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Faculty Profile

Ernst Christiaan OSINGA's photo

Ernst Christiaan OSINGA

Full-time Faculty
Associate Professor of Marketing; PGR Coordinator, Marketing
Lee Kong Chian School of Business LKCSB

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 - Now

Associate 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

  • 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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Curriculum Vitae

Research Areas and Areas of Expertise

Strategic Priorities