Gerrit van Bruggen wins MOA Science Award 2014

Gerrit van Bruggen, Professor of Marketing, has won the MOA Science Award 2014. Together with former ERIM member Ralf van der Lans, he received this recognition for the best article in the Annual Review of Marketing Research 2014 published by the Dutch Market Research Association (MOA).

According to the jury, <link people gerrit-van-bruggen _blank>Van Bruggen and Van der Lans’ paper on Viral Marketing (in Dutch) provides an easily readable overview of recent insights on predictability of viral marketing campaigns.

The jury argues that “Many marketing and communications managers think that the success of viral campaigns is uncontrollable. However this paper provides a number of clear guidelines based on recent scientific research. Complex model descriptions are deliberately omitted. On the one hand this is unfortunate, as the reader will not gain any insight in the underlying methodology, but on the other hand this allows the authors to describe in an accessible way which variables can be used to seed a successful campaign, and to maximise its chances of forwarding and going viral.” The jury report (in Dutch) can be found here. 

In a festive event at the beach of Zandvoort, the Netherlands, Gerrit received a bronze and the traditional big bunch of flowers.