prof.dr.ir. B. (Berend) Wierenga

Professor Emeritus of Marketing

Department of Marketing Management

Rotterdam School of Management (RSM)

Erasmus University Rotterdam

+31 10 4081969

bwierenga@rsm.nl

SSRN

More information

Profile

Berend Wierenga is Professor-Emeritus of Marketing at Rotterdam School of Management, Erasmus University (RSM). He has a PhD of Wageningen University, The Netherlands, where he was a faculty member until joining the Rotterdam School of Management in 1983. He held visiting positions at business schools abroad, the Stanford Graduate School of Business (Stanford, USA), the Wharton School of the University of Pennsylvania (Philadelphia, USA), INSEAD (Fontainebleau, France), and several others.. His main research areas are marketing decision making, marketing models, and marketing management support systems. He has published widely on these topics, in the Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Management Science, Management Information Systems Quarterly, Communications of the ACM, and many others. He is the author (together with Gerrit van Bruggen) of “Marketing Management Support Systems: Principles, Tools, and Implementation” (2000). In 2008, he was Editor of the first edition, and in 2017 he was the Editor (together with Ralf van der Lans) of the second edition of the “Handbook of Marketing Decision Models” (Springer).

At RSM Berend Wierenga is the founder of the Department of Marketing Management of which he was the chairman for fifteen years. Berend Wierenga was Dean of RSM twice. He also was the first Scientific Director of the Erasmus Research Institute of Management (ERIM). At the occasion of 50 years RSM he wrote Wierenga Berend: RSM Memoir, Rotterdam School of Management (2020).

Berend Wierenga was the Founding Editor (1982-1986) of the International Journal of Research in Marketing (IJRM), which has become a top academic journal in the field of marketing. Berend Wierenga was on the Board of the Social Science Research Council of the Netherlands Organization for Scientific Research (Netherlands Science Foundation-NWO) for six years.

Berend Wierenga has been active in professional organizations, including the European Marketing Academy (EMAC) and the Netherlands Institute of Marketing (NIMA), and he has held supervising and consulting positions in companies, associations, and government organizations. He was appointed Officer in the Order of Oranje-Nassau by her Majesty the Queen of The Netherlands in 2010. He received the inaugural EMAC Distinguished Marketing Scholar Award, as well as the Ad Fontes Penning of the Erasmus University.

As Professor-Emeritus at Erasmus University, Berend Wierenga continues to be active in research and publications, editorial work (including special issues of journals), and international conferences. From 2011 to 2015 he was a part-time research professor at Bocconi University in Milan.

His current research is in the area of marketing decision making, the movie industry, and developments in the marketing discipline, with as a recent publication: "The study of important marketing issues in an evolving field," IJRM, March 2021, 18-28.

Publications

Article (83)

Academic (59)

