Kristiaan HELSEN
何信基
PhD in Marketing
University of Pennsylvania, 1990

Associate Professor
Department of Marketing

UG Programs Coordinator (Marketing)



(852) 2358 7720
mkhel@ust.hk
Room LSK4009
Personal Web

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ORCID
0000-0003-2140-2183

Scopus ID
6506446904




Research Interest Publications Teaching Assignment RPG Supervision Space used




Research Interest

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International marketing
Marketing strategy
Empirical modeling of consumer and firm behavior



Publications

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All Years 27 2022 0 2021 1 2020 0 2019 1 2018 0 2017 0 2016 25

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2021 1

Country of Origin and Marketing Mix Strategies in a Product-harmCrisis: Evidence From the 2008 Infant Milk Scandal in China
INFORMS Marketing Science Conference, Virtual; Rochester University, USA, 3 - 5 June 2021
Lu, Huidi; Van der Lans, Ralf; Helsen, Kristiaan Conference paper

2019 1

Limited Editions: Harvesting extra willingness-to-pay by optimizing LEs at the category level
The art and science of luxury: An Asian perspective / edited by Srinivas K. Reddy and Jin K. Han. Singapore : Singapore Management University, 2019, p. 192-210
Reis, Philipp; Heil, Oliver P.; Helsen, Kristiaan; Grund, Michael Book chapter

2016 1

Global Marketing Management
Global Marketing Management / by Masaaki Kotabe, Kristiaan Helsen. Hoboken: Wiley, 7th ed., 2016.
Kotabe, Masaaki; Helsen, Kristiaan Book

2014 1

Global Marketing Management: Sixth edition
Global Marketing Management: Sixth edition / Masaaki Kotabe; Kristiaan Helsen. New Jersey: John Wiley & Sons, 2014.
Kotabe, Masaaki; Helsen, Kristiaan Book

2012 1

International entry strategies
Handbook of marketing strategy / Edited by Venkatesh Shankar, Gregory S. Carpenter. UK: Edward Elgar Publishing Limited, 2012, p. 391-414
Gielens, Katrijn; Helsen, Kristiaan; Dekimpe, Marnik Book chapter

2011 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis
Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan Article

2010 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
2010 International Conference on Quantitative Methods in Business Applications, Peking University, Beijing, China, 15-16 June 2010
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2009 4

The SAGE Handbook of International Marketing
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe, Kristiaan Helsen. London: SAGE, 2009
Kotabe, Masaaki; Helsen, Kristiaan Book
The SAGE Handbook of International Marketing
The SAGE Handbook of International Marketing / edited by Masaaki Kotabe; Kristiaan Helsen. Los Angeles: SAGE, 2009.
Kotabe, Masaaki; Helsen, Kristiaan Book
Pricing in the Global Marketplace
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe & Kristiaan Helsen. London : SAGE Publications Ltd., 1 edition, 2009, Ch. 18, p. 361-373
Helsen, Kristiaan Book chapter
Theoretical Paradigms, Issues, and Debates
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe & Kristiaan Helsen. London : SAGE Publications Ltd., 1 edition, 2009, Ch. 1, p. 3-12
Kotabe, Masaaki; Helsen, Kristiaan Book chapter

2008 1

Weathering product-harm crises
Journal of the Academy of Marketing Science, v. 36, (2), 2008, JUN, p. 262-270
Cleeren, Kathleen; Dekimpe, Marnik G.; Helsen, Kristiaan Article

2007 2

The impact of a product-harm crisis on marketing effectiveness
Marketing science, v. 26, (2), 2007, MAR-APR, p. 230-245
Van Heerde, Harald; Helsen, Kristiaan; Dekimpe, Marnik G. Article
Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
INFORMS Marketing Science Conference, Singapore Management University, 28-30 June 2007.
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2006 1

the impact of a product-harm crisis on marketing effectiveness
EMAC conference proceeding, Milan, May 2006
van heerde, harald; Helsen, Kristiaan; dekimpe, marnik Conference paper

2004 2

Global Marketing Management
Global Marketing Management / Masaaki Kotabe, Kristiaan Helsen. Hoboken, NJ: Wiley, 2004
Kotabe, Masaaki; Helsen, Kristiaan Book
A cross-category study of the effects of marketing mix variables on new product sales of fast moving consumer goods
European Marketing Academy Conference, EMAC, Murcia (CD)
Helsen, Kristiaan Conference paper

2002 1

The domain of competitive response to new product introductions: The case of refrigerated orange juice
European Marketing Academy, Minho (Portugal), CD-Rom
Helsen, Kristiaan Conference paper

