Harald J. van Heerde

Massey University - Dept of Communication, Journalism & Marketing

Research Professor of Marketing

Dept of Communication, Journalism & Marketing

Private Box 756

Wellington, 6140

New Zealand

SCHOLARLY PAPERS

12

DOWNLOADS
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CITATIONS
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Top 16,370

in Total Papers Citations

21

Scholarly Papers (12)

1.

How Promotions Work: SCAN*PRO-Based Evolutionary Model Building

Schmalenbach Business Review, Vol. 54, July 2002
Number of pages: 24 Posted: 09 Sep 2002
Peter S.H. Leeflang, Harald J. van Heerde and Dick R. Wittink
University of Groningen - Faculty of Economics and Business, Massey University - Dept of Communication, Journalism & Marketing and Yale University, School of Management (Deceased)
Downloads 1,153 (10,189)
Citation 2

Abstract:

2.

The Dynamic Effect of Innovation on Market Structure

Journal of Marketing Research, Vol. 41, May 2004
Number of pages: 46 Posted: 26 May 2004
Harald J. van Heerde, Carl F. Mela and Puneet Manchanda
Massey University - Dept of Communication, Journalism & Marketing, Duke University - Fuqua School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 800 (22,223)
Citation 9

Abstract:

Innovation, Brand Entry, Market Structure, Frozen Pizza, Time Series Methods, Dynamic Linear Models, Bayesian Methods, Gibbs Sampler, Long-term Effects

3.

Driving Online and Offline Sales: The Cross-Channel Effects of Digital Versus Traditional Advertising

Tuck School of Business Working Paper No. 2012-103
Number of pages: 50 Posted: 07 Nov 2011 Last Revised: 19 Aug 2014
Isaac M. Dinner, Harald J. van Heerde and Scott Neslin
University of North Carolina - Chapel Hill, Massey University - Dept of Communication, Journalism & Marketing and Tuck School of Business at Dartmouth
Downloads 779 (13,053)
Citation 1

Abstract:

advertising elasticity, search advertising, banner advertising, multi-channel, cross effects, bayesian methods, dynamic linear model, return on investment

4.

Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members

ERIM Report Series Reference No. ERS-2006-076-MKT
Number of pages: 57 Posted: 09 Mar 2007
J. Leenheer, Harald J. van Heerde, T.H.A. Bijmolt and A. Smidts
affiliation not provided to SSRN, Massey University - Dept of Communication, Journalism & Marketing, affiliation not provided to SSRN and Erasmus Research Institute of Management (ERIM)
Downloads 718 (28,201)
Citation 3

Abstract:

Attraction models, Endogeneity, Grocery retailing, Loyalty programs, Tobit-II model

5.

The Challenge of Retaining Customers Acquired with Free Trials

Journal of Marketing Research, Forthcoming
Number of pages: 57 Posted: 16 May 2012 Last Revised: 21 Oct 2014
Hannes Datta, Bram Foubert and Harald J. van Heerde
Tilburg University, Maastricht University and Massey University - Dept of Communication, Journalism & Marketing
Downloads 321 (50,910)

Abstract:

Free Trials, Customer Retention, Usage Behavior, Customer Lifetime Value, Customer Equity, Acquisition Mode, Selection Effects, Endogeneity, Econometrics

6.

Managing Product-Harm Crises

ERIM Report Series Reference No. ERS-2005-044-MKT
Number of pages: 35 Posted: 26 Aug 2006
Harald J. van Heerde, Kristiaan Helsen and M. G. Dekimpe
Massey University - Dept of Communication, Journalism & Marketing, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and Catholic University of Leuven (KUL) - Department of Applied Economics
Downloads 250 (92,546)

Abstract:

brand management, error-correction models, time-varying parameters, missing-data problems, Gibbs sampling methods, time-series models

7.
Downloads 247 (103,230)

Optimizing Retail Assortments

Marketing Science, May 2013
Number of pages: 73 Posted: 29 Jun 2013
Robert P. Rooderkerk, Harald J. van Heerde and Tammo H.A. Bijmolt
Rotterdam School of Management, Erasmus University, Massey University - Dept of Communication, Journalism & Marketing and University of Groningen - Department of Marketing & Marketing Research
Downloads 247 (102,746)

Abstract:

retail assortments, optimization, product attributes, substitution, similarity, endogeneity, heuristics, micromarketing, pricing, hierarchical bayes, Gibbs sampling

Optimizing Retail Assortments

Marketing Science, Vol. 32, No. 5, 2013; pp. 699-715; DOI: 10.1287/mksc.2013.0800
Posted: 13 Nov 2013
Robert P. Rooderkerk, Harald J. van Heerde and Tammo H.A. Bijmolt
Rotterdam School of Management, Erasmus University, Massey University - Dept of Communication, Journalism & Marketing and University of Groningen - Department of Marketing & Marketing Research

Abstract:

retail assortments, optimization, product attributes, substitution, similarity, endogeneity, heuristics, micromarketing, pricing, hierarchical Bayes, Gibbs sampling

8.

Marketing Models and the Lucas Critique

ERIM Report Series Reference No. ERS-2004-080-MKT
Number of pages: 24 Posted: 17 Jan 2009
Harald J. van Heerde, M. G. Dekimpe and William P. Putsis Jr.
Massey University - Dept of Communication, Journalism & Marketing, Catholic University of Leuven (KUL) - Department of Applied Economics and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 181 (132,801)
Citation 6

Abstract:

marketing, lucas critique, econometrics, verwachtingen

9.

Incorporating Context Effects into a Choice Model

Journal of Marketing Research, 2010
Number of pages: 54 Posted: 29 Jun 2013
Robert P. Rooderkerk, Harald J. van Heerde and Tammo H.A. Bijmolt
Rotterdam School of Management, Erasmus University, Massey University - Dept of Communication, Journalism & Marketing and University of Groningen - Department of Marketing & Marketing Research
Downloads 44 (269,051)

Abstract:

context effects, behavioral decision making, choice models, hierarchical bayes, product line design

10.

Robust Optimization of the 0-1 Knapsack Problem - Balancing Risk and Return in Assortment Optimization

Forthcoming at the European Journal of Operational Research
Number of pages: 42 Posted: 13 Oct 2015
Robert P. Rooderkerk and Harald J. van Heerde
Rotterdam School of Management, Erasmus University and Massey University - Dept of Communication, Journalism & Marketing
Downloads 0 (387,919)

Abstract:

Retailing, Assortments, Risk-Return, Efficient Frontier, Robust Optimization, Knapsack Problem

11.

Creating Customer Engagement Via Mobile Apps: How App Usage Drives Purchase Behavior

Tuck School of Business Working Paper No. 2669817
Number of pages: 48 Posted: 07 Oct 2015
Isaac M. Dinner, Harald J. van Heerde and Scott Neslin
University of North Carolina - Chapel Hill, Massey University - Dept of Communication, Journalism & Marketing and Tuck School of Business at Dartmouth
Downloads 0 (28,041)

Abstract:

mobile apps, app usage, online advertising, dynamic models

12.

Is 3/4 of the Sales Promotion Bump Due to Brand Switching? No, it is 1/3.

CentER Discussion Paper No. 2003-05
Posted: 14 May 2004
Sachin Gupta, Harald J. van Heerde and Dick R. Wittink
Cornell University - Samuel Curtis Johnson Graduate School of Management, Massey University - Dept of Communication, Journalism & Marketing and Yale University, School of Management (Deceased)

Abstract:

Sales promotions, brand switching, household data, choice models, purchase incidence models, purchase quantity models, elasticities