Ho, J. Y., Eliashberg, J., Weinberg, C. B., & Wierenga, B. (2024). On enjoying watching movies in a theatre versus at home: a comparative analysis. Marketing Letters, 35(1), 29-44. https://doi.org/10.1007/s11002-023-09705-3
Wierenga, B., Szymanowski, M., & van Bruggen, G. H. (2024). DRIVERS OF MARKETING CAREER SUCCESS. Marketing Education Review, 34(1), 3-22. https://doi.org/10.1080/10528008.2023.2251950
Wierenga, B. (2021). Commentary on Kohli & Haenlein: The study of important marketing issues in an evolving field. International Journal of Research in Marketing, 38(1), 18-28. https://doi.org/10.1016/j.ijresmar.2020.10.007
Delre, SA., Panico, C., & Wierenga, B. (2017). Competitive strategies in the motion picture industry: an ABM to study investment decisions. International Journal of Research in Marketing, 34(1), 69-99. https://doi.org/10.1016/j.ijresmar.2016.05.005
Eliashberg, J., Hennig-Thureau, T., Weinberg, C. B., & Wierenga, B. (2016). Of video games,music,movies, and celebrities. International Journal of Research in Marketing, 33(2), 241-245. Article 1. https://doi.org/10.1016/j.ijresmar.2016.03.004
Wierenga, B. (2016). Managerial Decision Making in Marketing: Introduction to the Special Issue. Journal of Marketing Behavior, 2(2-3), 77-80. Article 1. https://doi.org/10.1561/107.00000030
Althuizen, N., Wierenga, B., & Chen, B. (2016). Managerial Decision Making in Marketing: Matching the Demand and Supply Side of Creativity. Journal of Marketing Behavior, 2(2-3), 129-176. Article 4. https://doi.org/10.1561/107.00000033
Tzioti, SC., Wierenga, B., & Osselaer, S. (2014). The effect of intuitive advice justification on advice taking. Journal of Behavioral Decision Making, 27(1), 66-77. https://doi.org/10.1002/bdm.1790
Wierenga, B., & Althuizen, NAP. (2014). Supporting Creative Problem Dolving with a Case-Based Reasoning System. Journal of Management Information Systems, 31(1), 309-340. https://doi.org/10.2753/MIS0742-1222310112
Romero, J., Wierenga, B., & van der Lans, RJA. (2013). A Partially-Hidden Markov Model of Customer Dynamics for CLV Measurement. Journal of Interactive Marketing, 27(3), 185-208. Article 4. https://doi.org/10.1016/j.intmar.2013.04.003
Althuizen, NAP., Reichelt, A., & Wierenga, B. (2012). Help that is not recognized: Harmful neglect of decision support systems. Decision Support Systems, 54(1), 719-728. https://doi.org/10.1016/j.dss.2012.08.016
Wierenga, B., & Da Cruz Rodrigues, R. (2011). Beslissingsprocessen van bioscoopbezoekers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 36, 27-40.
de Langhe, B., Osselaer, S., & Wierenga, B. (2011). The Effects of Process and Outcome Accountability on Judgment Process and Performance. Organizational Behavior and Human Decision Processes, 115(2), 238-252. https://doi.org/10.1016/j.obhdp.2011.02.003
Wierenga, B. (2011). Managerial decision making in marketing: The next research frontier. International Journal of Research in Marketing, 28(2), 89-101. https://doi.org/10.1016/j.ijresmar.2011.03.001
van der Lans, RJA., van Bruggen, G., Eliashberg, J., & Wierenga, B. (2010). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth. Marketing Science, 29(2), 348-365. https://doi.org/10.1287/mksc.1090.0520
Wierenga, B. (2010). The Validity of Two Brief Measures of Creative Ability. Creativity Research Journal, 11(1), 53-61. https://doi.org/10.1080/10400410903579577
Wierenga, B., & Soethoudt, H. (2010). Sales promotion and channel coordination. Journal of the Academy of Marketing Science, 38(3), 383-397. https://doi.org/10.1007/s11747-009-0161-1
Eliashberg, J., Hegie, QC., Ho, J., Huisman, D., Miller, SJ., Swami, S., Weinberg, CB., & Wierenga, B. (2009). Demand-driven scheduling of movies in a multiplex. International Journal of Research in Marketing, 26(2), 75-89. https://doi.org/10.1016/j.ijresmar.2008.09.004
de Valck, K., van Bruggen, G., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47(3), 185-203. https://doi.org/10.1016/j.dss.2009.02.008
Eliashberg, J., Swami, S., Weinberg, CB., & Wierenga, B. (2009). Evolutionary approach to the development of decision support systems in the movie industry. Decision Support Systems, 47(1), 1-13. https://doi.org/10.1016/j.dss.2008.12.008
Pauwels, K., Ambler, T., Clark, BH., LaPointe, P., Reibstein, D., Skiera, B., Wiesel, T., & Wierenga, B. (2009). Dashboard as a Service. Why,What,How,and What Reserach Is Needed. Journal of Service Research, 12(2), 175-189. https://doi.org/10.1177/1094670509344213
Leenders, MAAM., & Wierenga, B. (2008). The effect of the marketing-R&D interface on new product performance: the critical role of resources and scope. International Journal of Research in Marketing, 25(1), 56-68. https://doi.org/10.1016/j.ijresmar.2007.09.006
Althuizen, NAP., & Wierenga, B. (2008). Hulp bij creatieve marketing beslissingen: het gebruik van "case-based reasoning" voor het ontwerpen van sales promotion campagnes. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2008, 99-116. http://hdl.handle.net/1765/12484
Eliashberg, J., Swami, S., Weinberg, CB., & Wierenga, B. (2008). Globally Distributed R&D Work in a Marketing Management Support Systems (MMSS) Environment: A Knowledge Management Perspective. Journal of Advances in Management Research, 5(1), 7-20. http://hdl.handle.net/1765/12483
Wierenga, B. (2008). Decision Support Systems as the Bridge between Marketing Models and Marketing Practice. Marketing, 4(1), 38-44. http://hdl.handle.net/1765/16700
Wierenga, B. (2008). The International Journal of Research in Marketing (IJRM): Its conception and early years. International Journal of Research in Marketing, 25(3), 149-150. https://doi.org/10.1016/j.ijresmar.2008.06.002
Rekom, J., & Wierenga, B. (2007). On the hierarchical nature of means-end relationships in laddering data. Journal of Business Research, 60(4), 401-410. https://doi.org/10.1016/j.jbusres.2006.10.004
Smit, W., van Bruggen, G., & Wierenga, B. (2007). Het delen van informatie in distributiekanalen: een innovatief gebruik van marktgegevens. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2007, 255-273. http://hdl.handle.net/1765/12486
Rekom, J., van Riel, C., & Wierenga, B. (2006). A Methodology for Assessing Organizational Core Values. Journal of Management Studies, 43(2), 175-201. https://doi.org/10.1111/j.1467-6486.2006.00587.x
Popma, WT., Waarts, E., & Wierenga, B. (2006). New Product Announcements as Market Signals; a content analysis in the DRAM chip industry. Industrial Marketing Management, 35(2), 225-235. https://doi.org/10.1016/j.indmarman.2005.01.007
de Valck, K., van Bruggen, G., & Wierenga, B. (2006). Virtuele communities voorbij de hype: Nieuwe inzichten voor managers, marketeers en marktonderzoekers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 27-42. http://hdl.handle.net/1765/12489
Wierenga, B. (2006). Motion Pictures: Consumers, Channels and Intuition. Marketing Science, 25(6), 674-677. https://doi.org/10.1287/mksc.1050.0185
Lilien, GL., Rangaswamy, A., van Bruggen, G., & Wierenga, B. (2002). Bridging the marketing theory-practice gap with marketing engineering. Journal of Business Research, 55(2), 111-121. https://doi.org/10.1016/S0148-2963(00)00146-6
van Everdingen, Y., & Wierenga, B. (2002). Intra-firm Adoption Decisions: Role of Inter-firm and Intra-firm Variables. European Management Journal, 20(6), 649-663. https://doi.org/10.1016/S0263-2373(02)00116-0
Wierenga, B. (2002). On academic marketing knowledge and marketing knowledge that marketing managers use for decision-making. Marketing Theory, 2(4), 355-362.
Leenders, MAAM., & Wierenga, B. (2002). The Effectiveness of Different Mechanisms for Integrating Marketing and R&D. Journal of Product Innovation Management, 19(4), 305-317. https://doi.org/10.1016/S0737-6782(02)00147-9
Wierenga, B., & van Bruggen, G. (2001). Developing a Customized Decision Support Systems for Brand Managers. Interfaces, 31(3), S128-S145. https://doi.org/10.1287/inte.31.3s.128.9678
van Bruggen, G., Smidts, A., & Wierenga, B. (2001). The powerful triangle of marketing data, managerial judgment, and marketing management support systems. European Journal of Marketing, 35(7/8), 796-814. https://doi.org/10.1108/EUM0000000005726
van Bruggen, G., & Wierenga, B. (2001). Matching Management Support Systems and Managerial Problem-Solving Modes: The Key to Effective Decision Support. European Management Journal, 19(3), 228-238. http://hdl.handle.net/1765/2672
Eliashberg, J., Swami, S., Weinberg, CB., & Wierenga, B. (2001). Implementing and Evaluating SilverScreener: a Marketing Management Support System for Movie Exhibitors. Interfaces, 31(3), S108-S127. https://doi.org/10.1287/inte.31.3s.108.9685
Eliashberg, J., Jonker, JJ., Sawhney, MS., & Wierenga, B. (2000). MOVIEMOD: an implementable decision-support system for prelease market evaluations of motion pictures. Marketing Science, 19(3), 226-243.
Wierenga, B., & van Bruggen, G. (2000). Marketing management support systemen: lessen uit de afgelopen vijfentwintig jaar. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2000, 193-215. http://hdl.handle.net/1765/15165
Waarts, E., & Wierenga, B. (2000). Explaining Competitiors' reactions to new product introductions: the role of event characteristics, managerial interpretation, and competitive context. Marketing Letters, 11(1), 67-79.
van Bruggen, G., & Wierenga, B. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17(2-3), 159-168. https://doi.org/10.1016/S0167-8116(00)00017-3
Kemp, B., Hooghiemstra, RBH., van der Tas, LG., & Wierenga, B. (2000). Managers zijn net mensen: self-serving gedrag in het directieverslag van de Nederlandse beursfondsen. MAB, 74(5), 168-178.
Wierenga, B., van Bruggen, G., & Staelin, R. (1999). The success of marketing management support systems. Marketing Science, 18(3), 196-207. http://hdl.handle.net/1765/2675
Wierenga, B. (1999). CDA moet zich concentreren op kiezers met religieuze achtergrond. Christen Democratische Verkenningen, 27-30.
Wierenga, B., & van Bruggen, G. (1998). The dependent variable in research into the effects of creativity support systems; quality and quantity of ideas. MIS Quarterly, 22(1), 81-88. http://hdl.handle.net/1765/2677
van Bruggen, G., Smidts, A., & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645-658. http://hdl.handle.net/1765/2676
Wierenga, B., & van Bruggen, G. H. (1997). The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems. Journal of Marketing, 61(3), 21-37. https://doi.org/10.1177/002224299706100302
Dutta, S., Wierenga, B., & Dalebout, AC. (1997). Designing Managament Support Systems, using an integrative perspective. Communications of the ACM, 40(6 (June)), 70-79.
Dutta, S., Wierenga, B., & Dalebout, AC. (1997). Case-based reasoning systems: From automation to decision-aiding and stimulation. IEEE Transactions on Knowledge and Data Engineering, 9(6), 911-921.
Swaanenburg, GTH., & Wierenga, B. (1997). Collectivisme en individualisme: Culturen aan de telefoon. Onderzoek, 15(december), 14-17.
Wierenga, B., & Oude Ophuis, PAM. (1997). Marketing Decision Support Systems: Adoption, Use and Satisfaction. International Journal of Research in Marketing, 14(3 (July)), 275-290.
Wierenga, B., Pruyn, AT., & Waarts, E. (1996). The key to successful Euromarketing: Standardization or customization? Journal of International Consumer Marketing, 8(3/4), 39-67.
van Bruggen, G., & Wierenga, B. (1996). Computer Aided Marketing Decisions, What are Marketing Management Support Systems en what Role can they play? CustomerBase, (May), 20-23.
van Bruggen, G., Smidts, A., & Wierenga, B. (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13(4), 331-344. https://doi.org/10.1016/S0167-8116(96)00017-1
Wierenga, B., Oude Ophuis, PAM., Huizingh, KRE., & van Campen, PAFM. (1994). Hierarchical Scaling of Marketing Decision Support Systems. Decision Support Systems, 12(3), 219-232.
Waarts, E., Carree, MA., & Wierenga, B. (1991). Full-information maximum likelihood estimation of brand positioning maps using supermarket scanning data. Journal of Marketing Research, 28(4), 483-490.

