Blick in das LC Gebäude

Martin Schreier

Martin Schreier is Professor of Marketing and head of the Department of Marketing and the Institute for Marketing Management at WU Vienna. He is also Editor-in-Chief of the International Journal of Research in Marketing, the official journal of the European Marketing Academy (EMAC).

His research has been published in academic top 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 INFORMS TIMES Best Paper Award 2019 for the Management Science paper “Integrating problem solvers from analogous markets in new product ideation” (together with N. Franke and M. Poetz).

Selected recent publications:

  • Connecting to place, people, and past: How products make us feel grounded. Journal of Marketing, forthcoming (with I. Eichinger and S.M.J. van Osselaer) (link)

  • IJRM 2021–2024: Innovation, speed, diversity, let’s push things forward together (EDITORIAL). International Journal of Research in Marketing, (with R. Peres, D. Schweidel, A. Sorescu) (link)

  • The signal value of crowdfunded products. Journal of Marketing Research,58 (4), 644-661, 2021 (with O. A. Acar, D. Dahl, C. Fuchs) (link)

  • When do consumers prefer crowdfunded products? Harvard Business Review, May 10, 2021, online (with O. A. Acar, D. Dahl, C. Fuchs) (link)

  • Innovation in the digital economy: A broader view of its scope, antecedents, and consequences. Journal of the Academy of Marketing Science, 49(4), 627–631, 2021 (with A. Sorescu) (Special Issue Editorial) (link)

  • Making the world a better place: How crowdfunding increases consumer demand for social-good products. Journal of Marketing Research, 58 (April), 363-376, 2021 (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)

Further publications (refereed journals)

LAB-ART:

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

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 (Oktober): 816-831, 2017 (with U. Kaiser, and C. Janiszewski) (link)

Videos:

Video The Handmade Effect

The Handmade Effect

Video Researcher of the Month

Researcher of the Month

In the News: