Prof. Y.M. (Yvonne) van Everdingen

Yvonne van Everdingen
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Member ERIM
Field: Marketing
Affiliated since 1999

Yvonne van Everdingen is Professor of Marketing and Innovation at Rotterdam School of Management, Erasmus University. Professor Van Everdingen is member of the EUR Diversity Advisory Board at the Erasmus University Rotterdam, and she is also member of the Special Interest Group Virtual Reality (SIG VR) at the Erasmus Behavioral Lab. Further, over the past decades she has developed a strong link with marketing practitioner organizations in The Netherlands, i.e., the NIMA and the MOA. Currently, she is chair of the jury for the yearly *MOAward Insights Scientist of the Year* as well as the organizer and chair of the yearly *MOA Symposium Topic of the Year*. Her research interests include the international adoption and diffusion of new products, the use of new technologies, such as virtual reality and augmented reality, for the development and marketing of new products, and the marketing of refurbished products. Her research has been published in the field’s leading scientific journals such as Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, Journal of Product Innovation Management, Marketing Letters, Global Strategy Journal, Journal of Business Research, and Journal of Economic Psychology.

Publications

Article (32)

  • Academic (22)

    • van Everdingen, Y. (2022). Uitgaan is niet meer nodig: Virtual Reality biedt een goed alternatief. Holland Management Review, 39(October-December), 46-53.

    • 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

    • van der Lans, R., van Everdingen, Y., & Melnyk, V. (2016). What to Stress, to Whom and Where? A Cross-Country Investigation of the Effects of Perceived Brand Benefits on Buying Intentions. International Journal of Research in Marketing, 33(4), 924-943. https://doi.org/10.1016/j.ijresmar.2016.05.002

    • van Everdingen, Y., Depecik, BE., & van Bruggen, G. (2015). Het effect van mersaneringen op de waarde van ondernemingen. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA.

    • Depecik, BE., van Everdingen, Y., & van Bruggen, G. (2014). Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses. Global Strategy Journal, 4(2), 143-160. https://doi.org/10.1111/j.2042-5805.2014.1074.x

    • van Everdingen, Y., Sloot, LM., van Nierop, E., & Verhoef, PC. (2011). Towards a Further Understanding of the Antecedents of Retailer New Product Adoption. Journal of Retailing, 87(4), 579-597. https://doi.org/10.1016/j.jretai.2011.09.003

    • 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

    • Waarts, E., & van Everdingen, Y. (2006). Fashion retailers rolling out across multi-cultural Europe. International Journal of Retail and Distribution Management, 34(8), 645-657. https://doi.org/10.1108/09590550610675958

    • Waarts, E., & van Everdingen, Y. (2005). The Influence of National Culture on the Adoption Status of Innovations. European Management Journal, 23(6), 601-610. https://doi.org/10.1016/j.emj.2005.10.007

    • van Everdingen, Y., Aghina, WB., & Fok, D. (2005). Forecasting cross-population innovation diffusion: A Bayesian approach. International Journal of Research in Marketing, 22(3), 293-308. https://doi.org/10.1016/j.ijresmar.2004.11.003

    • van Everdingen, Y., & Aghina, WB. (2004). Het voorspellen van de internationale diffusie van innovaties: een adaptieve, Bayesiaanse schattingsmethode. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2004, 197-219.

    • van Everdingen, Y., & Waarts, E. (2003). The effect of national culture on the adoption of innovations. Marketing Letters, 14(3), 217-232. https://doi.org/10.1023/A:1027452919403

    • 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

    • Waarts, E., van Everdingen, Y., & van Hillegersberg, J. (2002). The dynamics of factors affecting the adoption of innovations. Journal of Product Innovation Management, 19(6), 412-423. https://doi.org/10.1016/S0737-6782(02)00175-3

    • van Everdingen, Y., & Bamossy, GJ. (2000). Marketing of a Financial Innovation: Commercial use of the euro by European companies prior to mandatory adoption. Journal of Business Research, 48(2), 123-123.

    • van Everdingen, Y., van Hilligersberg, J., & Waarts, E. (2000). Entreprise resource planning: ERP adoption by European midsize companies. Communications of the ACM, 43(4), 27-31. https://doi.org/10.1145/332051.332064

    • van Everdingen, Y., & van Raaij, WF. (1999). Met gelijke munt betalen. Wat verwachten consumenten van de Euro? MAB, 73(10), 545-555.

    • van Everdingen, Y., & van Raaij, WF. (1998). The Dutch people and the Euro: a structural equations analysis relating national identity and economic expectations to attitude towards the Euro. Journal of Economic Psychology, 19(6), 721-740.

    • Muller-Peters, A., Pepermans, R., Kiell, G., Battaglia, N., Beckmann, JS., Burgoyne, C., Farhangmehr, M., Guzman, G., Kirchler, E., Koenen, C., Kokkinaki, F., Lambkin, M., Lassarre, D., Lenoir, FR., Luna-Arocas, R., Marell, A., Meier, K., Moisander, J., Ortona, G., ... Wahlund, R. (1998). Explaining attitudes towards the Euro. Design of a cross-national study. Journal of Economic Psychology, 19(6), 663-680.

    • van Everdingen, Y. (1997). Het Europese bedrijfsleven en de ECU. De marketing van een financiële innovatie. MAB, (jan/feb), 33-40.

    • van Everdingen, Y. (1996). Het beslissingsproces omtrent de European Currency Unit bij Europese ondernemingen. Bedrijfskunde, 68(4), 66-69.

    • van Everdingen, Y. (1992). Adoption and Diffusion of the commercial ECU: A pilot study in the Netherlands. Tinbergen Institute Research Bulletin, 4(3).

  • Professional (10)

    • van Everdingen, Y., van Bruggen, G., & Depecik, BE. (2015). Afstoten van merken: waarde creeren of saneren? Tijdschrift voor Marketing, 48-51.

    • van Everdingen, Y., van Bruggen, G., & Depecik, BE. (2015). Snoeien wordt soms knoeien. Marketing Rendement.

    • Sloot, LM., van Everdingen, Y., van Nierop, E., & Verhoef, PC. (2012). Hoe retailers beslissingen nemen ten aanzien van de adoptie van nieuwe producten. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2012, 139-162.

    • van Everdingen, Y. (1996). Naschrift: Met betrekking tot de economische wetenschap in Nederland verkend. Economisch-Statistische Berichten, 81(4059), 476-476.

    • Bovenberg, AL., Lubbers, RFM., Butter, FAG., & van Everdingen, Y. (1996). De economische wetenschap in Nederland verkend. Economisch-Statistische Berichten, 4051(81), 268-272.

    • van Everdingen, Y. (1996). Exporteren naar Japan. Fact, 12(29-5-1996), 7.

    • Lubbers, RFM., Bovenberg, AL., Butter, FAG., & van Everdingen, Y. (1996). Naschrift. Economisch-Statistische Berichten, 81(4059), 476-476.

    • Lubbers, RFM., Bovenberg, AL., Butter, FAG., & van Everdingen, Y. (1996). De economische wetenschap in Nederland verkend. Economisch-Statistische Berichten, 81(4051), 268-272.

    • van Everdingen, Y. (1995). The European currency unit: munt van de toekomst? Economenblad, 17(6).

    • van Everdingen, Y. (1992). De ECU en het bedrijfsleven: de toepassing van een financiele innovatie. Ekonomies Bulletin, 23(7).

Book (2)

  • Academic (2)

    • van Everdingen, Y. (2023). The Reality of a Virtual World: Creating Value for Companies, Consumers, and Society. Erasmus Research Institute of Management - Inaugural Lectures.

    • van Everdingen, Y., Frambach, R., & Hillebrand, B. (1998). De Marketing van Nieuwe Producten: Het adoptiemodel in de praktijk. Lemma.

Chapter (18)

  • Academic (17)

    • Waarts, E., & van Everdingen, Y. (2000). Adoption of ERP in the European Midsize Market. In . - (Ed.), Proceedings of the Marketing Science Conference (pp. ---). Marketing Science.

    • Waarts, E., & van Everdingen, Y. (2000). Examining shifts in adoption related variables over the diffusion curve. In B. Wierenga, A. Smidts, & G. Antonides (Eds.), Marketing in the New Millennium, Proceedings of the 29th EMAC Conference (pp. ---). EMAC.

    • van Everdingen, Y., & Pruyn, AT. (2000). The Mixed Blessings of the Euro. In C. Phillips, A. T. H. Pruyn, & M.-P. Kestemont (Eds.), Understanding Marketing: A European Casebook (pp. ---). John Wiley & Sons Inc..

    • van Everdingen, Y., van Hillegersberg, J., & Waarts, E. (2000). ERP Adoption by Eureopean mid-size companies. In M. Fahy (Ed.), Leveraging the Benefits (pp. ---). CIMA Publishing, Chartered Institute of Management Accountan.

