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)

  • 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 positions

  • Decision Sciences

    Member Editorial Review Board

  • International Journal of Research in Marketing

    Member Editorial Review Board

Side positions

  • EMAC


Past courses

Modeling consumer and firm behavior

We invite applications for a PhD project in the area of quantitative marketing. The specific research theme will be jointly determined by the successful applicant and the advisers. To guarantee effective supervision, this theme should be in an area of interest and expertise of the advisers. Some areas we are currently involved in are:

  • Demand for hedonic goods: how does the demand for hedonic goods evolve over time at the market and the individual consumer level?
  • Online Word-of-Mouth: how do consumers exchange product related-information online?
  • New Brand Names: how should companies name new products?
  • Retailer Brands: how does the growth of retailer brands impact consumer goods markets
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Analysis of (Online) Product Reviews, Optimal Product Recommendation, and Product Personalization Methods

The Department of Marketing at the Rotterdam School of Management – Erasmus University is inviting applications for a PhD project in the area of marketing science. In particular, we have positions open for talented students interested in developing models that measure consumer preferences and consumer needs from structured data and textual data, and models that help firms make optimal decisions on how to allocate resources when designing and personalizing digital products. The successful applicant and the supervisory team will jointly determine the specific research to be pursued, but we have identified such research opportunities on online product reviews (how to extract reliable and valid consumer information from product reviews such as the ones on Amazon.com and IMDB.com), product personalization and recommendation (how to design, adapt and recommend products such as online magazines and newspapers while optimally solving the learn-versus-earn problem in real time) and online advertising decisions (how can budgets be allocated across online media channels when platforms such as Facebook are constantly changing and new ones become popular). These topics are in line with research developed with colleagues at MIT and Wharton that produced impactful published papers on first-tier journals.  When working on these topics, we detected new major research challenges that have very high potential for publication and impact on practice, so we are looking forward to the incoming cohort of talented aspiring PhD applicants interested in building successful careers as high-impact researchers and scholars.

We are looking for highly motivated applicants with enthusiasm about these or similar topics and with the initiative and drive needed to pursue several research ideas within these broad areas. The research will be based on theoretically-grounded empirical analysis of marketing problems, and draw primarily on fundamentals from multi-armed bandit models, machine learning (e.g., natural language processing and classification methods), and Bayesian statistics. We provide full tuition plus a stipend, and full access to the resources and facilities at RSM. In addition to the intensive training and research activity of a quantitative PhD program, we also provide funding for a 3-6 months stay in top schools in the U.S. to help the student develop her or his own research network as an independent scholar.

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Visiting address

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

Postal address

Postbus 1738
3000 DR Rotterdam

Latest publication

Everdingen, Y.M. van, Depecik, B. & Bruggen, G.H. van (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.