Researcher

Biography

Harald van Heerde (Ph.D., University of Groningen, the Netherlands) is S.H.A.R.P. Research Professor of Marketing at the University of New South Wales, Sydney.  Harald specializes in econometric models to improve marketing decision making. His wide-ranging research interests include measuring the sales effects of the marketing mix, new media, loyalty programs, strategies to build brands and brand equity, electronic word of mouth, retailing,...view more

Harald van Heerde (Ph.D., University of Groningen, the Netherlands) is S.H.A.R.P. Research Professor of Marketing at the University of New South Wales, Sydney.  Harald specializes in econometric models to improve marketing decision making. His wide-ranging research interests include measuring the sales effects of the marketing mix, new media, loyalty programs, strategies to build brands and brand equity, electronic word of mouth, retailing, attribution modeling, customer acquisition, entertainment marketing and the role of PR and publicity.

 

Van Heerde is ranked in the top 10 of marketing scholars worldwide based on the volume of his publications in the leading marketing journals such as the Journal of Marketing (JM), the Journal of Marketing Research (JMR) and Marketing Science. Van Heerde is the recipient of eight paper awards: the MSI / H. Paul Root Award (JM), the William O'Dell Award for Long-term Impact (JMR), the Paul Green Best Paper Award (JMR), 2 x Informs Society of Marketing Science Long-term Impact Award, the Jan-Benedict Steenkamp Long-term Impact Award of IJRM and 2 x IJRM Best Paper Award. His papers were best paper award finalists at the premier journals on eighteen more occasions.

 

Van Heerde currently serves as an Editor of the Journal of Marketing. Van Heerde has served as an Associate Editor at the Journal of Marketing Research, at Marketing Science and IJRM.

Van Heerde has attracted over $2 million in research grants from the Australian Research Council, the Netherlands Organization for Scientific Research, the New Zealand Royal Society Marsden Fund, and the Marketing Science Institute. Van Heerde has consulted for leading corporations such as Unilever (the Netherlands), Edeka (Germany) and AZTEC (Australia). He is also an Extramural Fellow at Tilburg University, (the Netherlands).

 


My Grants

Since 2002, my research has attracted a total over AU$ 2 million in research grants:

Grant from the Innovational Research Incentives Scheme worth AU$ 1,110,000 (€ 675,000) from the Netherlands Organisation for Scientific Research for 2002 - 2006 (Principal Investigator). The grant supported the study “Econometric Models for Marketing Decision Making.” 

Marsden fund grant (10-UOW-068) from the Royal Society of New Zealand worth AU$ 705,000 (NZ$ 740,000) for 2010-2013 (Principal Investigator). The grant supported the study: “Can firms spend their way out of recession?”.

ARC Discovery Grant worth AU$ 256,000 (Partner Investigator). The grant supported the study “Econometric Models for Marketing Decision Making” 2013-2015.

Grant (#4-1850) of AU$ 21,400 (US$ 14,500) from MSI, 2014, Marketing Science Institute, Cambridge, USA. The grant supports the study “Brand Crisis Reverberation.” For the same project, I received an AU$ 2,900 (NZ$ 3,000) grant from the Massey University Research Fund.

Grant (# 4-1770) of AU$ 21,000 (US$ 14,000) from MSI, 2012, Marketing Science Institute, Cambridge, USA. The grant supports the study “The Increasing Role of Concerts in the Music Industry.”

Massey University Research Fund (2014) worth AU$ 17,500 (NZ$ 18,400) supporting the project “Marketing Effectiveness in Emerging Countries: Business as Usual or Unusual Business?”.

Grant (# 4-1315) of AU$ 13,300 (US$ 9,000) from MSI, 2005, Marketing Science Institute, Cambridge, USA. The grant supported the study “Price war: What is it good for? Store choice and basket size responses to price wars.”

Grant (# 4-1259) of AU$ 9,000 (US$ 6,100) from MSI, 2005, Marketing Science Institute, Cambridge, USA. The grant supported the study “Building Brands.”
 


My Qualifications

1999     Ph.D. Economics, University of Groningen, the Netherlands (cum laude)

1995    M.Sc. Econometrics, University of Groningen, the Netherlands (cum laude)


My Awards


2020

Winner Best Paper Award, International Journal of Research in Marketing

2019

Ranked as Australasia’s most productive marketing scholar (and nr. 7 in the world) based on my 18 publications in the leading marketing journals: Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research in the ten-year period 2009-2018. Ranking by the American Marketing Association DocSIG.

