Search Results - "Wierenga, Berend"

A Viral Branching Model for Predicting the Spread of Electronic Word of Mouth by van der Lans, Ralf, van Bruggen, Gerrit, Eliashberg, Jehoshua, Wierenga, Berend

“…In a viral marketing campaign, an organization develops a marketing message and encourages customers to forward this message to their contacts. Despite its…”
Get full text

The effectiveness of different mechanisms for integrating marketing and R&D by Leenders, Mark A.A.M., Wierenga, Berend

“…The integration of marketing and R&D is a major concern for companies that want to improve their new product performance (NPP). For this integration, companies…”
Get full text

The effect of the marketing–R&D interface on new product performance: The critical role of resources and scope by Leenders, Mark A.A.M., Wierenga, Berend

“…Although the integration of marketing with R&D is widely recognized as a critical factor for a new product's success, this study shows that not all companies…”
Get full text

The study of important marketing issues in an evolving field by Wierenga, Berend

“…In response to Kohli and Haenlein (2021), this paper addresses how, at this point in timemarketing can be maximally useful, both for contributing to the…”
Get full text

Managerial decision making in marketing: The next research frontier by Wierenga, Berend

“…Managerial decision making in marketing is the heart of the field. Strangely enough, academic work on this topic is scarce. Existing work on marketing decision…”
Get full text

Supporting Creative Problem Solving with a Case-Based Reasoning System by Althuizen, Niek, Wierenga, Berend

“…Attention for the division of work between computers and humans is growing due to ever-increasing computer capabilities. Over the past decades, creativity…”
Get full text

Sales promotions and channel coordination by Wierenga, Berend, Soethoudt, Han

“…Consumer sales promotions are usually the result of the decisions of two marketing channel parties, the manufacturer and the retailer. In making these…”
Get full text

Virtual communities: A marketing perspective by de Valck, Kristine, van Bruggen, Gerrit H., Wierenga, Berend

“…Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, ‘word-of-mouse’ has become a…”
Get full text

DRIVERS OF MARKETING CAREER SUCCESS by Wierenga, Berend, Szymanowski, Maciej, van Bruggen, Gerrit H.

“…What are the success factors for careers in marketing? This important question is lacking a definite answer so far. This paper presents an empirical study of…”
Get full text

Competitive strategies in the motion picture industry: An ABM to study investment decisions by Delre, Sebastiano A., Panico, Claudio, Wierenga, Berend

“…We study a parsimonious competition setting whereby two studio producers launch their movies simultaneously. They compete deciding about the positioning of…”
Get full text

On enjoying watching movies in a theatre versus at home: a comparative analysis by Ho, Jason Yiu-chung, Eliashberg, Jehoshua, Weinberg, Charles B., Wierenga, Berend

“…For most major movies, consumers have a choice to watch them in a theater or on home video. While each viewing channel has its own advantages and…”
Get full text

Motion Pictures: Consumers, Channels, and Intuition by Wierenga, Berend

“…In this comment, the author discusses three topics about movies that need research and for which the marketing discipline has concepts, models, and theories to…”
Get full text

Help that is not recognized: Harmful neglect of decision support systems by Althuizen, Niek, Reichel, Astrid, Wierenga, Berend

“…Decision support systems (DSSs) aim to enhance the performance of decision makers, but to do so DSSs have to be adopted and used. Technology acceptance…”
Get full text

Of video games, music, movies, and celebrities by Eliashberg, Jehoshua, Hennig-Thurau, Thorsten, Weinberg, Charles B., Wierenga, Berend

Get full text

The International Journal of Research in Marketing ( IJRM): Its conception and early years by Wierenga, Berend

Get full text

Dashboards as a Service: Why, What, How, and What Research Is Needed? by Pauwels, Koen, Ambler, Tim, Clark, Bruce H., LaPointe, Pat, Reibstein, David, Skiera, Bernd, Wierenga, Berend, Wiesel, Thorsten

“…Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across…”
Get full text

The Validity of Two Brief Measures of Creative Ability by Althuizen, Niek, Wierenga, Berend, Rossiter, John

“…Two brief, 15-minute measures of creative ability have become available quite recently. The Abbreviated Torrance Test for Adults (ATTA) objectively measures…”
Get full text

A Partially Hidden Markov Model of Customer Dynamics for CLV Measurement by Romero, Jaime, van der Lans, Ralf, Wierenga, Berend

“…Customer lifetime value (CLV) measurement is challenging as it requires forecasting customers' future purchases. Existing stochastic CLV models for this…”
Get full text

Invited Commentary--Motion Pictures: Consumers, Channels, and Intuition by Wierenga, Berend

Get full text

The effects of process and outcome accountability on judgment process and performance by Langhe, Bart de, van Osselaer, Stijn M.J., Wierenga, Berend

“…This article challenges the view that it is always better to hold decision makers accountable for their decision process rather than their decision outcomes…”
Get full text