R.P. (Robert ) Rooderkerk

RSM - Rotterdam School of Management
Erasmus University Rotterdam
Member ERIM
Field: Logistics & Information Systems
Affiliated since 2015

Robert Rooderkerk is Associate Professor of Operations Management at the Rotterdam School of Management.

His research addresses challenges on the marketing-operations interface, with an emphasis on (omni-channel) retail assortments and product lines. In doing so his work integrates insights from psychology and consumer behavior with techniques from econometrics and operations research. His body of research can roughly be divided into two streams: (1) modeling on large (scanner) data sets to aid retailers and manufacturers with new product development and merchandising strategies, and (2) enriching choice models to account for behavioal phenomena such as reference and context dependence. In addition, he studies the effective use of social media by companies. Recently, his research is branching out to shelf layout design and omnichannel retail.

His work has appeared in Customer Needs and Solutions, European Journal of Operational Research, Journal of Interactive MarketingJournal of Marketing Research (JMR), Marketing Letters, and Marketing Science. He is a recipient of the Dutch Marketing Science award and a finalist for the Paul Green award (JMR). He serves as a reviewer for several top journals in marketing, management, operations management, and operations research.

His research has been covered by national and international newspapers (Algemeen Dagblad, Laatste Nieuws, Standaard, and Volkskrant), Dutch radio (BNR and VARA Kassa Radio) and tv (Teleac Hoe?Zo!), the Dutch Consumer Reports magazine, and BBC’s Capital blog.

He regularly advises companies on matters including assortment and product line optimization, marketing research, and the effective use of digital and social media. He is also a popular speaker on these topics. Between April 2009 and January 2012 he served on the academic board of the NYC based Marketing Productivity Group.

His teaching interests lie at the intersection of econometrics, marketing, operations, and behavioral decision making. He has taught to both small and large audiences, ranging from the undergraduate to the (Exec) MBA and Ph.D. level. He is the recipient of several teaching awards. Drawing on his strong and diverse methodological background, he teaches the Research Methodology and Measurement course in the ERIM Master of Philosophy in Business Research. In addition, he serves as the coordinator of the Research Training and Bachelor Thesis course for the BA and IBA programs at the Rotterdam School of Management.

Robert has held visiting positions at the Tuck School of Business at Dartmouth, UCLA Anderson School of Management and the College of Engineering at the University of Florida.

Key Publications (5)


Visiting address

Office: Mandeville Building T09-57
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam

Latest publication

R. Thomadsen, R.P. Rooderkerk, O. Amir, N. Arora, B. Bollinger, K. Hansen, L. John, W. Liu, A. Sela, V. Singh, K. Sudhir & W. Wood (2017). How context affects choice. Customer Needs and Solutions. doi: http//dx.doi.org/10.1007/s40547-017-0084-9