Prof. dr. S. (Stefan) Stremersch

Erasmus School of Economics (ESE)
Erasmus University Rotterdam
Fellow ERIM
Field: Marketing
Affiliated since 2002

Stefan Stremersch holds the Desiderius Erasmus Distinguished Chair of Economics and the Chair in Marketing at the Erasmus School of Economics (ESE). Professor Stremersch's research is in the areas of innovation, marketing of technology and science, healthcare and pharmaceutical marketing, and international marketing. His research is largely situated in high technology markets (ICT, Telecom, consumer electronics, and video games) and pharmaceuticals, and led to published articles in the major scholarly journals including, among others, the International Journal of Research in Marketing, the Journal of Marketing, the Journal of Marketing Research, Marketing Science and Management Science. Professor Stremersch has won several prestigious awards including the Harold H. Maynard Best Paper Award from the Journal of Marketing, the J.C. Ruigrok Prize for the most productive young researcher in the social sciences in the Netherlands, awarded every four years to an economist, and the Rajan Varadarajan Early Career Award from the American Marketing Association in 2008. He also has an affiliation with IESE Business School, Barcelona, and is editorial or policy board member of several journals including the Journal of Marketing,  Journal of Marketing Research, Marketing Science and International Journal of Research in Marketing. For the latter journal, he served as editor together with Don Lehmann of the International Journal of Research in Marketing from 2006 to 2009. Professor Stremersch is also scientific director of the Erasmus Center for Marketing and Innovation and of the Erasmus Healthcare Business Center.

Click here to download his CV

Publications

  • Academic (50)
    • Guitart, IA., & Stremersch, S. (2020). The Impact of Informational and Emotional Television Ad Content on Online Search and Sales. Journal of Marketing Research, 58(2), 299-320. https://doi.org/10.1177/0022243720962505

    • Stremersch, S. (2020). The study of important marketing issues: Reflections. International Journal of Research in Marketing, 38(1), 12-17. https://doi.org/10.1016/j.ijresmar.2020.09.009

    • Landsman, V., & Stremersch, S. (2020). The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand? Journal of Marketing, 84(3). https://doi.org/10.1177/0022242919901277

    • Everdingen, Y., Hariharan, V., & Stremersch, S. (2019). Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Effects. Journal of Marketing, 83(3), 126-144. https://doi.org/10.1177/0022242919831996

    • Almeida Camacho, N., Nam, HR., Kannan, PK., & Stremersch, S. (2018). Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity. Journal of Marketing, 83(2), 138-157. https://doi.org/10.1177/0022242918809673

    • Guitart, IA., Gonzalez, J., & Stremersch, S. (2018). Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity. International Journal of Research in Marketing, 35(3), 471-489. https://doi.org/10.1016/j.ijresmar.2018.03.004

    • Stremersch, S., Kappe, E., & Venkataraman, S. (2017). Predicting the consequences of marketing policy changes: A new data enrichment method with competitive reactions. Journal of Marketing Research, 54(5), 720-736. https://doi.org/10.1509/jmr.15.0498

    • Stremersch, S., & Kappe, E. (2016). Drug Detailing and Doctors’ Prescription Decisions: The Role of Information Content in the Face of Competitive Entry. Marketing Science, 35(6), 915-933. https://doi.org/10.1287/mksc.2015.0971

    • Stremersch, S., Almeida Camacho, N., Vanneste, SJ., & Verniers, IWJ. I. (2015). Unraveling Scientific Impact: Citation Types in Marketing Journals. International Journal of Research in Marketing, 32(1), 64-77. https://doi.org/10.1016/j.ijresmar.2014.09.004

    • Liberali, G., Muller, E., Rust, RT., & Stremersch, S. (2015). Introduction to the IJRM Special Issue on Marketing and Innovation. International Journal of Research in Marketing, 32(3), 235-237. https://doi.org/10.1016/j.ijresmar.2015.08.001

    • Gelper, S., & Stremersch, S. (2014). Variable selection in international diffusion models. International Journal of Research in Marketing, 31(4), 356-367. https://doi.org/10.1016/j.ijresmar.2014.04.001

    • Sood, A., Kappe, ER., & Stremersch, S. (2014). The commercial contribution of clinical studies for pharmaceutical drugs. International Journal of Research in Marketing, 31(1), 65-77. https://doi.org/10.1016/j.ijresmar.2013.07.007

    • Roberts, JH., Kayande, U., & Stremersch, S. (2014). From academic research to marketing practice: Some further thoughts. International Journal of Research in Marketing, 31(2), 144-146. https://doi.org/10.1016/j.ijresmar.2013.12.001

