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)
Harald van Heerde (Ph.D., University of Groningen, the Netherlands) is 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 mar...
- Publications
- Grants
- Awards
- Research Activities
- 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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2022 |
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia |
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2021 |
Winner Churchill Award for Lifetime Contributions to Marketing Research (American Marketing Association) |
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2020 |
Winner Best Paper Award, International Journal of Research in Marketing |
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2018 |
Winner MSI/H. Paul Root Best Paper Award, Journal of Marketing |
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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 |
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2016
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Winner Best Paper Award, International Journal of Research in Marketing Outstanding Editorial Review Board Member, International Journal of Research in Marketing |
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2014 |
Winner of Long-Term Impact Award, Informs Society for Marketing Science |
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2013 |
Awarded Discovery Grant from the Australian Research Council worth AU$256,000 with Peter Danaher and Tracey Danaher (Monash) |
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2010 |
Awarded Marsden fund grant from the Royal Society of New Zealand worth NZ$ 740,000 |
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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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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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2004 |
Winner of Paul E. Green Best Paper Award, Journal of Marketing Research |
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2003 |
Selected into 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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2022
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2021
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Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner Churchill Award for Lifetime Contributions to Marketing Research (American Marketing Association)
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2022
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2020
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Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
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Winner Best Paper Award, International Journal of Research in Marketing
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2022
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2018
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner MSI/H. Paul Root Best Paper Award, Journal of Marketing
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2022
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2017
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
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
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2022
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2016
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Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
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Winner Best Paper Award, International Journal of Research in Marketing
Outstanding Editorial Review Board Member, International Journal of Research in Marketing
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2022
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2014
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Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of Long-Term Impact Award, Informs Society for Marketing Science
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2022
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2013
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Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Awarded Discovery Grant from the Australian Research Council worth AU$256,000 with Peter Danaher and Tracey Danaher (Monash)
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2022
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2010
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Awarded Marsden fund grant from the Royal Society of New Zealand worth NZ$ 740,000
-
-
2022
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2009
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of the ANZMAC (Australia and New Zealand Marketing Academy) Award for the Distinguished Researcher of the Year
-
-
2022
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of the Award for Top Academic Article, Erasmus Research Institute of Management, Rotterdam, the Netherlands
-
-
2022
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2008
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of William O’Dell Award for Most Impactful Paper, Journal of Marketing Research
-
-
2022
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of Best Paper Award of the International Journal of Research in Marketing
-
-
2022
-
2004
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of Paul E. Green Best Paper Award, Journal of Marketing Research
-
-
2022
-
2003
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Selected into Marketing Science Institute Young Scholars Program in Park City, USA
-
-
2022
-
Elected as Fellow of the Academy of the Social Sciences (FASSA) in Australia
-
Winner of Tilburg University Teaching Quality Award for course “International Business Research”
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My research uses state-of-the-art econometric models and large data sets to create new marketing insight. My research offers novelty by studying new and important marketing phenomena, for different contexts using or developing novel econometric approaches.
In terms of marketing phenomena, I am interested in marketing mix effects, branding, social media, retailing, access-based consumption, customer lifetime value, and interference due to price wars, product-harm crises, and economic ups and downs.
In terms of different marketing contexts, my research spans a wide domain, ranging from fast-moving consumer goods, retailing, entertainment markets (gaming, tourism, sports) to service providers.
My methods expertise includes econometric methods, dynamic models, endogeneity, optimization, time-varying parameter models, and text mining.
My Research Supervision
I am currently supervising Ayesha Hossain (dissertation around Human Branding) and Ada Choi (dissertation around consumer financial decision-making)
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”.