ESE and RSM launch new initiative eMARC

On Tuesday, 29 May, ESE marketing and accounting researchers together with the RSM accounting group organized a lunch to informally launch a new initiative, called eMARC, Erasmus Marketing and Accounting Research Center.

With the increased role of controlling in marketing spending decisions and the increased communication task of accountants and controllers, the center wants to stimulate interdisciplinary research by teams composed of both disciplines. The Center’s co-directors, Prof. Maarten Pronk (ESE Accounting), Prof. Erik Roelofsen (RSM Accounting) and Prof. Stefan Stremersch (ESE Marketing) funded a research project conceived on the spot through speed dating methodology of Prof. Martijn de Jong, Prof. Victor Maas, Dr Paulo Perego and Nel Hofstra MSc with a seed fund of €3,000. The new project in eMARC’s research line wants to adopt Eyetracking, a method often used in advertising research for the optimization of accounting and financial information.

Left to right: Paulo Perego, Nel Hofstra, Martijn de Jong en Victor Maas