Henry S. J. Robben

Nyenrode Business University · Center for Marketing and Supply Chain Management

[This corrects the article DOI: 10.3389/fnins.2020.577666.].

Purpose To co-create value through dynamic collaborations, enterprises and their suppliers need to orchestrate the integration of complementary resources when providing business services. As such enterprises' strategic decision to apply a plural sourcing strategy to establish dynamic collaborations with their suppliers implies that both in-house an...

The application of neuroscience tools in marketing is increasing. However, there are still barriers of adoption for such technologies (e.g., costs and time of experiments, trust in the field, etc.). Thus, it is still unclear which factors can limit or promote the adoption of neuroscience technology in marketing. The aim of this study is to investig...

This study examines the current sales landscape, highlighting the effect of customer trustworthiness in B2B sales. A three by two experimental design expands the current literature by investigating the impact of specific sales approaches on sales performance through effective critical incident resolution and customer gratitude generation. Using sur...

De belangstelling voor het concept organisatiepurpose is de afgelopen decennia enorm toegenomen. Zowel in wetenschappelijke als professionele managementpublicaties worden de vermeende voordelen van organisatiepurpose voor organisaties en hun stakeholders breed uitgedragen. Organisaties profileren zich dan ook steeds vaker met hun purpose, bijvoorbe...

Drawing from self-determination theory and person-organization fit theory, thepresent study contributes to the literature on organizational purpose by examiningthe relationship between perceived organizational purpose and work engagementand the mediating role of person-organizational purpose (P-OP) fit herein. Basedon data from a cross-sectional qu...

Organizational purpose has flourished in the professional management literature, yet despite increased scholarly interest, academic knowledge and empirical research on the topic remain scarce. Moreover, studies that have been conducted contain important oversights including the lack of a clear conceptualization and misinterpretations that hinder th...

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we pr...

This study deploys an experimental design to better understand how sales approaches affect buyer-seller relationship outcomes in business sales. Taking into account the significant effect that customer gratitude has on business sales performance as well as the dominant role of critical incident resolution for the relationship outcome, we designed a...

Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL. GRAIL c...

Purpose The article introduces practitioners to the concept and process of co-creating customization with buyers. Design/methodology/approach This article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use. Findings Companies that co-create c...

The purpose of this study is to examine the effect of customer relationship management information technology on customer-supplier relationship outcomes. Within the current sales landscape, customers have access to information and supplier alternatives online. At the same time for significant purchases, resolution of critical incidents, and strateg...

We discuss the process of opportunity identification, the first phase in new‐product development. Whereas many sources assume it is the generation of ideas that is most difficult, it appears that selecting the most promising among them is the key issue. The probability of choosing the most viable ideas (or opportunities, or strategic options) incre...

This research attempts to (1) identify the factors that influence strategic decision making (i.e., a choice made among various strategic options), and (2) establish their relative importance in the context of new product development. Hence, this study's research question is formulated as follows: from a descriptive perspective what factors prevail...

This investigation examines the contribution of acquisition utility, exchange utility, and their interaction in the evaluation of the gifts that consumers receive. Two experimental studies explore recipients' evaluation of gifts, and the tendency to reciprocate as a function of giver's sacrifices, the gift appropriateness, and the giver-recipient r...

Realizing excellence in the market place requires systematized common sense. However, as Voltaire already observed, common sense is not so common. The horizon of many marketers and management executives is so focused towards the next quarterly report, that unexpected moves by the competition leave them flabbergasted. We define visionairy marketing...

The proficiency in new product development activities may be the key to the conversion of a market‐oriented culture into superior organizational performance through better new product performance. To examine this conjecture our study tests hypotheses on the mediating effects of the proficiency in new product development activities and new product p...

To determine how critical predevelopment activities are for a market-oriented firm to achieve superior performance, our study uses data from 126 firms in The Netherlands to investigate the structural relationships among market orientation, the proficiency in predevelopment activities, new product performance, and organizational performance. The res...

Some scholars have suggested recently that a market‐oriented culture leads to superior performance, at least in part, because of the new products that are developed and are brought to market. Others have reinforced this wisdom by revealing that a market‐oriented culture enhances organizational innovativeness and new product success, both of which i...

Although previous research has investigated the concept and contents of new product performance, there is still no consensus about the managerial decisions that constitute a launch strategy and how such decisions impact new product performance. The research objective for the present investigation is to assess the impact of launch strategy and marke...

