dr. ir. M.J. Gijsenberg
Born in Belgium (1981), I did my undergraduate studies in International Business and Economics at the University of Leuven (Belgium), where I later on also obtained my PhD in Marketing (2009). After my PhD, I became Assistant Professor of Marketing at the Louvain School of Management in Mons (Belgium), before moving to the University of Groningen in August 2011 where I got the same position. August 1 2015, I became Associate Professor of Marketing at this university.
In my research I mainly focus on dynamics over time in the effectiveness of marketing investments. How has, for instance, the effectiveness of traditional advertising media evolved since the rise of the Internet? What is the role of consistency and creativity? Special attention is given to the impact of crisis situations on marketing mix effectiveness. To what extent are consumers more or less sensitive to advertising and price promotions during economic crises? How can a company best deal with the consequences of unexpected 'service crises' during whihc a customer did not receive the service he or she was entitled to? More recently, I have started focusing on the next step, the extent to which companies can buffer themselves against the negative impact of external turbulence by means of marketing investments.
Besides marketing mix effectiveness and crises, I also investigate marketing decision processes and customer equity topics. What is driving companies in their advertising decisions? Are they merely looking at what competitors are doing, or do such considerations not play a role at all? How can we predict which consumers are most likely to churn, and is it worth the effort to design special programs to still keep them as customers?
Within the university, I am also involved in two of the five major research themes:
- Digitalization and Artificial Intelligence. I am an active member of the Signature Area Digital Business Models of FEB and of the Groningen Digital Business Center. Within these two organizations, I do research on online purchase and return behavior of consumers, and I have acted as co-editor of the Special Issue on Digital Business Models of the Journal of Business Research which was cooredinated by the GDBC.
- Future Prosperity and Sustainability. I am an active member of the Sustainable Society Institute of the UG. Within this institute, I do research on the fostering of public transport usage.
In all my research, I try to start from managerially and/or societaly relevant issues, issues that really challenge us in our day-to-day decisions.You can find more information on my research projects in my curriculum vitae.
|Last modified:||03 November 2020 10.38 a.m.|