Dr. V. (Vardan) Avagyan

Vardan Avagyan
Erasmus School of Economics (ESE)
Erasmus University Rotterdam
Former Associate Member ERIM
Field: Marketing
Affiliated since 2014

Vardan is Assistant Professor of Marketing. His research is at the intersection of marketing and innovation. Substantively, his work addresses issues at different stages of innovation development, including innovation idea selection, development and speed, innovation diffusion, and the use of consumer attitudinal metrics to guide marketing decisions after innovation commercialization. He employs econometrical models and dynamic optimization tools to provide managerial insights in these areas.

 

Vardan’s academic work has received prestigious awards, such as the Amazon Research Awards in Advertising and the Marketing Science Institute research award. He has also presented his work at major conferences in the field, such as INFORMS Marketing Science, Marketing Dynamics, and EMAC.

 

Vardan teaches strategic marketing decision-making to data science students. He also supervises students working on projects with companies in the area of data science and marketing analytics and coaches master students doing their research in this area for their master thesis.

 

Keywords: Marketing & Innovation. Innovation Development. Idea Selection. Innovation Speed. Customer Mindset Metrics.

Publications

Article (3)

  • Academic (3)

    • 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

    • Avagyan, V., Esteban-Bravo, M., & Vidal-Sanz, J. (2016). Riding successive product diffusion waves. Building a tsunami via upgrade-rebate programs. International Journal of Research in Marketing, 33(4), 780-796. https://doi.org/10.1016/j.ijresmar.2016.01.007

    • Avagyan, V., Esteban-Bravo, M., & Vidal-Sanz, J. (2014). Licensing radical product innovations to speed up the diffusion. European Journal of Operational Research, 239(2), 542-555. https://doi.org/10.1016/j.ejor.2014.05.031

Chapter (1)

  • Academic (1)

    • 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.

Event (1)

2022
November
02
The Role of Customer Mindset Metrics in Optimal Advertising Decisions
Research Seminar
As: Speaker

Address

Visiting address

Office: Tinbergen Building H15-11
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Research Initiatives

Latest publication

Article

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