Pascal Güntürkün received his doctoral degree from the Ruhr-University of Bochum in Germany and joined the Vienna University of Economics and Business as an Assistant Professor of Marketing (tenure-track) in 2016.
In his research, Pascal focuses on questions located at the intersection of consumer behavior and relationship management. He is particularly interested in how consumers establish relationships with businesses and how enabling customer participation in the creation of products and services (coproduction) affects the development of different types of customer-company relationships. In his recent work, Pascal is very interested in how we can better motivate individuals and organizations to engage in prosocial behavior such as charitable giving, social sharing, and sustainability. In his research projects, Pascal often exchanges and collaborates with organizations from the for- and non-profit sector (e.g., IKEA, Red Cross).
His work has been published in top-tier academic journals, such as the Journal of Marketing and the Journal of Service Research, and received several national and international awards (e.g., best in conference award at the 2014 Winter AMA Conference; several dissertation awards). For his research projects, he has received funding from institutions in Germany and Austria.
Customer Participation in Coproduction
Corporate Social (Ir-)Responsibility
Charity Marketing & Donor Relations
Güntürkün, Pascal, Till Haumann, and Sven Mikolon (forthcoming), "Disentangling the Differential Roles of Warmth and Competence in Customer-Service Provider Relationships," Journal of Service Research. (link; open access)
Güntürkün, Pascal, Till Haumann, and Laura Marie Edinger-Schons (2019), "Moral Capital or Moral Expectations? Disentangling the Role of Prior CSR Engagement in Driving Consumers' Reactions to Corporate Scandals," Proceedings of the AMA Winter Academic Conference, Volume 30, Hrsg. American Marketing Association (AMA), 249-250. Chicago, Illinois. (link)
Kassemeier, Roland, Till Haumann, and Pascal Güntürkün (2019), "Understanding the Complexity of Customer-Company Relationships: Differences in the Drivers and Consequences of Customer Satisfaction and Customer-Company Identification," Proceedings of the AMA Winter Academic Conference, Volume 30, Hrsg. American Marketing Association (AMA), 216-217. Chicago, Illinois. (link)
Güntürkün, Pascal, Till Haumann, Laura Marie Schons, and Jan Wieseke (2017), "Customers’ Motive Attributions in Coproduction Contexts," In ANZMAC 2017 Marketing for Impact, Conference Proceedings, Hrsg. Australian & New Zealand Marketing Academy, 38-38. Melbourne, Australia.
Haumann, Till, Pascal Güntürkün, Laura Marie Schons, and Jan Wieseke (2015), "Engaging Customers in Coproduction Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effect of Coproduction Intensity," Journal of Marketing, 79 (November), 17-33. (link)
For a complete list of publications, please visit the FIDES Database.
Teaching (courses in 2019-2020)
E-Commerce Management & Strategy (BSc)
Introduction to Survey Design (MSc & PhD)
Negotiation & Conflict Management (MSc)
Marketing Study Project (MSc)
B2B Marketing (MSc)
Charity Marketing & Donor Management (MSc)
2016: Wissenschaftspreis Dissertation Award Finalist, for excellent scientific work with high relevance to Retail Management and Marketing,EHI Foundation and GS1 Germany
2015: Paul H. Repplinger Dissertation Award for Research in Retail Management and Marketing, Society of Sponsors of the Institute for Empirical Economic Research at the University of Saarland.
2014: Overall Best Paper Award & Best Paper in Track Award (Special Topics), American Marketing Association, Winter Marketing Educators’ Conference, Orlando, FL, 2014, for the paper: “Engaging Customers in Co-Production Processes: How Value Enhancing and Intensity reducing Communication Strategies Mitigate the Negative Effects of Co-Production Intensity” (with T. Haumann, J. Wieseke, and L.M. Schons).