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Lukas Maier

Lukas Maier

Dr. Lukas Maier

Assistant Professor (Tenure-Track) at the Department of Marketing

E-Mail: lukas.maier@wu.ac.at

phone: +43-1-31336-4624

Building D2, Entrance A, office: D2.1.498

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Lukas Maier is an Assistant Professor (Tenure-Track) at the Department of Marketing at WU Vienna. Lukas earned his Ph.D. in Marketing and Innovation from the Friedrich-Alexander-University Erlangen-Nürnberg (Germany). He is a visiting scholar at Columbia Business School (New York, USA) and the Sauder School of Business at University of British Columbia (Vancouver, Canada).

Lukas studies marketplace phenomena related to morality, innovation, and sustainability. Specifically, he examines (1) consumers’ (im)morality judgements of firms and their actions, (2) how firms’ innovation activities shape consumer preferences, and (3) how to motivate people to make more ethical and sustainable decisions. His research has been published in academic journals such as the Journal of Marketing Research, Journal of Marketing, Entrepreneurship Theory and Practice, and the Journal of Product Innovation Management, and has been honored with national and international awards (e.g., Society for Consumer Psychology Best Paper Conference Theme Award, Fellowship of the Dr. Theo and Friedl Schöller Research Center, Staedtler Stiftung Dissertation Award).

At WU Vienna, Lukas teaches the M.Sc. Marketing core course “Management by Experiments” and the personal skills course “Creative Thinking.”

Selected recent publications:

  • The Open Design Effect. Journal of Marketing Research, forthcoming, 2025 (with M. Schreier and D. W. Dahl)

  • The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda. Journal of Product Innovation Management, 42(1), 220-252, 2025 (with C. V. Baccarella)

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

  • The legitimization effect of crowdfunding success: a consumer perspective. Entrepreneurship Theory and Practice, 47(4), 1389-1420, 2023 (with C. V. Baccarella, J. H. Block, T. F. Wagner, and K. I. Voigt)

Research Comic

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)