Stefan Stremersch

Stefan Stremersch
Erasmus University Rotterdam | EUR · Department of Business Economics

About

91
Publications
22,904
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
4,948
Citations
Introduction

Publications

Publications (91)
Article
This paper clarifies why context-specific studies have scientific merit and provides recommendations to authors and journal stewards on how to develop them well. A context-specific study is a study in a unique setting yielding conclusions that can be considered to have limited generalizability to other settings. A firm’s industry—think of pharmaceu...
Article
Full-text available
Innovation project selection is a decision of major relevance to firms. Errors in this decision may have serious consequences for firms, especially as many firms struggle with optimizing innovation project selection decisions. In their pitches to innovation decision-makers, project teams invariably present financial projections on their innovation...
Article
Full-text available
An increasing number of firms engage in grassroots innovation, i.e., the voluntary generation and development of innovations by any member of an organization, regardless of function or seniority. However, no empirical study to date identifies the determinants of success or failure of grassroots innovation initiatives. We execute a survey study amon...
Article
Full-text available
Grounded in sociological agency theory, the authors study the role of the faculty research incentive system in the academic research conducted at business schools and business school health. The authors surveyed 234 marketing professors and completed 22 interviews with 14 (associate) deans and 8 external institution stakeholders. They find that res...
Article
Full-text available
This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search, but increasing the informational content does not. Both informational and emotional content positi...
Article
Full-text available
This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadership; (3) applied science; and (4) puzzling science. It proposes to funnel more resources from applied...
Article
This article examines the effects of collective layoff announcements on sales and marketing-mix elasticities, accounting for supply-side constraints. The authors study 205 announcements in the automotive industry using a difference-in-differences model. They find that, following collective layoff announcements, layoff firms experience adverse chang...
Article
Full-text available
Grounded in sociological agency theory, the authors study the role of the faculty research incentive system in the academic research conducted at business schools and business school health. The authors surveyed 234 marketing professors and completed 22 interviews with 14 (associate) deans and 8 external institution stakeholders. They find that res...
Article
Several manufacturers make substantial investments to compete in sports contests, using the gear they develop and market. However, no systematic analysis of the breeding (i.e., innovation) and branding (i.e., marketing) returns from such investments exists. In this study, the authors conceptualize and empirically estimate the breeding and branding...
Article
Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors theorize on the effects that the type and timing of moderating feedback have on tournament participants...
Article
Full-text available
Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses...
Chapter
The life sciences industry forms the innovative producer side of therapies in the healthcare industry. The industry has several unique features and is an important part of the economy. The life sciences industry gives rise to interesting research questions, as well as enables new model development to support managerial decision making. The academic...
Article
This article introduces a new data enrichment method that combines revealed data on consumer demand and competitive reactions with stated data on competitive reactions to yet-to-be-enacted, unprecedented marketing policy changes. The authors extend the data enrichment literature to include stated competitive reactions, collected from subject-matter...
Article
We study the effects of information content in 59,814 pharmaceutical sales calls on doctors’ prescription decisions for statins, in the face of entry of competing brands and generics, using a hierarchical Bayesian distributed lag model. We conclude that adding information content to the prescription response model improves the in- and out-of-sample...
Article
Full-text available
The number of citations a paper receives is the most commonly used measure of scientific impact. In this paper, we study not only the number but also the type of citations that 659 marketing articles generated. We discern five citation types: application, affirmation, negation, review and perfunctory mention (i.e., citing an article only indirectly...
Article
•We study whether experts’ decision to empower their customers to make their own decisions improves or deteriorates customer adherence to their advice•We distinguish between informational empowerment (discussion of solution-relevant information allowing the customer to better understand the choices she faces) and decisional empowerment (asking the...
Article
Prior research comes to different conclusions as to what country characteristics drive diffusion patterns. One prime difficulty that may partially explain this divergence between studies is the sparseness of the data, in terms of the periodicity as well as the number of products and countries, in combination with the large number of potentially inf...
Chapter
Pharmaceutical firms face a period of unparalleled turmoil. Major societal, technological, and regulatory challenges require firms to quickly respond to a rapidly changing environment. In particular, the issue of how to improve R&D productivity is considered the key challenge faced by the pharmaceutical industry nowadays. The core thesis of this ch...
