Prof. dr. S. (Stefan) Stremersch

Stefan Stremersch
Erasmus School of Economics (ESE)
Erasmus University Rotterdam
Fellow ERIM
Field: Marketing
Affiliated since 2002

Stefan Stremersch holds the Desiderius Erasmus Distinguished Chair of Economics and the Chair in Marketing at the Erasmus School of Economics (ESE). Professor Stremersch's research is in the areas of innovation, marketing of technology and science, healthcare and pharmaceutical marketing, and international marketing. His research is largely situated in high technology markets (ICT, Telecom, consumer electronics, and video games) and pharmaceuticals, and led to published articles in the major scholarly journals including, among others, the International Journal of Research in Marketing, the Journal of Marketing, the Journal of Marketing Research, Marketing Science and Management Science. Professor Stremersch has won several prestigious awards including the Harold H. Maynard Best Paper Award from the Journal of Marketing, the J.C. Ruigrok Prize for the most productive young researcher in the social sciences in the Netherlands, awarded every four years to an economist, and the Rajan Varadarajan Early Career Award from the American Marketing Association in 2008. He also has an affiliation with IESE Business School, Barcelona, and is editorial or policy board member of several journals including the Journal of Marketing,  Journal of Marketing Research, Marketing Science and International Journal of Research in Marketing. For the latter journal, he served as editor together with Don Lehmann of the International Journal of Research in Marketing from 2006 to 2009. Professor Stremersch is also scientific director of the Erasmus Center for Marketing and Innovation and of the Erasmus Healthcare Business Center.

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Publications

Article (61)

  • Academic (58)

    • Stremersch, S., Cabooter, E., Guitart, I. A., & Camacho, N. (2024). Customer insights for innovation: A framework and research agenda for marketing. Journal of the Academy of Marketing Science. Advance online publication. https://doi.org/10.1007/s11747-024-01051-8

    • Stremersch, S. (2024). How can academics generate great research ideas? Inspiration from ideation practice. International Journal of Research in Marketing, 41(1), 1-17. https://doi.org/10.1016/j.ijresmar.2023.10.002

    • Hariharan, V., Landsman, V., & Stremersch, S. (Accepted/In press). The Detailing Response of Branded Drug Firms to Generic Entry. International Journal of Research in Marketing.

    • Hariharan, V. G., Landsman, V., & Stremersch, S. (2023). Branded response to generic entry: Detailing beyond the patent cliff. International Journal of Research in Marketing, 41(3), 567-588. Advance online publication. https://doi.org/10.1016/j.ijresmar.2023.12.004, https://doi.org/10.1016/j.ijresmar.2023.12.004

    • Stremersch, S., Gonzalez, J., Valenti, A., & Villanueva, J. (2023). The value of context-specific studies for marketing. Journal of the Academy of Marketing Science, 51(1), 50-65. https://doi.org/10.1007/s11747-022-00872-9

    • Stremersch, S., Camacho, N., Keko, E., & Wuyts, S. (2022). Grassroots innovation success: The role of self-determination and leadership style. International Journal of Research in Marketing, 39(2), 396-414. https://doi.org/10.1016/j.ijresmar.2021.10.003, https://doi.org/10.1016/j.ijresmar.2021.10.003

    • Avagyan, V., Camacho, N., Van der Stede, W. A., & Stremersch, S. (2021). Financial projections in innovation selection: The role of scenario presentation, expertise, and risk. International Journal of Research in Marketing, 39(3), 907-926. https://doi.org/10.1016/j.ijresmar.2021.10.009

    • Stremersch, S., Winer, RS., & Almeida Camacho, N. (2021). Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing. Journal of Marketing. https://doi.org/10.1177/00222429211001050

    • Guitart, IA., & Stremersch, S. (2020). The Impact of Informational and Emotional Television Ad Content on Online Search and Sales. Journal of Marketing Research, 58(2), 299-320. https://doi.org/10.1177/0022243720962505

