de BRUYN Arnaud
Département : Marketing
Professeur
Campus de Cergy
Contact
- email : debruyn@essec.edu
- tél : +33 (0)1 34 43 32 46
Diplômes
- 2004 : Ph.D. en Administration Commerciale (Penn State University, États-Unis)
- 1997 : Master en Economie (Université de Liège, Belgique)
Carrière
- 2011 - présent : Professeur (ESSEC Business School, France)
- 2008 - 2011 : Professeur associé (ESSEC Business School, France)
- 2004 - 2008 : Professeur assistant (ESSEC Business School, France)
- 2021 - 2024 : Doyen Associé en charge du programme doctoral (ESSEC Business School, France)
- 2011 - 2014 : Responsable du Département Marketing (ESSEC Business School, France)
- 2015 - présent : Chercheur Invité Eminent, Institute for the Study of Business Markets (Penn State University, États-Unis)
- 2005 - 2014 : Chercheur Invité, Institute for the Study of Business Markets (Penn State University, États-Unis)
- 2000 - 2004 : Assistant de Recherche (Penn State University, États-Unis)
- 1994 - 1997 : Assistant au Professeur (Université de Liège, Belgique)
- 2013 - présent : Fondateur (DECISIVE SYSTEM s.p.r.l., Belgique)
- 2014 - présent : Membre du Conseil d'Administration (DecisionPro, Inc., États-Unis)
- 2016 - présent : Principal & Chef de Projet (Solution Architect) (DecisionPro, Inc., États-Unis)
- 2011 - 2016 : Co-fondateur (île aux trésors s.p.r.l., Belgique)
- 2006 - 2014 : Consultant Senior (DecisionPro, Inc., États-Unis)
- 2005 - 2006 : Director de Recherche et Développement Marketing (QualiData, France)
- 1998 - 2000 : Chef Analyste, Directeur du Développement (QualiData, France)
- 1997 - 1998 : Analyste Data, Assistant de Développement (QualiData, France)
- 1997 : Analyste Programmation (Optimus, France)
Positions académiques principales
Autres positions académiques
Positions professionnelles
Prix
- 2018 : 2018 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact pour son article "A multi-stage model of word-of-mouth influence through viral marketing", International Journal of Research in Marketing, vol. 25(3), pp. 151-163.
- 2016 : Fondation ESSEC, Prix de l'Enseignement, seconde position, sélectionné par les élèves et les participants comme un de leurs "Professeurs Favoris" (Fondation ESSEC)
- 2012 : Prix Emerald Citation of Excellence 2012 pour son article, “A Multi-stage Model of Word-of-mouth Influence Through Viral Marketing”
- 2012 : Prix d'Excellence en Enseignement (ESSEC Business School, France)
- 2010 : Prix du Meilleur Article, Finaliste Prix Académique Syntec Conseil en Management
- 2009 : Prix du Meilleur Article International Journal of Research in Marketing
- 2004 : Finaliste, e-Business Research Center Doctoral Award Competition
Bourses
- 2008 : Bourse de Recherche, ESSEC Research Center: Greed, Fear, Vision: How Organizational Incentives Affect Marketing Decision Support System Adoption (ESSEC Business School, France)
- 2008 : Bourse de Recherche, ESSEC Research Center: How to Profile and Target your Customers Using Collaborative Database Profiling (ESSEC Business School, France)
- 2005 : Bourse de Recherche, ESSEC Research Center: Online Recommender Systems and the Design of Virtual Sales Agents (ESSEC Business School, France)
- 2004 : Bourse de Recherche: Online Recommender Systems e-Business Research Center (Penn State University, États-Unis)
- 2003 : Doctoral Fellow AMA Sheth Foundation Doctoral Consortium
- 2003 : Doctoral Fellow Marketing Science Doctoral Consortium
- 2002 : Bourse de Recherche: Is The Small World Even Smaller Online (And Is It So Small After All)? e-Business Research Center (Penn State University, États-Unis)
- 2001 : Bourse de Recherche: Antecedents of Wireless Internet Adoption in the US, in the UK and in Japan e-Business Research Center (Penn State University, États-Unis)
- 2000 : Bourse de Recherche: Improving Conjoint by Incorporating Uncertainty (co-applicant) Institute for the Study of Business Markets (Penn State University, États-Unis)
- 2000 - 2003 : Bourse du Programme Executif ($15 000) (Penn State University, États-Unis)
- 2000 - 2005 : ISBM Fellowship Institute for the Study of Business Markets ($150 000) (Penn State University, États-Unis)
Articles
- HADA, M., DE BRUYN, A. and LILIEN, G.L. (2023). Horizontal Referrals in B2B Markets. Journal of Marketing Research, In press.
