Research output per year

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Personal profile

Research interests

I am a Lecturer and Ph.D. candidate in Marketing at Tilburg University. My dissertation is focused on process-analysis in marketing strategy (title to be determined; advised by Dr. Aurelie Lemmens and Prof. Rik Pieters).

Substantive interests: Marketing strategy, word-of-mouth strategies, referral programs

Methodological interests: Latent variable modeling, process-analysis, Monte Carlo simulation, power-analysis & sample size estimation, non-linear regression

Teaching interests: Marketing and business research methods, latent variable modeling


2018 - Present: Lecturer Marketing Department (Tilburg University)

2013 - 2014: Student assistant CentERdata


(International) Business Research Methods (undergraduate level)

Spring 2019             

Fall 2018                  


Survey Research (graduate level)

Fall 2018               


Structural Equation Modeling for Business and Economics (graduate level)

Fall 2018                    

Fall 2017                  

Fall 2016                     

Spring 2016             


Customer Analytics / Marketing Information Management (graduate level)

Spring 2017               

Spring 2016             

Fall 2014              


Coaching Experience 

Coach MSc. Thesis Marketing

Spring 2019                

Fall 2018                    

Spring 2018               

Fall 2017                     

Spring 2016               

Fall 2015                   


Coach BSc. Thesis Marketing

Spring 2015               

Current courses

Click here for my courses.


  • latent variable modeling
  • structural equation modeling
  • marketing strategy
  • word-of-mouth

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Research Output

Thinking about U: Theorizing and testing U - and inverted U-shaped relationships in strategy research

Haans, R., Pieters, C. & He, Z. L., Jul 2016, In : Strategic Management Journal. 37, 7, p. 1177-1195

Research output: Contribution to journalArticleScientificpeer-review

  • 318 Citations (Scopus)

    Acquiring Customers via Word-of-Mouth Referrals: A Virtuous Strategy?

    Pieters, C. & Lemmens, A., 12 Jul 2015, Cambridge: Marketing Science Institute, p. 1-93, 93 p. (MSI Working Paper Series; vol. 15, no. 123).

    Research output: Working paperOther research output