Dr. M. (Michiel) van Crombrugge
Michiel Van Crombrugge is Assistant Professor of Marketing 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, and focuses on multichannel retailing, platform markets and network effects. In his retailing research, Michiel uses econometric models to study the drivers and market impact of retailers’ and manufacturers’ transactional channels. In his platform market research, Michiel studies the market outcomes of platform- and seller-level managerial strategies and individual consumer behavior. His research has been published in the Journal of Marketing and the International Journal of Research in Marketing. At the Erasmus School of Economics, Michiel teaches courses on empirical marketing and marketing analytics.
Publications
Article (3)
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Academic (3)
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Van Crombrugge, M., Holtrop, N., Cleeren, K., & Breugelmans, E. (2024). Does the online direct channel cannibalize or synergize the retail Network? The moderating impact of retailer competitive strength. International Journal of Research in Marketing. Advance online publication. https://doi.org/10.1016/j.ijresmar.2024.08.001
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van Crombrugge, M., Breugelmans, E., Gryseels, F., & Cleeren, K. (2024). How Retailers Change Ordering Strategies When Suppliers Go Direct. Journal of Marketing. Advance online publication. https://doi.org/10.1177/00222429241266576
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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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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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