2001 2

Toward an understanding of price wars: Their nature and how they erupt
International journal of research in marketing, v. 18, (1-2), 2001, JUN, p. 83-98
Heil, Oliver P.; Helsen, Kristiaan Article
The domain of competitive response to new product introductions: The case of refrigerated orange juice
Marketing Science Conference, INFORMS, Wiesbaden
Helsen, Kristiaan Conference paper

1994 1

Understanding Price Effects for New Nondurables: How Price Responsiveness Varies Across Depth-of-Repeat Classes and Types of Consumers
European Journal of Operational Research, v. 76, 1994, p. 359-374
Helsen, Kristiaan; Schmittlein, David C. Article

1993 2

A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns
Journal of Marketing, v. 57, no. 4 (Oct., 1993), p. 60-71
Helsen, Kristiaan; Jedidi, Kamel; DeSarbo, Wayne S. Article
Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models
Marketing Science, v. 12, 1993, p. 395-414
Helsen, Kristiaan; Schmittlein, D.C. Article

1992 2

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, v. 68, 1992, p. 316-338
Helsen, Kristiaan; Schmittlein, D.C. Article
Some characterizations of stockpiling behavior under uncertainty
Marketing Letters, v. 3, 1992, p. 5-16
Helsen, Kristiaan; Schmittlein, David C. Article

1991 1

A Computational Study of Replicated Clustering with an Application to Market Segmentation
Decision Sciences, v. 22, (5), November‐December 1991, p. 1124-1141
Helsen, Kristiaan; Green, Paul E. Article

1989 1

Competitive Reactions to Market Entry: Explaining Interfirm Differences
Journal of Marketing Research, v. 26, 1989, p. 44-55
Helsen, Kristiaan; Gatignon, H.; Anderson, E. Article


Expand All Collapse All


Conference paper 1

Country of Origin and Marketing Mix Strategies in a Product-harmCrisis: Evidence From the 2008 Infant Milk Scandal in China
INFORMS Marketing Science Conference, Virtual; Rochester University, USA, 3 - 5 June 2021
Lu, Huidi; Van der Lans, Ralf; Helsen, Kristiaan


Expand All Collapse All


Book chapter 1

Limited Editions: Harvesting extra willingness-to-pay by optimizing LEs at the category level
The art and science of luxury: An Asian perspective / edited by Srinivas K. Reddy and Jin K. Han. Singapore : Singapore Management University, 2019, p. 192-210
Reis, Philipp; Heil, Oliver P.; Helsen, Kristiaan; Grund, Michael


Expand All Collapse All


Book 1

Global Marketing Management
Global Marketing Management / by Masaaki Kotabe, Kristiaan Helsen. Hoboken: Wiley, 7th ed., 2016.
Kotabe, Masaaki; Helsen, Kristiaan


Expand All Collapse All


Book 1

Global Marketing Management: Sixth edition
Global Marketing Management: Sixth edition / Masaaki Kotabe; Kristiaan Helsen. New Jersey: John Wiley & Sons, 2014.
Kotabe, Masaaki; Helsen, Kristiaan


Expand All Collapse All


Book chapter 1

International entry strategies
Handbook of marketing strategy / Edited by Venkatesh Shankar, Gregory S. Carpenter. UK: Edward Elgar Publishing Limited, 2012, p. 391-414
Gielens, Katrijn; Helsen, Kristiaan; Dekimpe, Marnik


Expand All Collapse All


Article 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis
Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan


Expand All Collapse All


Conference paper 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
2010 International Conference on Quantitative Methods in Business Applications, Peking University, Beijing, China, 15-16 June 2010
Zhao, Yi; Zhao, Ying; Helsen, Kris


Expand All Collapse All


Book 2

The SAGE Handbook of International Marketing
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe, Kristiaan Helsen. London: SAGE, 2009
Kotabe, Masaaki; Helsen, Kristiaan
The SAGE Handbook of International Marketing
The SAGE Handbook of International Marketing / edited by Masaaki Kotabe; Kristiaan Helsen. Los Angeles: SAGE, 2009.
Kotabe, Masaaki; Helsen, Kristiaan

Book chapter 2

Pricing in the Global Marketplace
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe & Kristiaan Helsen. London : SAGE Publications Ltd., 1 edition, 2009, Ch. 18, p. 361-373
Helsen, Kristiaan
Theoretical Paradigms, Issues, and Debates
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe & Kristiaan Helsen. London : SAGE Publications Ltd., 1 edition, 2009, Ch. 1, p. 3-12
Kotabe, Masaaki; Helsen, Kristiaan


Expand All Collapse All


Article 1

Weathering product-harm crises
Journal of the Academy of Marketing Science, v. 36, (2), 2008, JUN, p. 262-270
Cleeren, Kathleen; Dekimpe, Marnik G.; Helsen, Kristiaan


Expand All Collapse All


Article 1

The impact of a product-harm crisis on marketing effectiveness
Marketing science, v. 26, (2), 2007, MAR-APR, p. 230-245
Van Heerde, Harald; Helsen, Kristiaan; Dekimpe, Marnik G.