    • Stremersch, S. (2020). The study of important marketing issues: Reflections. International Journal of Research in Marketing, 38(1), 12-17. https://doi.org/10.1016/j.ijresmar.2020.09.009

    • Landsman - Schwartz, V., & Stremersch, S. (2020). The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand? Journal of Marketing, 84(3). https://doi.org/10.1177/0022242919901277

    • van Everdingen, Y., Hariharan, V., & Stremersch, S. (2019). Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Effects. Journal of Marketing, 83(3), 126-144. https://doi.org/10.1177/0022242919831996

    • Almeida Camacho, N., Nam, HR., Kannan, PK., & Stremersch, S. (2018). Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity. Journal of Marketing, 83(2), 138-157. https://doi.org/10.1177/0022242918809673

    • Guitart, IA., Gonzalez, J., & Stremersch, S. (2018). 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, 35(3), 471-489. https://doi.org/10.1016/j.ijresmar.2018.03.004

    • Stremersch, S., Kappe, E., & Venkataraman, S. (2017). Predicting the consequences of marketing policy changes: A new data enrichment method with competitive reactions. Journal of Marketing Research, 54(5), 720-736. https://doi.org/10.1509/jmr.15.0498

    • Stremersch, S., & Kappe, E. (2016). Drug Detailing and Doctors’ Prescription Decisions: The Role of Information Content in the Face of Competitive Entry. Marketing Science, 35(6), 915-933. https://doi.org/10.1287/mksc.2015.0971

    • Stremersch, S., Almeida Camacho, N., Vanneste, SJ., & Verniers, IWJ. (2015). Unraveling Scientific Impact: Citation Types in Marketing Journals. International Journal of Research in Marketing, 32(1), 64-77. https://doi.org/10.1016/j.ijresmar.2014.09.004

    • Liberali, G., Muller, E., Rust, RT., & Stremersch, S. (2015). Introduction to the IJRM Special Issue on Marketing and Innovation. International Journal of Research in Marketing, 32(3), 235-237. https://doi.org/10.1016/j.ijresmar.2015.08.001

    • Almeida Camacho, N., de Jong, M., & Stremersch, S. (2014). The effect of Customer Empowerment on Adherence to Expert Advice. International Journal of Research in Marketing, 31(3), 293-308. https://doi.org/10.1016/j.ijresmar.2014.03.004

    • Roberts, JH., Kayande, U., & Stremersch, S. (2014). From academic research to marketing practice: Exploring the marketing science value chain. International Journal of Research in Marketing, 31(2), 127-140. https://doi.org/10.1016/j.ijresmar.2013.07.006

    • Roberts, JH., Kayande, U., & Stremersch, S. (2014). From academic research to marketing practice: Some further thoughts. International Journal of Research in Marketing, 31(2), 144-146. https://doi.org/10.1016/j.ijresmar.2013.12.001

    • Sood, A., Kappe, ER., & Stremersch, S. (2014). The commercial contribution of clinical studies for pharmaceutical drugs. International Journal of Research in Marketing, 31(1), 65-77. https://doi.org/10.1016/j.ijresmar.2013.07.007

    • Gelper, S., & Stremersch, S. (2014). Variable selection in international diffusion models. International Journal of Research in Marketing, 31(4), 356-367. https://doi.org/10.1016/j.ijresmar.2014.04.001

    • Stremersch, S., Landsman - Schwartz, V., & Venkataraman, S. (2013). The Relationship Between DTCA, Drug Requests and Prescriptions: Uncovering Variation in Specialty and Space. Marketing Science, 32(1), 89-110. https://doi.org/10.1287/mksc.1120.0757

    • de Jong, M., Pieters, FGM., & Stremersch, S. (2012). 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, 103(3), 543-564. https://doi.org/10.1037/a0029394

    • Lemmens, A., Croux, C., & Stremersch, S. (2012). Dynamics in the international market segmentation of new product growth. International Journal of Research in Marketing, 29(1), 81-92. https://doi.org/10.1016/j.ijresmar.2011.06.003

