de BRUYN Arnaud
Department : Marketing
Professor
Campus de Cergy
Contact
- email : debruyn@essec.edu
- tél : +33 (0)1 34 43 32 46
Diplomas
- 2004 : Ph.D. in Business Administration (Penn State University, United States of America)
- 1997 : Master in Economics (University of Liège, Belgium)
Career
- 2011 - Present : Professor (ESSEC Business School, France)
- 2008 - 2011 : Associate Professor (ESSEC Business School, France)
- 2004 - 2008 : Assistant Professor (ESSEC Business School, France)
- 2021 - 2024 : Associate Dean for PhD program (ESSEC Business School, France)
- 2011 - 2014 : Head of the Marketing Department (ESSEC Business School, France)
- 2015 - Present : Distinguished Visiting Research Scholar, Institute for the Study of Business Markets (Penn State University, United States of America)
- 2005 - 2014 : Visiting Research Scholar, Institute for the Study of Business Markets (Penn State University, United States of America)
- 2000 - 2004 : Research Assistant (Penn State University, United States of America)
- 1994 - 1997 : Teaching Assistant (University of Liège, Belgium)
- 2013 - Present : Founder (DECISIVE SYSTEM s.p.r.l., Belgium)
- 2014 - Present : Board Member (DecisionPro, Inc., United States of America)
- 2016 - Present : Principal & Lead Solution Architect (DecisionPro, Inc., United States of America)
- 2011 - 2016 : Co-founder (île aux trésors s.p.r.l., Belgium)
- 2006 - 2014 : Senior Consultant (DecisionPro, Inc., United States of America)
- 2005 - 2006 : Director of Marketing Research & Development (QualiData, France)
- 1998 - 2000 : Head Analyst, Director of Development (QualiData, France)
- 1997 - 1998 : Data Analyst, Development Assistant (QualiData, France)
- 1997 : Programmer-Analyst (Optimus, France)
Full-time academic appointments
Other Academic Appointments
Professional appointments
Awards
- 2018 : 2018 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact, (2008), 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 : ESSEC Foundation Teaching Award, Runner-Up Selected by students and participants as one of their "favorite professors" (ESSEC Foundation)
- 2012 : Emerald Citation of Excellence Award 2012, for the article “A Multi-stage Model of Word-of-mouth Influence Through Viral Marketing”
- 2012 : Excellence in Teaching Award (ESSEC Business School, France)
- 2010 : Best Paper Award, Finalist Prix Académique Syntec Conseil en Management
- 2009 : Best Paper Award International Journal of Research in Marketing
- 2004 : Finalist e-Business Research Center Doctoral Award Competition
Grants
- 2008 : Grant, How to Profile and Target your Customers Using Collaborative Database Profiling ESSEC Research Center (ESSEC Business School, France)
- 2008 : Grant: Greed, Fear, Vision: How Organizational Incentives Affect Marketing Decision Support System Adoption ESSEC Research Center (ESSEC Business School, France)
- 2005 : Grant: Online Recommender Systems and the Design of Virtual Sales Agents ESSEC Research Center (ESSEC Business School, France)
- 2004 : Grant: Online Recommender Systems e-Business Research Center (Penn State University, United States of America)
- 2003 : Doctoral Fellow AMA Sheth Foundation Doctoral Consortium
- 2003 : Doctoral Fellow Marketing Science Doctoral Consortium
- 2002 : Grant: Is The Small World Even Smaller Online (And Is It So Small After All)? e-Business Research Center (Penn State University, United States of America)
- 2001 : Grant: Antecedents of Wireless Internet Adoption in the US, in the UK and in Japan e-Business Research Center (Penn State University, United States of America)
- 2000 - 2003 : Executive Program Scholarship ($15 000) (Penn State University, United States of America)
- 2000 : Grant: Improving Conjoint by Incorporating Uncertainty (co-applicant) Institute for the Study of Business Markets (Penn State University, United States of America)
- 2000 - 2005 : ISBM Fellowship Institute for the Study of Business Markets ($150 000) (Penn State University, United States of America)
Journal 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.
Books
- 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.
Conference Proceedings
- 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.
Presentations at an Academic or Professional conference
- 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.
Working Papers
- 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.
Press article, video or other popular media
Services
- 2001 - 2004 : Student Advisory, Board Member e-Incubator at Penn State University
Professional activities
- 1973 : - Present : Consulting for the Not-for-profit Sector: 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 : - Present : Consulting in Private Sector: ImpactRx (USA), Chaire Sanofi-Aventis, HOIST Kredit, Cancer Treatment Centers of America (USA), Ricard, Pedigree, La Poste, Ernst & Young
- 1973 : - Present : Research Partners (academic collaboration) WWF, Secours Catholique, InSites Consulting, Institut Gustave Roussy, Armée du Salut
Consulting
Research activities
- 2012 - 2022 : Editorial board membership - International Journal of Research in Marketing
- 2009 - 2022 : Editorial board membership - Journal of Interactive Marketing
- 2011 - 2018 : Editorial board membership - Recherche et Applications en Marketing
- 2013 : Editorial board membership - International Journal of Research in Marketing
- Reviewer for 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 : EMAC Representative for France (national elections)
- 2011 - 2013 : EMAC Representative for France (national elections)
- 2013 : Ad-hoc reviewer for Erasmus Research Institute in Management / ERIM
- 2013 : Ad-hoc reviewer for Time-sharing Experiments for the Social Sciences (TESS, NSF-funded)
- 2011 : Ad-hoc reviewer for National Science Foundation
- 2015 : - Present : Chair, EMAC Doctoral Colloquium
- 2013 - 2014 : Track Chair, EMAC Doctoral Colloquium
- 2010 - 2012 : Faculty Member, EMAC Doctoral Colloquium
- 2011 : Jury member for EMAC McKinsey Marketing Dissertation Award
- 2008 - 2009 : Track Chair, EMAC Conference, New Technologies & E-marketing Track
- 2007 : Deputy Chair, EMAC Conference, New Technologies & E-marketing Track
- 2005 : Jury member for Institute for the Study of Business Markets Doctoral Award Competition
- 2005 : Jury member for eBusiness Research Center Doctoral Award Competition
- 2004 : Publicity Chair, ACM Sixth Conference on Electronic Commerce
- 2004 : Web Designer, Database Manager, Marketing the Profession Survey, INFORMS
- 2003 : Analyst, co-author, Branding Survey for the INFORMS Public Information Committee
- 2005 - 2016 : Ad-hoc reviewer for EMAC Conferences (2005-2009, 2015-2016)
- 2014 : Ad-hoc reviewer for AFM Conference
- 2010 : Ad-hoc reviewer for Academy of Marketing Science
- 2003 : Ad-hoc reviewer for AMA Educator's Conference
Editorial Board Membership
Reviewer for a journal
Function in an academic association
Role as an expert or appraisor in a research organization
Other academic activity
Participation in scientific commissions or reviewer for a conference
Theses
- 2018 : JIAO Wenyu (ESSEC Business School), Thesis co-director, First placement: Post doctoral position - Fox Business School, Temple University
- 2014 : MUKHERJEE Prithwiraj (ESSEC Business School), Thesis director, First placement: Assistant Professor of Marketing - Indian Institute of Management Bangalore
- 2014 : FERECATU Alina (ESSEC Business School), Thesis director, First placement: Assistant Professor - Erasmus University
- 2012 : LAI EP BENNEJEAN Jau-Shyuam (ESSEC Business School), Thesis co-director, First placement: Associate professor - EM Lyon Business School
