Dr. M. (Michiel) van Crombrugge
Michiel Van Crombrugge is Associate Professor of Market Insights and Innovation at the Erasmus School of Economics at Erasmus University Rotterdam. He earned a PhD in Business Economics from KU Leuven. His research lies at the intersection of marketing, innovation, and economics. He focuses on strategic marketing issues surrounding new business models in multichannel retail and platform markets. His research has been published in leading business journal such as the Journal of Marketing, the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, and Harvard Business Review. At the Erasmus School of Economics, Michiel teaches courses on empirical marketing and marketing analytics.
Publications
Article (7)
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Academic (6)
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Van Crombrugge, M., & Stremersch, S. (2025). Engagement in platform markets: A (video) game changer? Journal of the Academy of Marketing Science. Advance online publication. https://doi.org/10.1007/s11747-025-01089-2
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Van Crombrugge, M., Holtrop, N., Cleeren, K., & Breugelmans, E. (2025). Does the online direct channel cannibalize or synergize the retail Network? The moderating impact of retailer competitive strength. International Journal of Research in Marketing, 42(1), 171-191. https://doi.org/10.1016/j.ijresmar.2024.08.001
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Van Crombrugge, M., Breugelmans, E., Gryseels, F., & Cleeren, K. (2025). How Retailers Change Ordering Strategies When Suppliers Go Direct. Journal of Marketing, 89(2), 141-162. https://doi.org/10.1177/00222429241266576
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Van Crombrugge, M., Breugelmans, E., Cleeren, K., & Neslin, S. A. (2025). Retailer marketing mix response when launching a direct channel: Not all retailers are alike. Journal of the Academy of Marketing Science. Advance online publication. https://doi.org/10.1007/s11747-025-01084-7
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Van Crombrugge, M., & Stremersch, S. (2025). 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. https://doi.org/10.1016/j.ijresmar.2025.02.006, https://doi.org/10.1016/j.ijresmar.2025.02.006
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Van Crombrugge, M., Breugelmans, E., Breiner, F., & Scheiner, C. W. (2024). Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand. Journal of Marketing, 88(3), 88-109. https://doi.org/10.1177/00222429231193371
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Professional (1)
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Van Crombrugge, M., Cleeren, K., & Breugelmans, E. (2025). How Retailers Respond When Brands Start Selling Direct. Harvard Business Review (digital).
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Doctoral Thesis (1)
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External (1)
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Van Crombrugge, M. (2018). Empirical Studies on Manufacturer Direct Channels. [Doctoral Thesis, KU Leuven]. KU Leuven.
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