Welcome to the homepage of
Department of Business Economics
Erasmus University Rotterdam
Erasmus School of Economics, PO Box 1738
3000 DR Rotterdam, the Netherlands
Tel.: +31 (0)10 408 1303
Fax: +31 (0)10 408 9169
Curriculum Vitae: Please click this link
Education: Ph.D. Management, Erasmus University Rotterdam
(cum laude); M.Sc. Economics & Business, Erasmus University Rotterdam (cum laude);
Licenciatura in Economics (5-year degree), University Porto, Portugal
Research Interests: Behavioral Strategy, Modeling Consumers' and Managers' Decisions, Marketing & Innovation, Behavioral Economics, Bayesian Learning Models, Health Marketing.
Teaching Interests: Marketing Strategy & Innovation, Marketing Research, Customer and Market Insights & Behavioral Economics for Marketing.
In my research, I specialize on behavioral strategy, i.e., the application of behavioral insights to better understand innovation and strategic marketing questions. I also do research on behavioral modeling, i.e., quantitative models that leverage behavioral sciences to better understand, predict and improve managerial decisions and to better understand customer behavior (e.g., novel customer and market insights). Substantively, I often work in the area of health marketing, with a focus on patient-physician decision-making. To examine these questions empirically, I use (Bayesian) econometrics and both secondary data and primary data (e.g., field and online experiments; self-reported data).
“Grassroots Innovation Success: The Role of Self-Determination and Leadership Style,” with Stefan Stremersch, Elio Keko, and Stefan Wuyts,
International Journal of Research in Marketing, 2022, 39(2), 396-414. [link]
Covered in the UpNext Podcast by Gabriella Mirabelli (interview with Elio Keko).
“Financial Projections in Innovation Selection: The Role of Scenario Presentation, Expertise, and Risk,” with Vardan Avagyan, Wim Van der Stede, and Stefan Stremersch,
International Journal of Research in Marketing, 2022, forthcoming. [link]
Discussed in the London School of Economics (LSE) Business Review.
“Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing,” with Stefan Stremersch and Russ Winer,
Journal of Marketing, 85(5), 1-21, 2021, "lead article". [link]
Discussed in numerous media and blogs such as: Yahoo!Finance, Poets & Quants, AACSB Insights, EFMD Global, EurekaAlert (run by the American Association for the Advancement of Sciences), etc. See FRISBUSS website.
“Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity,” with Hyoryung Nam, P.K. Kannan and Stefan Stremersch,
Journal of Marketing, 2019, 83(2), 138-157. [link]
Discussed in Journal of Marketing's Scholar Insights Blog.
“Unraveling Scientific Impact: Citation Types in Marketing Journals,” with Stefan Stremersch, Isabel Verniers and Sofie Vanneste, International Journal of Research in Marketing, 32 (1), 2015, 64-77. [link]
“Customer Empowerment and Adherence to Expert Advice,” with
Stefan Stremersch and Martijn De Jong,
International Journal of Research in Marketing, 31 (3), 2014. [link]
Discussed in the The Motley Fool.
“Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality,” with Bas Donkers and Stefan Stremersch, Marketing Science 30 (2), 2011, 305-320. [link]
Innovation Project Selection Decisions
Drivers of Marketing Spending
“The Connected Patient,” with Stefan Stremersch and Vardit Landsman, chapter in The Connected Customer: The Changing Nature of Consumer and Business Markets, Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, and F.G.M. (Rik) Pieters, Eds., Routledge Academic (Taylor & Francis), ISBN: 9781848728370, 2010 [download working paper version of this chapter here; book is available here]
"Patient Empowerment: Consequences for Pharmaceutical Marketing and for the Patient-Physician Relationship," in Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research and Policies, Min Ding, Josh Eliashberg, and Stefan Stremersch, Eds., Springer, ISBN: 978-1461478003, 2014 [link].
"Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies," with Ulrich A.K. Betz, Michael Gerards and Stefan Stremersch, in Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research and Policies, Min Ding, Josh Eliashberg, and Stefan Stremersch, Eds., Springer, ISBN: 978-1461478003, 2014 [link].