Chapter
This chapter explores the academic literature and empirical evidence associated with the strategic and tactical opportunities available to pharmaceutical firms confronted with the loss of patent protection on their branded drug. The marketing dimensions of product innovation, pricing, and brand equity options are considered together with exclusivit...
Chapter
For many large pharmaceutical firms that sell branded drugs, the successful launch of new therapies remains the key to profitable growth. New therapies are essential in enabling pharmaceutical companies to overcome the challenge of generic substitution—the replacement of branded drugs with generic alternatives, at the initiative of either physician...
Article
The number of citations a paper receives is the most commonly used measure of scientific impact. In this paper, we study not only the number but also the type of citations that 659 marketing articles generated. We discern five citation types: application, affirmation, negation, review and perfunctory mention (i.e., citing an article only indirectly...
Article
Customers often receive expert advice related to their health, finances, taxes or legal procedures, to name just a few. A noble stance taken by some is that experts should empower customers to make their own decisions. In this article, we distinguish informational from decisional empowerment and study whether empowerment leads customers to adhere m...
Article
Full-text available
We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners' tools, which then influence marketing decision making). We use the term “mark...
Article
Pharmaceutical drugs are rigorously evaluated through clinical studies. The commercial consequences of such clinical studies, both to the promotion for and sales of drugs, are largely under-researched. The present study answers the following research questions: 1) How does the evolution of clinical study outcomes affect product sales? 2) How does t...
Article
In this rejoinder, we share some further thoughts that were triggered by the insightful comments of Lehmann and Winer, and address some concerns expressed by them. We argue that our work can be interpreted using two different reference points, leading to an optimistic view or a more pessimistic one. We also advance a number of strategies for those...
Article
Patients increasingly request their physicians to prescribe specific brands of pharmaceutical drugs. Popular belief is that requests are triggered by direct-to-consumer advertising (DTCA). We examine the relationship between DTCA, patient requests and prescriptions for statins. We find that while the effect of requests on prescriptions is significa...
Article
Answers to sensitive questions are prone to social desirability bias. If not properly addressed, the validity of the research can be suspect. This article presents multigroup item randomized response theory (MIRRT) to measure self-reported sensitive topics across cultures. The method was specifically developed to reduce social desirability bias by...
Article
Full-text available
Using social network theory, we investigate buyers' preferences for specific patterns of relationships among buyers, intermediary vendors, and suppliers of complex products. Using a conjoint experiment with actual buyers of computer network equipment and services as subjects, we find strong evidence that buyers look beyond their dyadic interaction...
Article
Prior international segmentation studies are static, i.e., they identify segments that are stable over time. This paper shows that country segments in new product growth are intrinsically dynamic. We propose a semiparametric hidden Markov model to dynamically segment countries based on the observed penetration pattern of new product categories. The...
Article
Two-sided markets are composed of platform owners and two distinct user networks that either buy or sell applications for the platform. The authors focus on multihoming—the choice of an agent in a user network to use more than one platform. In the context of the video game console industry, they examine the conditions affecting seller-level multiho...
Article
Research on the launch of new products in the international realm is scarce. The present paper is the first to document how launch window (difference in months between the first worldwide launch and the subsequent launch in a specific country) and launch price are interrelated and how regulation influences both launch window and launch price. The r...
Article
Full-text available
Experimental and survey-based research suggests that consumers often rely on their intuition and cognitive shortcuts to make decisions. Intuition and cognitive shortcuts can lead to suboptimal decisions and, especially in high-stakes decisions, to legitimate welfare concerns. In this paper, we propose an extension of a Bayesian learning model that...
Article
The academic literature on the growth acceleration of new products presents a paradox. On the one hand, the diffusion literature concludes that more recently introduced products show faster diffusion than older ones. On the other hand, technology generation literature argues that growth rate, at least as measured by diffusion parameters, remains co...
Article
Full-text available
The interest in social networks among marketing scholars and practitioners has sharply increased in the last decade. One social network of which network scholars increasingly recognize the unique value is the academic collaboration (coauthor) network. We offer a comprehensive database of the collaboration network among marketing scholars over the l...