Finalist for 2018 JAMS/Sheth Foundation Best Paper Award

Finalist William O’Dell Award for Long-term Impact, Journal of Marketing Research

2018

Winner MSI/H. Paul Root Best Paper Award, Journal of Marketing

Finalist Shelby D. Hunt/Harold H. Maynard Best Paper Award, Journal of Marketing

Finalist William O’Dell Award for Long-term Impact, Journal of Marketing Research

2017

 

Winner Long-term Impact Award, Marketing Science

Winner Steenkamp Long-term Impact Award, International Journal of Research in Marketing

Winner of the Oxford University Centre for Corporate Reputation 2016 Best Published Paper award for Journal of Marketing article

Finalist MSI/H. Paul Root Best Paper Award, Journal of Marketing

Winner, Massey Business School Research Translation Competition

2016

 

Winner Best Paper Award, International Journal of Research in Marketing

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

Outstanding Editorial Review Board Member, International Journal of Research in Marketing

2015

Winner, Massey Business School Research Translation Competition

Finalist (with two separate articles) for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

2014

Winner of Long Term Impact Award, Informs Society for Marketing Science

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

My 2003 paper in Journal of Marketing Research has been identified as one of the 20 most impactful papers in marketing science in the past 25 years

2013

Awarded Discovery Grant from the Australian Research Council worth AU$256,000 with Peter Danaher and Tracey Dagger (Monash)

2012

Finalist for Paul E. Green Award, Journal of Marketing Research

2011

Finalist for Long Term Impact Award, Marketing Science

2010

Awarded Marsden fund grant from the Royal Society of New Zealand worth NZ$ 740,000

 

Finalist for Best Paper Award, International Journal of Research in Marketing

2009

Winner of the ANZMAC (Australia and New Zealand Marketing Academy) Award for the Distinguished Researcher of the Year

 

Winner of the Award for Top Academic Article, Erasmus Research Institute of Management, Rotterdam, the Netherlands

 

Winner of the Dean’s Award for Research Excellence, Waikato Management School.

 

Finalist for John D.C. Little Best Paper Award, Marketing Science

 

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

2008

Winner of William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

 

Winner of Best Paper Award of the International Journal of Research in Marketing

 

Winner of Emerald Citation of Excellence Award

 

Supervisor of doctoral thesis “Managing brands” by Berk Ataman, which was the winner of the Emerald/EFMD Outstanding Doctoral Research Award in the Marketing Strategy category

 

Supervisor of doctoral thesis “Optimizing Product Lines and Assortments” by Robert Rooderkerk, which was the winner of the Marketing Science Dissertation Award (the Netherlands and Belgium)

2006

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

 

Finalist for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

 

Finalist for Frank Bass Award for Best Dissertation-based Paper, Marketing Science

2005

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research

 

Finalist for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research

 

Finalist for Frank Bass Award for Best Dissertation-based Paper, Marketing Science

2004

Winner of Paul E. Green Best Paper Award, Journal of Marketing Research

2003

Finalist for Christiaan Huygens (best thesis) Prize, Royal Netherlands Academy of Arts and Sciences

 

Invited for Marketing Science Institute Young Scholars Program in Park City, USA

 

Winner of Tilburg University Teaching Quality Award for course “International Business Research”

2002

External Grant from the Innovational Research Incentives Scheme worth 675,000 Euros from the Netherlands Organisation for Scientific Research for 2002 - 2006

2001

Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research


My Research Activities

My research uses state-of-the-art econometric models and large data sets to create new marketing insight. My research offers novelty by studying (1) new and important marketing phenomena, (2) for different contexts (3) using or developing novel econometric approaches.

In terms of marketing phenomena, I have studied or am studying: 

  • Sales promotions
  • Marketing mix effects
  • Online vs traditional advertising
  • Loyalty programs
  • Customer engagement through mobile apps
  • Brand equity
  • Private labels versus national brands
  • Social media marketing
  • Interference due to price wars, product-harm crises, economic downturns
  • Curation of digital content
  • Customer acquisition
  • Attribution modeling

In terms of different marketing contexts, my research spans a wide domain:

  • Fast moving consumer goods
  • Retailing
  • Multichannel marketing
  • Theme parks
  • Tourism
  • Music industry
  • Car design
  • Soccer
  • Public transport
  • Service providers
  • Gaming industry

My methods expertise includes:

  • Panel data models
  • Hierarchical models
  • Bayesian methods
  • Discrete choice models
  • Time series models
  • Time-varying parameter models
  • Hidden Markov models
  • Optimisation
  • Endogeneity
  • Text mining
  • Nonparametric models

My Research Supervision


Supervision keywords


Areas of supervision

I am interested in supervising research involving econometric and other quantitative models to improve marketing decision making. My substantive research interests are really wide ranging and include marketing mix effectiveness, mobile marketing, branding and brand equity, retailing, entertainment marketing, digital marketing, product-harm crises and business cycles. I am open to any other substantive topic in marketing.

I have two UNSW scholarships for PhD students that came with my appointment. If you are interested, please send me an email at h.vanheerde@unsw.edu.au.

