MSc (University of Groningen), PhD (University of Groningen)
Harald van Heerde (PhD, University of Groningen, the Netherlands) is Research Professor of Marketing at the University of New South Wales, Sydney. Van Heerde’s work crosses boundaries in combining econometrics, time series modeling, operations research, behavioural economics and marketing to solve complex real-world business problems. His research has made real impact on practice and has changed pre-conceived ideas in marketing, especially around the effectiveness of price promotions, loyalty programs, distribution and advertising in driving sales. In each of these cases, Van Heerde’s research overturned established findings and common wisdom in marketing academia and practice by using or developing state-of-the art statistical and optimisation methods applied to large data sets. Van Heerde has a strong track record in publishing interdisciplinary work with scholars from very diverse backgrounds, ranging from econometricians to social psychologists, from computer science experts to time series modelers, and from Bayesian statisticians to firm strategy researchers.
Van Heerde has also been a pioneer in creating new substantive knowledge in marketing. He co-authored an influential meta-analysis on the drivers of price elasticity as well highly cited research on the willingness to pay for private labels versus national brands. He also explored new territory by studying how price wars affect retailers, consumers, investors and news media. His research has made important contributions in understanding the dynamic effectiveness of investments in entertainment goods, including building attractions for theme parks, advertising and publicity for video games, and the interplay between concerts and recorded music sales. Another major theme in Van Heerde’s work is brand equity, which is the intrinsic value a brand represents. Van Heerde conceptualized and operationalized “the echoverse” for brand communication, forming complex feedback loops (“echoes”) between the “universe” of corporate communications, news media, and user-generated social media. Finally, Van Heerde is a world-leading expert on how disruption affects market outcomes and business decision making. His expertise includes the effects of technological disruption (radical innovation), economic disruption (booms and busts in the economic cycle, price wars) and natural disasters (extreme weather events, product-harm crises).
Van Heerde is regularly 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. Harald is the recipient of nine 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 3 x IJRM Best Paper Award. His papers were best paper award finalists at the premier journals on 22 more occasions. Harald was selected as the recipient of the 2021 Churchill Award for Lifetime Contributions to Marketing Research.
Van Heerde recently completed his term as an Editor of the Journal of Marketing. He has served as an Associate Editor at the Journal of Marketing Research, at Marketing Science and IJRM.
2018 – present Research Professor of Marketing at UNSW, Sydney, Australia SHARP appointment (Strategic Hire And Retention Programme)
2018 – 2022 Editor, Journal of Marketing (American Marketing Association)
2006 – present Extramural Fellow CentER, Tilburg University, the Netherlands
2013 – 2018 Research Professor of Marketing and MSA Charitable Trust Chair at Massey University, New Zealand
2006 – 2013 Professor of Marketing at University of Waikato, New Zealand
2000 – 2006 Assistant, Associate and Full Professor of Marketing at Tilburg University, the Netherlands
1998 – 2000 Assistant Professor at Department of Marketing, Faculty of Economics, University of Groningen, the Netherlands
2021 Winner Churchill Award for Lifetime Contributions to Marketing Research (American Marketing Association)
2020 Winner Best Paper Award, International Journal of Research in Marketing (European Marketing Academy)
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.
2018 Winner MSI/H. Paul Root Best Paper Award, Journal of Marketing (American Marketing Association)
2017 Winner Long-term Impact Award, Marketing Science (INFORMS Society for 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
2016 Winner Best Paper Award, International Journal of Research in Marketing (European Marketing Academy)
Outstanding Editorial Review Board Member, International Journal of Research in Marketing (European Marketing Academy)
2014 Winner of Long-Term Impact Award, Informs Society for Marketing Science (INFORMS Society for Marketing Science)
2009 Winner of the ANZMAC (Australia and New Zealand Marketing Academy) Award for the Distinguished Researcher of the Year
2008 Winner of William O’Dell Award for Most Impactful Paper, Journal of Marketing Research (American Marketing Association)
Winner of Best Paper Award of the International Journal of Research in Marketing (European Marketing Academy)
2004 Winner of Paul E. Green Best Paper Award, Journal of Marketing Research (American Marketing Association)
1. Moorman, Christine, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier (2022), “From Vision to Reality: Lessons in Creating a Marketplace of Ideas.” Journal of Marketing, forthcoming
2. Golder, Peter N., Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Joseph W. Alba (2022), “Learning from Data: An Empirics-First Approach to Knowledge Generation in Marketing,” Journal of Marketing, forthcoming
3. Eckert, Christine, Harald J. van Heerde, Hauke A. Wetzel, Stefan Hattula (2022), “Spotlight Personnel: How Hiring and Turnover Drive Service Performance versus Demand,” Journal of Marketing Research, 59 (4), 797-820
4. Datta, Hannes, Harald J. van Heerde, Marnik G. Dekimpe, and Jan-Benedict E.M. Steenkamp (2022), “Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in Fourteen Indo-Pacific Rim Economies,” Journal of Marketing Research, 59 (2), 251-270.
5. Van Heerde, Harald J., Christine Moorman, C. Page Moreau, and Robert W. Palmatier (2021), “Reality Check: Infusing Ecological Value into Academic Marketing Research.” Journal of Marketing 85 (2), 1–13.