Stefan Stremersch


Stefan Stremersch holds the Desiderius Erasmus Distinguished Chair of Economics and a Chair of Marketing, both at Erasmus University Rotterdam, the Netherlands and a Professor of Marketing at Ghent University, Belgium. Previously he held positions at IESE Business School, Barcelona, Spain, Fuqua School of Business, Duke University, USA, Goizueta Business School, Emory University, USA, and USC Marshall School of Business, USA. His main research interests focus on innovation diffusion, marketing of technology and science, marketing strategy, new product growth, business economics of the life sciences and commercialization of new technologies. He is the scientific director of the Erasmus Healthcare Business Center and ECMI. Stremersch is also founder and managing partner at The Marketing Technology and Innovation Institute, a consulting company focused on enabling people and firms to transform their innovation potential into commercial success.

Early life

Stremersch graduated with the highest honors from Tilburg University and Ghent University. He also held positions at IESE Business School, University of Southern California, University of California at Los Angeles, Emory University and Duke University.

Career and awards

Prof. Stefan Stremersch teaches at all levels including bachelor's- and master's-level courses in Economics, bachelor's-level courses in Business, MBA, EMBA, Global MBA, and open programs. Stremersch teaches marketing, marketing strategy, marketing innovation, and marketing of high technology in IESE's MBA and executive education programs. Currently, he is affiliated with Erasmus University Rotterdam and Ghent University. In the past, he taught at IESE Business School, Duke University, and Emory University. He has taught in many in-company programs for companies such as 3M, Alcatel-Lucent, Ericsson, Henkel, Komatsu, Philips, and Rabobank. Through MTI², he has consulted for several leading companies, such as Alcatel-Lucent, Baxter, Grünenthal, GSK, Heraeus, KLM, Michelin, Merck, Novartis, Sabic, Sanofi, SKF, Takeda, and NWO.
Stremersch has won several awards, such as the Harold H. Maynard Best Paper Award of the Journal of Marketing, the J.C. Ruigrok Prize for the most productive young researcher in the social sciences in the Netherlands, and the Rajan Varadarajan Early Career Award of the American Marketing Association. He was awarded the American Marketing Association Maynard Award for the most significant contribution to marketing thought and the American Marketing Association Global Marketing Award. In 2015, Stefan Stremersch was awarded the prestigious International Francqui Chair by Ghent University. He was appointed as EMAC Fellow in 2018.
In 2009, a paper published in Journal of Marketing cited him as the second most prolific scholar in top marketing journals. In 2012, a paper published in International Journal of Research in Marketing was awarded with the best paper award. In 2014 he won the best paper award of the International Journal of Research in Marketing for the 2nd time in 3 years. Over the years, he has served on the editorial board of the most prestigious journals in marketing, including Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing and Marketing Science. From 2006 till 2009 he has been Editor-in-chief of the International Journal of Research in Marketing.