Conference paper 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
INFORMS Marketing Science Conference, Singapore Management University, 28-30 June 2007.
Zhao, Yi; Zhao, Ying; Helsen, Kris


Expand All Collapse All


Conference paper 1

the impact of a product-harm crisis on marketing effectiveness
EMAC conference proceeding, Milan, May 2006
van heerde, harald; Helsen, Kristiaan; dekimpe, marnik


Expand All Collapse All


Book 1

Global Marketing Management
Global Marketing Management / Masaaki Kotabe, Kristiaan Helsen. Hoboken, NJ: Wiley, 2004
Kotabe, Masaaki; Helsen, Kristiaan

Conference paper 1

A cross-category study of the effects of marketing mix variables on new product sales of fast moving consumer goods
European Marketing Academy Conference, EMAC, Murcia (CD)
Helsen, Kristiaan


Expand All Collapse All


Conference paper 1

The domain of competitive response to new product introductions: The case of refrigerated orange juice
European Marketing Academy, Minho (Portugal), CD-Rom
Helsen, Kristiaan


Expand All Collapse All


Article 1

Toward an understanding of price wars: Their nature and how they erupt
International journal of research in marketing, v. 18, (1-2), 2001, JUN, p. 83-98
Heil, Oliver P.; Helsen, Kristiaan

Conference paper 1

The domain of competitive response to new product introductions: The case of refrigerated orange juice
Marketing Science Conference, INFORMS, Wiesbaden
Helsen, Kristiaan


Expand All Collapse All


Article 1

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


Expand All Collapse All


Article 2

A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns
Journal of Marketing, v. 57, no. 4 (Oct., 1993), p. 60-71
Helsen, Kristiaan; Jedidi, Kamel; DeSarbo, Wayne S.
Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models
Marketing Science, v. 12, 1993, p. 395-414
Helsen, Kristiaan; Schmittlein, D.C.


Expand All Collapse All


Article 2

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, v. 68, 1992, p. 316-338
Helsen, Kristiaan; Schmittlein, D.C.
Some characterizations of stockpiling behavior under uncertainty
Marketing Letters, v. 3, 1992, p. 5-16
Helsen, Kristiaan; Schmittlein, David C.


Expand All Collapse All


Article 1

A Computational Study of Replicated Clustering with an Application to Market Segmentation
Decision Sciences, v. 22, (5), November‐December 1991, p. 1124-1141
Helsen, Kristiaan; Green, Paul E.


Expand All Collapse All


Article 1

Competitive Reactions to Market Entry: Explaining Interfirm Differences
Journal of Marketing Research, v. 26, 1989, p. 44-55
Helsen, Kristiaan; Gatignon, H.; Anderson, E.


Expand All Collapse All


2016 1

Global Marketing Management
Global Marketing Management / by Masaaki Kotabe, Kristiaan Helsen. Hoboken: Wiley, 7th ed., 2016.
Kotabe, Masaaki; Helsen, Kristiaan Book

2014 1

Global Marketing Management: Sixth edition
Global Marketing Management: Sixth edition / Masaaki Kotabe; Kristiaan Helsen. New Jersey: John Wiley & Sons, 2014.
Kotabe, Masaaki; Helsen, Kristiaan Book

2012 1

International entry strategies
Handbook of marketing strategy / Edited by Venkatesh Shankar, Gregory S. Carpenter. UK: Edward Elgar Publishing Limited, 2012, p. 391-414
Gielens, Katrijn; Helsen, Kristiaan; Dekimpe, Marnik Book chapter

2011 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis
Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan Article

2010 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
2010 International Conference on Quantitative Methods in Business Applications, Peking University, Beijing, China, 15-16 June 2010
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2009 4