    • Roberts, JH., Kayande, U., & Stremersch, S. (2014). From academic research to marketing practice: Exploring the marketing science value chain. International Journal of Research in Marketing, 31(2), 127-140. https://doi.org/10.1016/j.ijresmar.2013.07.006

    • Almeida Camacho, N., Jong, M., & Stremersch, S. (2014). The effect of Customer Empowerment on Adherence to Expert Advice. International Journal of Research in Marketing, 31(3), 293-308. https://doi.org/10.1016/j.ijresmar.2014.03.004

    • Stremersch, S., Landsman, V., & Venkataraman, S. (2013). The Relationship Between DTCA, Drug Requests and Prescriptions: Uncovering Variation in Specialty and Space. Marketing Science, 32(1), 89-110. https://doi.org/10.1287/mksc.1120.0757

    • Jong, M., Pieters, FGM., & Stremersch, S. (2012). Analysis of Sensitive Questions Across Cultures: An Application of Multigroup Item Randomized Response Theory to Sexual Attitudes and Behavior. Journal of Personality and Social Psychology, 103(3), 543-564. https://doi.org/10.1037/a0029394

    • Lemmens, A., Croux, C., & Stremersch, S. (2012). Dynamics in the international market segmentation of new product growth. International Journal of Research in Marketing, 29(1), 81-92. https://doi.org/10.1016/j.ijresmar.2011.06.003

    • Landsman, V., & Stremersch, S. (2011). Multihoming in Two-Sided Markets: An Empirical Inquiry in the Video Game Console Industry. Journal of Marketing, 75(6), 39-54. https://doi.org/10.1509/jmkg.75.6.39

    • Almeida Camacho, N., Donkers, B., & Stremersch, S. (2011). Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality. Marketing Science, 30(2), 305-320. https://doi.org/10.1287/mksc.1100.0624

    • Stremersch, S., Verniers, IWJ. I., & Croux, C. (2011). The global entry of new pharmaceuticals: a joint investigation of launch window and price. International Journal of Research in Marketing, 28(4), 295-308. https://doi.org/10.1016/j.ijresmar.2011.05.008

    • Stremersch, S., Heil, O., & Lehmann, DR. (2010). Marketing competition in the 21st century. International Journal of Research in Marketing, 27(2), 161-163. https://doi.org/10.1016/j.ijresmar.2010.03.003

    • Stremersch, S., Goldenberg, J., Libai, B., & Muller, E. (2010). The Evolving Social Network of Marketing Scholars. Marketing Science, 29(3), 561-567. https://doi.org/10.1287/mksc.1090.0539

    • Stremersch, S., Muller, E., & Peres, RT. (2010). Does New Product Growth Accelerate Across Technology Generations? Marketing Letters, 21(2), 103-120. https://doi.org/10.1007/s11002-009-9095-0

    • Stremersch, S., Lehmann, DR., & Dekimpe, MG. M. (2010). Preface to "The chilling effects of network externalities". International Journal of Research in Marketing, 27(1), 1-3. https://doi.org/10.1016/j.ijresmar.2009.12.001

    • Everdingen, Y., Fok, D., & Stremersch, S. (2009). Modeling Global Spillover of New Product Takeoff. Journal of Marketing Research, 46(5), 637-652. https://doi.org/10.1509/jmkr.46.5.637

    • Stremersch, S., & Lehmann, DR. (2009). From the (Past) Editors (editorial). International Journal of Research in Marketing, 26(4), 257-258. https://doi.org/10.1016/j.ijresmar.2009.09.002

    • Stremersch, S., & Lehmann, DR. (2009). Preface to a debate (editorial). International Journal of Research in Marketing, 26(2), 153-153. https://doi.org/10.1016/j.ijresmar.2009.03.001

    • Binken, JLG., & Stremersch, S. (2009). The effect of superstar software on hardware sales in system markets. Journal of Marketing, 73(2), 88-104. https://doi.org/10.1509/jmkg.73.2.88

    • Stremersch, S., & Van Dyck, WMJ. (2009). Marketing of the life sciences: a new framework and research agenda for a nascent field. Journal of Marketing, 73(4), 4-30. https://doi.org/10.1509/jmkg.73.4.4

    • Stremersch, S., & Lemmens, A. (2009). Sales Growth of New Pharmaceuticals Across the Globe: the Role of Regulatory Regimes. Marketing Science, 28(4), 690-708. https://doi.org/10.1287/mksc.1080.0440

    • Stremersch, S. (2008). Health and marketing: the emergence of a new field of research. International Journal of Research in Marketing, 25(4), 229-233. https://doi.org/10.1016/j.ijresmar.2008.09.002

