Prof. dr. G.H. (Gerrit) van Bruggen

Full Professor

Department of Marketing Management

Rotterdam School of Management (RSM)

Erasmus University Rotterdam

Fellow ERIM

Field: Marketing

Affiliated since 1999

T: +31 10 4082258

E: gbruggen@rsm.nl

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.

Publications (43)

Key Publications (35)

Z. Aydin, M.B. Ataman & G.H. van Bruggen (2020). There’s an app for that! understanding the drivers of mobile application downloads. Journal of Business Research.
S.E.C. Gelper, R.J.A. van der Lans & G.H. van Bruggen (2020). Competition for Attention in Online Social Networks: Implications for Seeding Strategies. Management Science.
A. Rangaswamy, N. Moch, C. Felten, G.H. van Bruggen, J.E. Wieringa & J. Wirtz (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing.
Y.M. van Everdingen, B.E. Depecik & G.H. van Bruggen (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.
G.H. van Bruggen & R.J.A. van der Lans (2014). Virale marketing: Hoe campagnes zich online verspreiden. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 39, 9-24.
B.E. Depecik, Y.M. van Everdingen & G.H. van Bruggen (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4 (2), 143-160. doi: 10.1111/j.2042-5805.2014.1074.x
G.H. van Bruggen, M. Spann, G.L. Lilien & B. Skiera (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49 (4), 404-416. doi: 10.1016/j.dss.2010.05.002
G.H. van Bruggen & B. Wierenga (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 doi: 10.1561/1700000022
G.H. van Bruggen, K. Antia, S. Jap, W. Reinartz & F. Pallas (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13 (3), 331-340. doi: 10.1177/1094670510375601
R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29 (2), 348-365. doi: 10.1287/mksc.1090.0520
U. Kayande, A. De Bruyn, G.L. Lilien, A. Rangaswamy & G.H. van Bruggen (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20 (4), 527-546. doi: 10.1287/isre.1080.0198
K. de Valck, G.H. van Bruggen & B. Wierenga (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47 (3), 185-203. doi: 10.1016/j.dss.2009.02.008
B. Wierenga, G.H. van Bruggen & N.A.P. Althuizen (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 [go to publisher's site]
W. Smit, G.H. van Bruggen & B. Wierenga (2007). Het delen van informatie in distributiekanalen: een innovatief gebruik van marktgegevens. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2007, 255-273.
K. de Valck, G.H. van Bruggen & B. Wierenga (2006). Virtuele communities voorbij de hype: Nieuwe inzichten voor managers, marketeers en marktonderzoekers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 27-42.
G.H. van Bruggen & B. Wierenga (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
G.A.J.M. Berens, C.B.M. van Riel & G.H. van Bruggen (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69 (3), 35-48. doi: 10.1509/jmkg.69.3.35.66357
G.H. van Bruggen, M. Kacker & C. Nieuwlaat (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22 (2), 141-158. doi: 10.1016/j.ijresmar.2004.06.004
G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & K. Starke (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15 (3), 216-235. doi: 10.1287/isre.1040.0026
C.B.M. van Riel & G.H. van Bruggen (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. Journal of Brand Management, 11 (1), 22-33. doi: 10.1057/palgrave.bm.2540145
G.H. van Bruggen, G.L. Lilien & M. Kacker (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses. Journal of Marketing Research, 39 (4), 469-478. doi: 10.1509/jmkr.39.4.469.19117
G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & B. Wierenga (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55 (2), 111-121. doi: 10.1016/S0148-2963(00)00146-6
C.B.M. van Riel & G.H. van Bruggen (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5 (2-3), 241-251.
G.H. van Bruggen (2001). Marketing, Informatie en Belsuitvorming: een inter-organisationeel persfectief. . Oratie 12-10-01 (2001, oktober 12). Rotterdam: Erasmus Research Institute of Management
G.H. van Bruggen & B. Wierenga (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19 (3), 228-238. [go to publisher's site]
B. Wierenga & G.H. van Bruggen (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31 (3), S128-S145. doi: 10.1287/inte.31.3s.128.9678
B. Wierenga & G.H. van Bruggen (2000). Marketing management support systemen: lessen uit de afgelopen vijfentwintig jaar. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2000, 193-215.
G.H. van Bruggen & B. Wierenga (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17 (2-3), 159-168. doi: 10.1016/S0167-8116(00)00017-3
B. Wierenga & G.H. van Bruggen (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers
B. Wierenga, G.H. van Bruggen & R. Staelin (1999). The success of marketing management support systems. Marketing Science, 18 (3), 196-207. [go to publisher's site]
G.H. van Bruggen, A. Smidts & B. Wierenga (1998). Improving decision making by means of a marketing decision support system. Management Science, 44 (5), 645-658.
B. Wierenga & G.H. van Bruggen (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22 (1), 81-88.
B. Wierenga & G.H. van Bruggen (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61 (July), 21-37.
G.H. van Bruggen & L.P. Bucklin (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
G.H. van Bruggen, A. Smidts & B. Wierenga (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. doi: 10.1016/S0167-8116(96)00017-1