- FERECATU, A. and DE BRUYN, A. (2022). Understanding Managers' Trade-offs between Exploration and Exploitation. Marketing Science, 41(1), pp. 139-165.
- DE BRUYN, A. and OTTER, T. (2022). Bayesian Consumer Profiling: How to Estimate Consumer Characteristics from Aggregate Data. Journal of Marketing Research, 59(4), pp. 755-774.
- MUKHERJEE, P., DUTTA, S. and DE BRUYN, A. (2022). Did Clickbait Crack the Code on Virality? Journal of the Academy of Marketing Science, 50, pp. 482-502.
- SARKAR, M. and DE BRUYN, A. (2021). LSTM Response Models for Direct Marketing Analytics: Replacing Feature Engineering with Deep Learning. Journal of Interactive Marketing, 53(February), pp. 80-95.
- DE BRUYN, A., VISWANATHAN, V., SHAN BE, Y., BROCK, J.K.U. and VON WANGENHEIM, F. (2020). Artificial Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing, 51(August), pp. 91-105.
- DE BRUYN, A. and PROKOPEC, S. (2017). Assimilation-contrast theory in action: Operationalization and managerial impact in a fundraising context. International Journal of Research in Marketing, 34(2), pp. 367-381.
- DE BRUYN, A. and PROKOPEC, S. (2013). Opening a Donor’s Wallet: The Influence of Appeal Scales on Likelihood and Magnitude of Donation. Journal of Consumer Psychology, 23(4), pp. 496-502.
- BUTORI, R. and DE BRUYN, A. (2013). So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments. International Journal of Research in Marketing, 30(4), pp. 358-367.
- KAYANDE, U., DE BRUYN, A., LILIEN, G.L., RANGASWAMY, A. and VAN BRUGGEN, G.H. (2009). How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations. Information Systems Research, 20(4), pp. 527-546.
- DE BRUYN, A. and LILIEN, G.L. (2008). A Multi-stage Model of Word-of-mouth Influence through Viral Marketing. International Journal of Research in Marketing, 25(3), pp. 151-163.
- DE BRUYN, A. and BOLTON, G. (2008). Estimating the Influence of Fairness on Bargaining Behavior. Management Science, 54(10), pp. 1774-1791.
- LIECHTY, J.C., FONG, D.K.H., HUIZINGH, E.K.R.E. and DE BRUYN, A. (2008). Hierarchical Bayesian Conjoint Models Incorporating Measurement Uncertainty. Marketing Letters, 19(3), pp. 141-155.
- DE BRUYN, A., LIECHTY, J.C., HUIZINGH, E.K.R.E. and LILIEN, G.L. (2008). Offering Online Recommendations with Minimum Customer Input through Conjoint-Based Decision Aids. Marketing Science, 27(3), pp. 443-460.
- KAMAKURA, W.A., MAZZON, J.A. and DE BRUYN, A. (2006). Modeling Voter Choice to Predict the Final Outcome of Two-stage Elections. International Journal of Forecasting.
Livres
- LILIEN, G.L., RANGASWAMY, A. and DE BRUYN, A. (2017). Principles of Marketing Engineering and Analytics [3rd Edition]. DecisionPro Inc. 305 pages.
- LILIEN, G.L., RANGASWAMY, A. and DE BRUYN, A. (2013). Principles of Marketing Engineering (2nd Edition). DecisionPro Inc. 263 pages.
- LILIEN, G.L., RANGASWAMY, A. and DE BRUYN, A. (2007). Principles of Marketing Engineering. Trafford Publishing, 232 pages.
Actes d'une conférence
- FERECATU, A. and DE BRUYN, A. (2016). Understanding Managers’ Tradeoffs Between Exploration and Exploitation. In: 1st Behavioral Industrial Organization & Marketing Symposium. University of Michigan.
- DE BRUYN, A. and FERECATU, A. (2013). Maximizing vs. Satisficing: Understanding Managers' Tradeoffs Between Exploration and Exploitation. In: 2013 AMA Summer Educators’ Conference Proceedings. American Marketing Association (AMA).
- FERECATU, A. and DE BRUYN, A. (2011). Maximizing vs. Satisficing: How Managers' Psychological Traits Influence Strategic Trade-Offs Between Exploration and Exploitation. In: Proceedings of the 40th EMAC Conference. European Marketing Academy (EMAC).
- DE BRUYN, A. and TRAMONTE, N. (2011). Modeling Unobserved Drop-Out Rate To Optimize E-Panelist Lifetime Value. In: Proceedings of the 40th EMAC Conference. European Marketing Academy (EMAC).
- ALTHUIZEN, N., WIERENGA, B., VAN BRUGGEN, G. and DE BRUYN, A. (2010). Marketing Management Support Systems: When Help is Not Recognized. In: EMAC Conference Proceedings: The Six Senses - The Essentials of Marketing. European Marketing Academy (EMAC).
- PROKOPEC, S. and DE BRUYN, A. (2010). Optimizing Donations with Individually-tailored Donation Grids: An Econometric Model of Compliance and Generosity. In: Proceedings of the 39th EMAC Conference. European Marketing Academy (EMAC).
- PROKOPEC, S. and DE BRUYN, A. (2009). The Impact of Anchors on Donors' Behavior: A Field Experiment. In: Advances in Consumer Research, Volume 37. Association for Consumer Research (ACR).
- DE BRUYN, A. and PROKOPEC, S. (2009). When Asking for More Leads to Getting Nothing: The Impact of Anchors on Donor's Behavior. In: Proceedings of the 38th EMAC: Marketing and the Core Disciplines: Rediscovering References? European Marketing Academy (EMAC).
- DE BRUYN, A. and TRAMONTE, N. (2008). How to Profile your Customers Using Collaborative Database Profiling: An Application to Age Estimation. In: Proceedings of the 37th EMAC Conference. European Marketing Academy (EMAC).
- KAMAKURA, W.A., MAZZON, J.A. and DE BRUYN, A. (2006). Predicting the Final Outcome of Two-stage Elections with a Voter-choice Model. In: Proceedings of the 35th EMAC Conference: Sustainable Marketing Leadership. European Marketing Academy (EMAC).
- DE BRUYN, A. (2006). Short Term Impact, Long Term Doom: The Paradox of Optimizing the Number of Solicitations in Direct Marketing Fundraising. In: Proceedings of the 35th EMAC Conference. European Marketing Academy (EMAC).
- KAYANDE, U., DE BRUYN, A., LILIEN, G., RANGASWAMY, A. and VAN BRUGGEN, G.H. (2006). The Effect of Feedback and Learning on Decision-support System Adoption. In: Proceedings of the 35th EMAC Conference: Sustainable Marketing Leadership. European Marketing Academy (EMAC).
- DE BRUYN, A., GILES, C.L. and PENNOCK, D.M. (2004). Offering Collaborative-like Recommendationis When Data is Sparse: The Case of Attraction-weighted Information Filtering. In: Lectures Notes in Computer Science n° 3137. Proceedings of the Third International Conference on Adaptive Hypermedia and Adaptive Web-based Systems. Springer, pp. 393-396.
Communications dans une conférence
- DE BRUYN, A., VON WANGENHEIM, F., BROCK, J.K.U., VISWANATHAN, V. and BEH, Y.S. (2019). Artificial Intelligence and Marketing. In: 2019 Special conference on Big Data, Technology-Driven CRM & Artificial Intelligence.
- DE BRUYN, A. and SARKAR, M. (2019). Predicting Customer Behavior with LSTM Neural Networks. In: 2019 INFORMS Marketing Science Conference.
- DE BRUYN, A. (2019). Teaching Marketing Analytics: Sharing Experiences, Lessons, Recommendations. In: 2019 American Marketing Association Summer Conference.