The SAGE Handbook of International Marketing
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe, Kristiaan Helsen. London: SAGE, 2009
Kotabe, Masaaki; Helsen, Kristiaan Book
The SAGE Handbook of International Marketing
The SAGE Handbook of International Marketing / edited by Masaaki Kotabe; Kristiaan Helsen. Los Angeles: SAGE, 2009.
Kotabe, Masaaki; Helsen, Kristiaan Book
Pricing in the Global Marketplace
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe & Kristiaan Helsen. London : SAGE Publications Ltd., 1 edition, 2009, Ch. 18, p. 361-373
Helsen, Kristiaan Book chapter
Theoretical Paradigms, Issues, and Debates
The SAGE Handbook of International Marketing / Edited by Maasaki Kotabe & Kristiaan Helsen. London : SAGE Publications Ltd., 1 edition, 2009, Ch. 1, p. 3-12
Kotabe, Masaaki; Helsen, Kristiaan Book chapter

2008 1

Weathering product-harm crises
Journal of the Academy of Marketing Science, v. 36, (2), 2008, JUN, p. 262-270
Cleeren, Kathleen; Dekimpe, Marnik G.; Helsen, Kristiaan Article

2007 2

The impact of a product-harm crisis on marketing effectiveness
Marketing science, v. 26, (2), 2007, MAR-APR, p. 230-245
Van Heerde, Harald; Helsen, Kristiaan; Dekimpe, Marnik G. Article
Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
INFORMS Marketing Science Conference, Singapore Management University, 28-30 June 2007.
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2006 1

the impact of a product-harm crisis on marketing effectiveness
EMAC conference proceeding, Milan, May 2006
van heerde, harald; Helsen, Kristiaan; dekimpe, marnik Conference paper

2004 2

Global Marketing Management
Global Marketing Management / Masaaki Kotabe, Kristiaan Helsen. Hoboken, NJ: Wiley, 2004
Kotabe, Masaaki; Helsen, Kristiaan Book
A cross-category study of the effects of marketing mix variables on new product sales of fast moving consumer goods
European Marketing Academy Conference, EMAC, Murcia (CD)
Helsen, Kristiaan Conference paper

2002 1

The domain of competitive response to new product introductions: The case of refrigerated orange juice
European Marketing Academy, Minho (Portugal), CD-Rom
Helsen, Kristiaan Conference paper

2001 2

Toward an understanding of price wars: Their nature and how they erupt
International journal of research in marketing, v. 18, (1-2), 2001, JUN, p. 83-98
Heil, Oliver P.; Helsen, Kristiaan Article
The domain of competitive response to new product introductions: The case of refrigerated orange juice
Marketing Science Conference, INFORMS, Wiesbaden
Helsen, Kristiaan Conference paper

1994 1

Understanding Price Effects for New Nondurables: How Price Responsiveness Varies Across Depth-of-Repeat Classes and Types of Consumers
European Journal of Operational Research, v. 76, 1994, p. 359-374
Helsen, Kristiaan; Schmittlein, David C. Article

1993 2

A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns
Journal of Marketing, v. 57, no. 4 (Oct., 1993), p. 60-71
Helsen, Kristiaan; Jedidi, Kamel; DeSarbo, Wayne S. Article
Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models
Marketing Science, v. 12, 1993, p. 395-414
Helsen, Kristiaan; Schmittlein, D.C. Article

1992 2

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, v. 68, 1992, p. 316-338
Helsen, Kristiaan; Schmittlein, D.C. Article
Some characterizations of stockpiling behavior under uncertainty
Marketing Letters, v. 3, 1992, p. 5-16
Helsen, Kristiaan; Schmittlein, David C. Article

1991 1

A Computational Study of Replicated Clustering with an Application to Market Segmentation
Decision Sciences, v. 22, (5), November‐December 1991, p. 1124-1141
Helsen, Kristiaan; Green, Paul E. Article

1989 1

Competitive Reactions to Market Entry: Explaining Interfirm Differences
Journal of Marketing Research, v. 26, 1989, p. 44-55
Helsen, Kristiaan; Gatignon, H.; Anderson, E. Article


No Publications


No Publications


No Publications


No Publications






Teaching Assignment

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2021-22 Winter 0 2021-22 Fall 3 2020-21 Summer 0 2020-21 Spring 2 2020-21 Winter 0 2020-21 Fall 2

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GBUS4910 Capstone Project
MARK3430 Global Marketing
UROP1100E Undergraduate Research Opportunities Series 1


GBUS4910 Capstone Project
MARK5120 Marketing Strategy and Policy


GBUS4910 Capstone Project
MARK3430 Global Marketing


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments






Research Postgraduate (RPG) Supervision From January 2019 to December 2022 (As of 30 January 2022)

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Current RPGs

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Doctor of Philosophy LU, Huidi (co-supervision)
Marketing( 2019 - )









ProjectsFrom January 2020 to December 2022

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