    • Almeida Camacho, N., Donkers, B., & Stremersch, S. (2011). Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality. Marketing Science, 30(2), 305-320. https://doi.org/10.1287/mksc.1100.0624

    • Landsman - Schwartz, V., & Stremersch, S. (2011). Multihoming in Two-Sided Markets: An Empirical Inquiry in the Video Game Console Industry. Journal of Marketing, 75(6), 39-54. https://doi.org/10.1509/jmkg.75.6.39

    • Stremersch, S., Verniers, IWJ., & Croux, C. (2011). The global entry of new pharmaceuticals: a joint investigation of launch window and price. International Journal of Research in Marketing, 28(4), 295-308. https://doi.org/10.1016/j.ijresmar.2011.05.008

    • Stremersch, S., Lehmann, DR., & Dekimpe, MG. (2010). Preface to "The chilling effects of network externalities". International Journal of Research in Marketing, 27(1), 1-3. https://doi.org/10.1016/j.ijresmar.2009.12.001

    • Stremersch, S., Goldenberg, J., Libai, B., & Muller, E. (2010). The Evolving Social Network of Marketing Scholars. Marketing Science, 29(3), 561-567. https://doi.org/10.1287/mksc.1090.0539

    • Stremersch, S., Muller, E., & Peres, RT. (2010). Does New Product Growth Accelerate Across Technology Generations? Marketing Letters, 21(2), 103-120. https://doi.org/10.1007/s11002-009-9095-0

    • Stremersch, S., Heil, O., & Lehmann, DR. (2010). Marketing competition in the 21st century. International Journal of Research in Marketing, 27(2), 161-163. https://doi.org/10.1016/j.ijresmar.2010.03.003

    • Stremersch, S., & Lemmens, A. (2009). Sales Growth of New Pharmaceuticals Across the Globe: the Role of Regulatory Regimes. Marketing Science, 28(4), 690-708. https://doi.org/10.1287/mksc.1080.0440

    • Stremersch, S., & Van Dyck, WMJ. (2009). Marketing of the life sciences: a new framework and research agenda for a nascent field. Journal of Marketing, 73(4), 4-30. https://doi.org/10.1509/jmkg.73.4.4

    • Binken, JLG., & Stremersch, S. (2009). The effect of superstar software on hardware sales in system markets. Journal of Marketing, 73(2), 88-104. https://doi.org/10.1509/jmkg.73.2.88

    • van Everdingen, Y., Fok, D., & Stremersch, S. (2009). Modeling Global Spillover of New Product Takeoff. Journal of Marketing Research, 46(5), 637-652. https://doi.org/10.1509/jmkr.46.5.637

    • Stremersch, S., & Lehmann, DR. (2009). From the (Past) Editors (editorial). International Journal of Research in Marketing, 26(4), 257-258. https://doi.org/10.1016/j.ijresmar.2009.09.002

    • Stremersch, S., & Lehmann, DR. (2009). Preface to a debate (editorial). International Journal of Research in Marketing, 26(2), 153-153. https://doi.org/10.1016/j.ijresmar.2009.03.001

    • Stremersch, S. (2008). 25 years of IJRM: Reflections on the past and the future. International Journal of Research in Marketing, 25(3), 143-148. https://doi.org/10.1016/j.ijresmar.2008.06.001

    • Stremersch, S. (2008). Health and marketing: the emergence of a new field of research. International Journal of Research in Marketing, 25(4), 229-233. https://doi.org/10.1016/j.ijresmar.2008.09.002

    • Stremersch, S., Tellis, GJ., Franses, P. H., & Binken, JLG. (2007). Indirect Network Effects in New Product Growth. Journal of Marketing, 71(3), 52-74. https://doi.org/10.1509/jmkg.71.3.52

    • Stremersch, S., Verniers, IWJ., & Verhoef, PC. (2007). The quest for citations: drivers of article impact. Journal of Marketing, 71(3), 171-193. https://doi.org/10.1509/jmkg.71.3.171

