Blick in das LC Gebäude
Read out

Martin Schreier

Martin Schreier is Professor of Marketing at WU Vienna and since 2018 head of the Department of Marketing and since 2012 head of the Institute for Marketing Management. Before joining WU, he has been a tenured faculty member of the marketing department at Bocconi University, Milan (Italy).

His teaching and research interests are anchored in core topics of marketing, including product and brand management, creativity and new product development, and consumer behavior. His recent research revolves around innovative forms of customer-brand interactions along the entire value chain, facilitated by new digital technologies. In the area of user-centered ideation and design (e.g., user design, customization, crowdsourcing), for example, 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. In addition, his current research looks at how new digital technologies can more broadly reduce alienation from work and consumption, increase our desire for “the archaic” and “the analog,” and co-shape new customer cohorts such as the millennials.

His work has been published in academic journals such as the Journal of Marketing, the Journal of Marketing Research, or Management Science and featured in international media outlets such as the Harvard Business Review as well as in German-speaking media including TV (e.g., 3SAT), radio stations (e.g., Ö1), and newspapers (e.g., Handelsblatt). His research has also 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 currently serves as an Associate Editor at the Journal of Marketing. He is also an Area Editor at the International Journal of Research in Marketing and a member of the Editorial Review Board of the Journal of Consumer Research, the Journal of Product Innovation Management and the Journal of Marketing Behavior. For his service to the community in that space, he has received several awards (JM: 2017 and 2012 Outstanding Reviewer Award, IJRM: 2016 Outstanding Senior Editor Award, JPIM: 2013 Best Reviewer Award).

Selected recent publications:

  • Making the world a better place: How crowdfunding increases consumer demand for social-good products. Journal of Marketing Research, forthcoming (with B. Simpson, R. Bitterl, and K. White) (link)

  • Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947, 2020 (with C. P. Moreau, E. Prandelli, and S. Hieke) (link)

  • Earmarking donations to charity: Cross-cultural evidence on its appeal to donors across 25 countries. Management Science, 66 (October): 4820-4842, 2020 (with C. Fuchs, and M. G. de Jong) (link)

  • The power of personal. Journal of Retailing, 96 (1), 88-100, 2020 (with S.M.J. van Osselaer, C. Fuchs, and S. Puntoni) (link)

  • When consumers become project backers: The psychological consequences of participation in crowdfunding. International Journal of Research in Marketing, 35 (4), 673-685, 2018 (with S. Bitterl) (link)

  • The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (October): 816-831, 2017 (with U. Kaiser, 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 (with H. Nishikawa, C. Fuchs, and S. Ogawa) (link) 2018 WU Best Paper Award

  • Crowdsourced products sell better when they're marketed that way. Harvard Business Review, November 8, 2016, online (with H. Nishikawa, C. Fuchs, and S. Ogawa) (link)

  • Why and when consumers prefer products of user-driven firms: A social identification account. Management Science, 61 (August): 1978-1988, 2015 (with D. Dahl, and C. Fuchs) (download

  • The handmade effect: What’s love got to do with It? Journal of Marketing, 79 (March): 98 –110, 2015 (C. Fuchs, and S.M.J. van Osselaer) (download) Finalist, Sheth Foundation/Journal of Marketing Award 2020

  • Integrating problem solvers from analogous markets in new product ideation, Management Science, 60 (April): 1063-1081, 2014 (with N. Franke, and M. Poetz) (download) 2019 INFORMS TIMES Best Paper Award; 2014 EBS.SIIE Best-Paper-Award “Innovation Management”

  • Sometimes the best ideas come from outside your industry, Harvard Business Review, November 21, 2014, online (with N. Franke, and M. Poetz) (link


Further publications (refereed journals)


We asked some visitors at Vienna's MAK museum (in the course of an experiment we ran during the exhibition “handicraft: Traditional Skills in the Digital Age”) to summarize our handmade effect paper in the form of a drawing. Below you see a snapshot of the outcome.

Research Comics


Video The Handmade Effect

The Handmade Effect

Video Researcher of the Month

Researcher of the Month

In the News: