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Dr. U. (Umut) Konus

Faculteit Economie en Bedrijfskunde
Sectie Marketing
Fotograaf: Umut Konus

  • Plantage Muidergracht 12
  • Kamernummer: M2.05
  • Postbus 15953
    1001 NL Amsterdam
  • Profile


    Associate Professor of Marketing

    Research interests

    Marketing Analytics, Modeling, Multichannel Management, Attibution, Path-to-Purchase, Customer Journeys, Customer Experience, E-Marketing, Mobile Marketing, Social Media Marketing, Customer Relationship Management

    Dissertation title

    Essays on Multichannel Customer Managament (2010) University of Groningen

    Prizes and honours

    European Academic Award for Best PhD Thesis in e-marketing, crosschannel and innovation in distance selling: (by ESC & La Poste France), October 2010

    Best Paper in Media Research and Planning. ANZMAC – Austrailan & New Zealand Marketing Academy, 2012

    Finalist, ISMS - Marketing Science Institute  Practice Prize Competition, 2011-2012.

    International ties

    Associate Editor: Business Research Quarterly

    Reviewer: Journal of Retailing, Journal of Interactive Marketing, International Journal of Research in Marketing,  Journal of Service Research, Journal of Service Management, Journal of the Operational Research Society, EMAC (European Marketing Academy) Conference

    Curriculum Vitae

  • Teaching

    Teaching activities

    Current year

    Digital Marketing and Analytics

    Quantitative Marketing

    Previous years

    Management Research Methods II

    Theories of Marketing

    Master Thesis Proposal (Marketing Track)

    Marketing Strategy

    International Marketing (RuG)

    Multivariate Data Analysis (RuG)

    New Media, Entrepreneurship and Innovation (TU/e)

    New Product Development Processes (TU/e)


  • Publications

    “Customer Channel Migration and Firm Choice: The Effects of Cross-Channel Competition”, (2017) Li, Jing; Umut Konuş, Fred Langerak and Matthieu Weggeman. International Journal of Electronic Commerce. 21 (1), 8-42  


    “The Hare and the Tortoise: Are Early Adopters of Online Channel Really More Profitable?”, Li, Jing, Umut Konuş, Koen Pauwels and Fred Langerak (2015) Journal of Retailing, 91 (2), 289-308.


    “Multichannel Customer Segmentation: Does the After-Sales Channel Matter?: A Replication and Extension”, De Keyzer, Arne, Jeroen Schepers and Umut Konuş, (2015), International Journal of Research in Marketing, (4) 453-456.


    “Customer Responses to Channel Migration Strategies Toward the E-channel”, Debra Trampe, Umut Konuş and Peter C. Verhoef (2014), Journal of Interactive Marketing, 28 (4), 257-270


    “The Effect of Search Channel Elimination on Purchase Incidence, Order Size and Channel Choice”, Konuş, Umut; Peter C. Verhoef and Scott A. Neslin (2014) International Journal of Research in Marketing, 31 (1), 49-64


    “Better Customer Insight – In Real Time”, MacDonald, Emma; Hugh Wilson and, Umut Konuş. (2012) Harvard Business Review (global edition), September, 102-108.


    “Multichannel Shopper Segments and Their Antecedents”, Konuş, Umut; Peter C. Verhoef and Scott A. Neslin. (2008) Journal of Retailing, 84(4), 398-413


  • Publicaties


    • Dikareva-Brugman, A., Guyt, J. Y., & Konus, U. (2024). The Impact of Forced and Reinforced Channel Migration Strategies on Churn: Evidence from a Quasi-Natural Experiment. Journal of Interactive Marketing, 59(1), 19-41. https://doi.org/10.1177/10949968231173885
    • Hamelberg, K., de Ruijter, J. C., van Dolen, W. M., & Konus, U. (2024). Finding the Right Voice: How CEO Communication on the Russia-Ukraine War Drives Public Engagement and Digital Activism. Journal of Public Policy & Marketing. Advance online publication. https://doi.org/10.1177/07439156241230910


    • Dikareva-Brugman, A., Konus, U., & Guyt, J. Y. (2021). Steering Customers to Online Channels: An Empirical Analysis of Customer Needs and Marketing Interventions. In Proceedings of the European Marketing Academy: 50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain, 25-28 May 2021 (pp. 10-12). European Marketing Academy. http://proceedings.emac-online.org/index.cfm?abstractid=A2021-102340 [details]






    This list of publications is extracted from the UvA-Current Research Information System. Questions? Ask the library or the Pure staff of your faculty / institute. Log in to Pure to edit your publications. Log in to Personal Page Publication Selection tool to manage the visibility of your publications on this list.
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