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Marketing Professor Vincent Nijs wins award for best paper derived from dissertation thesis

By Deborah Leigh Wood

2/1/2004 - Assistant Professor of Marketing Vincent R. Nijs recently received the 2002 Frank M. Bass Dissertation Paper Award for “The Category-Demand Effects of Price Promotions.” The paper was drawn from his dissertation as a doctoral student at the University of Leuven, Belgium, where he earned his PhD in 2001.

The Bass Award is given annually by the College on Marketing of the Institute for Operations Research and the Management Sciences (INFORMS). It is named for Frank M. Bass, one of the founders of the field of marketing science and currently a professor of Management at the University of Texas at Dallas.

This is the second award that Nijs has received for his paper. In 2002 he won the prestigious John D.C. Little Award, which is given annually by INFORMS to the best marketing paper published in the journals Marketing Science or Management Science.

The paper was co-written with Marnik G. Dekimpe, professor of marketing at the University of Leuven, Jan-Benedict E.M. Steenkamp, professor of marketing at Tilburg University, the Netherlands, and Dominique Hanssens, professor of marketing at The Anderson School at UCLA.

Nijs’ paper analyzes to what extent marketers’ actions—in particular consumer-price promotions— impact short- and long-term consumer demand for a product category.

Most research focuses on the short-term effects of price promotion on brand choice and brand sales, “but very little research has been conducted at the category level,” Nijs said. “We find that the impact of promotions lasts about 10 weeks on average. The cumulative category demand effect over that period is generally positive and of significant size. Long-run category expansion due to price promotions is, however, a very rare phenomenon.”

Nijs said the paper, which is based on data of 560 categories of products sold in grocery stores in his native country, the Netherlands, also has retailer impact for U.S. markets. “Although American companies do more promotions and advertising,” he said, “there are more similarities than differences between the two markets.”