Biography
Michiel Van Crombrugge is Associate Professor of Market Insights and Innovation at the Erasmus School of Economics at Erasmus University Rotterdam. He earned a PhD in Business Economics from KU Leuven. His research lies at the intersection of marketing, innovation, and economics, and focuses on multichannel retailing, platform markets and network effects. In his retailing research, Michiel uses econometric models to study the drivers and market impact of retailers’ and manufacturers’ transactional channels. In his platform market research, Michiel studies the market outcomes of platform- and seller-level managerial strategies and individual consumer behavior. His research has been published in leading business journal such as the Journal of Marketing, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. At the Erasmus School of Economics, Michiel teaches courses on empirical marketing and marketing analytics.
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Work
- Michiel Van Crombrugge, Els Breugelmans, Florian Breiner & Christian W. Scheiner (2024) - Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand - Journal of Marketing, 88 (3), 88-109 - doi: 10.1177/00222429231193371 - [link]
- Michiel Van Crombrugge, Els Breugelmans, Femke Gryseels & Kathleen Cleeren (2025) - How Retailers Change Ordering Strategies When Suppliers Go Direct - Journal of Marketing, 89 (2), 141-162 - doi: 10.1177/00222429241266576 - [link]
- Michiel Van Crombrugge & Stefan Stremersch (2025) - Engagement in platform markets: A (video) game changer? - Journal of the Academy of Marketing Science - doi: 10.1007/s11747-025-01089-2
- Michiel Van Crombrugge & Stefan Stremersch (2025) - The rise of the subscription model in the video game console industry: Unveiling the commercial consequences for platform owners and video game sellers - International Journal of Research in Marketing - doi: 10.1016/j.ijresmar.2025.02.006 - [link]
- Michiel Van Crombrugge, Els Breugelmans, Kathleen Cleeren & Scott A. Neslin (2025) - Retailer marketing mix response when launching a direct channel: Not all retailers are alike - Journal of the Academy of Marketing Science - doi: 10.1007/s11747-025-01084-7 - [link]
Marketing Analytics and Data Visualisati
- Year
- 2024
- Course Code
- FEM11027
Empirical Marketing
- Year
- 2024
- Course Code
- FEB12018