Research
Research
My current research interests are centered around the following topics: Customer management, consumer choice & health, digital advertising &communication, and the sales effects of the marketing mix.
Academic Journal Publications
Fišar, M., Greiner, B., Huber, C., Katok, E., Ozkes, A., and the Management Science Reproducibility Collaboration (2023). Reproducibility in Management Science. Management Science, forthcoming (as part of the Reproducility Collaboration) https://doi.org/10.1287/mnsc.2023.03556
Van Ittersum, K., M. van der Heide, N. Holtrop, T.H.A. Bijmolt, J. van Doorn,, “Healthy Shopping Dynamics: The Healthiness of Sequential Grocery Choices”, Journal of Retailing, 100(1), 24-40 https://doi.org/10.1016/j.jretai.2023.09.002
Holtrop N., J.E. Wieringa (2023), “Timing Customer Reactivation Initiatives”, International Journal of Research in Marketing, 40(3), 570-589, https://doi.org/10.1016/j.ijresmar.2023.05.001
[Working Paper][Replication Code][Marketing Science Institute working paper series]
Interview about the history of the project
Holtrop, N., J.E. Wieringa, M.J. Gijsenberg, P.C. Verhoef (2017), "No Future Without the Past? Predicting Churn in the Face of Customer Privacy," International Journal of Research in Marketing, 34(1), 154-172, https://doi.org/10.1016/j.ijresmar.2016.06.001 (Winner EMAC/Sheth Doctoral Dissertation Competition 2018) [Download]
Short movie explaining the study and its implications
Other publications
Allen, J., Belfi, B., Fouarge, D., Holtrop, N., & Kozole, S. (2021). Niet-routinematige vaardigheden in hbo-profielen. ROA. ROA Reports No. 003 https://doi.org/10.26481/umarep.2021003
Working papers
Holtrop N., K. Cleeren, K. Geyskens, P.C. Verhoef, “The Impact of Presence and Absence Nutrition Claims on SKU Choice”[Working Paper] [Appendix]
Marketing Science Institute working paper series
Lobschat, L., N. Holtrop, N. Bruce, R. Rao, “All Ads Are Not Created Equal: Display Advertisement’s Copy and Placement Effects on Clicks and Conversions ” [Working Paper]
Work in progress
Holtrop N., K. Cleeren, K. Geyskens, P.C. Verhoef, "The Impact of the First Low-fat Purchase on Subsequent Purchase Behavior: A Cross-category and Cross-household Analysis"
Van Crombrugge, M., E. Breugelmans, K. Cleeren, N. Holtrop, "Does the Online Direct Channel Compete with the Retail Network? How Retailer Competitive Strength Impacts the Degree of Competition"
Bleier, A., M. Haenlein, N. Holtrop, C.F. Hofacker, C. Lancelot-Miltgen, G.R. Milne, K.L. Walker, "Managing Consumer Information Intensity and Privacy Stock within a CRM Program"
Shelved working papers
Holtrop N., J.E. Wieringa, M.J. Gijsenberg, P. Stern, “Reactions to Competitive Attacks: An Empirical Investigation of Responses to Strategic, Sub-Strategic and Tactical Decisions”[Working Paper]
Nedelko, A., A. Grigoriev, K. Geyskens, N. Holtrop, “Optimal policy design for the sugar tax” [Pre-print]