prof.dr.ir. B (Berend) Wierenga

Biography

Berend Wierenga is Professor-Emeritus of Marketing at Rotterdam School of Management, Erasmus University (RSM). He has a PhD of Wageningen University, The Netherlands, where he was a faculty member until joining the Rotterdam School of Management in 1983. He held visiting positions at business schools abroad, the Stanford Graduate School of Business (Stanford, USA), the Wharton School of the University of Pennsylvania (Philadelphia, USA), INSEAD (Fontainebleau, France), and several others.. His main research areas are marketing decision making, marketing models, and marketing management support systems. He has published widely on these topics, in the Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, Management Science, Management Information Systems Quarterly, Communications of the ACM, and many others. He is the author (together with Gerrit van Bruggen) of “Marketing Management Support Systems: Principles, Tools, and Implementation” (2000). In 2008, he was Editor of the first edition, and in 2017 he was the Editor (together with Ralf van der Lans) of the second edition of the “Handbook of Marketing Decision Models” (Springer).

At RSM Berend Wierenga is the founder of the Department of Marketing Management of which he was the chairman for fifteen years. Berend Wierenga was Dean of RSM twice. He also was the first Scientific Director of the Erasmus Research Institute of Management (ERIM). At the occasion of 50 years RSM he wrote Wierenga Berend: RSM Memoir, Rotterdam School of Management (2020).

Berend Wierenga was the Founding Editor (1982-1986) of the International Journal of Research in Marketing (IJRM), which has become a top academic journal in the field of marketing.  Berend Wierenga was on the Board of the Social Science Research Council of the Netherlands Organization for Scientific Research (Netherlands Science Foundation-NWO) for six years.

Berend Wierenga has been active in professional organizations, including the European Marketing Academy (EMAC) and the Netherlands Institute of Marketing (NIMA), and he has held supervising and consulting positions in companies, associations, and government organizations. He was appointed Officer in the Order of Oranje-Nassau by her Majesty the Queen of The Netherlands in 2010. He received the inaugural EMAC Distinguished Marketing Scholar Award, as well as the Ad Fontes Penning of the Erasmus University.

As Professor-Emeritus at Erasmus University, Berend Wierenga continues to be active in research and publications, editorial work (including special issues of journals), and international conferences. From 2011 to 2015 he was a part-time research professor at Bocconi University in Milan.  

His current research is in the area of marketing decision making, the movie industry, and developments in the marketing discipline, with as a recent publication: "The study of important marketing issues in an evolving field," IJRM, March 2021, 18-28.