    • Venkataraman, S., & Stremersch, S. (2007). The debate on influencing doctors' decisions: Are drug characteristics the missing link? Management Science, 53(11), 1688-1701. https://doi.org/10.1287/mnsc.1070.0718

    • Stremersch, S., & Lehmann, DR. (2007). Editorial. International Journal of Research in Marketing, 24(1), 1-2. https://doi.org/10.1016/j.ijresmar.2006.12.001

    • Ghosh, M., Dutta, S., & Stremersch, S. (2006). Customizing Complex Products: When Should the Vendor Take Control ? Journal of Marketing Research, 43(4), 664-679. https://doi.org/10.1509/jmkr.43.4.664

    • Stremersch, S., & Verhoef, PC. (2006). Publicatiedrift van Nederlandse Marketingwetenschappers. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2006, 143-159.

    • Dellaert, B., & Stremersch, S. (2005). Marketing Mass Customized Products: Striking the Balance between Utility and Complexity. Journal of Marketing Research, 42(2), 219-227. https://doi.org/10.1509/jmkr.42.2.219.62293

    • Stremersch, S., & Verhoef, PC. (2005). Globalization of Authorship in the Marketing Discipline: Does it Help or Hinder the Field? Marketing Science, 24(4), 585-594. https://doi.org/10.1287/mksc.1050.0152

    • Wuyts, SHK., Stremersch, S., van den Bulte, C., & Franses, P. H. (2004). Vertical marketing systems for complex products: A triadic perspective. Journal of Marketing Research, 41(4), 479-487. https://doi.org/10.1509/jmkr.41.4.479.47015

    • Stremersch, S., & Tellis, GJ. (2004). Understanding and managing international growth of new products. International Journal of Research in Marketing, 21(4), 421-438. https://doi.org/10.1016/j.ijresmar.2004.07.001

    • Wuyts, SHK., Stremersch, S., & Dutta, S. (2004). Portfolios of interfirm agreements in technology-intensive markets: consequences for innovation and profitability. Journal of Marketing, 68(2), 88-100. https://doi.org/10.1509/jmkg.68.2.88.27787

    • van den Bulte, C., & Stremersch, S. (2004). Social Contagion and Income Heterogenity in New Product Diffusion: A Meta-Analytic Test. Marketing Science, 23(4), 530-544. https://doi.org/10.1287/mksc.1040.0054

    • Tellis, GJ., Stremersch, S., & Yin, E. (2003). The international takeoff of new products: the role of economics, culture, and country innovativeness. Marketing Science, 22(2), 188-208. https://doi.org/10.1287/mksc.22.2.188.16041

    • Stremersch, S., Weiss, M., Dellaert, B., & Frambach, RT. (2003). Buying modular systems in technology-intensive markets. Journal of Marketing Research, 40(3), 335-350. https://doi.org/10.1509/jmkr.40.3.335.19239

    • Stremersch, S., & Tellis, GJ. (2002). Strategic Bundling of Products and Prices: a new synthesis for marketing. Journal of Marketing, 66(1), 55-72. https://doi.org/10.1509/jmkg.66.1.55.18455

    • Stremersch, S., Wuyts, SHK., & Frambach, RT. (2001). The purchasing on full-service contracts: an exploratory study within the industrial maintenance market. Industrial Marketing Management, 30(1), 1-12. https://doi.org/10.1016/S0019-8501(99)00090-5

    • Commandeur, H., & Stremersch, S. (1997). The service profit chain. Holland Management Review, 55, 87-89.

  • Popular (1)

    • Stremersch, S., Almeida Camacho, N., & Donkers, B. (2011). Voorspelbare fouten van huisartsen bij medische beslissingen. Economisch-Statistische Berichten, 96(4612).

  • Professional (2)

    • Stremersch, S., Frambach, RT., Commandeur, H., & Matthijssens, P. (1997). Integrale dienstverlening. Tijdschrift voor Marketing, (sept.), 27-32.

