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Faculty Profile

Ernst Christiaan OSINGA's photo

Ernst Christiaan OSINGA

Associate Professor of Marketing; PGR Coordinator, Marketing

LKCSBFull-time Faculty
Email
ecosinga@smu.edu.sg
Phone
68280798
Curriculum Vitae (CV)

Research Areas

▸
  • Lee Kong Chian School of Business
    • Communication Management
      • Human-AI Communication
    • Digital Business
    • Innovation and Entrepreneurship
    • Marketing
      • Marketing Strategy
      • Digital and Social Media Strategy
      • Retail Operations and Strategy
      • New Product Development
      • Financial Impact and Marketing
    • Operations Management
      • Business Analytics
      • E-Commerce and Marketplace Analytics
    • Strategy and Entrepreneurship
      • Digital transformation and platform strategies
      • Strategic Knowledge and Innovation Management
      • Strategic Partnerships
  • School of Computing and Information Systems
    • Artificial Intelligence and Data Science
      • Data Management & Mining
    • Human-Machine Collaborative Systems
      • Human-Computer Interaction
  • School of Economics
    • Applied Microeconomics
      • Health Economics

Strategic Priorities

▸
  • Digital Transformation

Education

2011

Ph.D. in Marketing
University of Groningen

2005

Research Master Economics and Business (profile marketing),
University of Groningen

Current Position(s) Held

2019 - NowAssociate Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University

2015 - 2019

Assistant Professor of Marketing
Lee Kong Chian School of Business, Singapore Management University

Awards, Recognition and Honors
 

  • ABRI Grant for “Consumers’ Response to Synthetic Accented Voices in Advertising”, 2025-2026
  • ABRI Grant for “The Impact of Image Distinctiveness on Consumer Search Behavior: Insights from the ASEAN Region”, 2024-2025
  • SMU Dean's Teaching Honour List, Term 2, 2024-2025
  • SMU Dean's Teaching Honour List, Term 2, 2023-2024
  • SMU Dean's Teaching Honour List, Term 2, 2022-2023
  • SMU Dean's Teaching Honour List, Term 1, 2021-2022
  • SMU Dean's Teaching Honour List, Term 1, 2020-2021
  • SMU Dean's Teaching Honour List, Term 1, 2019-2020
  • SMU Dean's Teaching Honour List, Term 1, 2018-2019
  • SMU Dean's Teaching Honour List Top 20 Faculty Members, Term 1, 2017 – 2018
  • AcRF Research Grant, Tier 1, Category A for “The Role of Comparison Sites in the Purchase Funnel”, 2017 – 2018.
  • Dean’s Impact Award, Lee Kong Chian School of Business, 2017.
  • AcRF Research Grant, Tier 1, Category A for “To display or not to display?: An online retailer’s dilemma”, 2016 – 2017.
  • Veni Grant, 2012-2015, 3-year grant worth 250,000 euro, awarded by The Netherlands Organisation for Scientific Research (NWO) for the research project "How Generic and Over-the-Counter Drugs Affect Societal Costs: A Dynamic Perspective", 2012 – 2015.
  • Teaching Excellence, Marketing Information Management, Tilburg University, 2015.
  • Runner-up EMAC McKinsey Marketing Dissertation Award 2012.
  • Winner "Marketing Wetenschapsprijs 2012" (Marketing Science Award).
  • Faculty member, EMAC Doctoral Colloquium, ISCTE Business School, Lisbon, May 20-22, 2012.
  • MSI Research Grant for “The Effects of Pharmaceutical Direct-to-Consumer Advertising: A Shareholder’s Perspective”, 2007 – 2008.
  • Teaching Excellence, Marketing Models, Tilburg University, 2011.
  • Selected for the "Meet the Editors of JM, IJRM, JCR, JMR and MS" Young Marketing Faculty Publishing Workshop, ESCP Europe / FNEGE, Paris, January 17-20, 2011.
  • Consortium Fellow, AMA Sheth Foundation Doctoral Consortium, The Robert J. Trulaske, Sr. College of Business, University of Missouri, June 4-8, 2008.
  • A+ Teaching Evaluation, Advanced Market Research, University of Groningen, 2007-2008.
  • A+ Teaching Evaluation, Marketing Model building, University of Groningen, 2006-2007, 2007-2008.
  • Winner SOM Essay Competition, University of Groningen, 2007.
  • Nomination Teacher of the Year, Faculty of Economics and Business, University of Groningen, 2007