- DE BRUYN, A. (2017). An Empirical Investigation of Word-Of-Mouth Spillovers on Consumer Decision Process. In: 46th European Marketing Academy Conference (EMAC) 2017.
- DE BRUYN, A. (2017). The Spillover Effects of Online Word-of-Mouth on Rival Brands. In: 39th ISMS Marketing Science Conference.
- OTTER, T. and DE BRUYN, A. (2016). Bayesian Database Profiling. In: 2016 Winter Marketing-Economics Summit.
- CARRASCO, G. and DE BRUYN, A. (2016). Genetics And Marketing: Myths, Unknowns, Established Facts, And Future Possibilities. In: 2016 INFORMS Marketing Science Conference.
- FERECATU, A. and DE BRUYN, A. (2016). Understanding Managers’ Tradeoffs Between Exploration and Exploitation. In: 2016 INFORMS Marketing Science Conference.
- DE BRUYN, A. and COLICEV, A. (2015). Don't speak! How the Market Halo Effect Harms the Leaders. In: European Marketing Academy Conference 2015.
- DE BRUYN, A. and FERECATU, A. (2015). Estimating the Heterogeneity of Fairness Preferences on Bargaining Behavior. In: Informs Marketing Science 2015.
- DE BRUYN, A., BOLTON, G. and ROSS, B. (2014). Understanding the Normative Role of Industry Standards in Channel Negotiations. In: 43rd European Marketing Academy (EMAC) Annual Conference 2014.
- DE BRUYN, A., BOLTON, G. and ROSS, B. (2014). Understanding the Normative Role of Industry Standards in Channel Negotiations. In: INFORMS Annual Meeting 2014.
- DE BRUYN, A. and OTTER, T. (2013). Bayesian Profiling of Customers Using Census Bureau Data. In: 2013 INFORMS Marketing Science Conference.
- DE BRUYN, A. and MUKHERJEE, P. (2013). Modeling Unobserved Drop-out Rate to Optimize e-Panelist Lifetime Value. In: INFORMS Marketing Science Conference.
- MUKHERJEE, P. and DE BRUYN, A. (2012). Investigating the Profitability of Multilevel Marketing. In: 41st EMAC Annual Conference 2012.
- MUKHERJEE, P. and DE BRUYN, A. (2012). Investigating the Profitability of Multilevel Marketing. In: 2012 INFORMS Marketing Science Conference.
- DE BRUYN, A. and FERECATU, A. (2012). Maximizing vs. Satisficing: Understanding Managers' Tradeoffs Between Exploration and Exploitation. In: 2012 INFORMS Marketing Science Conference.
- DE BRUYN, A. (2009). Customer Acquisition Strategies in Direct Marketing: Will Better Always Mean Higher Value? In: 31st Annual Marketing Science Conference.
- DE BRUYN, A. and BOLTON, G.E. (2005). Predicting Bargaining Behavior when Money is not All that Matters: The Role of Fairness Considerations in Shaping Price Agreements.
Documents de travail
- DE BRUYN, A., LIECHTY, J., HUIZINGH, E. and LILIEN, G. (2005). Offering Online Recommendations to Impatient, First-Time Customers with Conjoint Based Segmentation Trees.
- DE BRUYN, A. and LILIEN, G. (2004). A Multi-Stage Model of Word of Mouth through Electronic Referrals.
- DE BRUYN, A. and BOLTON, G.E. (2004). Predicting Bargaining Behavior: Out-of-Sample Estimates from a Social Utility Model with Quantal Response.
