Martin Schreier

MM Schreier

martin.schreier@wu.ac.at, Google scholar profile, FIDES

Martin Schreier is Professor of Marketing and head of the Institute for Marketing Management, Department of Marketing, WU Vienna. Before joining WU, he has been a tenured associate professor of marketing at Bocconi University, Milan (Italy).

His teaching and research interests are anchored in core topics of marketing research, including Product and Brand Management, Creativity and New Product Development, and Consumer Behavior. His recent research revolves around user-centered ideation and design (e.g., user design, customization, crowdsourcing). In this line of research, he is particularly interested in the potential promises of user-involvement for a firm's new product development efforts and in the broader consequences of customer empowerment strategies on consumer behavior.

His work has been published in academic journals such as the Journal of Marketing, the Journal of Product Innovation Management, or Management Science. His research has been awarded with several prizes, including, for example, the 2012 Thomas P. Hustad Best Paper Award by the Journal of Product Innovation Management (JPIM). The paper entitled "The value of crowdsourcing: Can users really compete with professionals in generating new product ideas?", co-authored by Marion Poetz, was selected by the JPIM Editorial Board and the Product Development and Management Association (PDMA) Board of Directors as the refereed paper which has made the most significant contribution to new product development practice and thought in 2012.

He is a member of the Editorial Review Board of the Journal of Marketing (from which he received the 2012 Outstanding Reviewer Award), the Journal of Product Innovation Management (from which he received the 2013 Best Reviewer Award), and the Journal of Marketing Behavior. He also regularly serves as an ad-hoc reviewer for many other academic journals (e.g., International Journal of Research in Marketing,Journal of Marketing Research, Journal of Retailing, Marketing Letters, Psychological Science etc.).

Selected recent publications:

  • The Handmade Effect: What’s Love Got to Do with It? Journal of Marketing, 79 (March): 98 –110, 2015 (with C. Fuchs and S. M.J. van Osselaer) (download)
  • Why and when consumers prefer products of user-driven firms: A social identification account. Management Science, forthcoming (with D. Dahl and C. Fuchs) (download)
  • Sometimes the best ideas come from outside your industry. Harvard Business Review, November 21, 2014, online (with N. Franke and M. Poetz) (link
  • Integrating problem solvers from analogous markets in new product ideation, Management Science, 60 (April): 1063-1081, 2014 (with N. Franke and M. Poetz) (download) 2014 EBS.SIIE Best-Paper-Award “Innovation Management”

  • All that is users might not be gold: How labeling products as user-designed backfires in the context of luxury fashion brands, Journal of Marketing, 77 (September): 75-91, 2013 (with D. Dahl, C. Fuchs, and E. Prandelli) (download)

  • User-generated versus designer-generated products: A performance assessment at Muji. International Journal of Research in Marketing, 30 (June): 160-167, 2013 (with H. Nishikawa and S. Ogawa) (download) Finalist, 2013 Best Paper Award of the International Journal of Research in Marketing

  • "The innovation effect of user design": Exploring consumers' innovation perceptions of firms selling products designed by users. Journal of Marketing, 76 (September): 18-32, 2012 (with D. Dahl and C. Fuchs) (download). Runner-up, 2012 MSI/H. Paul Root Award of the Journal of Marketing

  • The value of crowdsourcing: Can users really compete with professionals in generating new product ideas? Journal of Product Innovation Management 29 (March): 245-256, 2012 (with M. Poetz) (download) 2012 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management

More publications

Selected media coverage of research:

His research has been featured in various German-speaking media including TV (e.g., 3SAT: "Mach es selbst!"), radio stations (e.g., Ö1: "Ich kaufe also bin ich"), print media (e.g., Die Presse: "Perspektive: Kommt Marketing zurück?", Handelsblatt: "Wenn Kunden plötzlich zu Mitarbeitern werden", Salzburger Nachrichten: "Wer selbst gestaltet, wird besser"), or Internet blogs (e.g., Austrianfashion.net: "Kreative Kunden").

Exemplary coverage in international media: