• Anders concurreren in een euro-omgeving?

      Moenaert, Rudy; Robben, Hans; Van Overstraeten, Peter (2000)
    • Anders concurreren in een euro-omgeving?

      Van Overstraeten, Peter; Moenaert, Rudy; Robben, Hans (Tijdschrift Bedrijfskunde, 2000)
    • Marketing Management: De Essentie

      Kotler, Philip; Robben, Hans; Geuens, Maggie (2003)
      Marketingmanagement, de essentie is een vertaling en bewerking van Philip Kotler's, Framework of Marketing Management, 2e (een verkorte versie van zijn bekende boek Marketing Management, 11e). In dit boek wordt de essentie van de meest voorname marketing onderwerpen behandeld, zoals, de analyse van markten en concurrenten, het opstellen van strategieën en het opstellen en beheren van effectieve marketingprogramma's. Een groot deel van de didactische extra's uit het Engelstalige moederboek zijn weggelaten. De Nederlandse en Vlaamse bewerking van tekst en cases is gedaan door adviesbureau Berenschot onder redactie van Henry Robben (Universiteit Nyenrode) en Maggie Geuens (Vlerick Leuven Gent Management School). KENMERKEN: Verkorte uitgave van bestseller: Marketing Management, 11e Een indeling in vier delen Deel I : het concept van marketingmanagement Deel II: het analyseren van marktmogelijkheden Deel III: het beslissingsproces voor de marketingmanager. Deel IV: het beheren en verzorgen van marketingprogramma's. Benelux cases Uit de praktijk van één van de grootste managementadviesbureau's in Nederland en België
    • Marketing Management: De Essentie (3de editie)

      Kotler, Philip; Robben, Hans; Geuens, Maggie (2007)
    • Marketing Management: De Essentie - 4de editie

      Kotler, Philip; Keller, K.; Robben, Hans; Geuens, Maggie; Ponfoort, O. (2010)
    • Strategic innovation decisions: what you foresee is not what you get

      Moenaert, Rudy; Robben, Hans; Antioco, M.; De Schamphelaere, Veroniek; Roks, E. (Journal of Product Innovation Management, 2010)
      The efficient management of nursing personnel is of critical importance in a hospital’s environment comprising a vast share of the hospital’s operational costs. The nurse scheduling process affects highly the nurses’ working conditions, which are strongly related to the provided quality of care. In this paper, we consider the rostering over a mid-term period that involves the construction of duty timetables for a set of heterogeneous nurses. In scheduling nursing personnel, the head nurse is typically confronted with various (conflicting) goals complying with different priority levels which represent the hospital’s policies and the nurses’ preferences. In constructing a nurse roster, nurses need to be assigned to shifts in order to maximize the quality of the constructed timetable satisfying the case-specific time related constraints imposed on the individual nurse schedules. Personnel rostering in healthcare institutions is a highly constrained and difficult problem to solve and is known to be NP-hard. In this paper, we present an exact branch-and-price algorithm for solving the nurse scheduling problem incorporating multiple objectives and discuss different branching and pruning strategies. Detailed computational results are presented comparing the proposed branching strategies and indicating the beneficial effect of various principles encouraging computational efficiency.
    • Strategisch denken in marketing

      Robben, Hans; Moenaert, Rudy (2000)
    • The impact of new product launch strategies on competitive reaction in industrial markets

      Debruyne, Marion; Moenaert, Rudy; Griffin, A.; Hart, S.; Hultink, E.J.; Robben, Hans (Journal of Product Innovation Management, 2002)
      The importance of successful innovation for the long-term performance of companies can hardly be exaggerated. However, we need to consider this in a dynamic setting, in which competitors do not remain passive. We find that two thirds of new product launches meet reaction by competitors after their launch. We also empirically demonstrate that the strategic launch decisions that managers take have an effect on future reaction by competitors. Following an extensive review of the literature, a propositional model is developed. In order to test this theoretical model, an ex post facto field study was designed, in which the authors obtained comprehensive information on 509 new industrial products launched in the US, the UK and the Netherlands. Competitive reaction is diagnosed in terms of changes in the marketing instruments of the competitor. A logistic regression model is estimated on the occurrence of competitive reaction with any marketing instrument. We also look at the occurrence of individual marketing instrument reactions. The data show that competitors react primarily by means of price changes. Product assortment and promotional changes are less frequent, whereas distribution policy modifications occur very rarely. The characteristics of the new product launch strategy were found to have a significant impact on both the occurrence and nature of competitive reactions. We claim that the competitive effect of radically new products and incrementally new products greatly differs. The results show that competitors fail to respond to radical innovations and to new products that employ a niche strategy. They do react if a new product can be assessed within an existing product category and thus represent an unambiguous attack. Both innovative and imitative new products meet reaction in this case. The results also demonstrate that competitors are more inclined to react to the introduction of new products that are supported by extensive communication by the innovating firm. The likelihood of reaction is also higher in high growth markets than in low growth markets. The article discusses theoretical and managerial implications of these results, as well as thoughts for future research that may add more insight.
    • The impact of new product launch strategies on the likelihood of competitive reaction : Empirical findings in industrial markets

      Debruyne, Marion; Moenaert, Rudy; Griffin, A.; Hart, S.; Hultink, E.J.; Robben, Hans (1999)