Vincent Nijs

Research Areas

Marketing analytics
Competition
Market entry
Category management
Pricing
Marketing strategy
Branding

Industry Areas

Retail
High-tech
E-commerce

Nijs’ research focuses on the effectiveness of marketing actions. Current studies address issues such as promotion and advertising impact, competitive retaliation, category captains, category management, pass-through of trade-promotions, and price rigidity.

Prior to Rady, Dr. Nijs was an assistant professor of marketing at the Kellogg School of Management, Northwestern University. At Kellogg, he served as the McManus Research Professor, won the Sidney J. Levy Teaching Award for outstanding teaching in an elective course, and was recognized by the Marketing Science Institute as part of its Young Scholars program. At Rady Nijs was awarded the Excellence in Teaching Award by the Full-Time MBA Class of 2012.

Nijs holds a master’s degree in marketing research from the University of Groningen and a Ph.D. in marketing from the University of Leuven. He won the John D. C. Little Award in 2001 and Frank M. Bass Award in 2002 for the paper “The Category Demand Effects of Price Promotions,” published in Marketing Science.

Selected publications

“Outsourcing Retail Pricing to a Category Captain: The Role of Information Firewalls,” with Kanishka Misra and Karsten Hansen (2013) Marketing Science, forthcoming

“Wal-Mart’s Impact on Supplier Profits,” with Qingyi Huang, Karsten Hansen, and Eric Anderson (2012) Journal of Marketing Research, 49 (2), 131-143

"Demand-Based Pricing Versus Past-Price Dependence: A Cost-Benefit Analysis," with Shuba Srinivasan and Koen Pauwels (2008) Journal of Marketing, 72 (March), 15-27

"Retail-Price Drivers and Retailer Profits," with Shuba Srinivasan and Koen Pauwels (2007) Marketing Science, 26 (4), 473-487

"Competitive Reactions to Advertising and Promotion Attacks,"with Jan-Benedict E.M. Steenkamp, Dominique M. Hanssens and Marnik G. Dekimpe (2005) Marketing Science, 24 (1), 35-54

"The Category-Demand Effects of Price Promotions," with Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp and Dominique M. Hanssens (2001) Marketing Science, 20 (1), 1-22

Work in Progress

"Specific Counter-Conditioning of Brand Attitudes," with Miguel Brendl, Eva Walther, and Jana Moeller

Tools

Radiant is a platform-independent browser-based interface for business analytics in R. For more information see https://radiant-rstats.github.io/docs/.