Pascal Güntürkün is Assistant Professor at the Department of Marketing at WU Vienna University of Economics and Business. He received his doctoral degree in business administration from the Ruhr-University of Bochum, Germany. He was a doctoral student and post-doctoral research fellow at the Department of Sales & Marketing at the Ruhr-University of Bochum prior to joining WU Vienna.
His general research interests is to use quantitative empirical methods to generate consumer insights that inform marketing communication and strategy. He has specific expertise in consumer engagement in coproduction processes, strategic customer relationship management, employer branding, and corporate social responsibility. His recent research projects focus on customer perceptions of coproduction processes and offerings, the tension between corporate social responsibility and irresponsibility, and marketing strategies to improve customer-company relationships.
Pascal’s work has been published in top tier academic journals, such as the Journal of Marketing, and awarded at international academic conferences. His paper entitled “Engaging Customers in Coproduction Processes – How Value Enhancing and Intensity Reducing Communication Strategies Mitigate the Negative Effects of Coproduction Intensity”, co-authored by Till Haumann, Laura-Marie Schons and Jan Wieseke, has won the Overall Best Paper Award and Best in Track Award (Special Topics) at the Winter AMA Marketing Educators’ Conference 2014. His dissertation has been selected as a finalist for the EHI and GS1 Germany Science Award and received several awards such as the Büropa Dissertation Award for Research in Retailing and the Paul H. Repplinger Award for Research in Retail Management and Marketing.
Pascal Güntürkün teaches Negotiation & Conflict Management, Business-to-Business Marketing, and E-Commerce at WU Vienna.
Current Research Interests
Customer Engagement in Coproduction Processes
Strategic Customer Relationship Management
Corporate Social Responsibility & Corporate Scandals
E-Commerce & Social Media Management
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, 2015 (with T. Haumann, L.M. Schons, and J. Wieseke).
How to Evaluate Employer Brands: A Monetary Approach. in: Andresen, Maike and Nowak, Christian (Eds.), Human Resource Management Practices: Assessing Added Value, Springer, Heidelberg, 53-67, 2015 (with T. Haumann and A. Lukasczyk).
Wieviel eine Marke Wert ist. Personalmagazin, 9(10), 44-45, 2012 (with H. Koch and A. Lukasczyk).
E-Commerce Management & Strategy
Business-to-Business (B2B) Marketing
Negotiation & Conflict Management
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.
2015: Büropa Dissertation Award for Research in Retailing, Büropa-Foundation within the Association for the Promotion of Science and Humanities in Germany
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).