Biography
Yvonne van Everdingen is Professor of Marketing and Innovation at Rotterdam School of Management, Erasmus University. Professor Van Everdingen is member of the EUR Diversity Advisory Board at the Erasmus University Rotterdam, and she is also member of the Special Interest Group Virtual Reality (SIG VR) at the Erasmus Behavioral Lab. Further, over the past decades she has developed a strong link with marketing practitioner organizations in The Netherlands, i.e., the NIMA and the MOA. Currently, she is chair of the jury for the yearly *MOAward Insights Scientist of the Year* as well as the organizer and chair of the yearly *MOA Symposium Topic of the Year*. Her research interests include the international adoption and diffusion of new products, the use of new technologies, such as virtual reality and augmented reality, for the development and marketing of new products, and the marketing of refurbished products. Her research has been published in the field’s leading scientific journals such as Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, Journal of Product Innovation Management, Marketing Letters, Global Strategy Journal, Journal of Business Research, and Journal of Economic Psychology.
Rotterdam School of Management, Erasmus University
- yeverdingen@rsm.nl
More information
Work
- Yvonne van Everdingen (2023) - The Reality of a Virtual World: Creating Value for Companies, Consumers, and Society
- Yvonne van Everdingen (2022) - Uitgaan is niet meer nodig: Virtual Reality biedt een goed alternatief. - Holland Management Review, 39 (October-December), 46-53
- Yvonne van Everdingen, Vijay Hariharan & Stefan Stremersch (2019) - Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Effects - Journal of Marketing, 83 (3), 126-144 - doi: 10.1177/0022242919831996 - [link]
- R van der Lans, Yvonne van Everdingen & V Melnyk (2016) - What to Stress, to Whom and Where? A Cross-Country Investigation of the Effects of Perceived Brand Benefits on Buying Intentions - International Journal of Research in Marketing, 33 (4), 924-943 - doi: 10.1016/j.ijresmar.2016.05.002 - [link]
- Yvonne van Everdingen, Gerrit van Bruggen & BE Depecik (2015) - Afstoten van merken: waarde creeren of saneren? - Tijdschrift voor Marketing, 48-51
- Yvonne van Everdingen, BE Depecik & Gerrit van Bruggen (2015) - Het effect van mersaneringen op de waarde van ondernemingen - Ontwikkelingen in het Marktonderzoek / Jaarboek MOA
- Yvonne van Everdingen, Gerrit van Bruggen & BE Depecik (2015) - Snoeien wordt soms knoeien. - Marketing Rendement
- BE Depecik, Yvonne van Everdingen & Gerrit van Bruggen (2014) - Firm Value Effects of Global, Regional, and Local Brand Divestments in Core and Non-core Businesses - Global Strategy Journal, 4 (2), 143-160 - doi: 10.1111/j.2042-5805.2014.1074.x - [link]
- LM Sloot, Yvonne van Everdingen, E van Nierop & PC Verhoef (2012) - Hoe retailers beslissingen nemen ten aanzien van de adoptie van nieuwe producten - Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2012, 139-162
- Yvonne van Everdingen, LM Sloot, E van Nierop & PC Verhoef (2011) - Towards a Further Understanding of the Antecedents of Retailer New Product Adoption - Journal of Retailing, 87 (4), 579-597 - doi: 10.1016/j.jretai.2011.09.003 - [link]
- Yvonne Everdingen (2017) - Organization Science (Journal) (Editor)
Activity: Editorial work › Academic - Yvonne Everdingen (2008) - International Journal of Technology Management (Journal) (Editor)
Activity: Editorial work › Academic - LPO Kloosterman, J Bunt, F van Eenennaam & Yvonne Everdingen (2004) - Unknown event (Participant)
Activity: Attending an event › Professional - Yvonne Everdingen (1998) - International Journal of Research in Marketing (Journal) (Editor)
Activity: Editorial work › Academic - AThH Pruyn & Yvonne Everdingen (1997) - De consument en de Euro: Over vertrouwen, wantrouwen en het belang van een euro-referentiekader (Speaker)
Activity: Oral presentation › Academic
- Matthias Wieser, Marta Andreatta, Ruth Van der Hallen, Yvonne van Everdingen, Janna Papma, Anita Jamshidnejad, Bart De Schutter, Rafael Bidarra & Michael Weinmann (2021) - The use of state-of-the-art VR technologies for diagnosis and treatment of socio-affective cognition deficits in mental disorders – From bench to bedside
- Dennis Fok, Stefan Stremersch & Yvonne van Everdingen (2010) - ERIM Top Article Award
Current Topics in Marketing Research A
- Level
- PhD
- Year Level
- PhD
- Year
- 2024
- Course Code
- BERMASC054
IM Research clinic
- Level
- master
- Year Level
- master
- Year
- 2024
- Course Code
- BM-IM-RC
Marketing of New Products
- Year Level
- master, master, master, master
- Year
- 2024
- Course Code
- BMME060
Creating Ideas for Business
- Year Level
- Bachelor 3, Bachelor 3, Bachelor 3
- Year
- 2024
- Course Code
- B3T5101