    • Stremersch, S. (2008). 25 years of IJRM: Reflections on the past and the future. International Journal of Research in Marketing, 25(3), 143-148. https://doi.org/10.1016/j.ijresmar.2008.06.001

    • Stremersch, S., & Lehmann, DR. (2007). Editorial. International Journal of Research in Marketing, 24(1), 1-2. https://doi.org/10.1016/j.ijresmar.2006.12.001

    • Venkataraman, S., & Stremersch, S. (2007). The debate on influencing doctors' decisions: Are drug characteristics the missing link? Management Science, 53(11), 1688-1701. https://doi.org/10.1287/mnsc.1070.0718

    • Stremersch, S., Verniers, IWJ. I., & Verhoef, PC. (2007). The quest for citations: drivers of article impact. Journal of Marketing, 71(3), 171-193. https://doi.org/10.1509/jmkg.71.3.171

    • Stremersch, S., Tellis, GJ., Franses, P. H., & Binken, JLG. (2007). Indirect Network Effects in New Product Growth. Journal of Marketing, 71(3), 52-74. https://doi.org/10.1509/jmkg.71.3.52

    • Stremersch, S., & Verhoef, PC. (2006). Publicatiedrift van Nederlandse Marketingwetenschappers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 143-159.

    • Ghosh, M., Dutta, S., & Stremersch, S. (2006). Customizing Complex Products: When Should the Vendor Take Control ? Journal of Marketing Research, 43(4), 664-679. https://doi.org/10.1509/jmkr.43.4.664

    • Stremersch, S., & Verhoef, PC. (2005). Globalization of Authorship in the Marketing Discipline: Does it Help or Hinder the Field? Marketing Science, 24(4), 585-594. https://doi.org/10.1287/mksc.1050.0152

    • Dellaert, B., & Stremersch, S. (2005). Marketing Mass Customized Products: Striking the Balance between Utility and Complexity. Journal of Marketing Research, 42(2), 219-227. https://doi.org/10.1509/jmkr.42.2.219.62293

    • Wuyts, SHK. S., Stremersch, S., van den Bulte, C., & Franses, P. H. (2004). Vertical marketing systems for complex products: A triadic perspective. Journal of Marketing Research, 41(4), 479-487. https://doi.org/10.1509/jmkr.41.4.479.47015

    • Stremersch, S., & Tellis, GJ. (2004). Understanding and managing international growth of new products. International Journal of Research in Marketing, 21(4), 421-438. https://doi.org/10.1016/j.ijresmar.2004.07.001

    • van den Bulte, C., & Stremersch, S. (2004). Social Contagion and Income Heterogenity in New Product Diffusion: A Meta-Analytic Test. Marketing Science, 23(4), 530-544. https://doi.org/10.1287/mksc.1040.0054

    • Wuyts, SHK. S., Stremersch, S., & Dutta, S. (2004). Portfolios of interfirm agreements in technology-intensive markets: consequences for innovation and profitability. Journal of Marketing, 68(2), 88-100. https://doi.org/10.1509/jmkg.68.2.88.27787

    • Tellis, GJ., Stremersch, S., & Yin, E. (2003). The international takeoff of new products: the role of economics, culture, and country innovativeness. Marketing Science, 22(2), 188-208. https://doi.org/10.1287/mksc.22.2.188.16041

    • Stremersch, S., Weiss, M., Dellaert, B., & Frambach, RT. (2003). Buying modular systems in technology-intensive markets. Journal of Marketing Research, 40(3), 335-350. https://doi.org/10.1509/jmkr.40.3.335.19239

    • Stremersch, S., & Tellis, GJ. (2002). Strategic Bundling of Products and Prices: a new synthesis for marketing. Journal of Marketing, 66(1), 55-72. https://doi.org/10.1509/jmkg.66.1.55.18455

    • Stremersch, S., Wuyts, SHK. S., & Frambach, RT. (2001). The purchasing on full-service contracts: an exploratory study within the industrial maintenance market. Industrial Marketing Management, 30(1), 1-12. https://doi.org/10.1016/S0019-8501(99)00090-5

    • Commandeur, H., & Stremersch, S. (1997). The service profit chain. Holland Management Review, 55, 87-89.

  • Popular (1)
    • Stremersch, S., Almeida Camacho, N., & Donkers, B. (2011). Voorspelbare fouten van huisartsen bij medische beslissingen. Economisch-Statistische Berichten, 96(4612).

  • Professional (2)
    • Stremersch, S., Frambach, R., Commandeur, H., & Matthyssens, PMHM. P. (1997). Integrale dienstverlening : Over onderliggende dimensie en uitdagingen. Tijdschrift voor Marketing, (september), 27-32.

