004 , 197-219.
  • Y.M. van Everdingen & E. Waarts (2003). The effect of national culture on the adoption of innovations. Marketing Letters, 14 (3), 217-232. doi: 10.1023/A:1027452919403
  • Y.M. van Everdingen & E. Waarts (2003). A multi-country study of the adoption of ERP systems: The effect of national culture. (Intern rapport, ERIM Report Series Research in Management, no 2003-019). :
  • Y.M. van Everdingen & E. Waarts (2003). Influence of culture on the adoption of innovations by European companies: an empirical investigation. In M. Sarren (Ed.), Proceedings of the 32nd EMAC Conference . Glasgow: EMAC
  • Y.M. van Everdingen & W.B. Aghina (2003). Forecasting the international diffusion of innovations: an adaptive estimation approach. (Intern rapport, ERIM Report Series Research in Management, no 2003-073). :
  • Y.M. van Everdingen & B. Wierenga (2002). Intra-firm Adoption Decisions: Role of Inter-firm and Intra-firm Variables. European Management Journal, 20 (6), 649-663. doi: 10.1016/S0263-2373(02)00116-0
  • E. Waarts, Y.M. van Everdingen & J. van Hillegersberg (2002). The dynamics of factors affecting the adoption of innovations. Journal of Product Innovation Management, 19 (6), 412-423. doi: 10.1016/S0737-6782(02)00175-3
  • Y.M. van Everdingen & B. Wierenga (2001). Intra-Firm Adoption Decisions: Departmental Adoption of the Common European Currency. (Intern rapport, ERIM Report Series Research in Management (issn 1566-5283)). : Erasmus Research Institute of Management
  • E. Waarts & Y.M. van Everdingen (2000). Examining shifts in adoption related variables over the diffusion curve. In B. Wierenga, A. Smidts & G Antonides (Eds.), Marketing in the New Millennium, Proceedings of the 29th EMAC Conference (pp. ---). Rotterdam: EMAC
  • E. Waarts & Y.M. van Everdingen (2000). Adoption of ERP in the European Midsize Market. In - - (Ed.), Proceedings of the Marketing Science Conference (pp. ---). Los Angeles: Marketing Science
  • Y.M. van Everdingen & G.J. Bamossy (2000). Marketing of a Financial Innovation: Commercial use of the euro by European companies prior to mandatory adoption. Journal of Business Research, 48 (2), 123-123.
  • Y.M. van Everdingen, J. van Hilligersberg & E. Waarts (2000). Entreprise resource planning: ERP adoption by European midsize companies. Communications of the ACM, 43 (4), 27-31. doi: 10.1145/332051.332064
  • E. Waarts & Y.M. van Everdingen (2000). Investigating changes in Adoption Stimulating Variables Along the Diffusion Curve. In - - (Ed.), Paper presented at the Marketing Science Conference (pp. ---). Los Angeles (USA): Marketing Science
  • Y.M. van Everdingen & A.Th.H. Pruyn (1999). Changing to the Euro: a cross-cultural comparison of the consequences for buyers and sellers. In - - (Ed.), Management in the Economic and Monetary Union (EMU) (pp. 1-23). Barcelona, Spain: ESADE - Escuela Superior de Administratióny de Empresas
  • Y.M. van Everdingen & W.F. van Raaij (1999). Met gelijke munt betalen. Wat verwachten consumenten van de Euro? MAB, 73 (10), 545-555.
  • Y.M. van Everdingen & B. Wierenga (1999). Intra-firm adoption and diffusion of innovations, with an application to the common European currency. (Intern rapport, ERASM Management Report Series, no 24A-1999). :
  • Y.M. van Everdingen & E. Waarts (1999). Bookreview of "Product Management" [Bespreking van het boek Product Management ]. .
  • E. Waarts & Y.M. van Everdingen (1999). Factors Stimulating the Adoption of New Information Systems: Investigating the Shifts along the Adoption Life Cycle. (Intern rapport, Management Report Series, no 62-1999). :
  • W.F. van Raaij & Y.M. van Everdingen (1999). National Identity and Economic Exepctations determining Attitude towards the euro. In - - (Ed.), Papers presented at: CIRET Conference, Wellington, New Zealand (pp. 34-42). Zürich, Zwitzerland: ETH