Articles ou vidéos de vulgarisation
Services
- 2001 - 2004 : Conseil aux Etudiants, Membre du Conseil d'Administration de l'incubateur e-Incubator à Penn State University
Activités professionnelles
- 1973 : - présent : Chercheur Partenaire (Collaboration Académique): WWF, Secours Catholique, InSites Consulting, Institut Gustave Roussy, Armée du Salut
- 1973 : - présent : Conseil pour des entreprises à but non-lucratif: Fondation Foch, Fondation 30 Millions d'Amis, Ecole Centrale de Paris, WWF, Gustave Roussy, Armée du Salut, Care France, SERA, CCFD, Fondation Notre Dame, Radio Notre Dame, France Alzheimer, Caritas Luxemburg (Luxemburg), Sanctuaires de Notre-Dame de Lourdes, Association des Paralysés de France, ARC, Perce-Neige, Amnesty International, Fondation de la Recherche Médicale, OXFAM, Foyer de Cachan, Albero della Vita (Italy), Chiens Guides d’Aveugles, Institut Curie, UMP, Croix-Rouge Française, Fondation de France, Action contre la Faim, AFM-Téléthon, SOS Villages d'Enfants, Malte Liban, Fondation Lejeune, Fondation de l’Avenir, Vaincre la Mucoviscidose, ADV
- 1973 : - présent : Conseil: ImpactRx (USA), Chaire Sanofi-Aventis, HOIST Kredit, Cancer Treatment Centers of America (USA), Ricard, Pedigree, La Poste, Ernst & Young
Consulting
Activités de recherche
- 2012 - 2022 : Membre du comité de lecture - International Journal of Research in Marketing
- 2009 - 2022 : Membre du comité de lecture - Journal of Interactive Marketing
- 2011 - 2018 : Membre du comité de lecture - Recherche et Applications en Marketing
- 2013 : Membre du comité de lecture - International Journal of Research in Marketing
- Relecteur pour Décisions Marketing; International Journal of Internet Marketing and Advertising; International Journal of Research in Marketing; Journal of Interactive Advertising; Journal of Interactive Marketing; Journal of Marketing; Journal of Marketing Communications; Journal of Marketing Research; Journal of Marketing Theory and Practice; Management Science; Marketing Letters; Marketing Science; Review of Economics and Statistics
- 2014 - 2016 : Représentant Français EMAC (éléctions nationales)
- 2011 - 2013 : Représentant Français EMAC (éléctions nationales)
- 2013 : Relecteur pour Erasmus Research Institute in Management / ERIM
- 2013 : Relecteur pour Time-sharing Experiments for the Social Sciences (TESS, NSF-funded)
- 2011 : Relecteur pour National Science Foundation
- 2015 : - présent : Président, EMAC Doctoral Colloquium
- 2013 - 2014 : Président de Session, EMAC Doctoral Colloquium
- 2010 - 2012 : Membre de Faculté, EMAC Doctoral Colloquium
- 2011 : Membre du Jury pour le Prix EMAC McKinsey Marketing Dissertation
- 2008 - 2009 : Président de Session, EMAC Conference, New Technologies & E-marketing Track
- 2007 : Président Adjoint, EMAC Conference, New Technologies & E-marketing Track
- 2005 : Membre du Jury pour la compétition de l'Institute for the Study of Business Markets Doctoral Award
- 2005 : Membre du Jury pour le eBusiness Research Center Doctoral Award Competition
- 2004 : Président de la session Publicité, ACM Sixth Conference on Electronic Commerce
- 2004 : Web Designer et Gestion de la base de données, Marketing the Profession Survey, INFORMS
- 2003 : Analyste et co-auteur, Etude sur l'image de marque pour le Comité de l'Information Publique de l'INFORMS
- 2005 - 2016 : Evaluateur pour EMAC Conferences (2005-2009, 2015-2016)
- 2014 : Evaluateur pour AFM Conference
- 2010 : Evaluateur pour Academy of Marketing Science
- 2003 : Evaluateur pour AMA Educator's Conference
Membre d'un comité de lecture
Reviewer pour un journal
Fonction dans une association académique
Rôle d’expert ou évaluateur dans une organisation de recherche
Autre activité académique
Participation au comité scientifique d'une conférence ou reviewer pour une conférence
Thèses
- 2018 : JIAO Wenyu (ESSEC Business School), Co-directeur de thèse, Premier poste : Post doctoral position - Fox Business School, Temple University
- 2014 : MUKHERJEE Prithwiraj (ESSEC Business School), Directeur de thèse, Premier poste : Assistant Professor of Marketing - Indian Institute of Management Bangalore
- 2014 : FERECATU Alina (ESSEC Business School), Directeur de thèse, Premier poste : Assistant Professor - Erasmus University
- 2012 : LAI EP BENNEJEAN Jau-Shyuam (ESSEC Business School), Co-directeur de thèse, Premier poste : Associate professor - EM Lyon Business School
