Prof. Kristiaan HELSEN

Prof. Kristiaan HELSEN

Associate Professor

Academic qualification

  • PhD University of Pennsylvania, Marketing
  • MBA Cornell University
  • Licentiaat University of Antwerp, Applied Economics


  • Assistant Professor, University of Chicago (1990 - 95)


Competitive marketing; hazard rate modeling; international marketing; new products modeling; product harm crises; empirical modeling.


Zhao, Yi, Zhao, Ying, and Kristiaan Helsen (2011), “Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of a Product Harm Crisis” Journal of Marketing Research, 48 (2), 255-267.

Cleeren, Kathleen, Marnik G. Dekimpe, and Kristiaan Helsen (2008), “Weathering Product Harm Crises,” Journal of the Academy of Marketing Science, 36, 262-270.

van Heerde, Harald, Kristiaan Helsen, and Marnik G. Dekimpe (2007), “The Impact of a Product-Harm Crisis on Marketing Effectiveness,” Marketing Science, 26 (2), 230-245.

Heil, Oliver P. and Kristiaan Helsen (2001), “Toward an Understanding of Price Wars: Their Nature and How They Erupt,” International Journal of Research in Marketing, 18 (June), 83-98.

Helsen, Kristiaan and David Schmittlein (1994), “Understanding Price Effects for New Nondurables: How Price Responsiveness Varies Across Depth-of-Repeat Classes and Types of Consumers,” European Journal of Operational Research, 76, 359-374.

Helsen, Kristiaan, Kamel Jedidi, and Wayne S. DeSarbo (1993), “A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns,” Journal of Marketing, 57 (October), 60-71.

Helsen, Kristiaan and David Schmittlein (1993), “Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models,” Marketing Science, 12 (Fall), 395-414.

Helsen, Kristiaan and David Schmittlein (1992), “How Does a Product Market’s Typical Price-Promotion Pattern Affect the Timing of Households’ Purchases? An Empirical Study Using UPC Scanner Data,” Journal of Retailing, 68 (Fall), 316-338.

Helsen, Kristiaan and David Schmittlein (1992), “Some Characterizations of Stockpiling Behavior Under Uncertainty,” Marketing Letters, 3 (January), 5-16.

Helsen, Kristiaan and Paul E. Green (1991), “A Computational Study of Replicated Clustering with an Application to Market Segmentation,” Decision Sciences, 22 (Nov.), 1124-1141.

Green, Paul E. and Kristiaan Helsen (1989), “Cross-Validation Assessment of Alternatives to Individual-Level Conjoint Analysis: A Case Study,” Journal of Marketing Research, 26 (August), 346-350.

Gatignon, Hubert, Erin Anderson, and Kristiaan Helsen (1989), “Competitive Reactions to Market Entry: Explaining Interfirm Differences,” Journal of Marketing Research, 26 (Feb.), 44-55.

Green, Paul E., Kristiaan Helsen, and Bruce Shandler (1988), “Conjoint Internal Validity under Alternative Profile Presentations,” Journal of Consumer Research, 15 (Dec.), 392-397.


Helsen, Kristiaan, “Pricing in the Global Marketplace” in The SAGE Handbook of International Marketing, Kotabe M. & Helsen K. (eds.), Sage Press, 2009, pp. 361-373.

Gielens, Katrijn, Kristiaan Helsen, and Marnik G. Dekimpe, “International Entry Strategies,” in Handbook of Marketing Strategy, Shankar V. & Carpenter, G.S., (eds.), Edward Elgar, UK, 2012, pp. 391-411.


Masaaki Kotabe and Kristiaan Helsen (2007), Global Marketing Management, New York, NY: John Wiley (5th edition – translated in Spanish, Portuguese, Japanese, Chinese).

Masaaki Kotabe and Kristiaan Helsen (2009) (eds.), Handbook of International Marketing, Sage Press.