Popular (6)

Wierenga, B. (2019). Economen hard nodig in milieudebat. Trouw, 22-22. http://hdl.handle.net/1765/120143
Wierenga, B. (2018). Geeft Staat van de Boer een juist beeld? Nee, op suggestieve vragen komen negatieve antwoorden. Trouw, 27-27.
Wierenga, B. (2001). Van merk naar klant: Het derde marketingtijdperk. NRC Handelsblad, 14-14.
Wierenga, B. (2001). Boer is op wereldmarkt vogelvrij. Trouw, 19-19.
Wierenga, B. (1999). Cooperaties en Marketing: Twee geloven op een kussen. Unknown, 16-17.
Wierenga, B. (1996). Concurreren om de toekomst in de agrifoodsector. NRC-Handelsblad, 2-2.

Professional (18)

Wierenga, B., Althuizen, NAP., & Chen, B. (2017). Managing the supply and demand of creativity. RSM Discovery - Management Knowledge, 31(3), 17-19. http://hdl.handle.net/1765/105343
Althuizen, NAP., Reichel, A., & Wierenga, B. (2013). The harmful neglect of decision support systems. RSM Insight, 15(3), 18-19. http://hdl.handle.net/1765/41651
van der Lans, RJA., van Bruggen, G., Eliashberg, J., & Wierenga, B. (2012). Seeding a Message to Harvest Reach, Predicting and Optimizing the Spread of Electronic Word-of-Mouth. GfK Marketing Intelligence Review, 4(1), 32-41. https://doi.org/10.2478/gfkmir-2014-0039
Wierenga, B. (2012). Understanding marketing decision making. RSM Insight, 11(3), 12-14. http://hdl.handle.net/1765/40041
van der Lans, RJA., van Bruggen, G., Eliashberg, J., & Wierenga, B. (2010). Viral Marketing Can Be a Safe Bet. RSM Insight, 3(2), 12-14. http://hdl.handle.net/1765/40034
Van Strien, A., & Wierenga, B. (2009). Bezuinigen door consumenten tijdens de recessie. Economisch-Statistische Berichten, 94(4537), 726-729. http://hdl.handle.net/1765/18011
Wierenga, B., & Waarts, E. (2005). Marketing is nog nooit zo spannend geweest. Tijdschrift voor Marketing, 39(5), 89-90. http://hdl.handle.net/1765/12595
Wierenga, B. (1996). De manager als koorddanser: balanceren tussen harde data en zachte kennis. Tijdschrift voor Marketing, 30(3), 18-22.
Wierenga, B. (1996). Concurreren om de toekomst in de agrifoodsector. Cooperatie, 58(547), 12-13.
de Jong, CM., Huizingh, KRE., Oude Ophuis, PAM., & Wierenga, B. (1995). Marketing Decision Support Systemen in Nederland. Tijdschrift voor Marketing, 29(12), 14-17.
Huizingh, KRE., de Jong, CM., Oude Ophuis, PAM., & Wierenga, B. (1995). Marketing Decision Support Systemen in hun bedrijfsomgeving. Bedrijfskunde, 67(3), 32-41.
van Bruggen, G., Smidts, A., & Wierenga, B. (1994). Effectiviteit van marketing management support systemen. Tijdschrift voor Marketing, 28(5), 66-69. http://hdl.handle.net/1765/12520
den Hollander, LP., & Wierenga, B. (1994). Klantgericht denken en doen. Tijdschrift voor Marketing, 28(10), 47-51.
Wierenga, B. (1993). Marketing management support systemen. Tijdschrift voor Marketing, 27(voorjaar).
van der Hart, HWC., Leeflang, PSH., & Wierenga, B. (1993). Marketing interfaces: voorwoord special. Bedrijfskunde, 65(2), 117-119.
Wierenga, B., & van Bruggen, G. (1992). Marketing management support systemen: een veelzijdig instrumentarium voor de marketeer (I). Tijdschrift voor Marketing, 26(4), 32-38. http://hdl.handle.net/1765/12522
Wierenga, B., & van Bruggen, G. (1992). Marketing management support systemen: gebruik en effectiviteit (II). Tijdschrift voor Marketing, 26(5), 54-61. http://hdl.handle.net/1765/12523
van Campen, PAFM., Huizingh, KRE., Oude Ophuis, PAM., & Wierenga, B. (1992). Marketing decision support systemen in Nederlandse bedrijven: voorwaarden voor implementatie. Tijdschrift voor Marketing, 26(5), 28-38.

Book (8)

Academic (8)

van Bruggen, G., & Wierenga, B. (2010). Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems. (Foundations and Trends in Marketing 4 ed.) Now Publishing. Foundations and Trends in Marketing Vol. 4 https://doi.org/10.1561/1700000022
Wierenga, B. (2008). Handbook of Marketing Decision Models. Springer Science+Business Media. International Series in Operations Research & Management Science https://doi.org/10.1007/978-0-387-78213-3
Wierenga, B., & van Bruggen, G. (2000). Marketing management support systems: principles, tools and implementation. Kluwer Academic. http://hdl.handle.net/1765/2674
Wierenga, B. (1995). De manager als koorddanser tussen harde data en zachte kennis. Dies Natalis Erasmus Universiteit Rotterdam 1995. Erasmus Universiteit Rotterdam (EUR).
de Jong, CM., Huizingh, KRE., Oude Ophuis, PAM., & Wierenga, B. (1994). Kritische succesfactoren voor marketing decision support systemen. Uitgeverij Eburon. http://hdl.handle.net/1765/12576
Adema, RLA., van Riel, C., & Wierenga, B. (1993). Kritische succesfactoren bij management van corporate communication: resultaten van een onderzoek naar management van communicatie bij Nederlandse organisaties. Uitgeverij Eburon. http://hdl.handle.net/1765/12162
Wierenga, B., van Campen, PAFM., Huizingh, KRE., & Oude Ophuis, PAM. (1991). Marketing decision support systemen bij Nederlandse Bedrijven. Uitgeverij Eburon. http://hdl.handle.net/1765/12577
Wierenga, B., van Campen, PAFM., Huizingh, KRE., & Oude Ophuis, PAM. (1991). Marketing decision support systemen in kort bestek. Uitgeverij Eburon.