  • Y.M. van Everdingen, P.M.H.M. Matthyssens & P. Pauwels (1999). Country Exit Decisions and Decision Making: an Exploratory Study Among Dutch Companies. In K. Backhaus (Ed.), Contemporary Developments in Marketing (pp. 215-226). Parijs, France: Eska
  • Y.M. van Everdingen, R. Frambach & B. Hillebrand (1998). De Marketing van Nieuwe Producten: Het adoptiemodel in de praktijk. Utrecht: Lemma
  • Y.M. van Everdingen & W.F. van Raaij (1998). Dutch people's attitudes toward the Euro: a trade-off between costs and benefits. (Intern rapport, Management Report Series, no 14-1998). : ERIM
  • Y.M. van Everdingen & W.F. van Raaij (1998). Dutch people's attitudes toward the Euro: a trade-off between costs and benefits. In A. Müller-Peters, R. Pepermans & G. Kiell (Eds.), European Monetary Union: A Cross-National Study of Attitudes Toward the Euro (pp. 239-263). Brussel: Keulen
  • Y.M. van Everdingen & W.F. van Raaij (1998). The Dutch people and the Euro: a structural equations analysis relating national identity and economic expectations to attitude towards the Euro. Journal of Economic Psychology, 19 (6), 721-740.
  • A. Muller-Peters, R. Pepermans, G. Kiell, N. Battaglia, J.S. Beckmann, C. Burgoyne, M. Farhangmehr, G. Guzman, E. Kirchler, C. Koenen, F. Kokkinaki, M. Lambkin, D. Lassarre, F.R. Lenoir, R. Luna-Arocas, A. Marell, K. Meier, J. Moisander, G. Ortona, C. Pinho, I. Quintanilla, D. Routh, F. Scacciati, L. Uusitalo, Y.M. van Everdingen, W.F. van Raaij & R. Wahlund (1998). Explaining attitudes towards the Euro. Design of a cross-national study. Journal of Economic Psychology, 19 (6), 663-680.
  • Y.M. van Everdingen & W.F. van Raaij (1998). The Euro: how consumers perceive and evaluate the single european currency. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization. Proceedings of the(Track 3) 27th EMAC Conference (pp. 457-465). Stockholm: EMAC Stockholm School of Economics
  • Y.M. van Everdingen & B. Wierenga (1997). Intra-firm adoption and diffusion of innovations: an empirical study among European companies. In D. Arnott & et al (Eds.), Marketing: Progress Prospects Perspectives. Proceedings 26th EMAC Conference. Volume 4 (Volume 4) (pp. 2121-2129). Warwick: Warwick Business School
  • Y.M. van Everdingen, P.M.H.M. Matthyssens & P. Pauwels (1997). Country exit strategies and decision making : an exploratory study among Dutch companies. (Intern rapport, Management Report Series, no 21(13)). : ERIM
  • Y.M. van Everdingen (1997). Het Europese bedrijfsleven en de ECU. De marketing van een financiële innovatie. MAB , 33-40.
  • Y.M. van Everdingen, G.J. Bamossy & S. Durvasula (1996). European Marketing Managers and the European Currency Unit: A Study of Optimism, Pessimism and Indifference. In J. Beracs, A. Bauer & J. Simon (Eds.), Proceedings of the 25th EMAC Conference 14-17 March 1996; Volume II; Marketing for an Expanding Europe (pp. 1199-1210). Hungary: Lang Publishing & Holding Co. Inc
  • I.A.W. van Rijn, Y.M. van Everdingen, P.A. Risseeuw & E. Masurel (1996). Customer focus in a service context: the case of real estate agents. In U. Schöneberg (Ed.), Research Methodologies for 'the New Marketing', ESOMAR/EMAC Symposium (pp. 265-278). Amsterdam: ESOMAR
  • Y.M. van Everdingen (1996). Het beslissingsproces omtrent de European Currency Unit bij Europese ondernemingen. Bedrijfskunde, 68 (4), 66-69.
  • Y.M. van Everdingen (1995). De European Currency Unit: de adoptie en diffusie van een financiële innovatie. In A.E. et al Bronner (Ed.), Jaarboek van de Nederlandse Vereninging van Marktonderzoekers: recente ontwikkelingen in het marktonderzoek (pp. 141-156). Haarlem: De Vrieseborch
  • Y.M. van Everdingen (1993). Adoption and Diffusion of the Commercial use of the ECU in Business Markets. In Proceedings of the 22nd Conference of the European Marketing Academy . Barcelona: EMAC
  • Y.M. van Everdingen (1992). Adoption and Diffusion of the commercial ECU: A pilot study in the Netherlands. Tinbergen Institute Research Bulletin, 4 (3).