    • Stremersch, S., Frambach, R., Commandeur, H., & Matthyssens, PMHM. (1997). Integrale dienstverlening : Over onderliggende dimensie en uitdagingen. Tijdschrift voor Marketing, (september), 27-32.

Book (4)

  • Academic (2)

    • Ding, M., Eliashberg, J., & Stremersch, S. (2014). Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research and Policies. Springer-Verlag.

    • Stremersch, S., & Tindemans, EB. (2007). Verlicht Ondernemen. Lannoo Campus/Scriptum.

  • Popular (2)

    • Stremersch, S. (2017). How Winners Make Choices. Boom Uitgevers.

    • Stremersch, S. (2016). Kiezen voor Winst. Boom Uitgevers.

Chapter (5)

  • Academic (5)

    • Avagyan, V., Landsman - Schwartz, V., & Stremersch, S. (2017). Marketing Models for the Life Sciences Industry. In B. Wierenga, & R. van der Lans (Eds.), Handbook of Marketing Decision Models (pp. 385-430). Springer-Verlag.

    • Landsman - Schwartz, V., Verniers, I., & Stremersch, S. (2014). The Successful Launch and Diffusion of New Therapies. In Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (pp. 189-223). Springer-Verlag. https://doi.org/10.1007/978-1-4614-7801-0_7

    • Betz, UAK., Almeida Camacho, N., Gerards, M., & Stremersch, S. (2013). Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies. In M. Ding, J. Eliashberg, & S. Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies Springer-Verlag.

    • Camacho, N., Landsman, V., & Stremersch, S. (2010). The Connected Patient. In S. H. K. Wuyts, M. G. Dekimpe, E. Gijsbrechts, & F. G. M. Pieters (Eds.), The Connected Customer: The Changing Nature of Consumer and Business Markets (1st ed., pp. 107-140). Routledge Academic. https://doi.org/10.4324/9780203863565-14

    • Stremersch, S., Commandeur, H., & Frambach, RT. (1998). Bundling: krachtig wapen in de concurrentiewedren. In C. van Tilborgh, & R. Duyck (Eds.), Management jaarboek 1998 (pp. 152-157). Roularta Books & Vlaamse Management Associatie.

Doctoral Thesis (1)

  • Internally prepared (1)

    • Stremersch, S. (2001). Essays on marketing strategy in technology-intensive markets. [Doctoral Thesis, Katholieke Universiteit Brabant]. Katholieke Universiteit Brabant.

Editorial (1)

  • Popular (1)

    • Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The Rise of New Technologies in Marketing: A Framework and Outlook. Journal of Marketing, 86(1), 1-6. https://doi.org/10.1177/00222429211061636

Inaugural speech (1)

Report (5)

  • Academic (5)

    • van Everdingen, Y., Fok, D., & Stremersch, S. (2009). Modeling Global Spillover of New Product Takeoff. (EI reprint reeks EI-1528 ed.) DEPARTMENT OF ECONOMETRICS. EI reprint reeks Vol. EI-1528

    • van den Bulte, C., & Stremersch, S. (2003). Contagion and heterogeneity in new product diffusion: an empirical test. (ERIM Report Series Research in Management 2003 077-MKT ed.) BEDRIJFSECONOMIE. ERIM Report Series Research in Management 2003 Vol. 077-MKT

    • Franses, P. H., & Stremersch, S. (2002). Modeling generational transitions from aggregate data. (ERIM Report Series 2002 49-MKT ed.) ERIM Report Series 2002 Vol. 49-MKT

    • Wuyts, SHK., Stremersch, S., van den Bulte, C., & Franses, P. H. (2002). Buyer preferences for vendor in business: A triadic perspective. (The Wharton School, University of Pennsylvania 10-2002 ed.) The Wharton School, University of Pennsylvania Vol. 10-2002

    • Wuyts, SHK., & Stremersch, S. (2001). Buying high tech products. (ERIM Report Series 2001 27-MKT ed.) ERIM Report Series 2001 Vol. 27-MKT

