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Martin Schreier

Martin Schreier is Pro­fessor of Mar­ket­ing and head of the In­sti­tute for Mar­ket­ing Man­age­ment, De­part­ment of Mar­ket­ing, WU Vi­enna. He also cur­rently serves as the De­part­ment Head. 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 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 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 is a mem­ber of the Ed­it­or­ial Re­view Board of 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:

  • 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)

  • 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)

  • 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

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.

Cur­rent videos:

Video The Handmade Effect

The Handmade Effect

Video Researcher of the Month

Researcher of the Month

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