Publications

Journal articles

  • “Meta-Analysis of Advertising Effectiveness: New Insights from Improved Bias Corrections,” International Journal of Research in Marketing, 2025, forthcoming.
  • “The Rise of the Subscription Model in the Video Game Console Industry: Unveiling the Commercial Consequences for Platform Owners and Video Game Sellers,” International Journal of Research in Marketing, 2025, forthcoming.
  • “Engagement in Platform Markets: A Game Changer?”, Journal of the Academy of Marketing Science, 2025.
  • “Customer Insights for Innovation: A Framework and Research Agenda for Marketing,” Journal of the Academy of Marketing Science, 2025, 53, 29-51.
  • “The Detailing Response of Branded Drug Firms to Generic Entry,” International Journal of Research in Marketing, 2024, 41, 567-588.
  • “How Can Academics Generate Great Research Ideas? Inspiration from Ideation Practice,” International Journal of Research in Marketing, 2024, 41, 1-17.Lead article of the issue.
  • “The Value of Context-Specific Studies for Marketing,”, Journal of the Academy of Marketing Science, 2023, 51, 50-65.
  • “The Rise of New Technologies in Marketing: A Framework and Outlook,”, Journal of Marketing, 2022, 86, 1-6.
  • “Grassroots Innovation Success: The Role of Self-Determination and Leadership Style,”, International Journal of Research in Marketing, 2022, 39, 396-414. Featured in UpNext Podcast
  • “Financial Projections in Innovation Selection: The Role of Scenario Presentation, Expertise, and Risk,”, International Journal of Research in Marketing, 2022, 39, 907-926. Featured in LSE Business Review
  • “Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing,”, Journal of Marketing, 2021, 85, 1-21. Lead article of the issue. Featured in special webinar of the editors. Covered in numerous media outlets, such as Poets and Quants, Yahoo!Finance, AACSB, THE, etc.
  • “The Impact of Informational and Emotional Television Ad Content on Online Search and Sales,”, Journal of Marketing Research, 2021, 58, 299-320.
  • “The Study of Important Marketing Issues: Reflections,” International Journal of Research in Marketing, 2021, 38, 12-17.
  • “The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand?”, Journal of Marketing, 2020, 84, 122-141. Covered in IESE Insight, MaeKyung Business Daily.
  • “Inspire, Diverge, Converge: Three Steps to Better Decisions,”, IESE Insight, 2019, 153, 62-69.
  • “Gear Manufacturers as Contestants in Sport Competitions: Breeding and Branding Returns”, with Yvonne van Everdingen and Vijay G. Hariharan, Journal of Marketing, 2019.
  • “Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity,” with Nuno Camacho, Hyoryung Nam, P.K. Kannan, Journal of Marketing, 2019.
  • “Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity,”, International Journal of Research in Marketing, 2018, 35, 471–489.
  • “Predicting the consequences of marketing policy changes: A new data enrichment method with competitive reactions,”, Journal of Marketing Research, 2017, 54 720–736.
  • “Drug Detailing and Doctors’ Prescription Decisions: The Role of Information Content in the Face of Competitive Entry”,, Marketing Science, 2016, 35, 915–933.
  • “Introduction to the IJRM Special Issue on Marketing and Innovation”,, International Journal of Research in Marketing, 2015, 32, 235–237.
  • “Unraveling Scientific Impact: Citation Types in Marketing Journals”,, International Journal of Research in Marketing, 2015, 32, 64–77.
  • “Variable Selection in International Diffusion Models,”, International Journal of Research in Marketing, 2014, 31, 356-367.
  • “The Effect of Customer Empowerment on Adherence to Expert Advice,”, International Journal of Research in Marketing, 2014, 31, 293-308.
  • “Rejoinder: From Academic Research to Marketing Practice: Some Further Thoughts”, International Journal of Research in Marketing, 2014, 31, 144-146.
  • “From Academic Research to Marketing Practice: Exploring the Marketing Science Value Chain,”, International Journal of Research in Marketing, 2014, 31, 127-140. Lead article with commentaries by Russ Winer and Don Lehmann. Winner IJRM Best Paper Award 2014. Winner ERIM Top Article Award 2015. Selected as Editor’s Top Choice Article. Top-downloaded IJRM article of all times
  • “The Commercial Contribution of Clinical Studies for Pharmaceutical Drugs,”, International Journal of Research in Marketing, 2014, 31, 65-77.
  • “The Relationship between DTCA, Drug Requests and Prescriptions: Uncovering Variation in Specialty and Space”,, Marketing Science, 2013, 32, 89-110.
  • “Analysis of Sensitive Questions Across Cultures: An Application of Multigroup Item Randomized Response Theory to Sexual Attitudes and Behavior”,, Journal of Personality and Social Psychology, 2012, 103, 543-564.
  • "Dynamics in International Market Segmentation of New Product Growth",, International Journal of Research in Marketing, 2012, 29, 81-92. Winner IJRM Best Paper Award 2012.
