Stefan
Stremersch

Visiting Professor of Marketing

Professor at Erasmus School of Economics

• Ph.D. in Business Economics, Tilburg University
• B.A and M.A. in Applied Economics, Ghent University

Stefan is a Visiting Professor in the Marketing Department at IESE Business School. He also holds the Desiderius Erasmus Distinguished Chair of Economics and the Chair of Marketing at the Erasmus School of Economics in Rotterdam (Netherlands). He graduated with the highest honors from Tilburg University (Ph.D. in Business Economics, 2001) and Ghent University (B.A and M.A. in Applied Economics, 1996).

His current research interests focus on innovation and marketing strategy, commercialization of new technology, new product growth, grassroots innovation, innovation tournaments, innovation in the life sciences. His work has appeared in leading scholarly journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. His work has featured in both national and international press, including The Economist.

Stremersch has won several awards, such as the Harold H. Maynard Best Paper Award of the Journal of Marketing (2002), the IJRM Best Paper Award (twice; in 2012 and 2014), the J.C. Ruigrok Prize for the most productive young researcher in the social sciences in the Netherlands (awarded only once every four years to an economist), and the Rajan Varadarajan Early Career Award of the American Marketing Association (in 2008). He was awarded the American Marketing Association Global Marketing Award in 2006. In 2009, a paper published in Journal of Marketing cited him as the second most prolific scholar in top marketing journals. In 2015, Stefan was awarded the prestigious International Francqui Chair by Ghent University (Belgium). In 2018, he was named an EMAC Fellow, among only 20 Fellows that are appointed until retirement to externally represent the European Marketing Academy.

He serves on the editorial boards of several leading journals, including Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing and Marketing Science. From 2006 till 2009, he has been the editor-in-chief of the International Journal of Research in Marketing. At Journal of Marketing, he serves as an Associate Editor.

Prof. Stremersch teaches marketing strategy and marketing of innovations for executives at IESE in the PMD (Program for Management Development) and AMP (Advanced Management Program) Programs. Before joining IESE, he taught at Duke University (Fuqua), and Emory University (Goizueta). He has taught in many in-company programs for companies such as 3M, Ericsson, Henkel, Komatsu, Philips, and Rabobank. He has consulted for a number of companies, including AirFrance-KLM, Alcatel-Lucent, Baloise Insurance, Baxter, Boehringer Ingelheim, Caesar Groep, Helm, Heraeus, Jabra, Jost, Merck, Michelin, MSD, Sabic, Siemens, and SKF.

Areas of interest

* Innovation
* Commercialization and diffusion of innovation and technology
* Pharmaceuticals
* Marketing Strategy

Publications

Journal Articles (refereed)

LANDSMAN, V., STREMERSCH, S. (2020). The Commercial consequences of collective layoffs. close the plant, lose the brand? Journal of Marketing, 84 (3), 122 - 141. doi:https://doi.org/10.1177/0022242919901277.
VAN EVERDINGEN, Y., HARIHARAN, V. G., STREMERSCH, S. (2019). Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns. Journal of Marketing, 83 (3), 126 - 144. doi:10.1177/0022242919831996.
CAMACHO, N., NAM, H., KANNAN, P. K., STREMERSCH, S. (2019). Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity. Journal of Marketing, 83 (2), 138 - 157. doi:10.1177/0022242918809673.
GUITART, I., GONZÁLEZ, J., STREMERSCH, S. (2018). Advertising Non-Premium Products As If They Were Premium: The Impact Of Advertising Up On Advertising Elasticity And Brand Equity. International Journal of Research in Marketing, 35 (3), 471 - 489. doi:10.1016/j.ijresmar.2018.03.004.
KAPPE, E., VENKATARAMAN, S., STREMERSCH, S. (2017). Predicting the Consequences of Marketing Policy Changes: A New Data Enrichment Method with Competitive Reactions. Journal of Marketing Research, 54 (5), 720 - 736. doi:10.1509/jmr.15.0498.
KAPPE, E., STREMERSCH, S. (2016). Drug Detailing and Doctors' Prescription Decisions: The Role of Information Content in the Face of Competitive Entry. Marketing Science, 35 (6), 915 - 933. doi:10.1287/mksc.2015.0971.
STREMERSCH, S., CAMACHO, N., ET AL. (2015). Unraveling Scientific Impact: Citation Types in Marketing Journals. International Journal of Research in Marketing, 32 (1), 64 - 77. doi:10.1016/j.ijresmar.2014.09.004.
GELPER, S., STREMERSCH, S. (2014). Variable Selection in International Diffusion Models. International Journal of Research in Marketing, 31 (4), 356 - 367. doi:10.1016/j.ijresmar.2014.04.001.
CAMACHO, N., DE JONG, M. G., STREMERSCH, S. (2014). The Effect of Customer Empowerment on Adherence to Expert Advice. International Journal of Research in Marketing, 31 (3), 293 - 398. doi:10.1016/j.ijresmar.2014.03.004.
ROBERTS, J., KAYANDE, U., STREMERSCH, S. (2014). From Academic Research to Marketing Practice. Exploring the Marketing Science Value Chain. International Journal of Research in Marketing, 31 (2), 127 - 140. doi:10.1016/j.ijresmar.2013.07.006.

