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G.H. (Gerrit) van Bruggen

Full Professor

Gerrit van Bruggen
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Professor of Marketing

ERIM Membership:
Fellow ERIM, affiliated since 1999

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 (29)
  • Doctoral thesis
    • Bruggen, G.H. van (1993, December 16). The Effectiveness of Marketing Management Support Systems: An Experimental Study. Erasmus Universiteit Rotterdam (201 pag.). Prom./coprom.: B. Wierenga & Prof.Dr.Ir A. Smidts.
Recognitions (4)
  • Editorial position (2)
    Journal Decision Sciences
    Role Member Editorial Review Board
    Start date 01-01-2005

    Journal International Journal of Research in Marketing
    Role Member Editorial Review Board
    Start date 01-01-2007

  • Side position (1)
    Name organisation EMAC
    Role Treasurer
    Start date 01-06-2010
    Wage earning nee

  • ERIM Awards (1)
    Name ERIM Book Award
    Year 2002

PhD Projects (8)

Understanding Online Reviews

Elisa Maira
PhD Candidate: Elisa Maira Role: Supervisor Timeframe: 2012 -

Marketing under the influence of macroeconomic instability

Thomas Eichentopf
PhD Candidate: Thomas Eichentopf Role: Supervisor Timeframe: 2010 -

Essays on Mobile Consumers and Applications

Zeynep Aydin
PhD Candidate: Zeynep Aydin Role: Supervisor Timeframe: 2009 -

The effect of global marketing decisions on firm performance

Baris Depecik
PhD Candidate: Baris Depecik Role: Supervisor Timeframe: 2008 -

Essays on Accelerated Product Development

Pinar Cankurtaran
PhD Candidate: Pinar Cankurtaran Role: Supervisor Timeframe: 2008 -

How Assortment Variety Affects Assortment Attractiveness: A Consumer Perspective

Eline de Vries-van Ketel
PhD Candidate: Eline de Vries-van Ketel Role: Supervisor Defended: 20 January 2006 Full text: Download this thesis

Market Information Sharing in Channel Relationships Its Nature, Antecedents, and Consequences

Willem Smit
PhD Candidate: Willem Smit Role: Supervisor Defended: 23 February 2006 Full text: Download this thesis

Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship

Kristine de Valck
PhD Candidate: Kristine de Valck Role: Supervisor Defended: 28 April 2005 Full text: Download this thesis
Doctoral courses (2)
2013/2014 Marketing Strategy
Code: BERM.SC.023
Course level: Specialisation

2012/2013 Marketing Strategy
Code: BERM.SC.023
Course level: Specialisation

Visiting address
Office: T10-01
Burgemeester Oudlaan 50
3062 PA, Rotterdam
Postal address
Postbus 1738
3000 DR, Rotterdam

Latest publication

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

Latest news

Gerrit van Bruggen wins MOA Science Award 2014

He received this recognition for the best article in the Annual Review of Marketing Research 2014 published by the Dutch Market Research Association (MOA).


Marketing Strategy

Course details and application