 

Doctoral Theses supervised

  • Supervisor for the doctoral thesis of Dr. Hannes Datta, Maastricht University, the Netherlands, “It’s in the Way You Use it: Usage Behavior, Sales Performance, and Their Interrelationships,” completion date: February 2014.
  • Primary Supervisor for: Dr. Tatsuru Nishio, University of Waikato, New Zealand, “Analysing International Sports Fan Motivations and Constraints: The Case of Japanese International Sports Fan Tourists and Rugby World Cup Fan Tourists,” completion date June 2013.
  • Primary Supervisor for: Dr. Robert P. Rooderkerk, Tilburg University, the Netherlands, “Optimizing Product Lines and Assortments,” Cum Laude, completion date: June 2007.
  • Primary Supervisor for: Dr. Berk Ataman, Tilburg University, the Netherlands, “Building Brands,” Cum Laude, completion date: June 2007.
  • Co-supervisor for Dr. Albert van Dijk, University of Groningen, the Netherlands, “Studies in Local Marketing,” completion date: January 2004.

External examiner (PhD Committee Member)

  • Dr. Bernadette van Ewijk, Tilburg University, the Netherlands. Doctoral thesis “Purchase Behavior of Consumers in Emerging Markets,” November 2018.
  • Dr. Kristopher O. Keller, Tilburg University, the Netherlands. Doctoral thesis “Private Labels: The Brands of the Future,” May 2017.
  • Dr. Shantanu Mullick, ESSEC Business School, France. Doctoral thesis “Three Essays on Dynamic Models with Applications in Marketing and Finance,” July 2016.
  • Dr. Chu Wang, Macquarie University, Sydney, Australia. Doctoral thesis “If Knowledge Is Power, then Big Data Rules: Who Resists the Analytics Revolution and What Limits Organizational Performance?,” May 2016
  • Dr. Jonne Guyt, Tilburg University, the Netherlands. Doctoral thesis “Promotions in Retailing,” October 2015.
  • Dr. Maarten Gijsenberg, Catholic University of Leuven, Belgium. Doctoral thesis “Timing is Money, In Search of the Role of Timing in Marketing Decisions and Effectiveness,” July 2009.
  • Dr. Kathleen Cleeren, Catholic University of Leuven, Belgium. Doctoral thesis “Competition in Local Service Sectors,” December 2006.
  • Dr. Ralf van der Lans: Tilburg University, the Netherlands. Doctoral thesis “Brand Search,” Cum Laude, June 2006.
  • Dr. Rutger D. van Oest: Erasmus University, Rotterdam, the Netherlands. Doctoral thesis “Essays on Quantitative Marketing Models and Monte Carlo Integration Methods,” February 2004.
     

 


My Teaching

My teaching interest focuses on research methods in marketing and marketing analytics. My teaching philosophy is to bring methods and theoretical concepts to live through by applying them to real-world problems and data. I aim to foster curiosity, critical thinking, and adaptive mindset and skills that are transferable to new situations.

  • At UNSW, I teach Quantitative Methods and Models in Marketing (MARK8997) in full. This is a 10-week PhD level class on state-of-the art econometric techniques used for marketing insight. The course covers a wide variety of models, including panel data models, hierarchical models, Bayesian estimation discrete choice models, structural models, time series, dynamic linear models, hidden Markov models, text mining and machine learning.
  • At UNSW I also teach in Research Methods Seminar in Marketing (MARK8995). My classes cover research idea generation based on data and marketing mix research.

At Massey University (2013-2018), I led the development of the Master of Analytics (Business) that started in 2015. This is a postgraduate degree where students learn how to harvest, process, analyze and present big data to support informed and effective organizational decision-making.

At Massey University (2013-2018), I taught:

  • Return on Marketing Investment (156.762), elective in the Masters of Analytics (Business). This 30-credit course teaches students to apply econometric methods to measure the effects of marketing activities on firm performance. I have developed this course from scratch.
  • Marketing Analytics (115.740), elective in the MBA program. This 15-credit courses teaches students how to use data on customers, competitors and sales to inform marketing decision making. I have developed this course from scratch.
  • Research Methods in Marketing (156.776), postgraduate academic research methodology course. This course teaches how to conduct academic research in marketing using the latest insights from the top journals in the field. It covers quantitative and qualitative approaches. I developed this course from scratch.
  • Market Analysis (156.333), undergraduate marketing research course. This course teaches students how to apply multivariate market research methods to transform data into actionable managerial insights.
  • Advanced Marketing Research (156.744), graduate marketing research course. This course teaches students how to apply multivariate market research methods to transform data into actionable managerial insights.
  • MBA teaching: MBA Insights program

At the University of Waikato (2006-2013), I taught “Marketing Research” and “The Research Process: Marketing,” a Masters-level course on research methods.

At Tilburg University (2000-2006), I taught “Marketing Research,” “Marketing Models,” and “International Business Research”.

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