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

  • Massey University - Dept of Communication, Journalism & Marketing

SCHOLARLY PAPERS

11

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Top 24,418

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44

Scholarly Papers (11)

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1.

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
Indeed, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads 3,012 (9,099)
Citation 8

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mobile apps, app usage, online advertising, dynamic models

2.

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
Indeed, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads 2,906 (9,583)
Citation 10

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

3.

How Promotions Work: Scan*Pro-Based Evolutionary Model Building

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 1,951 (18,219)

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4.

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 986 (50,169)
Citation 2

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

5.

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 889 (57,821)
Citation 10

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

6.

Optimizing Retail Assortments

Downloads 487 (125,368)
Citation 11

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 487 (123,806)
Citation 11

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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

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

7.

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 349 (183,736)

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

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
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 243 (268,179)

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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 173 (368,487)
Citation 3

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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 136 (450,374)

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

11.

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:

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