Book editing (6)

Academic (6)

Wierenga, B., & van der Lans, RJA. (2017). Handbook of Marketing Decision Models. (International Series in Operations Research & Management Science ed.) Springer Nature. International Series in Operations Research & Management Science Vol. 254 https://doi.org/10.1007/978-3-319-56941-3
Wierenga, B. (2016). Special Issue on Managerial Decision Making in Marketing. Now Publishers. Journal of Marketing Behavior Vol. 2 (2-3), 77-252
Eliashberg, J., Hennig-Thureau, T., Weinberg, C. B., & Wierenga, B. (2016). The Entertainment Industry. (International Journal of Research in Marketing, Specal Issue, 33 ed.) Elsevier. International Journal of Research in Marketing, Specal Issue, Vol. 33 (2), 241-448
Wierenga, B., Antonides, G., & Smidts, A. (2000). Marketing in the New Millennium - Proceedings of the 29th EMAC Conference, Rotterdam. Erasmus University Rotterdam (EUR).
Wierenga, B., van Tilburg, A., Grunert, K., Steenkamp, JBEM., & Wedel, M. (1997). Agricultural Marketing and Consumer Behavior in a Changing World. Kluwer Academic. http://hdl.handle.net/1765/12575
Wierenga, B., Grunert, K., Steenkamp, JBEM., Wedel, M., & van Tilburg, A. (1996). Agricultural Marketing and Consumer Behavior in a Changing World. Proceedings of the 47th Seminar of the European Association of Agricultural Economists, Wageningen. Wageningen Agricultural University.

Chapter (82)

Academic (75)

