The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning

Autor: Bernadette J. van Ewijk, Els Gijsbrechts, Jan-Benedict E.M. Steenkamp

Publikováno v: International Journal of Research in Marketing, 39(4), 967-987. Elsevier
International Journal of Research in Marketing, 39(4), 967-987. Elsevier Science BV

New product activity is critical for sustained success of consumer packaged goods (CPG) brands. However, the impact of new SKUs on the perceived quality, quality uncertainty and subsequent choice of the brand as a whole is, as of yet, not well unders

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::71fd6d6b9e3679ed25d4d9cdc48b5191
https://research.tilburguniversity.edu/en/publications/f7e67b8d-9aea-45ce-b70d-699f5863e7ec

Evaluating the effectiveness of retailer-themed super saver events

Autor: Jonne Guyt, Els Gijsbrechts

Publikováno v: Journal of Marketing, 84(2), 92-113. American Marketing Association

In response to pressure to defend their stand sales against discounters, grocery retailers started engaging in retailer-themed super saver events: promotional events (1) specific to the retailer, in which they (2) mass advertise (3) unusually deep, i

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b4939a8eca102403c491db20c48905ac
https://doi.org/10.1177/0022242919896334

'Hello Jumbo!' The spatio-temporal rollout and traffic to a new grocery chain after acquisition

Autor: Els Gijsbrechts, Arjen van Lin

Publikováno v: Management Science, 65(5), 2388-2411. INFORMS Inst.for Operations Res.and the Management Sciences
van Lin, A & Gijsbrechts, E 2019, ' “Hello Jumbo!” The Spatio-Temporal Rollout And Traffic To A New Grocery Chain After Acquisition ', Management Science, vol. 65, no. 5, pp. 1949-2443 . https://doi.org/10.1287/mnsc.2018.3054
Management Science, 65(5), 1949-2443. INFORMS Inst.for Operations Res.and the Management Sciences

Grocery retailers increasingly use acquisitions to expand their presence. Such acquisitions are risky, especially when retailers decide to subsume the acquired stores under their own banner, which can take years and demands careful planning. We show

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::c0ac55af6303d9d7a2022304e6c0e7bf
https://doi.org/10.1287/mnsc.2018.3054

The Rise of Online Grocery Shopping in China: Which Brands Will Benefit?

Autor: Els Gijsbrechts, Jan-Benedict E.M. Steenkamp, Bernadette J. van Ewijk

Publikováno v: Journal of International Marketing, 28(2), 20-39. AMA
Journal of International Marketing, 28(2), 20-39. Sage Publications, Inc.

Online grocery in China is on the rise. With large differences in brands’ abilities to secure a portion of China’s online pie, a key question is what drives these differences. The authors derive how a brand’s total sales change as the online gr

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::293d6b8cd6e7a14937c711927de6aa52
https://dare.uva.nl/personal/pure/en/publications/the-rise-of-online-grocery-shopping-in-china-which-brands-will-benefit(52d9bda7-56c8-4785-8ac4-bf8327d86aee).html

On consumer choice patterns and the net impact of feature promotions

Autor: Jonne Guyt, Els Gijsbrechts

Publikováno v: International Journal of Research in Marketing, 35(3), 490-508. Elsevier
International Journal of Research in Marketing, 35(3), 490-508. Elsevier Science BV

Even in the digital age, feature promotions continue to receive significant investments from CPG manufacturers and retailers. Whether this is money well spent depends on consumers' (heterogeneous) tendency to switch brands or stores in response to fe

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::681323c3d55a3bc6765b1c6e1e7ea906
https://research.tilburguniversity.edu/en/publications/476a9d59-c3bf-4a66-8dee-259bbb860650