Article
This article examines the global spillover of foreign product introductions and takeoffs on a focal country's time to takeoff, using a novel data set of penetration data for eight high-tech products across 55 countries. It shows how foreign clout, the susceptibility to foreign influences, and intercountry distances affect global spillover patterns....
Article
Full-text available
Although marketing scholars often seek to contribute new knowledge that is applicable across industries, some industries have unique characteristics that require industry-specific knowledge development. The authors argue that this requirement applies to the life sciences industry, defined as companies in pharmaceuticals, biotechnology, and therapeu...
Article
Although marketing scholars often seek to contribute new knowledge that is applicable across industries, some industries have unique characteristics that require industry-specific knowledge development. The authors argue that this requirement applies to the life sciences industry, defined as companies in pharmaceuticals, biotechnology, and therapeu...
Article
Full-text available
This article examines the global spill-over of foreign product introductions and takeoffs on a focal country’s time-to-takeoff, using a novel data set of penetration data for 8 high tech products across 55 countries. It shows how foreign clout, the susceptibility to foreign influences, and inter-country distances affect global spill-over patterns...
Article
This year marks the 25th anniversary of the International Journal of Research in Marketing. Many new journals fail. Others have a brief (or long, in the case of the Journal of Business) run and then fade from prominence and/or existence. Thus, the task of creating a journal “for the ages” is a Herculean undertaking.
Article
Full-text available
Systems are composed of complementary products (e.g., video game systems are composed of the video game console and video games). Prior literature on indirect network effects argues that, in system markets, sales of the primary product (often referred to as "hardware") largely depend on the availability of complementary products (often referred to...
Article
Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers' evaluations of different mass customization configurations when they are asked to mass customize a product. For example, mass customization configurations may differ in the number of modules that can be mass customized. In the con...
Article
Full-text available
Decision making by physicians on patients' treatment has come under increased public scrutiny. In fact, there is a fair amount of debate on the effects of marketing actions of pharmaceutical firms toward physicians and their impact on physician prescription behavior. While some scholars find a strong and positive influence of marketing actions, som...
Article
Full-text available
Prior marketing literature has overlooked the role of regulatory regimes in explaining international sales growth of new products. This paper addresses this gap in the context of new pharmaceuticals (15 new molecules in 34 countries) and sheds light on the effect regulatory regimes have on new drug sales across the globe. Based on a time-varying co...
Article
In this paper, we consider a three-stage game in the context of a competing exporters model to compare and contrast the effects of discriminatory and uniform (Most Favored Nation, MFN) tariffs on countries' choice over environmental standards for varying degrees of pollution spillovers. Because of the presence of punishment effects and stronger own...
Article
Indirect network effects are of prime interest to marketers because they affect the growth and takeoff of software availability for and hardware sales of a new product. Although prior work on indirect network effects in the economics and marketing literature is valuable, there are two main shortcomings. First, empirical analysis of indirect network...
Article
Indirect network effects are of prime interest to marketers because they affect the growth and takeoff of software availability for, and hardware sales of, a new product. While prior work on indirect network effects in the economics and marketing literature is valuable, these literatures show two main shortcomings. First, empirical analysis of indi...
Book
Deel 1 geeft eigenschappen van goede ondernemers en adviezen om beter te worden Deel 2 legt uit wat interne men is Deel 3 neemt u mee op pad om een bedrijfsplan te maken Deel 4 heeft de stappen naar internationalisering
Article
Full-text available
Why do some articles become building blocks for future scholars, while many others remain unnoticed? We aim to answer this question by contrasting, synthesizing and simultaneously testing three scientometric perspectives – universalism, social constructivism and presentation – on the influence of article and author characteristics on article ci...
Article
Full-text available
Casual observation suggests that firms use contrasting practices and procedures when offering customized products to individual customers. Some firms take a "hands-off" approach and let customers self-select their desired product. In contrast, other firms are proactively involved in designing customized solutions to individual customer needs. The a...
Article
Full-text available
Bundling is pervasive in today's markets. However, the bundling literature contains inconsistencies in the use of terms and ambiguity about basic principles underlying the phenomenon. The literature also lacks an encompassing classification of the various strategies, clear rules to evaluate the legality of each strategy, and a unifying tramework to...