Wierenga, B., & van der Lans, RJA. (2017). Marketing Decision Models: Progress and Perspectives. In B. Wierenga B., & R. Van der Lans (Eds.), Handbook of Marketing Decision Models (pp. 1-11). Springer Nature. https://doi.org/10.1007/978-3-319-56941-3
Wierenga, B. (2010). Connecting developing economies to the third era of marketing. In H. Van Trijp, & P. Ingenbleek (Eds.), Markets, marketing and developing countries (pp. 54-60). Wageningen Academic Publishers.
Wierenga, B. (2010). Marketing and Artificial Intelligence: Great Opportunities, Reluctant Partners. In J. Casillas, & F. J. Martinez-Lopez (Eds.), Marketing Intelligent Systems Using Soft Computing (pp. 1-8). Springer-Verlag.
Wierenga, B. (2010). The Interface of Marketing and Operations Research. In L. Kroon, T. Li, & R. Zuidwijk (Eds.), Liber Amicorum In memoriam of Jo van Nunen (pp. 83-91). Dinalog/RSM.
Wierenga, B. (2008). The Past, the Present and the Future of Marketing Decision Models. In B. Wierenga (Ed.), Handbook of Marketing Decision Models (pp. 3-20). Springer-Verlag.
Wierenga, B., van Bruggen, G., & Althuizen, NAP. (2008). Advances in Marketing Management Support Systems. In B. Wierenga (Ed.), Handbook of Marketing Decision Models (pp. 561-592). Springer-Verlag. http://hdl.handle.net/1765/15129
van Bruggen, G., & Wierenga, B. (2006). Marketing management support systems and their implications for marketing research. In R. Grover, & M. Vriens (Eds.), The Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 646-668). SAGE Publishing. http://hdl.handle.net/1765/12584
Immink, VM., & Wierenga, B. (2004). Sales promotion arrangements in the FMCG chain. In Bremmer, H.J. et al (Ed.), Dynamics in Chains and Networks (pp. 97-103). Wageningen Academic Publishers.
de Valck, K., van Bruggen, G., & Wierenga, B. (2002). The Role of Virtual Communities in the Consumer Decision Process. In M. Farhangmehr (Ed.), Marketing in a Changing World University of Minoo, School of Economics and Management.
Chen, Z., van Bruggen, G., & Wierenga, B. (2002). The impact of system-strategy fit on the success of CRM systems. In T. E. A. Finn P.L Popkowski Leszcyc, & P., Messinger (Eds.), Marketing Science Conference 2002 INFORMS.
Eliashberg, J., Swami, S., Weinberg, CB., & Wierenga, B. (2002). Movie scheduling on multiple theaters with multiple screens: Model extensions and implementation experience. In T. E. A. Finn P.T.L. Popkowski Leszczyc, & P. Messinger (Eds.), Marketing Science Conference 2002 INFORMS.
Wierenga, B. (2001). Het derde marketing tijdperk. In S. C. Santema (Ed.), Marketing voorbij 2001: de visie van 11 hoogleraren CEBO-TU/e.
Smit, W., van Bruggen, G., & Wierenga, B. (2001). Will information sharing lead to better marketing channel relationships: findings from a laboratory experiment. In E. Breivik, A. W. Falkenberg, & K. Gronhaug (Eds.), Rethinking European Marketing, proceedings from the 30th EMAC Conference, Bergen, Norway, Abstract on p78, Paper on CD -Rom. EMAC.
Smit, W., van Bruggen, G., & Wierenga, B. (2001). Building stronger supplier relationships through information sharing. In A laboratory study conference papers of the ERIM Academy conference, New organizational forms, November 16-17th, 2001 ERIM.
Teunter, LH., Wierenga, B., & Kloek, T. (2001). Drivers of household sales promotion response: Does deal proneness realy exist? In O. Heil (Ed.), Proceedings Marketing Science Conference: Marketing Science: A two-way street linking theory and practice, Wiesbaden, Germany, July 5-8, 2001
Waarts, E., Popma, WT., & Wierenga, B. (2001). Examining the relationship between competitor-orientation and firm performance. In Rethinking European Marketing, Proceedings 30th EMAC Conference, Bergen, Norway, May 8-11 2001, CD-Rom and abstract EMAC.
Jonker, JJ., Wierenga, B., Eliashberg, J., & Sawhney, MS. (2001). MOVIEMOD: een beslissingsondersteunend systeem voor de introductie van nieuwe films. In A. E. Bronner (Ed.), Ontwikkelingen in het marktonderzoek: Jaarboek 2001 MarktOnderzoekAssociatie (pp. 123-135). De Vrieseborch.
Chen, Z., van Bruggen, G., & Wierenga, B. (2000). Antecedents and dynamics of preceived usefulness of marketing decision support systems. In B. Wierenga, A. Smidts, & G. Antonides (Eds.), Marketing in the new millenium, proceedings of the 29th EMAC conference, Rotterdam, 23-26 May (pp. ---)
Teunter, LH., Wierenga, B., & Kloek, T. (2000). Sales promotion effects and the promotion sensitive consumer: a look at consumer reactions through a magnifying glass. In B. Wierenga, A. Smidts, & G. Antonides (Eds.), Marketing in the new millenium, proceedings of the 29th EMAC conference, Rotterdam, 23-26 May (pp. ---). EMAC.
Smit, W., van Bruggen, G., & Wierenga, B. (2000). Will information sharing lead to better marketing channel relationships? An experimental study. In R. Bucklin, & D. Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, book of abstracts (pp. 57-57).
Wierenga, B., Smidts, A., & Antonides, G. (2000). Marketing in the New Millennium. In . - (Ed.), Proceedings of the 29th EMAC Conference (pp. 208-208). EMAC.
Wierenga, B., & Soethoudt, H. (2000). How to create a win-win situation for retailer and producer in supermarket sales promotions. In R. Bucklin, & D. Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, book of abstracts (pp. 67-68).
Chen, Z., van Bruggen, G., & Wierenga, B. (2000). The antecedents and dynamics of the preceived usefulness of marketing decision support systems. In R. Bucklin, & D. Morrison (Eds.), Marketing for the new millenium, Marketing science conference, Los Angeles, June 22-25, Book of abstracts (pp. 259-259).
Wierenga, B., & van Bruggen, G. (2000). Marketing management support sytems: lessons from the past 25 years and perspectives for the new millennium. In A. E. Bronner, P. Dekker, A. J. Olivier, W. F. van Raay, M. Wedel, & B. Wierenga (Eds.), Jaarboek 2000 van de Nederlandse Vereniging voor Marktonderzoek en Informatiemanagement (pp. 193-215). Uitgeverij de Vrieseborch.
Smit, W., van Bruggen, G., & Wierenga, B. (2000). Will information sharing lead to better channel relationships? An experimental study. In R. Bucklin, & D. Morrison (Eds.), Marketing for the New Millennium, Abstracts of the INFORMS Marketing Science Conference (pp. ---). INFORMS.
Chen, Z., van Bruggen, G., & Wierenga, B. (2000). The antecedents and dynamics of the perceived usefulness of marketing decision support systems. In R. Bucklin, & D. Morrison (Eds.), Marketing of the New Millennium, Abstracts of the INFORMS Marketing Science Conference (pp. ---). INFORMS.
Smit, W., van Bruggen, G., & Wierenga, B. (2000). Will Information Sharing lead to better Marketing Channel Relationships? An experimental study. In Randy Bucklin, & Don Morrison (Eds.), Marketing Science Conference "Marketing for the New Millennium" INFORMS.
Dalebout, AC., van Hillegersberg, J., & Wierenga, B. (1999). An object-oriented application framework for building sales promotion support systems. In M. Fayad, D. C. Schmidt, & R. Johnson (Eds.), Implementing Applications Frameworks (pp. 77-82). John Wiley & Sons Inc..
van Bruggen, G., Kacker, M., Smidts, A., Waarts, E., & Wierenga, B. (1999). The impact of internet on marketing distribution systems. In . - (Ed.), Paper presented at: 4th CEMS Academic Conference, Barcelona, Management in the Economic and Monetary Union (EMU) (pp. 84-93). ESADE - Escuela Superior de Administración de Empresas.
Wierenga, B., & van Bruggen, G. (1999). Marketing Decision, Making in the Electronic Era: The State-of-the Art of marketing distribution systems. In E. O. Martimez, L. G. Ruin, & E. P. del Campo (Eds.), Paper presented at: 2nd FORUM of the Internationale Unversidad, Track: Las Ciencias, las Technicas y el Arte Aplicadas al Marketing (pp. 99-109). Universidad Complutense de Madrid. http://hdl.handle.net/1765/12589
Wierenga, B., & van Bruggen, G. (1999). Marketing management support systems as strategic weapons in competition. In C. van Tilborgh, & R. Duyck (Eds.), Management Jaarboek 1999 (pp. 87-96). Vlaamse Management Associatie. http://hdl.handle.net/1765/12590
Teunder, L., Wierenga, B., & Kloek, T. (1999). Sales Promotion Effects and the Deal Prone Consumer: Analysis of Consumer Reactions through a Magnifying-Glass. In L. Hildebrandt, D. Annacker, & D. Klapper (Eds.), Paper presented at: 28th EMAC Conference, Berlin, Marketing and Competition in the Information Age (pp. 1-15). Humboldt University.
Dalebout, AC., van Hillegersberg, J., & Wierenga, B. (1999). Domain Framework for Sales Promotions. In M. E. Fayad, D. C. Schmidt, & R. E. Johnson (Eds.), Implementing Application Frameworks: Object-Oriented Frameworks at Work (pp. 7-25). John Wiley & Sons Inc..
Teunter, LH., Wierenga, B., & Kloek, T. (1999). Sales Promotion Effects and the Deal Prone Household: Analysis of Household Reactions through a Magnifying-glass. In A. Basu, & T. Mazunder (Eds.), Paper presented at: Marketing Science Conference, Syracuse, TRACK: Reflection and Renewal (pp. 1-8). AMA.
Leenders, MAAM., & Wierenga, B. (1998). The effect of the marketing - R&D interface on new product performance: how, when and how much? In P. Andersson, et al (Ed.), Marketing Management: Strategy and Organization Proceedings of the EMAC Conference - TRACK (pp. 589-600). Stockholm School of Economics.
Dalebout, AC., van Hillegersberg, J., & Wierenga, B. (1998). Building and using object-oriented frameworks for semi-structures domains. The sales promotion as an example. In H. J. Watson (Ed.), , Los Alamitos: IEEE (pp. 153-160). IEEE Computer Society.
Wierenga, B., van Bruggen, G., Matthyssens, PMHM., & de Wulf, K. (1998). Decision support systems and decision-making in marketing management. In R. de Bondt, & R. Veugelers (Eds.), Informatie en Kennis in de Economie (pp. 529-547). Universitaire Pers.