Teaching case (8)

  • Academic (8)

    • Stremersch, S., Almeida Camacho, N., Keko, E., & Verniers, IWJ., (2024). Commercial Transformation at Grünenthal

    • Stremersch, S., Keko, E., Almeida Camacho, N., & Herget, T., (2024). Merck KGaA: Designing the Next Innospire Process

    • Stremersch, S., Keko, E., & Verniers, IWJ., (2024). Aliaxis Group SA: Developing Big Innovations

    • Stremersch, S., & Keko, E., (2015). Komatsu: The Rise of a Service-Dominant Logic, No. M1328-E, 16 p., Harvard Business Review

    • Stremersch, S., & Keko, E., (2015). Babcock: An Innovative Business Model in the Mining and Construction Industry, No. M1329-E, 14 p.

    • Stremersch, S., & Almeida Camacho, N., (2012). Rabobank Corporate Netherlands: Turning the Smartphone into an Engine of Bottom-line Growth, No. M-1286-E, 27 p.

    • Stremersch, S., & Bellezza, S., (2009). Caesar IT Services: Marketing Multiple Value Propositions in One Firm, No. M-1227-E, 21 p.

    • Almeida Camacho, N., Verniers, IWJ., Pont, C. G., & Stremersch, S., (2008). Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet, No. M-1279-E

Additional activities (4)

  • Journal of Marketing Research (Journal)

    Editorial work (Academic)

  • Marketing Science (Journal)

    Editorial work (Academic)

  • International Journal of Research in Marketing (Journal)

    Publication Peer-review (Academic)

  • Journal of Marketing (Journal)

    Editorial work (Academic)

PhD Tracks (9)

Health and Marketing: Essays on Physician and Patient Decision-Making
  • Role: Promotor
  • PhD Candidate: Nuno Almeida Camacho
  • Time frame: 2005 - 2011
Dynamics and Competition in Charitable Giving
  • Role: Member Doctoral Committee
  • PhD Candidate: Merel van Diepen
  • Time frame: 2004 - 2009
System Markets: Indirect Network Effects in Action, or Inaction?
  • Role: Promotor
  • PhD Candidate: Jeroen Binken
  • Time frame: 2003 - 2010
Modeling Consumer Adoption and Usage of Value-Added Mobile Services
  • Role: Member Doctoral Committee
  • PhD Candidate: Remco Prins
  • Time frame: 2003 - 2008
The Effectiveness of Pharmaceutical Marketing
  • Role: Promotor
  • PhD Candidate: Eelco Kappe
  • Time frame: 2006 - 2011
Econometric Advances in Diffusion Models
  • Role: Member Doctoral Committee
  • PhD Candidate: Yuri Peers
  • Time frame: 2007 - 2011
Essays on Innovation Generation in Incumbent Firms
  • Role: Promotor
  • PhD Candidate: Elio Keko
  • Time frame: 2012 - 2017
Customer-Centric Innovation: Learning from Resistance
  • Role: Promotor
  • PhD Candidate: Gert Jan Prevo
  • Time frame: 2014 -
  • Role: Promotor

Events (4)

2014
May
27
2014 ECMI Symposium on Marketing & Innovation
Conference
As: Coordinator
2010
June
15
Farewell Symposium in Honor of Berend Wierenga
Valedictory symposium
As: Speaker
2009
October
29
ERIM's Second Lustrum: 'Dual impact of management research'
Institute Event
As: Speaker
2005
April
15
In search of an audience... (Op zoek naar een publiek)
Inaugural Address
As: Speaker

Awards (6)

Address

Visiting address

Office: Tinbergen Building H15-01
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Research Initiatives

Latest publication

Article

Stremersch, S., Cabooter, E., Guitart, I. A., & Camacho, N. (2024). Customer insights for innovation: A framework and research agenda for marketing. Journal of the Academy of Marketing Science. Advance online publication. https://doi.org/10.1007/s11747-024-01051-8