G.H. (Gerrit) van Bruggen

Full Professor
RSM - Rotterdam School of Management
Erasmus University Rotterdam
Fellow ERIM
Field: Marketing
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.

Key Publications (29)

  • R.J.A. van der Lans & G.H. van Bruggen (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). New York: Routledge Academic
  • B. Wierenga, G.H. van Bruggen & N.A.P. Althuizen (2008). Advances in Marketing Management Support Systems. In B Wierenga (Ed.), Handbook of Marketing Decision Models (International Series in Operations Research and Management Science) (pp. 561-592). New York: Springer[go to publisher's site]
  • G.H. van Bruggen & B. Wierenga (2006). Marketing management support systems and their implications for marketing research. In Rajiv Grover & Marco Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). Thousand Oaks: Sage Publications
  • Z. Chen, G.H. van Bruggen & B. Wierenga (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. ---). -: -
  • G.H. van Bruggen, A. Smidts & B. Wierenga (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). New York: Stern School of Business
  • B. Wierenga, G.H. van Bruggen, P.M.H.M. Matthyssens & K. de Wulf (1998). Beslissingsondersteunende systemen en besluitvorming in marketingmanagement. In R. de Bondt & R. Vleugelers (Eds.), Informatie en kennis in de economie (pp. 529-547). Leuven: Universitaire Pers leuven
  • B. Wierenga, G.H. van Bruggen, P.M.H.M. Matthyssens & K. de Wulf (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). Leuven: Universitaire Pers
  • G.H. van Bruggen & L.P. Bucklin (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). Dordrecht: Kluwer Academic Publishers
  • H.W. Volberda & G.H. van Bruggen (1997). Environmental turbulence: a look into its dimensionality. In M.T.A. Bemelmans (Ed.), Dynamiek in organisatie en bedrijfsvoering (pp. 137-146). Enschede: NOBO
  • G.H. van Bruggen (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). Haarlem: Uitgeverij de Vrieseborch
  • G.H. van Bruggen (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). Enschede: Universiteit Twente, NOBO
  • G.H. van Bruggen & R.J.A. van der Lans (2014). Wetenschapsprijs van het Jaar 2014. Vakpublicatie.
  • R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
  • R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (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. doi: http://dx.doi.org/10.2478/gfkmir-2014-0039
  • R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3 (2), 12-14.
  • W. Smit, G.H. van Bruggen & B. Wierenga (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers. In 4de Nationale TradeMarketing Euroforum Congres. Eindhoven: Euroforum
  • G.H. van Bruggen (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
  • A.J. Schuurmans, E. Peelen & G.H. van Bruggen (1999). Distribution management. In E. Waarts, N. Lamperjee, E. Peelen & J.M.D. Koster (Eds.), NIMA Marketing Lexicon, Begrippen en Omschrijvingen (pp. 269-302). Groningen: Wolters-Noordhoff
  • G.H. van Bruggen (1998). Internet should not prescribe distribution structure. Computable, 57-57.
  • G.H. van Bruggen (1998). Do new media constrain or increase independence? K en T, 4-6.
  • M.A.A.M. Leenders & G.H. van Bruggen (1998). Cash cows die younger: strategies for new products must focus on customer. Young Interactive Philips Professionals News, 2 (1), 3-3.
  • G.H. van Bruggen (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
  • G.H. van Bruggen & L.P. Bucklin (1995). Veranderingen in de levensmiddelenbranche: relatie producent versus retailer. Tijdschrift voor Inkoop en Logistiek, 11 (7-8), 42-45.
  • G.H. van Bruggen (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). Utrecht: F&G Publishing
  • G.H. van Bruggen (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). Bunnik: F&G Publishing
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Intern rapport, Management ReportSeries, no 196). :
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28 (5), 66-69.
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1994). The Effectiveness of Marketing Decision Support Systems and the Mediating Role of Experience, Cognitive Style, and Time-pressure. (Intern rapport, Management Report Series, no 179). :
  • B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26 (4), 32-38.
  • B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26 (5), 54-61.
  • B. Wierenga & G.H. van Bruggen (1991). Marketing, informatietechnologie en marketing management support systemen. (Intern rapport, Management Report Series, no 104). :
