Research

Think! Research

Creating new knowledge

Our research aims to contribute to pushing the frontiers of marketing knowledge. We strive for rigor and relevance, yielding insights that are valid, generalizable and impactful.

Our research is regularly published in the field’s top journals (e.g., Journal of Marketing, Journal of Marketing Research, Management Science, etc.), has received prestigious prizes and best paper awards, and is frequently featured by the popular press and on social media.

Recent Publications:

• University knowledge inside: How and when university-industry collaborations make new products more attractive to consumers. Journal of Marketing, 88 (2), 1-20, 2024 (L. Maier, M. Schreier, C. V. Baccarella, and K.-I. Voigt) (link)

• I didn’t win! An overlooked downside of crowdsourcing? Journal of Interactive Marketing, 59 (1), 42-58, 2024 (T. Karpukhina, M. Schreier, C. Janiszewski, and H. Nishikawa) (link)

• Connecting to place, people, and past: How products make us feel grounded. Journal of Marketing, 86 (4), 1-16, 2022 (I. Eichinger, M. Schreier, and S.M.J. van Osselaer) (link)

For more information about the current research projects see the faculty websites.

Our Research in the Harvard Business Review

The Human Dimension of Production

In connection with the exhibition “handiCRAFT – Traditional Skills in the Digital Age” (December 14, 2016 - April 9, 2017), we conducted a research lab at the Austrian Museum of Applied Arts (MAK). A series of small tasks or questionnaires was distributed to museum visitors throughout a four-month period based on their designation as a producer or consumer. Research questions were continually revised and expanded during the course of the exhibition. With the help of museum visitors, we attempted to create a comprehensive picture of the different roles along the entire value creation chain. The process in which museum visitors participated in an experiment that evolved over time was itself an experiment.