Article
Full-text available
Marketing scholars have reflected upon the marketing discipline's internal evolution before. However, no prior study has assessed the globalization of authorship in our discipline, let alone assessed its consequences for the field. This paper addresses the following two questions: (1) Is there evidence of increasing globalization of authorship in t...
Article
Full-text available
Stefan Stremersch (Ph.D., Tilburg University, December 2001, cum laude) is Professor of Marketing at Erasmus University Rotterdam, The Netherlands, and Visiting Associate Professor of Marketing at Goizueta Business School, Emory University, United States. He also has been a visiting research scholar at University of Southern California, United Stat...
Article
Full-text available
Increasingly, firms adopt mass customization, which allows consumers to customize products by self-selecting their most preferred composition of the product for a predefined set of modules. For example, PC vendors such as Dell allow customers to customize their PC by choosing the type of processor, memory size, monitor, etc. However, how such firms...
Article
Full-text available
Growth is one of the most compelling goals of managers today. This paper addresses the following questions about the international growth of new products in Europe: Does the pattern of growth differ across countries? If so, does culture or economics explain the differences? What are the implications of these results for new product strategy?The res...
Article
Full-text available
Products that require extensive and complex information flows among suppliers, intermediary vendors, and customers often pose particular challenges to the vertical marketing system. Using social network theory, the authors investigate buyers' preferences for specific patterns of rela-tionships among buyers, intermediary vendors, and suppliers of co...
Article
Standard diffusion models capture social contagion only coarsely and do not allow one to operationalize different contagion mechanisms. Moreover, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. We present hypotheses...
Article
Full-text available
Despite the high relevance of firms' portfolios of upstream interfirm agreements in technology-intensive markets, little is known about their impact on innovative success. The authors develop a conceptual framework that explains the consequences of different portfolio descriptors for radical innovation, incremental innovation, and profitability. An...
Article
Full-text available
Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers’ evaluations of different mass customization configurations when asked to mass customize a product. For instance, mass customization configurations may differ in the number of modules that may be mass customized. The authors find –...
Article
Full-text available
Marketing researchers often assume that innovation diffusion is affected by social contagion. However, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. To gain insight into the role of these two different—though no...
Article
Full-text available
Technology-intensive markets consist of products that are often interdependent and operate together as a modular system. Although prior research addressed standardization and network externalities in such markets extensively, it has not addressed the buying of modular systems. The authors identify two focal decision dimensions of the buyer, namely...
Article
Full-text available
Sales takeoff is vitally important for the management of new products. Limited prior research on this phenomenon covers only the United States. This study addresses the following questions about takeoff in Europe: 1) Does takeoff occur as distinctly in other countries, as it does in the United States? 2) Do different categories and countries have c...
Article
This paper documents that salient features of (time series of annual) citations to scientific publications might be captured by a Bass type diffusion model. This is particularly useful as it allows for a comparison of these features across journals, across disciplines and over time. For the illustrative case of Econometrica 1987, it is found that t...
Article
Increasingly, companies are extending their product/service offerings, providing customers with full-service contracts. The objective of this study is to obtain enhanced insight in the factors and conditions that underlie the purchase of a full-service contract as well as DMU members' roles in this type of purchase. Full service is defined as “comp...
Article
Increasingly, companies are extending their product/service offerings, providing customers with full-service contracts. The objective of this study is to obtain enhanced insight in the factors and conditions that underlie the purchase of a full-service contract as well as DMU members' roles in this type of purchase. Full service is defined as “comp...
Article
Prior research on technology-intensive (TI) markets makes abstraction of the social context in which transactions take place. In contrast with this prior literature, the authors show that buyer-vendor transactions in TI markets are relationally and structurally embedded in an interfirm network. Their main premise is that buyers in TI markets prefer...
Article
Full-text available
Previous marketing literature has focused to a large extent on the effect of bundle characteristics on a consumer's decision to buy a (fixed) bundle in a non-competitive setting. This study extends this narrow focus in four major ways. First, the authors address bundles that are customizable. Second, they distinguish between a consumer's decision o...