Research Interests

  • Online advertising
 
  • (online) Retailing
 
  • Digital Marketing
 
  • Pharmaceutical marketing
 
  • Persistent and long-term marketing effects
 
  • (non-linear) Kalman filtering
 
  • Discrete choice models
 
  • Hierarchical Bayesian models
 
  • Field experiments
 
  • Matching estimators
 

Publications

  • Han, Yoonju, Ernst C. Osinga, Sandeep R. Chandukala, and Jaehwan Kim (2025), “Not All Sales Bumps are Created Equal: Examining the Sales Bump Decomposition of Different Types of Price Promotions”, Journal of Retailing, forthcoming.
  • Mooi, Erik, Ernst C. Osinga, and Carlos D. Santos (2022), "Collaboration Scope and Product Innovation in B2B Markets: Are There Too Many Cooks or Is It the Customer Who Spoils the Broth?," European Journal of Marketing, 56(3), 899-921.
  • Osinga, Ernst C., Menno Zevenbergen, and Mark van Zuijlen (2019), “Do Mobile Banner Ads Increase Sales? Yes, in the Offline Channel,” International Journal of Research in Marketing, 36(3), 439-453.
  • Lobschat, Lara, Ernst C. Osinga, and Werner Reinartz (2017), “What Happens Online Stays Online? - Segment-Specific Online and Offline Effects of Banner Advertisements,” Journal of Marketing Research, 54(6), 901-913.
  • George, Gerard, Ernst C. Osinga, Dovev Lavie, and Brent A. Scott (2016), “Big Data and Data Science Methods for Management Research,” Academy of Management Journal, 59 (October), 1493-1507.
  • Osinga, Ernst C., Peter S.H. Leeflang, Shuba Srinivasan, and Jaap E. Wieringa (2011), “Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder’s Perspective,” Journal of Marketing, 75(1), 109-124.

  • Osinga, Ernst C., Peter S.H. Leeflang, and Jaap E. Wieringa (2010), “Early Marketing Matters: A Time-Varying Parameter Approach to Persistence Modeling,” Journal of Marketing Research, 47(1), 173-185.

  • Osinga, Ernst C. (2017), “State Space Models,” pp. 149-171. In: Advanced Methods for Modeling Markets, editors: Leeflang, Peter S.H., Jaap E. Wieringa, Tammo H.A. Bijmolt, and Koen E. Pauwels. Springer. ISBN 978-3-3195-3467-1.

  • Wieringa, Jaap E., Ernst C. Osinga, Enar Ruiz Conde, Peter S.H. Leeflang, and Philip Stern (2014), Modeling the Effects of Promotional Efforts on Aggregate Pharmaceutical Demand: What We Know and Challenges for the Future, pp. 591-628. In: Innovation and Marketing in the Pharmaceutical Industry, editors: Min Ding, Jehoshua Eliashberg, Stefan Stremersch. Springer. ISBN 978-1-4614-7800-3.

  • Osinga, Ernst C. (2011), “Pharmaceutical Marketing : Its Effects on Drug Sales and Beyond”, Doctoral Dissertation, University of Groningen, ISBN 978-90-367-4961-9.

CASES

  • Timperio Experiments With Generative AI In Advertising: New Frontiers In Creative Campaigns, by Qi Yu, Sandeep R. Chandukala, Ernst C. Osinga, Havovi Joshi, Sheetal Mittal, Lipika Bhattacharya. (2025). SMU-25-0007. https://ccx-shop.smu.edu.sg/products/timperio-experiments-with-generative-ai-in-advertising-new-frontiers-in-creative-campaigns
  • Nike’s Consumer Direct Offense Strategy: A Hit Or A Miss?, by Osinga, Ernst C.; Sandeep R. Chandukala, Sheetal Mittal. (2025). SMU-24-0037. https://ccx-shop.smu.edu.sg/products/nike-s-consumer-direct-offense-strategy-a-hit-or-a-miss 
  • State Property Jewellery: Going for Gold with a Search Engine Optimisation (SEO) Strategy, by Osinga, Ernst C.; Chan, CW. (2023). SMU-23-0023. https://cmp.smu.edu.sg/case/5936.
  • Who Is the right influencer? A Social Network Analysis, by Osinga, Ernst C.; Chandukala, Sandeep R.; Bhattacharya, Lipika. (2023). SMU-23-0010. https://cmp.smu.edu.sg/case/5836.
  • Iuiga’s Challenge: Is Omni-channel Worth It?, by Chandukala, Sandeep R.; Osinga, Ernst C.; Mittal, Sheetal. (2020). SMU-20-0029. https://cmp.smu.edu.sg/case/4536.
 

 

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