Articles (31)

Z. Aydin, M.B. Ataman & G.H. van Bruggen (2020). There’s an app for that! understanding the drivers of mobile application downloads. Journal of Business Research.
S.E.C. Gelper, R.J.A. van der Lans & G.H. van Bruggen (2020). Competition for Attention in Online Social Networks: Implications for Seeding Strategies. Management Science.
A. Rangaswamy, N. Moch, C. Felten, G.H. van Bruggen, J.E. Wieringa & J. Wirtz (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing.
Y.M. van Everdingen, B.E. Depecik & G.H. van Bruggen (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.
G.H. van Bruggen & R.J.A. van der Lans (2014). Virale marketing: Hoe campagnes zich online verspreiden. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 39, 9-24.
B.E. Depecik, Y.M. van Everdingen & G.H. van Bruggen (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4 (2), 143-160. doi: 10.1111/j.2042-5805.2014.1074.x
N.A.P. Althuizen, A. De Bruyn, G.H. van Bruggen & B. Wierenga (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
G.H. van Bruggen, M. Spann, G.L. Lilien & B. Skiera (2010). Prediction Markets As Institutional Forecasting Support Systems. Decision Support Systems, 49 (4), 404-416. doi: 10.1016/j.dss.2010.05.002
N.A.P. Althuizen, B. Wierenga, G.H. van Bruggen & A. De Bruyn (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
G.H. van Bruggen, K. Antia, S. Jap, W. Reinartz & F. Pallas (2010). Managing Marketing Channel Multiplicity. Journal of Service Research, 13 (3), 331-340. doi: 10.1177/1094670510375601
R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29 (2), 348-365. doi: 10.1287/mksc.1090.0520
U. Kayande, A. De Bruyn, G.L. Lilien, A. Rangaswamy & G.H. van Bruggen (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluation. Information Systems Research, 20 (4), 527-546. doi: 10.1287/isre.1080.0198
K. de Valck, G.H. van Bruggen & B. Wierenga (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47 (3), 185-203. doi: 10.1016/j.dss.2009.02.008
G.A.J.M. Berens, C.B.M. van Riel & G.H. van Bruggen (2005). Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance. Journal of Marketing, 69 (3), 35-48. doi: 10.1509/jmkg.69.3.35.66357
G.H. van Bruggen, M. Kacker & C. Nieuwlaat (2005). The impact of channel function performance on buyer-seller relationships in marketing channels. International Journal of Research in Marketing, 22 (2), 141-158. doi: 10.1016/j.ijresmar.2004.06.004
A. Rangaswamy & G.H. van Bruggen (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19 (2), 5-11. doi: 10.1002/dir.20037
G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & K. Starke (2004). DSS effectiveness in marketing resource allocation decisions: reality vs perception. Information Systems Research, 15 (3), 216-235. doi: 10.1287/isre.1040.0026
C.B.M. van Riel & G.H. van Bruggen (2003). IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns. Journal of Brand Management, 11 (1), 22-33. doi: 10.1057/palgrave.bm.2540145
G.H. van Bruggen, G.L. Lilien & M. Kacker (2002). Informants in organizational marketing research: why use multiple informants and how to aggregate responses. Journal of Marketing Research, 39 (4), 469-478. doi: 10.1509/jmkr.39.4.469.19117
G.L. Lilien, A. Rangaswamy, G.H. van Bruggen & B. Wierenga (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55 (2), 111-121. doi: 10.1016/S0148-2963(00)00146-6
C.B.M. van Riel & G.H. van Bruggen (2002). Incorporating business unit managers' perspectives in corporate branding strategy decision making. Corporate Reputation Review, 5 (2-3), 241-251.
B. Wierenga & G.H. van Bruggen (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31 (3), S128-S145. doi: 10.1287/inte.31.3s.128.9678
G.H. van Bruggen & B. Wierenga (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19 (3), 228-238. [go to publisher's site]
G.H. van Bruggen, A. Smidts & B. Wierenga (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35 (7/8), 796-814. doi: 10.1108/EUM0000000005726
G.H. van Bruggen & B. Wierenga (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17 (2-3), 159-168. doi: 10.1016/S0167-8116(00)00017-3
B. Wierenga & G.H. van Bruggen (2000). Marketing management support systemen: lessen uit de afgelopen vijfentwintig jaar. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2000, 193-215.
B. Wierenga, G.H. van Bruggen & R. Staelin (1999). The success of marketing management support systems. Marketing Science, 18 (3), 196-207. [go to publisher's site]
G.H. van Bruggen, A. Smidts & B. Wierenga (1998). Improving decision making by means of a marketing decision support system. Management Science, 44 (5), 645-658.
B. Wierenga & G.H. van Bruggen (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22 (1), 81-88.
B. Wierenga & G.H. van Bruggen (1997). The integration of marketing-problem-solving modes and marketing management support systems. Journal of Marketing, 61 (July), 21-37.
G.H. van Bruggen, A. Smidts & B. Wierenga (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. doi: 10.1016/S0167-8116(96)00017-1