  • "Multi-Homing in Two-Sided Markets: An Empirical Inquiry in the Video Game Console Industry",, Journal of Marketing, 2011, 75, 39-52.
  • "The Global Entry of New Pharmaceuticals: A Joint Investigation of Launch Window and Price",, International Journal of Research in Marketing, 2011, 28, 295-308.
  • “Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality”,, Marketing Science, 30, 2011, 305-320. Dissertation-based paper of Nuno Camacho.
  • “Does New Product Growth Accelerate across Technology Generations”,, Marketing Letters, 21, 2010, 103-120.
  • “The Evolving Social Network of Marketing Scholars”,, Marketing Science, 29, 2010, 561–567.
  • “Marketing of the Life Sciences: A New Framework and Research Agenda for a Nascent Field”,, Journal of Marketing, 73, 2009, 4-30. Lead article of the issue. Featured article on the JM blog.
  • “Modeling Global Spill-Over in New Product Takeoff,”, Journal of Marketing Research, October 2009. Winner ERIM Top Article Award 2010.
  • “The Effect of Superstar Software on Hardware Sales in System Markets,”, Journal of Marketing, 73, 2009, 88-104.
  • “Sales Growth of New Pharmaceuticals Across the Globe: The Role of Regulatory Regimes,”, Marketing Science, 28, 2009, 690-708.
  • “The Debate on Influencing Doctors’ Decisions: Are Drug Characteristics the Missing Link?”, Management Science, 53, 2007, 1688-1701.
  • “The Quest for Citations: Drivers of Article Impact”, Journal of Marketing, 71, 2007, 171-193.
  • “Indirect Network Effects in New Product Growth”,, Journal of Marketing, 71, 2007, 52-74.
  • “Customizing Complex Products: When Should the Vendor Take Control?”, Journal of Marketing Research, 43, 2006, 664-679.
  • “Globalization of Authorship in the Marketing Discipline: Evolution, Country Productivity and Consequences”,, Marketing Science, 24, 2005, 585-594.
  • “Marketing Mass Customized Products: Striking the Balance between Utility and Complexity”,, Journal of Marketing Research, 42, 2005, 219-227.
  • “Understanding and Managing International Growth of New Products”,, International Journal of Research in Marketing, 21, 2004, 421-438. Winner of the MSI&IJRM Research Competition on Global Marketing 2003. Finalist AMA TechSIG Best Paper Award 2005. Finalist of the Jan-Benedict Steenkamp Award for Long Term Impact, 2014.
  • “Vertical Marketing Systems for Complex Products: A Triadic Perspective”,, Journal of Marketing Research, 41, 2004, 479-487.
  • “Social Contagion and Income Heterogeneity in New Product Diffusion: A Meta-Analytic Test”,, Marketing Science, 23, 2004, 530-544. Winner ERIM Top Article Award 2005. Marketing Science Long Term Impact Award Finalist, 2013 & 2014.
  • “Portfolios of Interfirm Agreements in Technology-Intensive Markets: Consequences for Innovation and Profitability”,, Journal of Marketing, 68, 2004, 88-100.
  • “Buying Modular Systems in Technology-Intensive Markets”,, Journal of Marketing Research, 40, 2003, 335-350. Finalist AMA TechSig Best Paper Award 2004.
  • “The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness”,, Marketing Science, 22, 2003, 188-208. Discussed in numerous newspapers, journals and newswires nationally and abroad – such as The Economist, Sloan Management Review, Het Financieel Dagblad, De Financieel Economische Tijd. Winner ERIM Impact Award 2004. Winner Global Marketing Award, American Marketing Association, 2006. Most Highly Cited Paper Published in Marketing Science in the 2003 volume. Marketing Science Long Term Impact Award Finalist, 2009 & 2010.
  • “Strategic Bundling of Products and Prices: A New Synthesis For Marketing”,, Journal of Marketing, 66, 2002, 55-72. Winner of the 2002 Harold H. Maynard Best Paper Award. Top-3 of most readable articles.
  • “The Purchasing of Full-Service Contracts: An Exploratory Study within the Industrial Maintenance Market”,, Industrial Marketing Management, 30, 2001, 1-12.

Books

  • Stremersch, S. & Tindemans, E.B.. Verlicht Ondernemen. Leuven en Rotterdam : Lannoo Campus/Scriptum.
  • Ding, M., Eliashberg, J. & Stremersch, S.. Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies. Springer.
  • Stremersch S.,. "Kiezen voor Winst", Boom:, www.kiezenvoorwinst.nl

Book chapters

  • “The What, Who and How of Innovation Generation”,, in Handbook of Research on New Product Development, Edward Elgar,
  • “The Successful Launch and Diffusion of New Therapies”, In M. Ding, J. Eliashberg & S. Stremersch, Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies. Springer.,,, 189–223.
  • “Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies”, In M. Ding, J. Eliashberg & S. Stremersch, Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies. Springer.,,, 119–148.
  • “The Connected Patient”, In The Book on the Connected Customer, Tilburg Lustrum, in press.,, January 2010, 107–139.