prof.dr.ir. G.H. (Gerrit) van Bruggen

Full Professor
Rotterdam School of Management (RSM)
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 (15)

  • 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. 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 (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 (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3 (2), 12-14.
  • G.H. van Bruggen (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
  • 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
  • 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.
  • Role: Member Doctoral Committee
  • PhD Candidate: Bart de Langhe
  • Time frame: 2006 - 2011
  • Role: Member Doctoral Committee
  • PhD Candidate: Francesca Sotgiu
  • Time frame: 2004 - 2010
  • Role: Member Doctoral Committee
  • PhD Candidate: Steven Sweldens
  • Time frame: 2004 - 2009
  • Role: Member Doctoral Committee
  • PhD Candidate: Elfriede Krauth
  • Time frame: 2003 - 2008
  • Role: Promotor
  • PhD Candidate: Eline de Vries-van Ketel
  • Time frame: 2000 - 2006
  • Role: Member Doctoral Committee
  • PhD Candidate: Niek Althuizen
  • Time frame: 2000 - 2006
  • Role: Promotor
  • PhD Candidate: Willem Smit
  • Time frame: 1999 - 2006
  • Role: Member Doctoral Committee
  • PhD Candidate: Dennis Fok
  • Time frame: 1999 - 2003
  • Role: Member Doctoral Committee
  • PhD Candidate: Guido Berens
  • Time frame: 1999 - 2004
  • Role: Promotor
  • PhD Candidate: Kristine de Valck
  • Time frame: 1999 - 2005
  • Role: Member Doctoral Committee
  • PhD Candidate: Evsen Korkmaz
  • Time frame: 2009 - 2014
  • Role: Promotor
  • PhD Candidate: Baris Depecik
  • Time frame: 2008 - 2016
  • Role: Promotor
  • PhD Candidate: Pinar Cankurtaran
  • Time frame: 2008 - 2014
  • Role: Member Doctoral Committee
  • PhD Candidate: Ezgi Akpinar
  • Time frame: 2007 - 2013
  • Role: Promotor
  • PhD Candidate: Thomas Eichentopf
  • Time frame: 2010 -
  • Role: Promotor
  • PhD Candidate: Zeynep Aydin
  • Time frame: 2009 -
  • Role: Member Doctoral Committee, Promotor
  • PhD Candidate: Elisa Maira
  • Time frame: 2012 - 2018
  • Role: Member Doctoral Committee
  • PhD Candidate: Anna Petruchenya
  • Time frame: 2013 - 2018
  • Role: Promotor
  • PhD Candidate: Xin Zhou
  • Time frame: 2015 -
  • Role: Promotor
  • PhD Candidate: Weiyi Deng
  • Time frame: 2016 -
  • Role: Promotor
  • PhD Candidate: Martina Pocchiari
  • Time frame: 2017 -

Editorial positions (2)

  • Decision Sciences

    Member Editorial Review Board

  • International Journal of Research in Marketing

    Member Editorial Review Board

Side positions

  • EMAC

    Treasurer

The marketing group at Rotterdam School of Management, Erasmus University is seeking highly motivated PhD students looking to pursue academic careers studying topics in consumer behavior, marketing science, and consumer neuroscience. Strong applicants typically have backgrounds in psychology, economics, computer science, statistics, neuroscience, or business and are looking to pursue an international career as a leading academic researcher. Students define and execute their own projects in consultation with their advisers, and therefore need to have creativity, self-direction, and a passion for scientific research.

Read more
2010
June
15
Valedictory symposium
As: Speaker

Address

Visiting address

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

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands