Research involves pushing limits and creating new knowledge
In our research we aim to contribute to pushing the frontiers of marketing knowledge. Research interests are anchored in core topics of marketing, including product and brand management, creativity and new product development, and consumer behavior.
Our research has been published in the field’s top journals and has received prestigious prizes and best paper awards. Our research is also frequently featured in various international media outlets (e.g., The Bosten Globe, Harvard Business Review, New Scientist, Scientific American), as well as in German-speaking and local media (e.g., Die Presse, Handelsblatt, Salzburger Nachrichten).
The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (October): 816-831, 2017 (U. Kaiser, M. Schreier, and C. Janiszewski) (link)
The value of marketing crowdsourced new products as such: Evidence from two randomized field experiments. Journal of Marketing Research, 54 (August): 525-539, 2017 (H. Nishikawa, M. Schreier, C. Fuchs, and S. Ogawa) (link) 2018 WU Best Paper Award
The handmade effect: What’s love got to do with It? Journal of Marketing, 79 (March): 98 –110, 2015 (C. Fuchs, M. Schreier, and S. M.J. van Osselaer) (download)
Integrating problem solvers from analogous markets in new product ideation, Management Science, 60 (April): 1063-1081, 2014 (N. Franke, M. Poetz, and M. Schreier) (download)
For more information about the institute’s current research projects see the faculty websites.
Our Research in the News
The Human Dimension of Production
In the course of the exhibition “handiCRAFT – Traditional Skills in the Digital Age” (14. December 2016 – 9. April 2017), we ran a research lab in the Austrian Museum of Applied Arts (MAK). Over a four months period museum visi¬tors were assi¬gned the role of either producer or consumer and completed small tasks or questionnaires from their assigned perspective. Research questions were constantly adapted and extended during the course of the exhibition. With the help of museum visitors, we tried to generate a comprehensive picture of the role played by people along the entire value creation chain. This research method – in which museum visitors participated in a constantly evolving experiment – was itself an experiment.
SCP Conference Vienna 2015
"Creative Destruction" was the guiding theme of the Second International Conference of the Society of Consumer Psychology, held at WU Vienna (June 25 - June 27, 2015).