Harald Van Heerde

Harald Van Heerde is a Research Professor of Marketing at the University of New South Wales, Sydney, within the UNSW Business School's Department of Marketing. He holds roles as Editor of the Journal of Marketing and Executive Vice-Chairman/Program Director of the Marketing Science Hub at AiMark. His academic career includes positions at Maastricht University, the University of Waikato, Tilburg University, and Massey University.

Education:

• Ph.D. in Economics (Cum Laude), University of Groningen, the Netherlands (1999)
• M.Sc. in Econometrics (Cum Laude), University of Groningen, the Netherlands (1995)

Research Interests: Harald focuses on applying econometric models and large datasets to address critical marketing challenges. His work explores marketing mix effectiveness, brand equity, digital marketing strategies, consumer behavior in crises, and cross-industry applications such as retailing, healthcare, and entertainment. Methodologically, he emphasizes dynamic models, endogeneity correction, optimization techniques, and text mining.

Articles Trends: Recent publications highlight analysis of inflation's impact on consumer spending, mobile app engagement, brand recovery post-crisis, and econometric frameworks in marketing decision-making. His work bridges theoretical advancements with practical business implications, particularly in stochastic cost industries and global market dynamics.

Awards & Fellowships:

• 2024: AMA Fellow & Shelby/Hunt Best Paper Award
• 2021: Churchill Award (Lifetime Contributions)
• 2004–2023: 10+ paper awards including MSI/Root, Paul Green, and multiple long-term impact recognitions

Advising & Grants: Currently supervising doctoral candidates Ayesha Hossain (Human Branding) and Ada Choi (consumer financial decision-making). Supervised 12 completed theses across branding, retailing, and digital marketing. Secured over AU$2 million in grants including ARC Discovery, MSI, and the Marsden Fund. His grants examine topics like brand crisis management, price war dynamics, and mobile marketing ROI.

Labs & Teams: Leads the Marketing Science Hub at AiMark, a nonprofit connecting academics with household panel data. Consults for global firms including Unilever, Edeka, and AZTEC. His work emphasizes collaborative data-driven research with industry partners.