van Bruggen, G., Smidts, A., & Wierenga, B. (1998). Marketing data, marketing cognition, and marketing management support systems. In . - - (Ed.), Managerial and Organizational Cognition (pp. ---). JDM Society Stern School of Business.
van Bruggen, G., Kacker, M., Smidts, A., Waarts, E., & Wierenga, B. (1998). The impact of electronic commerce on marketing channels. In J. C. Hoekstra, K. R. E. Eelko, & A. et (Eds.), Proceeding of: Exploring the Interfaces of Marketing Management - Consumer Behavior, Management Sciences, and Information Technology (pp. 112-131). Universiteit van Groningen.
Rekom, J., Wierenga, B., & van Riel, C. (1998). Exploring network measures of means-end structures. Work-in-progress. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization. (pp. 441-451). Stockholm School of Economics.
Teunter, LH., Wierenga, B., & Kloek, T. (1998). Refined conceptualization and operationalization of deal proneness. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization. Proceedings of the EMAC conference (pp. 179-193). Stockholm School of Economics.
Verstappen, CDG., Vorst, AGAL., & Wierenga, B. (1998). The profitability of sales promotions. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization: proceedings of the EMAC conference (pp. 173-177). Stockholm School of Economics.
Leenders, MAAM., & Wierenga, B. (1998). The effect of R&D - marketing integration and power balance on new product performance. In E. Anderson, & H. Gatignon (Eds.), Abstract, Marketing Science Conference, INSEAD (pp. pag?-pag?). INSEAD.
van Bruggen, G., Smidts, A., & Wierenga, B. (1998). The powerstul triangle of marketing data, managerial cognition and marketing management support systems. In T. Lant, & Z. Shapira (Eds.), Managerial and Organizational Cognition (pp. 16-16). Stern School of Business.
Rekom, J., Wierenga, B., & van Riel, C. (1998). Structural measures for analyzing networks of means-end relations. In H. Gatignon, & E. Anderson (Eds.), Marketing and Science in a Global Economy (pp. ---). INSEAD.
Teunter, LH., Wierenga, B., & Kloek, T. (1998). Modeling the impact of sales promotion using refined deal proneness measures. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 101-101). INFORMS.
Waarts, E., & Wierenga, B. (1998). Analyzing competitive reactions to new product introductions: the role of perceived threat. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 47-47). INFORMS.
Wierenga, B., Dalebout, AC., & van Bruggen, G. (1998). The state of knowledge-driven marketing management support systems. In H. Gatignon, & E. Anderson (Eds.), Marketing Science in a Global Economy (pp. 111-111). INSEAD.
Wierenga, B. (1998). Review of "Agro-Food Marketing". In D. I. Padberg, C. Ritson, & L. M. Albisu (Eds.), - Texas A & M University.
Wierenga, B., van Bruggen, G., Matthyssens, PMHM., & de Wulf, K. (1998). Beslissingsondersteunende systemen en besluitvorming in marketingmanagement. In R. de Bondt, & R. Vleugelers (Eds.), Informatie en kennis in de economie (pp. 529-547). Universitaire Pers Leuven. http://hdl.handle.net/1765/12601
Dalebout, AC., & Wierenga, B. (1997). Qualitative modeling of sales promotion. Decision making based on verbal data. In D. Arnott, & E. al (Eds.), Marketing, Progress Prospects Perspectives. Proceedings 26th EMAC Conference. Volume 4 (pp. 1584-1593). Warwick Business School.
van Everdingen, Y., & Wierenga, B. (1997). Intra-firm adoption and diffusion of innovations: an empirical study among European companies. In D. Arnott, & E. al (Eds.), Marketing: Progress Prospects Perspectives. Proceedings 26th EMAC Conference. Volume 4 (pp. 2121-2129). Warwick Business School.
Wierenga, B. (1997). Book review. In J. Eliashberg, & G. L. Lilien (Eds.), - North-Holland Publishing Company.
Leenders, MAAM., & Wierenga, B. (1997). The effect of managerial mechanisms on integration between marketing and R&D. In C. Karlsson (Ed.), Preprints 4th International Product Development Conference (pp. 501-515).
Wierenga, B. (1997). Competing for the future in the agricultural and food channel. In B. Wierenga, A. van Tilburg, K. Grunert, J. B. E. M. Steenkamp, & M. Wedel (Eds.), Agricultural marketing and Consumer Behavior in a Changing World (pp. 31-55). Kluwer Academic.
Wierenga, B., Huizingh, KRE., & Teunter, LH. (1997). Measuring the effectiveness of Marketing Information Systems. In T. Erdem, & E. al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 59-59). University of California.
Leenders, MAAM., & Wierenga, B. (1997). The relationship between the Marketing-R&D Interface and new product performance: an empirical study in the pharmaceutical industry. In T. Erdem, & E. al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 102-102). University of California.
van Bruggen, G., & Wierenga, B. (1997). The impact of Marketing Management Support Systems. In T. Erdem, & E. al (Eds.), Book of Abstracts, Marketing Science Conference, Berkeley (pp. 59-59). University of California.
Leenders, MAAM., Wierenga, B., & Janszen, FHA. (1996). The effect of the marketing - R&D interface and innovation success. In J. Berács, A. Bauer, & J. Simon (Eds.), Proceedings of the 25th EMAC Conference 14-17 May 1996. Marketing for an Expanding Europe. Volume II. Budapest University of Economic Science (pp. 1861-1868). Lang Publishing & Holding Co. Inc.
Wierenga, B. (1996). Competing for the future in the agricultural and food channel. In B. Wierenga, K. Grunert, J. B. E. M. Steenkamp, M. Wedel, & A. van Tilburg (Eds.), Agricultural Marketing and Consumer Behavior in a Changing World. Proceedings of the 47th Seminar of the European Association of Agricultural Economists, Wageningen. (pp. 11-13). Wageningen Agricultural University.
Oude Ophuis, PAM., de Jong, CM., Huizingh, KRE., & Wierenga, B. (1995). Determinants of Succes for Marketing Decision Support Systems. In M. Bergadáa (Ed.), Proceedings of the 24th Annual Conference of the EMAC (pp. 1915-1920). ESSEC.
Wierenga, B., & Kluytmans, JCHW. (1994). Neural nets versus marketing models in time series analysis: a simulation study. In J. Bloemer, J. Lemmink, & H. Kasper (Eds.), Marketing: Its Dynamics and Challenges (pp. 1139-1153). University of Limburg.
Wierenga, B., van der Veer, RCP., & Kluytmans, JCHW. (1994). Neurale netwerken in marketing. In A. E. Bronner et al. (Ed.), Recente Ontwikkelingen in het Marktonderzoek: Jaarboek van de Nederlandse Vereniging van Marktonderzoekers 1994-'95 (pp. 9-24). De Vrieseborch.
Adema, RLA., van Riel, C., & Wierenga, B. (1994). Empirische studie naar kritische-succesfactoren bij het 'managen' van corporate communication. In C. B. M. van Riel, & W. H. Nijhof (Eds.), Handboek Corporate Communication, afl. 14 (pp. 2.2.1.1.-29). Bohn Stafleu van Loghum.
Leenders, MAAM., Janszen, FHA., & Wierenga, B. (1994). Structuring the Marketing - R&D Interface in Pharmaceutical Companies for successful Innovation. In M. Giese, A. Boer, & B. Jambon (Eds.), EPhMRA/ESOMAR Conference on pharmaceutical Environment: meeting the pressures by intelligent Resourcing: Lisbon (Portugal) 2nd-4th June 1994 (pp. 41-56). ESOMAR European Society for Opinion and Marketing Research.
Kluytmans, JCHW., Wierenga, B., & Spigt, MH. (1993). Developing a Neural Network for Selection of Sales Promotion Instruments in Different Marketing Situations. In R. S. Freeman (Ed.), Proceedings of the Second International Conference on Artificial Intelligence Applications on Wall Street: Tactical and Strategic Computing Technologies: April 19-22, 1993, New York City (pp. 160-164). Software Engineering Press.
Wierenga, B., & van Bruggen, G. (1993). Marketing Management Support Systems: Evolution, Adoption and Effectiveness. In J. F. Boss, & . et al (Eds.), ESOMAR/EMAC/AFM Symposium on 'Information Based Decision Making in Marketing: Reconciling the Needs and Interests of Decision Makers, Data Collectors and Data Providers', Paris, 17-19 November, 1993 (pp. 1-20). ESOMAR. http://hdl.handle.net/1765/18109
Wierenga, B., & Oude Ophuis, PAM. (1993). Marketing Decision Support Systems: adoption, use and satisfaction. In J. Chias, & J. Sureda (Eds.), Marketing for the New Europe: Dealing with Complexity: Proceedings of the 22nd EMAC Conference of the European Marketing Academy, Barcelona (pp. 1547-1573). ESADE.
Wierenga, B., & Waarts, E. (1993). Tachtig jaar marketing: 1913-1993. In H. van Driel (Ed.), Ontwikkeling van bedrijfskundig denken en doen: een Rotterdams perspectief (pp. 195-216). Uitgeverij Eburon.
Wierenga, B. (1992). Knowledge Based Systems in Marketing: Purpose, Performance, and Perspectives. In K. G. Grunert, & D. Fuglede (Eds.), Marketing for Europe - Marketing for the Future: Proceedings of the 21st Annual Conference of the European Marketing Academy, May 26-29, Aarhus, Denmark (pp. 1197-1217). Aarhus School of Business.
Wierenga, B. (1992). Profile of the First Generation of Marketing Expert Systems. In W. et al. Bühler (Ed.), Papers of the 19th Annual Meeting 1990 of the Deutsche Gesellschaft für Operations Research (pp. 376-383). Springer-Verlag.
Wierenga, B., & Dutta, S. (1992). A Knowledge Based System for Supporting a Brand Manager. In F. Maffioli, & J. D. Elzinga (Eds.), Euro XII - TIMS XXXI Joint International Conference, Helsinki June 29 - July 1, 1992: Abstracts of Presentations (pp. 92). TIMS.
Wierenga, B., Dalebout, AC., & Dutta, S. (1992). Brandframe: a Knowlegde Based System for the Brand Manager. In M. D. Uncles, & G. Goodhardt (Eds.), Marketing Science Conference, London 12-15 July 1992: Abstracts of Presentations (pp. GT2 2). TIMS.
Wierenga, B., Huizingh, KRE., & Oude Ophuis, PAM. (1992). Adoption and use of marketing decision support systems. In M. D. Uncles, & G. Goodhardt (Eds.), Marketing Science Conference, London 12-15 July, 1992: Abstracts of Presentations (pp. GM5 2). TIMS.
Wierenga, B., Oude Ophuis, PAM., Huizingh, KRE., & van Campen, PAFM. (1991). Hierarchical scaling of marketing decision support systems. In Proceedings 21th European Marketing Academy Conference (pp. 90-107)