    • Waarts, E., & van Everdingen, Y. (2000). Investigating changes in Adoption Stimulating Variables Along the Diffusion Curve. In . - (Ed.), Paper presented at the Marketing Science Conference (pp. ---). Marketing Science.

    • van Everdingen, Y., Matthyssens, PMHM., & Pauwels, P. (1999). Country Exit Decisions and Decision Making: an Exploratory Study Among Dutch Companies. In K. Backhaus (Ed.), Contemporary Developments in Marketing (pp. 215-226). Eska.

    • van Raaij, WF., & van Everdingen, Y. (1999). National Identity and Economic Exepctations determining Attitude towards the euro. In . - (Ed.), Papers presented at: CIRET Conference, Wellington, New Zealand (pp. 34-42). ETH.

    • van Raaij, WF., & van Everdingen, Y. (1999). A single currency for Europe " the Euro". In G. Antonides, & W. F. van Raaij (Eds.), Cases in Consumer Behaviour (pp. 105-111). John Wiley & Sons Inc..

    • van Everdingen, Y., & Waarts, E. (1999). Bookreview of "Product Management". In D. R. Lehrmann, & R. S. Winer (Eds.), - Irwin: McGraw Hill.

    • van Everdingen, Y., & Pruyn, AT. (1999). Changing to the Euro: a cross-cultural comparison of the consequences for buyers and sellers. In . - (Ed.), Management in the Economic and Monetary Union (EMU) (pp. 1-23). ESADE - Escuela Superior de Administratióny de Empresas.

    • van Everdingen, Y., & van Raaij, WF. (1998). Dutch people's attitudes toward the Euro: a trade-off between costs and benefits. In A. Müller-Peters, R. Pepermans, & G. Kiell (Eds.), European Monetary Union: A Cross-National Study of Attitudes Toward the Euro (pp. 239-263). Keulen.

    • van Everdingen, Y., & van Raaij, WF. (1998). The Euro: how consumers perceive and evaluate the single european currency. In P. Andersson et al (Ed.), Marketing Management: Strategy and Organization. Proceedings of the(Track 3) 27th EMAC Conference (pp. 457-465). EMAC Stockholm School of Economics.

    • 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.

    • van Everdingen, Y., Bamossy, GJ., & Durvasula, S. (1996). European Marketing Managers and the European Currency Unit: A Study of Optimism, Pessimism and Indifference. In J. Beracs, A. Bauer, & J. Simon (Eds.), Proceedings of the 25th EMAC Conference 14-17 March 1996; Volume II; Marketing for an Expanding Europe (pp. 1199-1210). Lang Publishing & Holding Co. Inc.

    • Rijn, IAW., van Everdingen, Y., Risseeuw, PA., & Masurel, E. (1996). Customer focus in a service context: the case of real estate agents. In U. Schöneberg (Ed.), Research Methodologies for 'the New Marketing', ESOMAR/EMAC Symposium (pp. 265-278). ESOMAR.

    • van Everdingen, Y. (1995). De European Currency Unit: de adoptie en diffusie van een financiële innovatie. In A. E. et al Bronner (Ed.), Jaarboek van de Nederlandse Vereninging van Marktonderzoekers: recente ontwikkelingen in het marktonderzoek (pp. 141-156). De Vrieseborch.

    • van Everdingen, Y. (1993). Adoption and Diffusion of the Commercial use of the ECU in Business Markets. In Proceedings of the 22nd Conference of the European Marketing Academy EMAC.

  • Professional (1)

    • Kloosterman, LPO., Bunt, J., van Eenennaam, F., & van Everdingen, Y. (1999). Internationale Marketing. In E. Waarts, . Lamperjee, . Peelen, & . Koster (Eds.), NIMA Marketing Lexicon (derde druk ed.). Wolters-Noordhoff.

Conference contribution (2)

  • Academic (2)

    • Waarts, E., & van Everdingen, Y. (2004). Entry Sequence patterns of fashion retailers expanding in multi-cultural Europe..

    • van Everdingen, Y., & Waarts, E. (2003). Influence of culture on the adoption of innovations by European companies: an empirical investigation. European Marketing Academy conference, Glasgow.

Doctoral Thesis (1)

  • Internally prepared (1)

    • van Everdingen, Y. (1995). Adoption and Diffusion of the European Currency Unit: An empirical study among European companies. [Doctoral Thesis, Vrije Universiteit Amsterdam]. Vrije Universiteit Amsterdam.