Working Papers

AVAGYAN, V., CAMACHO, N., VAN DER STEDE, W. A., STREMERSCH, S. (2019). The Role of Scenario Presentation in the Selection of Innovation Projects (WP-1230-E).

Articles in other publications

STREMERSCH, S. (2019). Inspiración, divergencia, convergencia: tres pasos para tomar mejores decisiones. IESE Business School Insight (153).
STREMERSCH, S. (2019). Inspire, diverge, converge: 3 steps to better decisions. IESE Business School Insight (153), pp. 62 - 69.
STREMERSCH, S., LEHMANN, D. R. (2009). From the (Past) Editors. International Journal of Research in Marketing, 26 (4), 257 - 258. doi:10.1016/j.ijresmar.2009.09.002.
LEHMANN, D. R., STREMERSCH, S. (2009). Preface to a Debate. International Journal of Research in Marketing, 26 (2), 153. doi:10.1016/j.ijresmar.2009.03.001.
STREMERSCH, S., LEHMANN, D. R. (2007). Editorial. International Journal of Research in Marketing, 24 (1), 1 - 2. doi:10.1016/j.ijresmar.2006.12.001.

Books

STREMERSCH, S. (2016). How Winners Make Choices. A Source of Inspiration for Companies with Ambition. Amsterdam: Boom.
STREMERSCH, S. (2016). Kiezen voor winst. Een bron van inspiratie voor bedrijven met ambitie. Amsterdam: Boom.
TINDEMANS, B., STREMERSCH, S. (2008). Verlicht Ondernemen. hoe ondernemend ben ik? Hoe ondernemend is mijn bedrijf? Hoe maak ik een winnend bedrijfsplan? Hoe boek ik succes met internationaal ondernemen?. Schiedam: Scriptum.

Edited books

DING, M., ELIASHBERG, J., STREMERSCH, S. (2013). Innovation and Marketing in the Pharmaceutical Industry. Emerging Practices, Research and Policies. Berlin: Springer.

Book Chapters

KEKO, E., PREVO, G. J., STREMERSCH, S. (2018). The What, Who and How of Innovation Generation. In Peter Golder and Debanjan Mitra (Ed.), Handbook of Research on New Product Development (pp. 37 - 59). Aldershot, UK: Edward Elgar.
AVAGYAN, V., LANDSMAN, V., STREMERSCH, S. (2017). Marketing Models for the Life Sciences Industry. In Berend Wierenga and Ralf van der Lans (Ed.), Handbook of Marketing Decision Models (pp. 385 - 430). Cham: Springer International Publishing.
BETZ, U. A. K., CAMACHO, N., GERARDS, M., STREMERSCH, S. (2013). Grassroots Innovation: A Promising Innovation Paradigm for Pharmaceutical Companies. In Min Ding, Jehoshua Eliashberg and Stefan Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (pp. 119 - 148). Berlin: Springer.
DING, M., ELIASHBERG, J., STREMERSCH, S. (2013). The Pharmaceutical Industry: Specificity, Challenges, and What You Can Learn from this Book. In Min Ding, Jehoshua Eliashberg and Stefan Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (pp. 1 - 18). Berlin: Springer.
LANDSMAN, V., VERNIERS, I., STREMERSCH, S. (2013). The Successful Launch and Diffusion of New Therapies. In Min Ding, Jehoshua Eliashberg and Stefan Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies (pp. 189 - 223). Berlin: Springer.

Cases

STREMERSCH, S., KEKO, E. (2015). Komatsu: The Rise of a Service-Dominant Logic. IESE, M-1328-E.
STREMERSCH, S., KEKO, E. (2015). Babcock: An Innovative Business Model in the Mining and Construction Industy. IESE, M-1329-E.
STREMERSCH, S., CAMACHO, N. (2012). Rabobank Corporate Netherlands: Turning the Smartphone into an Engine of Bottom-Line Growth. IESE, M-1286-E.
CAMACHO, N., VERNIERS, I., GARCÍA PONT, C., STREMERSCH, S. (2012). Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet. IESE, M-1279-E.
STREMERSCH, S., BELLEZZA, S. (2010). Caesar IT Services. Comercializar múltiples propuestas de valor en una sola empresa. IESE, M-1227.