Erjen van Nierop

Erjen van Nierop is an Associate Professor of Marketing at the Faculty of Economics and Business, University of Groningen, specializing in pricing strategies, quantitative marketing methods, and consumer choice modeling. He holds a Ph.D. in Econometrics from Erasmus University Rotterdam (2002). His research focuses on the impact of pricing, promotions, and in-store layouts on sales, particularly in the FMCG sector. He also serves as a Senior Researcher at EFMI Business School, where he teaches executives in the FMCG industry through the University of Groningen’s Executive MBA program.

Van Nierop has extensive teaching experience at all academic levels, including executive education in business analytics and statistics. His work appears in top journals like Journal of Marketing Research, Marketing Science, and Journal of Retailing. His research interests include consumer behavior, retail analytics, and the application of econometric models to marketing challenges. Key areas of study involve sustainable product adoption, customer lifetime value (CLV), and the integration of online and offline marketing strategies.

He has contributed to industry-relevant studies on franchise management, supermarket performance optimization, and the effectiveness of acquisition campaigns. His collaborative work with the SOM Research School underscores his commitment to advancing data-driven marketing solutions in academia and industry.