Books (2)

G.H. van Bruggen & B. Wierenga (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 doi: 10.1561/1700000022
B. Wierenga & G.H. van Bruggen (2000). Marketing management support systems: principles, tools and implementation. Boston: Kluwer Academic Publishers

Book Contributions

G.H. van Bruggen & L.P. Bucklin (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

G.H. van Bruggen (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.

Inaugural Speech

G.H. van Bruggen (2001). Marketing, Informatie en Belsuitvorming: een inter-organisationeel persfectief. . Oratie 12-10-01 (2001, oktober 12). Rotterdam: Erasmus Research Institute of Management

Professional Publications (7)

G.H. van Bruggen & R.J.A. van der Lans (2014). Wetenschapsprijs van het Jaar 2014. Vakpublicatie.
R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (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. doi: 10.2478/gfkmir-2014-0039
R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
R.J.A. van der Lans, G.H. van Bruggen, J. Eliashberg & B. Wierenga (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3 (2), 12-14.
G.H. van Bruggen (2002). Informatie uitwisselen: wel of niet doen? Tijdschrift voor Marketing, 57-59.
G.H. van Bruggen (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
B. Wierenga & G.H. van Bruggen (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26 (4), 32-38.

PhD Tracks (27)

Contingencies: Learning Numerical and Emotional Associations in an Uncertain World

Role: Member Doctoral Committee
PhD Candidate: Bart de Langhe
Time frame: 2006 - 2011

Not All Promotions are Made Equal: From the Effects of a Price War to Cross-chain Cannibalization

Role: Member Doctoral Committee
PhD Candidate: Francesca Sotgiu
Time frame: 2004 - 2010

Evaluative Conditioning 2.0: Direct versus Associative Transfer of Affect to Brands

Role: Member Doctoral Committee
PhD Candidate: Steven Sweldens
Time frame: 2004 - 2009

Real-time Planning Support: A Task-technology Fit Perspective

Role: Member Doctoral Committee
PhD Candidate: Elfriede Krauth
Time frame: 2003 - 2008

Flipping the Identity Coin: The Comparative Effect of Perceived, Projected and Desired Organizational Identity on Organizational Identification and Desired Behavior

Role: Member Doctoral Committee
PhD Candidate: Mirdita Elstak
Time frame: 2001 - 2007