    • Stremersch, S., Frambach, RT., Commandeur, H., & Matthijssens, P. (1997). Integrale dienstverlening. Tijdschrift voor Marketing, (sept.), 27-32.

  • Academic (2)
    • Ding, M., Eliashberg, J., & Stremersch, S. (2014). Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research and Policies. Springer.

    • Stremersch, S., & Tindemans, EB. (2007). Verlicht Ondernemen. Lannoo Campus/Scriptum.

  • Popular (2)
    • Stremersch, S. (2017). How Winners Make Choices. Boom.

    • Stremersch, S. (2016). Kiezen voor Winst. Boom.

  • Academic (5)
    • Avagyan, V., Landsman, V., & Stremersch, S. (2017). Marketing Models for the Life Sciences Industry. In B. Wierenga, & R. van der Lans (Eds.), Handbook of Marketing Decision Models (pp. 385-430). Springer.

    • Landsman, V., Verniers, I., & Stremersch, S. (2014). The Successful Launch and Diffusion of New Therapies. In Innovation and Marketing in the Pharmaceutical Industry Springer.

    • Betz, UAK., Almeida Camacho, N., Gerards, M., & Stremersch, S. (2013). Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies. In M. Ding, J. Eliashberg, & S. Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies Springer.

    • Almeida Camacho, N., Landsman, V., & Stremersch, S. (2010). The Connected Patient. In The Book on the Connected Customer: The Changing Nature of Consumer and Business Markets Routledge Academic. Psychology Press

    • Stremersch, S., Commandeur, H., & Frambach, RT. (1998). Bundling: krachtig wapen in de concurrentiewedren. In C. van Tilborgh, & R. Duyck (Eds.), Management jaarboek 1998 (pp. 152-157). Roularta Books & Vlaamse Management Associatie.

  • Internally prepared (1)
    • Stremersch, S. (2001). Essays on marketing strategy in technology-intensive markets. Katholieke Universiteit Brabant.

  • Academic (5)
    • Everdingen, Y., Fok, D., & Stremersch, S. (2009). Modeling Global Spillover of New Product Takeoff. (EI reprint reeks EI-1528 ed.) DEPARTMENT OF ECONOMETRICS. EI reprint reeks Vol. EI-1528

    • van den Bulte, C., & Stremersch, S. (2003). Contagion and heterogeneity in new product diffusion: an empirical test. (ERIM Report Series Research in Management 2003 077-MKT ed.) BEDRIJFSECONOMIE. ERIM Report Series Research in Management 2003 Vol. 077-MKT

    • Franses, P. H., & Stremersch, S. (2002). Modeling generational transitions from aggregate data. (ERIM Report Series 2002 49-MKT ed.) ERIM Report Series 2002 Vol. 49-MKT

    • Wuyts, SHK. S., Stremersch, S., van den Bulte, C., & Franses, P. H. (2002). Buyer preferences for vendor in business: A triadic perspective. (The Wharton School, University of Pennsylvania 10-2002 ed.) The Wharton School, University of Pennsylvania Vol. 10-2002

    • Wuyts, SHK. S., & Stremersch, S. (2001). Buying high tech products. (ERIM Report Series 2001 27-MKT ed.) ERIM Report Series 2001 Vol. 27-MKT

  • Journal of Marketing Research (Journal)

    Editorial work (Academic)

  • Marketing Science (Journal)

    Editorial work (Academic)

  • Role: Promotor
  • PhD Candidate: Nuno Almeida Camacho
  • Time frame: 2005 - 2011
  • Role: Member Doctoral Committee
  • PhD Candidate: Merel van Diepen
  • Time frame: 2004 - 2009
  • Role: Promotor
  • PhD Candidate: Jeroen Binken
  • Time frame: 2003 - 2010
  • Role: Member Doctoral Committee
  • PhD Candidate: Remco Prins
  • Time frame: 2003 - 2008
  • Role: Promotor
  • PhD Candidate: Eelco Kappe
  • Time frame: 2006 - 2011
  • Role: Member Doctoral Committee
  • PhD Candidate: Yuri Peers
  • Time frame: 2007 - 2011
  • Role: Promotor
  • PhD Candidate: Elio Keko
  • Time frame: 2012 - 2017
  • Role: Promotor
  • PhD Candidate: Gert Jan Prevo
  • Time frame: 2014 -
  • Role: Promotor
  • PhD Candidate: Muhammad Asim
  • Time frame: 2015 -
  • Role: Promotor
  • PhD Candidate: Yuk Shouw/Brian Chung
  • Time frame: 2015 -
2014
May
27
2010
June
15
Valedictory symposium
As: Speaker
2009
October
29
2005
April
15

Address

Visiting address

Office: Tinbergen Building H15-01
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands