Personal profile

Research interests

Robert Rooderkerk is Associate Professor of Operations Management at the Rotterdam School of Management. His research addresses retail operations challenges on the marketing-operations interface. He is particularly interested in research questions related to assortment, product lines, and fulfillment. He is interested in both empirical and conceptual research. His empirical work integrates insights from psychology and consumer behavior with techniques from econometrics and operations research. His conceptual work  focuses on how new technologies, data sources, advanced analytics, and business models are reshaping the global retail landscape His work has appeared in California Management Review, Customer Needs and Solutions, European Journal of Operational Research, Journal of Interactive Marketing, Journal of Marketing Research (JMR), Marketing Letters, and Marketing Science. He is a recipient of the Dutch Marketing Science award and a finalist for the Paul Green award (JMR). He serves as a reviewer for several top journals in marketing, management, operations management, and operations research. His research has been covered by national and international newspapers (Algemeen Dagblad, Laatste Nieuws, Standaard, and Volkskrant), Dutch radio (BNR and VARA Kassa Radio) and tv (Teleac Hoe?Zo!), the Dutch Consumer Reports magazine, and BBC’s Capital blog. He regularly advises companies on matters including assortment and product line optimization, marketing research, and the effective use of digital and social media. He is also a popular speaker on these topics. Between April 2009 and January 2012 he served on the academic board of the NYC based Marketing Productivity Group. His teaching interests center on (omnichannel) retail operations, the marketing-operations interface, empirical research methods, and consumer decision making. He has taught to both small and large audiences, ranging from the undergraduate to the (Exec) MBA and Ph.D. level. He is the recipient of several teaching awards. Drawing on his strong and diverse methodological background, he teaches the Research Methodology and Measurement course in the ERIM Master of Philosophy in Business Research. In addition, he serves as the coordinator of the Research Training and Bachelor Thesis course for the BA and IBA programs at the Rotterdam School of Management. Robert has held visiting positions at the Tuck School of Business at Dartmouth, UCLA Anderson School of Management and the College of Engineering at the University of Florida.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production


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