Professor
Professor Harald Van Heerde
1999 Ph.D. Economics, University of Groningen, the Netherlands (cum laude)
1995 M.Sc. Econometrics, University of Groningen, the Netherlands (cum laude)
Business School
School of Marketing
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 $2 million in research grants from the Australian Research Council, the Netherlands Organization for Scientific Research, the New Zealand Royal Society Marsden Fund, and the Marketing Science Institute. Van Heerde has consulted for leading corporations such as Unilever (the Netherlands), Edeka (Germany) and AZTEC (Australia). He is also an Extramural Fellow at Tilburg University, (the Netherlands).
Phone
+61 2 9065 3447
E-mail
- Publications
- Media
- Grants
- Awards
- Research Activities
- Engagement
- Teaching and Supervision
Since 2002, my research has attracted a total over AU$ 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.”
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2020 |
Winner Best Paper Award, International Journal of Research in Marketing |
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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 |
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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 |
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2017
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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 |
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2016
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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 |
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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 |
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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 |
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2013 |
Awarded Discovery Grant from the Australian Research Council worth AU$256,000 with Peter Danaher and Tracey Dagger (Monash) |
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2012 |
Finalist for Paul E. Green Award, Journal of Marketing Research |
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2011 |
Finalist for Long Term Impact Award, Marketing Science |
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2010 |
Awarded Marsden fund grant from the Royal Society of New Zealand worth NZ$ 740,000 |
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Finalist for Best Paper Award, International Journal of Research in Marketing |
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2009 |
Winner of the ANZMAC (Australia and New Zealand Marketing Academy) Award for the Distinguished Researcher of the Year |
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Winner of the Award for Top Academic Article, Erasmus Research Institute of Management, Rotterdam, the Netherlands |
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Winner of the Dean’s Award for Research Excellence, Waikato Management School. |
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Finalist for John D.C. Little Best Paper Award, Marketing Science |
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Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research |
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2008 |
Winner of William O’Dell Award for Most Impactful Paper, Journal of Marketing Research |
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Winner of Best Paper Award of the International Journal of Research in Marketing |
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Winner of Emerald Citation of Excellence Award |
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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 |
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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) |
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2006 |
Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research |
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Finalist for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research |
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Finalist for Frank Bass Award for Best Dissertation-based Paper, Marketing Science |
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2005 |
Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research |
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Finalist for William O’Dell Award for Most Impactful Paper, Journal of Marketing Research |
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Finalist for Frank Bass Award for Best Dissertation-based Paper, Marketing Science |
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2004 |
Winner of Paul E. Green Best Paper Award, Journal of Marketing Research |
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2003 |
Finalist for Christiaan Huygens (best thesis) Prize, Royal Netherlands Academy of Arts and Sciences |
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Invited for Marketing Science Institute Young Scholars Program in Park City, USA |
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Winner of Tilburg University Teaching Quality Award for course “International Business Research” |
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2002 |
External Grant from the Innovational Research Incentives Scheme worth 675,000 Euros from the Netherlands Organisation for Scientific Research for 2002 - 2006 |
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2001 |
Finalist for Paul E. Green Best Paper Award, Journal of Marketing Research |
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 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”.