Report (12)

  • Academic (10)

    • 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 Everdingen, Y., Aghina, WB., & Fok, D. (2005). Forecasting cross-population innovation diffusion: a Bayesian approach. (Econometric Institute Reprint serie EI-1374 ed.) Econometrics. Econometric Institute Reprint serie Vol. EI-1374

    • van Everdingen, Y., & Waarts, E. (2003). A multi-country study of the adoption of ERP systems: The effect of national culture. (ERIM Report Series Research in Management 2003-019 ed.) ERIM Report Series Research in Management Vol. 2003-019

    • van Everdingen, Y., & Aghina, WB. (2003). Forecasting the international diffusion of innovations: an adaptive estimation approach. (ERIM Report Series Research in Management 2003-073 ed.) ERIM Report Series Research in Management Vol. 2003-073

    • 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)

    • Waarts, E., & van Everdingen, Y. (1999). Factors Stimulating the Adoption of New Information Systems: Investigating the Shifts along the Adoption Life Cycle. (Management Report Series 62-1999 ed.) Management Report Series Vol. 62-1999

    • 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

    • van Everdingen, Y., & van Raaij, WF. (1998). Dutch people's attitudes toward the Euro: a trade-off between costs and benefits. (Management Report Series 14-1998 ed.) ERIM. Management Report Series Vol. 14-1998

    • van Everdingen, Y., Matthyssens, PMHM., & Pauwels, P. (1997). Country exit strategies and decision making : an exploratory study among Dutch companies. (Management Report Series 21(13) ed.) ERIM. Management Report Series Vol. 21(13)

    • Lubbers, RFM., Bovenberg, AL., Butter, FAG., Maljers, FA., Thurik, R., Wellink, AHEM., & van Everdingen, Y. (1996). Kijk op Economische Kennis: rapport van de Verkenningscommissie Economische Wetenschappen. Overlegcommissie Verkenningen.

  • Professional (2)

    • Risseeuw, PA., & van Everdingen, Y. (1996). Sonar, 10 jaar stimulans voor de regionale economie. Vrije Universiteit Amsterdam.

    • Rijn, IAW., & van Everdingen, Y. (1996). Klantgericht ondernemen door NVM-Makelaarskantoren: de meting: rapportage klantgericht ondernemen II. Vrije Universiteit Amsterdam, ESI.

Additional activities (5)

  • Organization Science (Journal)

    Editorial work (Academic)

  • International Journal of Technology Management (Journal)

    Editorial work (Academic)

  • Unknown event

    Attending an event (Professional)

  • International Journal of Research in Marketing (Journal)

    Editorial work (Academic)

  • De consument en de Euro: Over vertrouwen, wantrouwen en het belang van een euro-referentiekader

    Oral presentation (Academic)

PhD Tracks (7)

  • Role: Co-promotor
Revitalizing Brand and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies
  • Role: Co-promotor
  • PhD Candidate: Baris Depecik
  • Time frame: 2008 - 2016
Essays on Innovation Generation in Incumbent Firms
  • Role: Member Doctoral Committee
  • PhD Candidate: Elio Keko
  • Time frame: 2012 - 2017
Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience
  • Role: Promotor
  • PhD Candidate: Marina Lenkovskaya
  • Time frame: 2021 -
Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience
  • Role: Promotor
  • PhD Candidate: Ting-Yi Lin
  • Time frame: 2021 -
Doctoral Research in Marketing (Marketing Science, Consumer Behaviour, or Consumer Neuroscience)
  • Role: Promotor
  • PhD Candidate: Danial Hayati
  • Time frame: 2022 -
PhD in Marketing - specialized in Machine Learning and Quantitative Methods
  • Role: Promotor
  • PhD Candidate: Julia Marie Esters
  • Time frame: 2024 -

Course (1)

Past
  • Current Topics in Marketing Research (2023/2024)

Events (2)

2023
June
16
The Reality of a Virtual World Creating Value for Companies, Consumers, and Society
Inaugural Address
As: Speaker
2007
June
19
Modeling Global Spill-Over in New Product Takeoff
Research Seminar
As: Speaker

Award (1)

Address

Visiting address

Office: Mandeville Building T10-03
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Latest publication

Book

van Everdingen, Y. (2023). The Reality of a Virtual World: Creating Value for Companies, Consumers, and Society. Erasmus Research Institute of Management - Inaugural Lectures.