Dr. J.Y. (Jonne) Guyt
Faculty of Economics and Business
Section Marketing
Visiting address
- Plantage Muidergracht 12
- Room number: 2.42
Postal address
- Postbus 15953
1001 NL Amsterdam
Contact details
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Research (published) and awards
Guyt, J. Y., & Gijsbrechts, E. "Evaluating the Effectiveness of Retailer-Themed Super Saver Events." (forthcoming at Journal of Marketing 2020). (link)
Guyt, J. Y., & Gijsbrechts, E. "On consumer choice patterns and the net impact of feature promotions." International Journal of Research in Marketing 2018, 35(3), 490-508. (download)
Guyt, J. Y., & Gijsbrechts, E. "Take turns or March in sync? The impact of the national brand promotion calendar on manufacturer and retailer performance." Journal of Marketing Research 2014, 51(6), 753-772. (link)
Winner McKinsey Marketing Dissertation Award 2016.
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Publications
2021
- Aranda, A., Sele, K., Etchanchu, H., Guyt, J. Y., & Vaara, E. (2021). From Big Data to Rich Theory: Integrating Critical Discourse Analysis with Structural Topic Modeling. European Management Review. https://doi.org/10.1111/emre.12452
2020
Guyt, J. Y., & Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events. Journal of Marketing, 84(2), 92-113. https://doi.org/10.1177/0022242919896334 [details]
2018
- Guyt, J., & Gijsbrechts, E. (2018). On consumer choice patterns and the net impact of feature promotions. International Journal of Research in Marketing, 35(3), 490-508. https://doi.org/10.1016/j.ijresmar.2018.05.002 [details]
2014
- Guyt, J. Y., & Gijsbrechts, E. (2014). Take Turns or March in Sync? The Impact of the National Brand Promotion Calendar on Manufacturer and Retailer Performance. Journal of Marketing Research, 51(6), 753-772. https://doi.org/10.1509/jmr.14.0193
Award
- Guyt, J. (2016). EMAC McKinsey Marketing Dissertation Award.
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Ancillary activities
No known ancillary activities
Guyt, J. Y., & Gijsbrechts, E. (2020). Evaluating the Effectiveness of Retailer-Themed Super Saver Events. Journal of Marketing, 84(2), 92-113.