Popular (1)

Wierenga, B. (2011). Prof. dr ir. J.A. E.E. van Nunen 1943-2010. In Rotterdams Jaarboekje Historisch Genootschap Roterodamum (pp. 68-71). Gemeentearchief Rotterdam.

Professional (6)

Rekom, J., & Wierenga, B. (2001). How hierarchical are means-end hierarchies? An inquiry into the symmetry of means-end relations. In O. Heil (Ed.), Proceedings Marketing Science Conference, Marketing Science: A two-way street linking theory and practice, Wiesbaden, Germany, July 5-8
den Hollander, LP., & Wierenga, B. (1995). Klantgericht denken en doen. In M. Ebbinge (Ed.), Checklisten Algemeen management (pp. A.4.4.-01-A.4.4.-16). Kluwer Bedrijfswetenschappen.
Pruyn, AT., Wierenga, B., & Rijk, JJD. (1993). Afnemersgedrag. In E. Waarts et al. (Ed.), NIMA marketing lexicon: begrippen en omschrijvingen (pp. 41-98). Wolters-Noordhoff.
Wierenga, B. (1992). Keuzeprocessen van consumenten. In E. J. C. Paardekoper (Ed.), Voedingsmiddelen en consument (pp. 56-69). Noordervliet.
Wierenga, B., & Cobben, MM. (1991). Informatietechnologie voor optimaal marketing management: visies uit universiteit en bedrijf. In . @ (Ed.), Proceedings NIMA Marketing Congres 1991, 21-22 november (pp. 265-268)
Wierenga, B. (1991). No title. In F. W. Plat (Ed.), -

Conference contribution (12)

Academic (7)

Althuizen, NAP., & Wierenga, B. (2005). Designing Sales Promotion Campaigns with Analogical Reasoning. 34th EMAC Conference, Milan, Italy.
de Valck, K., van Bruggen, G., & Wierenga, B. (2005). Patterns of Participation in Virtual Communities of Consumption: A Member Typology.
de Valck, K., van Bruggen, G., & Wierenga, B. (2005). Patterns of Participation in Virtual Communities of Consumption: A Member Typology.
Wierenga, B., & van Bruggen, G. (2005). Impact of CRM Systems: The Persepctive of the User and the Organization.
Smit, W., van Bruggen, G., & Wierenga, B. (2004). Antecedents and Consequences of Retailer-Supplier Market Information Sharing.
Teunter, LH., Wierenga, B., & Kloek, T. (2004). Determinants of Household Sales Promotion Responsiveness.
de Valck, K., Wierenga, B., & van Bruggen, G. (2003). Using Virtual Communities as Reference Groups: Antecedents and Consequences in the Context of Consumer Decision Making. EMAC conference, Glasgow, UK.

Professional (5)

Althuizen, NAP., & Wierenga, B. (2004). Designing Sales Promotion Campaigns with Case-based Reasoning: Are more cases better, and should they come from the same problem domain?. 33rd EMAC Conference: Worldwide Marketing? (on CD-Rom), Murcia, Spain.
Althuizen, NAP., & Wierenga, B. (2004). Designing Sales Promotion Campaigns with Case-Based Reasoning: Do Case-Base Size and Content Matter?. 26th Marketing Science Conference, Rotterdam, The Netherlands.
Althuizen, NAP., & Wierenga, B. (2003). The Effectiveness of Case-Based Reasoning for Supporting Sales Promotion Decisions. 32nd EMAC Conference: Marketing : Responsible and Relevant? (on CD-rom), Glasgow, Scotland.
Althuizen, NAP., & Wierenga, B. (2003). Case-Based Reasoning as a Support Technology for Designing Sales Promotion Campaigns. 25th Marketing Science Conference, Maryland, USA.
Smit, W., van Bruggen, G., & Wierenga, B. (2003). Stapsgewijs naar meer Openheid in TradeMarketing (Step-by-step more openness in TradeMarketing): Preliminary Results from a Survey among Retail Buyers.

Conference proceeding (5)

Academic (5)

Althuizen, NAP., De Bruyn, A., van Bruggen, G., & Wierenga, B. (2011). The Perceived Usefulness of Marketing Management Support Systems: Closing the Reality-Perception Gap. In Looking Back, Looking Forward: Shaping the Future of Research in Marketing (pp. 32). American Marketing Association.
Wierenga, B. (2011). The ROI of Marketiing Management Support Systems. In P. C. Verhoef, J. E. Wieringa, & J. C. Hoekstra (Eds.), Liber Amicorum in honoir of Peter S.H. Leeflang (pp. 169-192). Rijksuinversiteit Groningen.
Althuizen, NAP., Wierenga, B., van Bruggen, G., & De Bruyn, A. (2010). Marketing Management Support Systems: When Help is Not Recognized. In S. C. Beckman, T. Ringberg, & T. Ritter (Eds.), The Six Senses: The Essentials of Marketing (pp. 132). Copenhagen Business School.
van der Lans, RJA., van Bruggen, G., Eliashberg, J., & Wierenga, B. (2008). A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth in Viral Marketing Campaigns. In D. Dahl, & C. Weinberg (Eds.), 30th Annual Marketing Science Conference (pp. SA01). INFORMS.
van der Lans, RJA., van Bruggen, G., Eliashberg, J., & Wierenga, B. (2007). Forecasting in Viral Marketing Campaigns. In Marketing Dynamics Conference

Other contribution (3)

Popular (2)

Wierenga, B. (2024, Jan 8). Onderwijs in de volkstaal en weg was Franeker. https://www.nrc.nl/nieuws/2024/01/07/hoger-onderwijs-in-de-volkstaal-in-franeker-liep-dat-slecht-af-a4186198
Wierenga, B. (2023, Dec 8). Just ask Taylor Swift: Theatrical releases pay off. https://www.pressreader.com/usa/los-angeles-times/20231201/281728389280585

Professional (1)

Wierenga, B. (2020). RSM Memoir.

Paper (2)

Professional (2)

van der Lans, RJA., van Bruggen, G., Eliashberg, J., & Wierenga, B. (2012). Seeding a Message to Harvest Reach: Predicting and Optimizing the Spread of Electronic Word-of-Mouth.
Wierenga, B. (2011). How do marketing managers make decisions? A call for action The EMAC Chronicle No 9 May 2011p 7-8.

Report (36)

Academic (25)

