Phone+31 40 247 5918
Group / UnitInnovation Technology Entrepreneurship & Marketing
Department / SectionIndustrial Engineering & Innovation Sciences
Floor / room6.flex
Sarah Gelper is Assistant Professor of Marketing at the Innovation, Technology Entrepreneurship and Marketing group of the TU/e. She holds a Masters degree in Economics and a PhD in Business Statistics, both from the Katholieke Universiteit Leuven. In 2010, she earned a Marie Curie postdoctoral fellowship from the European Union at the Erasmus University Rotterdam.
Sarah’s research focusses on quantitative marketing research. She studies the role of social interactions in the new product adoption process. Her research has been published in the marketing field (e.g. International Journal of Research in Marketing, Journal of Retailing) as well as in statistics journals (e.g. Annals of Applied Statistics, Journal of Forecasting, Journal of Statistical Planning and Inference).
She teaches Multivariate Statistics in the master program, and Marketing in Action in the New Product Development and Marketing bachelor USE-line.
The data ambition matrix(2019)
Rational versus intuitive gatekeepingJournal of Product Innovation Management (2018)
Failure-based learning in concurrent product innovation23nd Annual Organization Science Winter Conference, 2-5 Februari 2017, Park City, USA (2017)
Point of no return: Escalation in new product development24th Innovation and Product Development Management Conference (IPDMC 2017), 11-13 June 2017, Reykjavik, Iceland (2017)
Identifying demand effects in a large network of product categoriesJournal of Retailing (2016)
- Marketing in Action
- Methodology for IE Research
- Multivariate statistics
No ancillary activities