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 (29)

  • Lans, R.J.A. van der & Bruggen, G.H. van (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.
  • Wierenga, B., Bruggen, G.H. van & Althuizen, N.A.P. (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. http://hdl.handle.net/1765/15129[go to publisher's site]
  • Bruggen, G.H. van & Wierenga, B. (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. http://hdl.handle.net/1765/12584
  • 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. http://hdl.handle.net/1765/2662
  • Chen, Z., Bruggen, G.H. van & Wierenga, B. (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. ---). -: -.
  • Wierenga, B., Bruggen, G.H. van, Matthyssens, P.M.H.M. & Wulf, Kristof de (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. http://hdl.handle.net/1765/12601
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (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.
  • Wierenga, B., Bruggen, G.H. van, Matthyssens, P.M.H.M. & Wulf, Kristof de (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.
  • Volberda, H.W. & Bruggen, G.H. van (1997). Environmental turbulence: a look into its dimensionality. In M.T.A. Bemelmans (Ed.), Dynamiek in organisatie en bedrijfsvoering (pp. 137-146). Enschede: NOBO.
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van (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.
  • 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.
  • Bruggen, G.H. van & Lans, R.J.A. van der (2014). Wetenschapsprijs van het Jaar 2014. Vakpublicatie.
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (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.
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
  • Lans, R.J.A. van der, Bruggen, G.H. van, Eliashberg, J. & Wierenga, B. (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3 (2), 12-14.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (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.
  • Bruggen, G.H. van (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
  • Schuurmans, A.J., Peelen, E. & Bruggen, G.H. van (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.
  • Leenders, M.A.A.M. & Bruggen, G.H. van (1998). Cash cows die younger: strategies for new products must focus on customer. Young Interactive Philips Professionals News, 2 (1), 3-3.
  • Bruggen, G.H. van (1998). Internet should not prescribe distribution structure. Computable, 57-57.
  • Bruggen, G.H. van (1998). Do new media constrain or increase independence? K en T, 4-6.
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van & Bucklin, L.P. (1995). Veranderingen in de levensmiddelenbranche: relatie producent versus retailer. Tijdschrift voor Inkoop en Logistiek, 11 (7-8), 42-45.
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (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). : .
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Intern rapport, Management ReportSeries, no 196). : .
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28 (5), 66-69.
  • Wierenga, B. & Bruggen, G.H. van (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26 (4), 32-38.
  • Wierenga, B. & Bruggen, G.H. van (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26 (5), 54-61.
  • Wierenga, B. & Bruggen, G.H. van (1991). Marketing, informatietechnologie en marketing management support systemen. (Intern rapport, Management Report Series, no 104). : .
  • Bruggen, G.H. van (2014, Januari 14). Bedrijven onderschatten rol sociale media. Het Financieele Dagblad, pp. 10-10.
  • Smit, W., Bruggen, G.H. van & Wierenga, B. (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.
  • Bruggen, G.H. van, Lilien, G.L. & Kacker, M. (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).
  • Rangaswamy, A., Lilien, G.L., Bruggen, G.H. van & Wierenga, B. (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).
  • Bruggen, G.H. van, Kacker, M., Smidts, A., Waarts, E. & Wierenga, B. (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.
  • Wierenga, B. & Bruggen, G.H. van (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. http://hdl.handle.net/1765/12590
  • Bruggen, G.H. van, Kacker, M. & Lilien, G.L. (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.
  • Bruggen, G.H. van, Kacker, M., Smidts, A., Waarts, E. & Wierenga, B. (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.
  • Maathuis, O.J.M., Riel, C.B.M. van & Bruggen, G.H. van (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: -.
  • Bruggen, G.H. van, Smidts, A. & Wierenga, B. (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.
  • Bruggen, G.H. van & Leenders, M.A.A.M. (1997, November 12). Move can harm Philips. Volkskrant, pp. ---.
  • Maathuis, O.J.M., Riel, C.B.M. van & Bruggen, G.H. van (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.
  • Bruggen, G.H. van (1996, oktober 17). The Impact of Internet on Marketing Channels. Vught, Malmberg Publishing Company.
  • Bruggen, G.H. van (1996, november 07). Heuristics and Decision Biases, the Compensating Role of an MDSS. onbekend, Rotterdam/Leuven Seminar.
  • Bruggen, G.H. van (1996, oktober 06). Databases and B-to-B Relationships. Maastricht, DMSA Direct Marketing Conference 1996.
  • Bruggen, G.H. van (1996, maart 28). Perspectives on Relationship Management Systems. Gent, Belgium, Connections 1996.
  • Bruggen, G.H. van (1996, februari 28). Marketing Management Support Systems. Maastricht, University Limburg.
  • Bruggen, G.H. van (1996, februari 18). Power and information in marketing channels. Wageningen Agricultural University, PhD course on Product and Distribution decisions.
  • Bruggen, G.H. van & Bucklin, L.P. (1996). Power and Information in Food Marketing Channels. CEMS academic conference: Milan, Italy (1996, september 12).
  • Bucklin, L.P. & Bruggen, G.H. van (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).
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van (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.
  • Bruggen, G.H. van & Waarts, E. (1996, Augustus 19). CD-branche moet Internet gebruiken. NRC-Handelsblad, pp. 1-1.
  • Bucklin, L.P. & Bruggen, G.H. van (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.
  • Bruggen, G.H. van & Bucklin, L.P. (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.

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

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.