  • G.H. van Bruggen (2014, januari 14). Bedrijven onderschatten rol sociale media. Het Financieele Dagblad, pp. 10-10.
  • W. Smit, G.H. van Bruggen & B. Wierenga (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
  • A. Rangaswamy, G.L. Lilien, G.H. van Bruggen & B. Wierenga (1999). Bridging the Marketing Theory-Practice Gap with Marketing Engineering. (Extern rapport, 19-1999). The Pennsylvania State University, University Park: Report Institute for the Study of Business Marketing (ISBM)
  • G.H. van Bruggen, G.L. Lilien & M. Kacker (1999). Informants in organizational marketing research: how many, who, and how to aggregate opinions? (Extern rapport, 25-1999). The Pennsylvania STate University, University Park: Report Institute for the Study of Business Marketing (ISBM)
  • G.H. van Bruggen, M. Kacker & G.L. Lilien (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). Atlanta, USA: GA - Institute
  • G.H. van Bruggen, M. Kacker, A. Smidts, E. Waarts & B. Wierenga (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). Barcelona: ESADE - Escuela Superior de Administración de Empresas
  • B. Wierenga & G.H. van Bruggen (1999). Marketing management support systems as strategic weapons in competition. In C. van Tilborgh & R. Duyck (Eds.), Management Jaarboek 1999 (pp. 87-96). Antwerpen, Belgium: Vlaamse Management Associatie
  • G.H. van Bruggen, A. Smidts & B. Wierenga (1998). Marketing data, marketing cognition, and marketing management support systems. In - - - (Ed.), Managerial and Organizational Cognition (pp. ---). New York: JDM Society Stern School of Business
  • G.H. van Bruggen, M. Kacker, A. Smidts, E. Waarts & B. Wierenga (1998). The impact of electronic commerce on marketing channels. In J.C. Hoekstra, K.R.E. Eelko & al et (Eds.), Proceeding of: Exploring the Interfaces of Marketing Management - Consumer Behavior, Management Sciences, and Information Technology (pp. 112-131). Groningen: Universiteit van Groningen
  • O.J.M. Maathuis, C.B.M. van Riel & G.H. van Bruggen (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). Amsterdam: -
  • O.J.M. Maathuis, C.B.M. van Riel & G.H. van Bruggen (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. ---). New York: Stern School of Business, New York University
  • G.H. van Bruggen & M.A.A.M. Leenders (1997, november 12). Move can harm Philips. Volkskrant, pp. ---.
  • L.P. Bucklin & G.H. van Bruggen (1996). Retail Power and Performance in Food Distribution Channels. 3rd International Conference on Recent Advances in Retailing and Service Science: Buchen/Telfsen, Austria (1996, juni 22).
  • G.H. van Bruggen (1996, februari 18). Power and information in marketing channels. Wageningen Agricultural University, PhD course on Product and Distribution decisions.
  • G.H. van Bruggen (1996, maart 28). Perspectives on Relationship Management Systems. Gent, Belgium, Connections 1996.
  • G.H. van Bruggen (1996, oktober 6). Databases and B-to-B Relationships. Maastricht, DMSA Direct Marketing Conference 1996.
  • G.H. van Bruggen (1996, oktober 17). The Impact of Internet on Marketing Channels. Vught, Malmberg Publishing Company.
  • G.H. van Bruggen (1996, november 7). Heuristics and Decision Biases, the Compensating Role of an MDSS. onbekend, Rotterdam/Leuven Seminar.
  • G.H. van Bruggen & E. Waarts (1996, augustus 19). CD-branche moet Internet gebruiken. NRC-Handelsblad, pp. 1-1.
  • G.H. van Bruggen & L.P. Bucklin (1996). Power and Information in Food Marketing Channels. CEMS academic conference: Milan, Italy (1996, september 12).
  • L.P. Bucklin & G.H. van Bruggen (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). Atlanta: Center for Relationship Marketing, Emory University
  • G.H. van Bruggen & L.P. Bucklin (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: Wageningen, Agricultural University
  • G.H. van Bruggen (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). Utrecht: F&G Publishing
  • G.H. van Bruggen (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). Utrecht: F&G Publishing
  • G.H. van Bruggen (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). Utrecht: F&G Publishing
  • G.H. van Bruggen (1996, februari 28). Marketing Management Support Systems. Maastricht, University Limburg.

Editorial positions

  • Decision Sciences

    Member Editorial Review Board

  • International Journal of Research in Marketing

    Member Editorial Review Board

Side positions

  • EMAC

    Treasurer


Address

Visiting address

Office: Mandeville Building T10-01
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Latest publication

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.