Vincent R. Nijs

Associate Professor of Marketing

Associate Dean

Curriculum Vitae

Contact Info

Rady School of Management
Wells Fargo Hall, Room 3W116
9500 Gilman Drive #0553
La Jolla, CA 92093-0553
Phone: (858) 8227459­
Fax: (858) 5340744

Research Areas

Marketing analytics
Market entry
Category management
Marketing strategy

Industry Areas

Vincent R. Nijs

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

"Empirical Models of Manufacturer – Retailer Interaction," with Kusum Ailawadi, Eric Bradlow, Michaela Draganska, Robert Rooderkerk, K. Sudhir, Kenneth Wilbur and Jie Zhang (2010). Marketing Letters, 21 (3), 273-285

"Channel Pass-Through of Trade Promotions," with Kanishka Misra, Eric Anderson, Karsten Hansen and Lakshman Krishnamurthi (2010) Marketing Science, 29 (2), 250-267

"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


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