How Assortment Variety Affects Assortment Attractiveness: A Consumer Perspective

Role: Promotor
PhD Candidate: Eline de Vries-van Ketel
Time frame: 2000 - 2006

Analogical Reasoning as a Decision Support Principle for Weakly-Structured Marketing Problems

Role: Member Doctoral Committee
PhD Candidate: Niek Althuizen
Time frame: 2000 - 2006

Market Information Sharing in Channel Relationships Its Nature, Antecedents, and Consequences

Role: Promotor
PhD Candidate: Willem Smit
Time frame: 1999 - 2006

Advanced Econometric Marketing Models

Role: Member Doctoral Committee
PhD Candidate: Dennis Fok
Time frame: 1999 - 2003

Corporate Branding: The Development of Corporate associations and their Influence on Stakeholder Reactions

Role: Member Doctoral Committee
PhD Candidate: Guido Berens
Time frame: 1999 - 2004

Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship

Role: Promotor
PhD Candidate: Kristine de Valck
Time frame: 1999 - 2005

Bridging Models and Business: Understanding heterogeneity in hidden drivers of customer purchase behavior

Role: Member Doctoral Committee
PhD Candidate: Evsen Korkmaz
Time frame: 2009 - 2014

Revitalizing Brand and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

Role: Promotor
PhD Candidate: Baris Depecik
Time frame: 2008 - 2016

Governance of Global Interorganizational Tourism Networks; Changing forms of co-ordination between the travel agency and aviation sector

Role: Member Doctoral Committee
PhD Candidate: Jaco Appelman
Time frame: 1998 - 2004

Essays on Accelerated Product Development

Role: Promotor
PhD Candidate: Pinar Cankurtaran
Time frame: 2008 - 2014

Consumer Information Sharing: Understanding Psychological Drivers of Social Transmission

Role: Member Doctoral Committee
PhD Candidate: Ezgi Akpinar
Time frame: 2007 - 2013

Marketing under the influence of macroeconomic instability

Role: Promotor
PhD Candidate: Thomas Eichentopf
Time frame: 2010 -

Mobile Consumers and Applications: Essays on Mobile Marketing

Role: Promotor
PhD Candidate: Zeynep Aydin
Time frame: 2009 -

Consumers and Producers

Role: Member Doctoral Committee
PhD Candidate: Elisa Maira
Time frame: 2012 - 2018

Essays on Cooperatives:Emergence, Retained Earnings, and Market Shares

Role: Member Doctoral Committee
PhD Candidate: Anna Petruchenya
Time frame: 2013 - 2018

E-commerce success: traffic, bouncing and conversion

Role: Promotor
PhD Candidate: Xin Zhou
Time frame: 2015 -

Exploring the dynamics and features of interpersonal influence in new product diffusion

Role: Promotor
PhD Candidate: Weiyi Deng
Time frame: 2016 -

Generating Value from Online Brand Communities: The Role of New Technology and External Events

Role: Promotor
PhD Candidate: Martina Pocchiari
Time frame: 2017 -

Doctoral Research in Marketing (Marketing Science)

Role: Promotor
PhD Candidate: Ibrahim Usame Cikrikcioglu
Time frame: 2019 -

Emotional Experience and Advertising Effectiveness: On the use of EEG in marketing

Role: Member Doctoral Committee
PhD Candidate: Esther Eijlers
Time frame: 2013 - 2020

Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience)

Role: Promotor
PhD Candidate: Begum Celiktutan
Time frame: 2020 -

Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience)

Role: Promotor
PhD Candidate: Ibraheem Saleh Omar Badahdah
Time frame: 2020 -

Recognitions (3)

Editorial positions (2)

Decision Sciences

Member Editorial Review Board
International Journal of Research in Marketing

Member Editorial Review Board

Side positions

EMAC

Treasurer

Course (1)

Past

Current Topics in Marketing Research (2018/2019)

Events (2)

2010

June

Farewell Symposium in Honor of Berend Wierenga

Valedictory symposium

As: Speaker

2008

March

Invitation for ERIM PAC Lunch Seminar on Strategic Challenges 2010 - MEMBERS ONLY

Institute Event

As: Speaker

Award (1)

ERIM Book Award (2002)

Address

Visiting address

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

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands