Marketing

Erasmus School of Economics' marketing programme is currently a leading marketing science group in Europe (top 3 in terms of number of P* publications, according to CWTS reports made for earlier evaluations). Its aim is to become the number 1 marketing science group in Europe in terms of research output and impact on theory and practice and to be one of the top marketing science groups in the world in the next decade. The research programme conducts research in marketing with a quantitative modelling orientation and addresses important substantive areas such as Global Marketing, Diffusion of Innovations, Marketing Decision-Making and Preference Measurement, Marketing Models, and Healthcare Marketing. Publications are targeted at top journals in the field. A core asset is the recently founded Erasmus Centre for Marketing and Innovation (ECMI), which incorporates many of our research activities and has already established collaboration with leading companies (for example, Nielsen, GM), leading global and local universities (for example, MIT, University of Ghent, IESE), and other disciplines (for example, with Accounting). Leveraging ECMI opens up future funding routes (for example, large EU collaboration grants, individual EU and NWO grants), which makes the intended productivity increase sustainable. Our KPI’s are: top-journal productivity, securing more grants, sustainability and relevance of the research programme.

Programme leaders

Key publications

  • Stremersch, Stefan, Vardit Landsman and Sriram Venkataraman (2013), The Relationship between DTCA, Drug Requests and Prescriptions: Uncovering Variation in Specialty and Space, Marketing Science, 32(1), 89-110.
  • Dellaert, Benedict G.C., Bas Donkers and Arthur van Soest (2012), Complexity Effects in Choice Experiment-Based Models, Journal of Marketing Research, 49(3), 424-434.

Quality

The programme has a very active and productive research staff consisting of both more established scholars like Stefan Stremersch, Philip Hans Franses, Benedict Dellaert, Bas Donkers, Martijn de Jong, Willem Verbeke, and Dennis Fok, and junior scholars such as Vijay Hariharan (SUNY Buffalo), Nuno Camacho (Erasmus School of Economics), Vardan Avagyan (Carlos III, Madrid), Yuri Peers (Waikato), Florian Deutzmann (IESE), and Zhiying Jiang (SMU Singapore). They are already contributing or are likely to contribute strongly to the programme’s research output in years to come. International top-level visitors affiliated to the programme include Roland Rust (Maryland), Gerry Tellis (University of Southern California), and Josh Eliashberg (Wharton). Furthermore, the department’s faculty members have been very successful in obtaining external grants supporting faculty positions, such as EU Marie Curie grants awarded to Sarah Gelper and Isabel Verniers in 2009, to Gui Liberali in 2011, Hyoryung Nam in 2012 and Yuri Peers and Zhiying Jiang in 2015. NWO Veni grants were awarded to Martijn de Jong in 2009 and to Aurelie Lemmens in 2009 and an NWO Vidi grant was also awarded to Martijn de Jong in 2013. Large Netspar grants were awarded to Benedict Dellaert and Bas Donkers in 2008 and 2012. In 2012, in a university-wide research competition, the University board awarded € 2 Million for further junior faculty expansion to Dellaert and Stremersch in the context of Marketing-ECMI. Other research grants that support research expenses, beyond faculty, have been obtained from the Royal Netherlands Academy of Arts & Sciences (KNAW), Netherlands Organisation for Scientific Research (NWO), the Marketing Science Institute, Netspar, and Tinbergen talent fund.

Relevance to society

Our research programme has clearly improved its visibility in the academic community in the last five years. Our research has demonstrated its societal relevance and impact most specifically in co-creation of knowledge with the private sector and knowledge diffusion.

Co-creation of knowledge with the private sector

Most of our research addresses issues that are of direct relevance for consumers and marketeers. Many of our research projects take place in close cooperation with companies in practice. ECMI as an institute within the department was founded for this exact purpose and already works with international companies such as GM and Nielsen. For instance, with General Motors, ECMI is conducting a large study on the marketing effectiveness of new media, such as Facebook, in the Netherlands, US and China. In the area of online marketing and CRM Donkers also works directly with companies. De Jong has worked with several market research firms like GfK, TNS, and SSI. Also ISAM provides a strong interface with practice in the field of sales management. Franses works with direct marketing organisations in the financial industry like Robeco and with charitable organisations on models for prospect and customer selection. Dellaert and Donkers work with industry in the domain of pensions and insurances.

Knowledge diffusion

Several of our faculty regularly teach in executive education programmes and give talks for practitioner audiences, for companies such as Rabobank, Henkel, Telefonica and Opel, among many others. Furthermore, through our regular interaction with practitioners we are constantly fed with ideas about important and relevant research questions and we are also able to share our findings with interested parties and hence create societal impact, even in more remote areas like the legal domain (for example, De Jong has served as an expert witness for the ‘Court of Appeal’). Our research is also gaining attention in both national and international mass media such as TV, radio and newspapers. In 2013 the marketing programme hosted two prestigious international conferences: The triennial invitational choice symposium and the GGSSI (Global Sales Science Institute) conference. In 2014, a novel highly prestigious new joint conference was organised by ECMI in cooperation with the European Marketing Association (EMAC) and the American Marketing Association (AMA), for a joint audience of leading academics and leading practitioners. It is the first symposium in a new joint series between EMAC and AMA, the first co-operation between both associations. The second edition will be organized at Wharton in 2016, and the third at Insead in 2018.