Welcome to the homepage of
Vijay Ganesh Hariharan
ERIM Profile
Erasmus Center for Marketing and Innovation


Associate Professor of Marketing


Department of Business Economics
Erasmus School of Economics
Erasmus University Rotterdam


Room H15-13
P.O. Box 1738
3000 DR Rotterdam
The Netherlands


(+31) 10 - 4082542




State University of New York (SUNY) at Buffalo, Buffalo, NY, USA
Ph.D. (Marketing)
M.A. (Economics)

Government College of Technology, Coimbatore, India
B.E. (Computer Science)

Research Interests:

•    Brand Management (Product Line Extensions; Advertising; Brand Equity)
•    New Product Diffusion (Marketing Mix Strategies; Social Contagion)

•    Dynamic Linear Models; Dynamic Optimization; Endogeneity; Applied Bayesian Techniques


"Shopper Marketing Moderators of the Brand Equity - Behavioral Loyalty Relationship", with Kalpesh K Desai, Debabrata Talukdar and J. Jeffrey Inman, Journal of Business Research, forthcoming.

"Optimal Targeting of Advertisement for New Products with Multiple Consumer Segments", with Debabrata Talukdar and Changhyun Kwon, International Journal of Research in Marketing (2015), 32(3), 263-271.

"Aggregate Impact of Different Brand Development Strategies", with Ram Bezawada and Debabrata Talukdar, Management Science (2015), 61(5), 1164-1182. Online appendices

"Trial, Repeat Purchase and Spillover Effects of Cobranded Extensions", with Ram Bezawada and Debabrata Talukdar, Journal of Product & Brand Management (2012), 21(2), 76-88. [Lead Article]

"Empirical Regularity in Academic Research Productivity Patterns in Marketing", with Debabrata Talukdar and Chanil Boo, International Journal of Research in Marketing (2011), 28(3), 248-257.

"Conjoint-HoQ: Evolving a Methodology to Map Market Needs to Product Profiles", with Andrew Olewnik, International Journal of Product Development (2010), 10(4), 338-368.

Honors and Awards:
  • Erasmus School of Economics Top Researcher Award (2016)
  • ERIM High Performance Researcher (2015, 2016)
  • Faculty Fellow, Inagural PDMA Doctoral Consortium (2011), Chicago, USA
  • Winner, University at Buffalo Paul E. Green Award in Marketing Research (2010)
  • Winner, PDMA Dissertation Competition Award (2009)
  • Fellow, AMA-Sheth Doctoral Consortium (2009), Atlanta, USA
  • Fellow, INFORMS Marketing Science Consortium (2009), Ann Arbor, USA
  • Fellow, PhD Workshop in Theory-Rich Marketing Modeling (2007) hosted by Fuqua School of Business, Duke University, Durham, USA


 Erasmus School of Economics, Erasmus University
     • Marketing Research and Analysis, Masters level: 2010-present
     • Introduction to Marketing, Undergraduate level: 2012-present
     • Masters Thesis in Marketing: 2010-present
     • Guest Lectures
o    Seminar Topics in Organization and Strategy, Masters level: 2014
o    Erasmus Center for Entrepreneurship Academy, 2014
o    ERIM MPhil Research Clinic: 2014
o    Erasmus Experience Program (Proefstuderen), High school level: 2013-present
School of Management, State University of New York at Buffalo 
      • Principles of Marketing, Undergraduate Level (2008-2010)