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)
"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) (link) 2012 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management
Customer empowerment in new product development. Journal of Product Innovation Management 28 (January): 17-32, 2011 (with C. Fuchs) (Link). 2011 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management. Reprinted 2015 in the Virtual Issue on "Co-Creation with Customers"
Why customers value self-designed products: The importance of process effort and enjoyment. Journal of Product Innovation Management 27 (December): 1020-1031, 2010 (with N. Franke) (Link)
The "I designed it myself" effect in mass customization. Management Science 56 (1): 125-140, 2010 (with N. Franke and U. Kaiser) (download). 2010 Best Paper Award of the German Academic Association for Business Research (Verband der Hochschullehrer für Betriebswirtschaft), 2011 Theo Schoeller Award (Munich Best Paper Award Innovation Management)
The psychological effects of empowerment strategies on consumers' product demand. Journal of Marketing 74 (January): 65-79, 2010 (with C. Fuchs and E. Prandelli) (download). Runner-up, 2011 Theo Schoeller Award (Munich Best Paper Award Innovation Management)
Complementing mass customization toolkits with user communities: How peer input improves customer self-design. Journal of Product Innovation Management 25 (6): 546-559, 2008 (with N. Franke and P. Keinz) (Link). 2009 Best Paper Award of the Vienna University of Economics and Business (WU), Finalist, 2008 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management
Extending lead user theory: Antecedents and consequences of consumers' lead userness. Journal of Product Innovation Management 25 (4): 331-346, 2008 (with R. Pruegl) (download). Finalist, 2008 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management
Product uniqueness as a driver of customer utility in mass customization. Marketing Letters 19 (2): 93-107, 2008 (with N. Franke) (Link)
A meta-ranking of Technology and Innovation Management / Entrepreneurship Journals. Die Betriebswirtschaft (DBW) 2: 185-216, 2008 (with N. Franke) (Link)
Lead users and the adoption and diffusion of new products: Insights from two extreme sports communities. Marketing Letters 18 (1-2): 15-30, 2007 (with S. Oberhauser and R. Pruegl) (download)
Auktionen versus Lotterien: Ein empirischer Vergleich zur Messung von Zahlungsbereitschaften. Die Betriebswirtschaft (DBW) 67 (1): 22-40, 2007 (with J. Werfer) (in German) (Link)
Finding commercially attractive user innovations: A test of lead user theory. Journal of Product Innovation Management 23 (4): 301-315, 2006 (with N. Franke and E. von Hippel) (Link). Finalist, 2006 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management. Reprinted 2015 in the Virtual Issue on "Co-Creation with customers"
Learning from leading-edge customers at The Sims: Opening up the innovation process using toolkits. R&D Management 36 (3): 237-250, 2006 (with R. Pruegl) (Link)
The value increment of mass-customized products: An empirical assessment. Journal of Consumer Behaviour 5 (4): 317-327, 2006 (Link)
Warum "Toolkits for User Innovation and Design" für ihre Nutzer Wert schaffen: eine qualitative Analyse. Die Unternehmung 3: 185-201, 2006 (with A. Mair am Tinkhof and N. Franke) (in German)
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.
The Handmade Effect
Researcher of the Month