Building Brands. - Mehmet Berk Ataman; Carl F. Mela; Harald J. van Heerde (Mark. Sci., 2008)

Estimating Cannibalization Rates for Pioneering Innovations. - Harald J. van Heerde; Shuba Srinivasan; Marnik G. Dekimpe (Mark. Sci., 2010)

Return on Roller Coasters: A Model to Guide Investments in Theme Park Attractions. - Rutger D. van Oest; Harald J. van Heerde; Marnik G. Dekimpe (Mark. Sci., 2010)

The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity. - Peter Ebbes; Dominik Papies; Harald J. van Heerde (Mark. Sci., 2011)

Optimizing Retail Assortments. - Robert P. Rooderkerk; Harald J. van Heerde; Tammo H. A. Bijmolt (Mark. Sci., 2013)

Robust optimization of the 0-1 knapsack problem: Balancing risk and return in assortment optimization. - Robert P. Rooderkerk; Harald J. van Heerde (Eur. J. Oper. Res., 2016)

Marketing Budget Allocation Across Countries: The Role of International Business Cycles. - Yuri Peers; Harald J. van Heerde; Marnik G. Dekimpe (Mark. Sci., 2017)