Where traditional mass-media advertising may perish in the enormous amount of communication messages, the product itself can act as a decisive communication tool and provide consumers with product-related information in the buying decision situation. For example, the sound the product makes in use and the tactile sensation give an impression of the...

The importance of successful innovation for the long‐term performance of companies can hardly be exaggerated. However, we need to consider this in a dynamic setting, in which competitors do not remain passive. We find that two thirds of new product launches meet reaction by competitors after their launch. We also empirically demonstrate that the st...

This article has no abstract

The present study investigates the strategies that eight companies employed in launching new product features in a variety of markets. A literature review shows that launching new product features is an under‐researched area. This lack of attention may be detrimental to companies, as in many mature markets—such as those for durable consumer goods l...

The present study investigates the strategies that eight companies employed in launching new product features in a variety of markets. A literature review shows that launching new product features is an under-researched area. This lack of attention may be detrimental to companies, as in many mature markets-such as those for durable consumer goods l...

For consumer products, strategic launch decision appear more defensive in nature, as they focus on defending current market positions. Industrial product strategic launch decisions seem more offensive, using technology and innovation to push the firm to operate outside their current realm of operations and move into new markets. The tactical market...

Empirical research has demonstrated that a market orientation has in general a positive effect on organizational performance. The potential benefits of a market orientation have, however, not been realized because academics and practitioners do not yet understand the modus operandi that transform market orientation into superior organizational perf...

In today's competitive environment, members of the market chain, such as retailers and suppliers, are becoming increasingly powerful. It has been established in the packaged goods area that the ability to get new products on the shelves' is an essential factor in the success of a new product. However, no research exists to date that relates variabl...

The authors propose a model of gift evaluation by consumers, which specifies that the total value or utility of a gift transaction is an additive and a multiplicative function of the acquisition utility and exchange utility of the gift. They apply the model to the evaluation of money as a gift, and the authors offer the results of two initial exper...

The launch strategies of new consumer goods have not been subject to rigorous study, although anecdotes abound in the form of news items in newspapers and specific industry journals. This contrasts with the copious research into new industrial product launch which shows that, prior to commercialization, the process of developing product advantage c...

In dit artikel wordt ingegaan op de recente ontwikkelingen met be-trekking tot de managementactiviteiten gericht op de keten die begint bij het winnen van grondstoffen en via toeleveranciers, fabrikanten en de (detail)handel loopt naar de eindgebruikers. De moderne denkbeelden op dit terrein worden samengevat met de term Demand & Supply Chain Manag...

We present a research model that allows the investigation of many of the complexities of new product launch strategies, empirically test for hypothesized relationships among launch strategy decisions, shed light on the ways in which managers tend to build choices among launch decision options into generic launch strategies and link new product perf...

Just as reporters must answer a few fundamental questions in every story they write, decision‐makers in the new product development (NPD) process must address five key issues: what to launch, where to launch, when to launch, why to launch, and how to launch. These decisions involve significant commitments of time, money, and resources. They also go...

Deviations in well-known stimuli attract attention. Furthermore, deviations in the appearance of stimuli affect the way in which consumers categorize stimuli. Our experiment investigates the effect of the degree of deviation of coffee packages on consumers' attention and categorization. The stimuli are modified packages of the best known Dutch grou...

Dit artikel geeft een overzicht van de recente ontwikkelingen met betrekking tot het managen van de keten van toeleveranciers via producenten en de (detail)handel naar de eindgebruikers, de zogenaamde Supply Chain. Door de individualisering van de consumenten en de steeds groter wordende (internationale) concurrentie staat de traditionele manier va...

The present study focused on the factors that influenced the new product adoption decision by 197 market intermediaries of consumer durables by exploring the relative impact of 27 adoption criteria across four product categories. Next to supporting previous findings, the study significantly extended that body of knowledge in several ways. First, it...

Management is often criticized for overemphasizing short‐term profits at the expense of long‐term growth. On the other hand, although numerous studies have explored the factors underlying new product success and failure, such studies rarely distinguish between short‐ and long‐term success. In fact, little research has been conducted to explore the...

Management is often criticized for overemphasizing short-term profits at the expense of long-term growth. On the other hand, although numerous studies have explored the factors underlying new product success and failure, such studies rarely distinguish between short- and long-term success. In fact, little research has been conducted to explore the...