- "Tournaments to Crowdsource Innovation"
University of Porto, School of Engineering (FEUP), Porto, Portugal, January 2019
Vrije Universiteit Amsterdam (VU), Amsterdam, Netherlands, March 2018
University of Porto, School of Economics (FEP), Porto, Portugal, September 2015
- "Customer Empowerment and Adherence to Expert Advice"
Tilburg University, Tilburg, the Netherlands, February 2014
University of Groningen, Groningen, the Netherlands, May 2012
Católica-Lisbon School of Business & Economics, Lisbon, Portugal, March 2012
- “Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning”
Tanaka Business School, Imperial College London, UK, January 2011
IESE Business School, Barcelona, Spain, September 2010
Hong Kong University of Science and Technology, September 2010
Rotterdam School of Management, August 2010
- “The Salience of Bad Experiences in Physician Learning”
Tinbergen Institute Ph.D. Seminars, Rotterdam, The Netherlands, May 2008
- “Studying Physician Behavior using Discrete Choice Models”
Catholic University of Portugal, Porto, Portugal, May 2007
2018 IPDMC - Innovation and Product Development Management Conference, U. Porto, Porto, Portugal, "Grassroots Innovation," June 2018
2017 INFORMS Marketing Science, USC, Los Angeles, USA, "Tournaments to Crowdsource Innovation?," June 2017
2016 AMA Winter, Las Vegas, USA, "How to Promote Engagement in Innovation Tournaments?," February 2016
2015 EMAC Conference, Leuven, Belgium, "How to Promote Engagement in Innovation Tournaments?," May 2015
2014 AMA-ECMI-EMAC Marketing & Innovation Symposium, Rotterdam, the Netherlands, "How to Promote Engagement in Innovation Tournaments?," June 2014
EMAC, Istanbul, Turkey - "The Effects of Disconfirmation in Scientific Innovation: Evidence on Citations and Citation Types in Marketing," June 2013
EMAC, Ljubljana, Slovenia - "Patient Empowerment – Can it Improve Adherence?," June 2011
INFORMS Marketing Science, University of Cologne, Germany – “Patient Empowerment – Can it Improve Adherence?”, June 2010
Sixth Marketing Dynamics Conference, Stern School of Business, New York University, United States – “Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning”, August 2009
INFORMS Marketing Science, Vancouver, British Columbia, Canada – “The Salience of Bad Experiences in Physician Learning”, June 2008
AMA Sheth Doctoral Consortium, Paper presentation and Discussion in Research Workshop Session, Columbia, Missouri, United States – “The Salience of Bad Experiences in Physician Learning”, June 2008
Veniam: Pioneering the Internet of Moving Things, with Cláudia Costa and Gonçalo Amorim, RSM case study (ref: 522-0008-1) [link]
Movvo: Marketing Location-Based Big Data, with Cláudia Costa, Gonçalo Amorim and José Paulo Esperança, RSM case study (ref: 516-0183-1) [link]
Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet, with Isabel Verniers, Carlos García-Pont and Stefan Stremersch, IESE Business School, Case Study M-1279-E [link]
Rabobank Corporate Netherlands: Turning the Smartphone into an Engine of Bottom-Line Growth, with Stefan Stremersch, IESE Business School, Case Study M-1286-E [link]
"Voorspelbare fouten van huisartsen bij medische beslissingen," with Bas Donkers and Stefan Stremersch, ESB, 96(4612), 358-361, [link]
"Expert Opinion of Nephrologists about the Effectiveness of Low-Protein Diet in Different Stages of Chronic Kidney Disease," with Gianluca Trifirò et al., International Journal of Food Sciences and Nutrition, [link]
"Transnational Acceleration of Local Startups – Portugal´s Building Global Innovators (BGI) Model," with Luís Carvalho, G.A. Amorim and J.P. Esperança, in Handbook of Research on Entrepreneurial Success and its Impact on Regional Development, [link]