Eliashberg, J., Hegie, QC., Ho, J., Huisman, D., Miller, SJ., Swami, S., Weinberg, CB., & Wierenga, B. (2009). Demand-driven scheduling of movies in a multiplex. (EI reprint serie EI-1530 ed.) DEPARTMENT OF ECONOMETRICS. EI reprint serie Vol. EI-1530
Eliashberg, J., Hegie, QC., Ho, J., Huisman, D., Miller, SJ., Swami, S., Weinberg, CB., & Wierenga, B. (2007). Demand-driven scheduling of movies in a multiplex. (Econometric Institute Report EI 2007-17 ed.) Econometrics. Econometric Institute Report Vol. EI 2007-17
van Bruggen, G., & Wierenga, B. (2005). When are CRM Systems Successful? The Perspective of the User and of the Organization. ERS-2005-048-MKT
Popma, WT., Waarts, E., & Wierenga, B. (2003). New Product Announcements as Market Signals: a Content Analysis of the DRAM Chip Industry. (ERIM Report Series Research in Management 2003-025 ed.) ERIM Report Series Research in Management Vol. 2003-025
Althuizen, NAP., & Wierenga, B. (2003). The Effectiveness of Case-Based Reasoning: An Application in Sales Promotions. (ERIM Report Series Research in Management 2003-053 ed.) ERIM Report Series Research in Management Vol. 2003-053
Wierenga, B., & Van Rekom, J. (2002). Means-end Relations: Hierarchies or Networks? An Inquiry into the (a)symmetry of means-end relations. ERIM Report Series in Management
Smit, W., van Bruggen, G., & Wierenga, B. (2002). Building Stronger Relationships Through Information Sharing, An Experimental Study. (ERIM Report Series ERS-2002-8 ed.) Erasmus University Rotterdam (EUR). ERIM Report Series Vol. ERS-2002-8
Leenders, MAAM., & Wierenga, B. (2002). How the Impact of Integration of Marketing and R&D Differs Depending on a Firm's Resources and its Strategic Scope. (ERIM Report Series ERS-2002-6 ed.) Rotterdam School of Management (RSM), EUR. ERIM Report Series Vol. ERS-2002-6
Leenders, MAAM., & Wierenga, B. (2001). The Effectiveness of Different Mechanisms for Integrating Marketing R & D. Erasmus Research Institute of Management (ERIM). ERIM Report Series Research in Management (issn 1566-5283)
van Everdingen, Y., & Wierenga, B. (2001). Intra-Firm Adoption Decisions: Departmental Adoption of the Common European Currency. Erasmus Research Institute of Management (ERIM). ERIM Report Series Research in Management (issn 1566-5283)
van Bruggen, G., Smidts, A., & Wierenga, B. (2000). The Powerful Triangle of Marketing Data, Managerial Judgment, and Marketing Management Support Systems. (ERIM Report Series Research in Management (issn 1566-5283) 33 ed.) ERIM. ERIM Report Series Research in Management (issn 1566-5283) Vol. 33
Rekom, J., van Riel, C., & Wierenga, B. (2000). Sensemaking from actions: Deriving organization members' means and ends from their day-to-day behavior. (ERIM Report Series Research in Management (issn 1566-5283) 52 ed.) Erasmus Research Institute of Management (ERIM). ERIM Report Series Research in Management (issn 1566-5283) Vol. 52
Rangaswamy, A., Lilien, GL., van Bruggen, G., & Wierenga, B. (1999). Bridging the Marketing Theory-Practice Gap with Marketing Engineering. Report Institute for the Study of Business Marketing (ISBM).
Leenders, MAAM., & Wierenga, B. (1999). How and When the Marketing-R&D Interface affects the new product performance of companies. (ERASM Management Report Series 38-1999 ed.) ERASM Management Report Series Vol. 38-1999
van Everdingen, Y., & Wierenga, B. (1999). Intra-firm adoption and diffusion of innovations, with an application to the common European currency. (ERASM Management Report Series 24A-1999 ed.) ERASM Management Report Series Vol. 24A-1999
Wierenga, B., & van Bruggen, G. (1998). Drivers of success for marketing management support systems: towards a theory of marketing decision support. (Management Report Series 8-1998 ed.) ERIM. Management Report Series Vol. 8-1998
Verstappen, CDG., Vorst, AGAL., & Wierenga, B. (1998). Cost, revenues and profits of sales promotion activities in a grocery channel. (Management Report Series 12-1998 ed.) ERIM. Management Report Series Vol. 12-1998
Waarts, E., & Wierenga, B. (1998). Explaining competitors' reactions to competitive new products: the roles of observables and managerial interpretations. (Management Report Series 31-1998 ed.) ERIM. Management Report Series Vol. 31-1998
Jonker, JJ., Sawhney, MS., Eliashberg, J., & Wierenga, B. (1998). MOVIEMOD: a decision support system for premarket evaluation of motion pictures. (Econometric Institute 9803 ed.) Econometric Institute Vol. 9803
Sawhney, MS., Eliashberg, J., Jonker, JJ., & Wierenga, B. (1998). MOVIEMOD: a decision support system for premarket evaluation of motion pictures. (Series in Operations Management and Logistics 9803 ed.) Series in Operations Management and Logistics Vol. 9803
Wierenga, B., & van Bruggen, G. (1997). Matching marketing management support systems and marketing problem-solving modes as the key to effective decision support. (Management Report Series 37(13) ed.) ERIM. Management Report Series Vol. 37(13)
Wierenga, B., & van Bruggen, G. (1996). Marketing problem solving modes, marketing management support systems, and the match between the two. (Management Report Series 259 ed.) Management Report Series Vol. 259
van Bruggen, G., Smidts, A., & Wierenga, B. (1996). Improving Decision Making by Means of an MDSS: An Experimental Study. (Management Report Series 278 ed.) Management Report Series Vol. 278
Wierenga, B., & Kluytmans, JCHW. (1996). Predictions with neural nets in marketing time series data. (Management Report 258 ed.) Management Report Vol. 258
Nijssen, EJ., Wierenga, B., & Wind, J. (1995). Innovativeness as determinant of firms' financial performance: the view of the financial analyst. RIBES. Working Paper Vol. 95-08

Professional (11)

Leenders, MAAM., & Wierenga, B. (1999). How and when the marketing - R&D interface affects the new product performance of companies. (Management Report Series 38 ed.) Management Report Series Vol. 38
van Riel, C., Wierenga, B., & Adema, RLA. (1995). Critical Success Factors in Management of Corporate Communication Campaigns: an Empirical Study. (Management Report Series 223 ed.) Management Report Series Vol. 223
Wierenga, B., & Oude Ophuis, PAM. (1994). Marketing Decision Support Systems: Adoption, Sophistication, Use and Satisfaction. (Management Report Series 181 ed.) Management Report Series Vol. 181
van Bruggen, G., Smidts, A., & Wierenga, B. (1994). The Effectiveness of Marketing Decision Support Systems and the Mediating Role of Experience, Cognitive Style, and Time-pressure. (Management Report Series 179 ed.) Management Report Series Vol. 179
van Bruggen, G., Smidts, A., & Wierenga, B. (1994). The Impact of the Quality of a Marketing Decision Support System an Experimental Study. (Management ReportSeries 196 ed.) Management Report Series Vol. 196
Dutta, S., Wierenga, B., & Dalebout, AC. (1994). An Integrated Perspective on Designing Management Support Systems. (INSEAD Working Paper 94/29/TM/T ed.) INSEAD. INSEAD Working Paper Vol. 94/29/TM/T
van Riel, C., Adema, RLA., & Wierenga, B. (1993). Increasing Communication Success by Efficient Management in Corporate Communication. Department Report
Wierenga, B. (1992). Knowledge Based Systems in Marketing: Purpose, Performance, Perceptions and Perspectives. (Management Report Series 112 ed.) Management Report Series Vol. 112
Rekom, J., van Riel, C., & Wierenga, B. (1991). Corporate identity, van vaag concept naar hard feitenmateriaal.
Wierenga, B., & Waarts, E. (1991). Empirical Validity Test of the Defender Model. (Management Report Series 84 ed.) Management Report Series Vol. 84
Wierenga, B., & van Bruggen, G. (1991). Marketing, informatietechnologie en marketing management support systemen. (Management Report Series 104 ed.) Management Report Series Vol. 104

Awards

ERIM Book Award (2009)
ERIM Book Award (2002)

Courses

Media

Featured in the media

Higher education in the vernacular? That ended badly in Franeker

RSM Emeritus Professor Berend Wierenga writes about the consequences of education given in the Dutch language in Dutch universities with fewer international students.
NRC Handelsblad Sunday, 7 January 2024
Geeft 'Staat van de Boer' een juist beeld?

Berend Wierenga, Professor Emeritus of Marketing at RSM has given his opinion if and how suggestive questions may give direction to the type of answers one may answer with, especially in relations to the 'Staat van de Boer'. Staat…
Trouw Saturday, 30 June 2018