Other (5)

  • Y.M. van Everdingen & A.Th.H. Pruyn (2000). The Mixed Blessings of the Euro. In C. Phillips, A.Th.H. Pruyn & M-P. Kestemont (Eds.), Understanding Marketing: A European Casebook (pp. ---). Chichester. etc.: Wiley & Sons
  • Y.M. van Everdingen, J. van Hillegersberg & E. Waarts (2000). ERP Adoption by Eureopean mid-size companies. In M. Fahy (Ed.), Leveraging the Benefits (pp. ---). -: CIMA Publishing, Chartered Institute of Management Accountan
  • W.F. van Raaij & Y.M. van Everdingen (1999). A single currency for Europe " the Euro". In G. Antonides & W.F. van Raaij (Eds.), Cases in Consumer Behaviour (pp. 105-111). Chichester, UK: Wiley & Sons
  • A.Th.H. Pruyn & Y.M. van Everdingen (1997, september 22). De consument en de Euro: Over vertrouwen, wantrouwen en het belang van een euro-referentiekader. Alphen a/d Rijn, Euro-seminar "Wilt u in guldens betalen, mevrouw/meneer?" - Rabobank.
  • R.F.M. Lubbers, A.L. Bovenberg, F.A.G. den Butter, F.A. Maljers, A.R. Thurik, A.H.E.M. Wellink & Y.M. van Everdingen (1996). Kijk op Economische Kennis: rapport van de Verkenningscommissie Economische Wetenschappen. Amsterdam: Overlegcommissie Verkenningen

Doctoral Thesis

  • Y.M. van Everdingen (1995, maart 17). Adoption and Diffusion of the European Currency Unit: An empirical study among European companies. Vrije Universiteit Amsterdam (300 pag.) (Amsterdam: Thesis Publishers) Prom./coprom.: G.J. Bamossy.

Recognitions

Editorial positions (5)

  • European Journal of Marketing

    Ad Hoc Reviewer

  • International Journal of Research in Marketing

    Ad Hoc Reviewer

  • Journal of International Consumer Marketing

    Ad Hoc Reviewer

  • Journal of Marketing

    Ad Hoc Reviewer

  • Management Science

    Ad Hoc Reviewer

Organization Memberships

Side positions (2)

  • MOA

    Chair of the Jury for the Marketing Science Award

  • MOA

    Editor of the MOA Topic of the Year book

Media

Discovery item

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?

Courses

Current Topics in Marketing Research

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

Introduction to business administration

  • Study year: 2018/2019, 2017/2018, 2016/2017
  • Code: BKB001
  • ECTS: 5 Level: Bachelor 1

IM Research clinic

  • Study year: 2018/2019
  • Code: BM-IMRC
  • ECTS: 5 Level: Master

Marketing of New Products

  • Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BMME060
  • ECTS: 6 Level: Master, Master, Master, Master

Past courses

Current Topics in Marketing Research

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

Marketing of new products

  • Study year: 2014/2015, 2013/2014
  • Code: RSMME053
  • ECTS: 6 Level: Master

Award