G.H. (Gerrit) van Bruggen

Gerrit van Bruggen is a professor of marketing at Rotterdam School of Management, Erasmus University (RSM), where he currently serves as vice dean and dean of faculty.

Professor van Bruggen's primary research interest lies in the impact of information technology and information systems on marketing (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 (13)
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29(2), 348-365.
  • Kayande, U, De Bruyn, A, Lilien, G.L., Rangaswamy, A. & Bruggen, G.H. van (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20(4), 527-546.
  • Berens, G.A.J.M., Riel, C.B.M. van & Bruggen, G.H. van (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69(3), 35-48.
  • Bruggen, G.H. van, Kacker, M. & Nieuwlaat, C. (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22(2), 141-158.
  • Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Starke, K. (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15(3), 216-235.
  • Bruggen, G.H. van & Wierenga, B. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17(2-3), 159-168.
  • Wierenga, B., Bruggen, G.H. van & Staelin, R. (1999). The success of marketing management support systems. Marketing Science, 18(3), 196-207.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645-658.
  • Wierenga, B. & Bruggen, G.H. van (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22(1), 81-88.
  • Wierenga, B. & Bruggen, G.H. van (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61(July), 21-37.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13(4), 331-344.
  • Wierenga, B. & Bruggen, G.H. van (Eds.). (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers.
  • Bruggen, G.H. van & Bucklin, L.P. (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.

• Articles (23)
  • Althuizen, N.A.P., De Bruyn, A, Bruggen, G.H. van & Wierenga, B. (2011). The Perceived Usefulness of Marketing Management Support Systems: Closing the Reality-Perception Gap. In Looking Back, Looking Forward: Shaping the Future of Research in Marketing (pp. 32). Austin TX: American Marketing Association.
  • Althuizen, N.A.P., Wierenga, B., Bruggen, G.H. van & De Bruyn, A (2010). Marketing Management Support Systems: When Help is Not Recognized. In S.C. Beckman, T. Ringberg & T. Ritter (Eds.), The Six Senses: The Essentials of Marketing (pp. 132). Copenhagen: Copenhagen Business School.
  • Bruggen, G.H. van, Spann, M., Lilien, G.L. & Skiera, B. (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49(4), 404-416.
  • Bruggen, G.H. van, Antia, Kersi D., Jap, Sandy D., Reinartz, Werner J. & Pallas, Florian (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13(3), 331-340.
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29(2), 348-365.
  • Kayande, U, De Bruyn, A, Lilien, G.L., Rangaswamy, A. & Bruggen, G.H. van (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20(4), 527-546.
  • Valck, K. de, Bruggen, G.H. van & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203.
  • Berens, G.A.J.M., Riel, C.B.M. van & Bruggen, G.H. van (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69(3), 35-48.
  • Bruggen, G.H. van, Kacker, M. & Nieuwlaat, C. (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22(2), 141-158.
  • Rangaswamy, A. & Bruggen, G.H. van (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19(2), 5-11.
  • Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Starke, K. (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15(3), 216-235.
  • Riel, C.B.M. van & Bruggen, G.H. van (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. The Journal of Brand Management, 11(1), 22-33.
  • Lilien, G.L., Rangaswamy, A., Bruggen, G.H. van & Wierenga, B. (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55(2), 111-121.
  • Riel, C.B.M. van & Bruggen, G.H. van (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5(2-3), 241-251.
  • Bruggen, G.H. van & Wierenga, B. (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19(3), 228-238.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35(7/8), 796-814.
  • Wierenga, B. & Bruggen, G.H. van (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31(3), S128-S145.
  • Bruggen, G.H. van & Wierenga, B. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17(2-3), 159-168.
  • Wierenga, B., Bruggen, G.H. van & Staelin, R. (1999). The success of marketing management support systems. Marketing Science, 18(3), 196-207.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645-658.
  • Wierenga, B. & Bruggen, G.H. van (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22(1), 81-88.
  • Wierenga, B. & Bruggen, G.H. van (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61(July), 21-37.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13(4), 331-344.

• Books (2)
  • Bruggen, G.H. van & Wierenga, B. (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing, 4). Boston: Now Publishing.
  • Wierenga, B. & Bruggen, G.H. van (Eds.). (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers.

• Book contributions
  • Bruggen, G.H. van & Bucklin, L.P. (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.

• 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.: Prof.Dr.Ir. B. Wierenga & Prof.Dr.Ir A. Smidts.

• 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
  Website	http://www.erim.eur.nl/index.php?id=10022