In this article, the authors summarize several views on how consumers react to the unavailability of consumer goods. The focus of the article is on how psychological theories can be used to enrich economic demand theory and, more specifically, the understanding of the relationship of availability characteristics and consumer preference. The authors...

The probability of errors in tax returns has not been modeled explicitly before. However, corrections on individual tax returns, made by the fiscal authorities, may be related both to tax evasion and to errors made by the taxpayers. The probabilities of detecting tax evasion (true positives) and errors in tax returns (partly interpreted as false al...

The experiment reported examined the effects of four conditions of product availability on consumers' preferences for recipe books, and the corresponding uniqueness judgments and cost evaluations for the same products. These conditions were unlimited availability, limited availability due to popularity, limited availability due to limited supply an...

Four experiments on the evaluation of gifts are reported, two on receiving gifts and two on giving gifts. In a fractional factorial design we investigated the effects of personal relationship, gift occasion and four cost categories, namely financial, time, psychic, and physical costs, on the preference for gifts to give and for gifts to receive. Pa...

This study explored the relationships between diverse social psychological and economic variables and self-reported and officially documented unemployment benefit fraud. Two groups receiving unemployment benefit were studied; a fraudulent group of 45 individuals and an honest group of 51 individuals. Interview measures of financial strain, social n...

This study reports on the measurement problem in studying tax evasion behaviour of individuals. The three most frequently used methods in researching tax evasion (self-reports, officers' classification and experimental methods) are presented. Having observed a lack of association between self-report evasion behaviour and officers' classifications i...

The paper discusses the usefulness for tax evasion research of outcomes of routine processing of Dutch tax returns by tax officers, on the basis of an analysis of reassessment of the returns by independent tax officers.

Webley, P., H.S.J. Robben, H. Elffers & D.J. Hessing (1991) Tax evasion: an experimental appro¬ach, Cambridge:

The experimental studies described in this article were designed to examine the effects of decision frame and opportunity on tax evasion behavior in the context of a business management task that required subjects to file simulated tax returns. The data analyzed were derived from 674 subjects representing samples drawn for ten separate experiments...

This paper examines the role of decision frames and opportunity in tax evasion. In an experiment, framed as a business simulation, student subjects made a series of decisions. Two propositions were tested: first, that having to pay extra tax after insufficient tax has been withheld will lead to more evasion than receiving a refund after too much ha...

This paper reports on an experimental study of tax evasion in which members of the Dutch public participated. Three variables were manipulated: type of social comparison (personal or categorical), nature of comparison (inferior, neutral, or superior), and the period in which the tax return was audited. In addition, participants completed a series o...

Investigated the effects of social comparison, inequity, and audit occurrence (Exp 1) and type and nature of social comparison (Exp 2). In Exp 1, 48 adults completed a computerized business simulation and made decisions about prices, spending, and taxes owed. Ss received a tax-free allowance (described as lower, equal, or higher than average), were...

Scarcity, or the unavailability of goods, plays a central role in economic thinking but has received little attention from economic psychologists. In this paper we summarize a number of views on how consumers react to the unavailability of consumer goods. More specifically, we address the rela-tionship of availability and the evaluation of goods. W...

Marketing als duurzame business. Hét basiswerk over het plannen en implementeren van marketingactiviteiten om het concurrentievermogen van een organisatie te optimaliseren. Een science-based en praktische synthese van ideeën en modellen die een duurzaam onderscheid in de markt daadwerkelijk mogelijk maken. Relevante theoretische inzichten met actue...

'Marketingmanagement, de essentie' biedt een volledige introductie in modern marketingmanagement. De nieuwste concepten en onderzoeksresultaten komen aan bod. Zo wordt veel aandacht besteed aan holistische marketing en is de impact van technologische ontwikkelingen op hedendaagse marketing in deze vierde editie een belangrijk thema. De aandacht voo...

De eerste druk van 'Visionaire marketing' heeft door zijn innoverende aanpak succes gekend. De businessroadmappingmethodologie, die Rudy Moenaert en Henry Robben in samenwerking met het bedrijfsleven hebben ontwikkeld, is bijzonder effectief om een superieure bedrijfsstrategie te ontwikkelen en een op maat gemaakte, unieke oplossing te genereren vo...