Martin Schreier

Univ.-Prof. Dr. Martin Schreier

Head of the Department of Marketing and the Institute for Marketing Management

Professor of Marketing

E-Mail: martin.schreier@wu.ac.at

phone: +43-1-31336-4609

Building D2, Entrance A, office: D2.1.490

PURE

Google scholar profile

Deutsche Version

Martin Schreier is Professor of Marketing and Head of the Department of Marketing and the Institute for Marketing Management at WU Vienna. Before joining WU in 2012, he has been on the faculty at Bocconi University in Milan, Italy. Between 2021 and 2024, he has been serving as Editor-in-Chief of the International Journal of Research in Marketing, the official journal of the European Marketing Academy (EMAC). Since 2024 he is an EMAC Fellow.

His research has been published in academic journals such as the Journal of Marketing, the Journal of Marketing Research, and Management Science. His work has been featured in international media outlets such as the Harvard Business Review as well as German-speaking media including, TV (e.g., ORF1), radio stations (e.g., Ö1), and newspapers (e.g., Handelsblatt). His research has been honored with several awards, including the INFORMS TIMES Best Paper Award 2019.

He is currently Associate Editor at the Journal of Marketing and the Journal of Marketing Research.

Selected publications:

Better innovation for a better world. Journal of Marketing, 89 (6), 100-118, 2025 (with D. W. Dahl, C. H. Noble, and O. Toubia) (link)
Connecting to place, people, and past: How products make us feel grounded. Journal of Marketing, 86 (4), 1-16, 2022 (with I. Eichinger, and S.M.J. van Osselaer) (link)
Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947, 2020 (with C. P. Moreau, E. Prandelli, and S. Hieke) (link)
Earmarking donations to charity: Cross-cultural evidence on its appeal to donors across 25 countries. Management Science, 66 (October): 4820-4842, 2020 (with C. Fuchs, and M. G. de Jong) (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)

Recent publications:

The Value of Repair. Journal of the Association for Consumer Research, forthcoming, 2026 (with M. L. Brand, and U. Kaiser) (link)
Choice in the age of post-generalization: fragmentation, hyper-personalization, and private universes of choice. International Journal of Research in Marketing, 43 (2), 457-461, 2026 (with R. Peres, D. Schweidel, and A. Sorescu) (link) EDITORIAL
The Bible of publishing: a perspective inspired by Don Lehmann. International Journal of Research in Marketing, 43 (2), 247-263, 2026 (with S. Stremersch, M. Dekimpe, J. Goldenberg, PK Kannan, E. Muller, K. Pauwels, R. T. Rust, and J.-B. Steenkamp) (link)
The open design effect. Journal of Marketing Research, 63 (2), 322-339, 2026 (with L. Maier, and D. W. Dahl) (link)

Further publications (refereed journals)

Signatures and de-objectification: How asking individual producers to sign their work increases work performance and work satisfaction. International Journal of Research in Marketing, 2025 (with U. Kaiser, B. Schnurr, C. Fuchs, and S.M.J. van Osselaer) (link)
Better innovation for a better world. Journal of Marketing, 89 (6), 100-118, 2025 (with D. W. Dahl, C. H. Noble, and O. Toubia) (link)
Blockchain meets marketing: from concept to impactful research. International Journal of Research in Marketing, 42 (3), 487-490, 2025 (with R. Peres, D. Schweidel, and A. Sorescu) (link) EDITORIAL
Fixing the bug in insect consumption. Food Quality and Preference, 128, 105472, July 2025 (with J. Palcu, C. Janiszewski, J. Kleber, and A. Salerno) (link)
The creator economy: An introduction and a call for scholarly research. International Journal of Research in Marketing, 41 (3), 403-410, 2024 (with R. Peres, D. Schweidel, and A. Sorescu) (link) EDITORIAL
The Starbucks effect: When name-based order identification increases customers' store preference and service satisfaction. Journal of Retailing, 100 (2), 316-329, 2024 (with S. Lim, S.M.J. van Osselaer, J. K. Goodman, and C. Fuchs) (link)
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 L. Maier, 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 (with T. Karpukhina, C. Janiszewski, and H. Nishikawa) (link)
Retailing groundedness: How to improve customer experience, brand perceptions, and customer loyalty through feelings of groundedness. Journal of Retailing, 99 (4), 594-604, 2023 (with G. Bruckberger, C. Fuchs, and S.M.J. van Osselaer) (link)
Paying twice for aesthetic customization? The negative effect of uniqueness on a product's resale value. Journal of Marketing Research, 60 (3), 602-624, 2023 (with M. Fuchs) (link)
On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice. International Journal of Research in Marketing, 40 (2), 269-275, 2023 (with R. Peres, D. Schweidel, and A. Sorescu) (link) EDITORIAL
Exploring the origins of intrinsic motivation. Motivation and Emotion, 47, 28-45, 2023 (with Y. Zheng and C. Janiszewki) (link)
Blockchain meets marketing: Opportunities, threats, and avenues for future research. International Journal of Research in Marketing, 40 (1), 1-11, 2023 (with R. Peres, D. Schweidel, and A. Sorescu) (link) EDITORIAL
The value of making producers personal. Journal of Retailing, 98 (3), 486-495, 2022 (with C. Fuchs, U. Kaiser, and S.M.J. van Osselaer) (link)
Connecting to place, people, and past: How products make us feel grounded. Journal of Marketing, 86 (4), 1-16, 2022 (with I. Eichinger, and S.M.J. van Osselaer) (link)
Facial mask personalization encourages facial mask wearing in times of COVID-19. Scientific Reports, 12 (891), 2022 (with J. Palcu, and C. Janiszewski) (link)
Sales and self: The noneconomic value of selling the fruits of one’s labor. Journal of Marketing, 86 (3), 40-58, 2022 (with B. Schnurr, C. Fuchs, E. Maira, S. Puntoni, and S.M.J. van Osselaer) (link)
Why we buy products connected to place, people, and past. Harvard Business Review, November 19, 2021, online (with I. Eichinger and S.M.J. van Osselaer) (link)
IJRM 2021–2024: Innovation, speed, diversity, let’s push things forward together. International Journal of Research in Marketing, 38 (4), 807-810, 2021 (with R. Peres, D. Schweidel, and A. Sorescu) (link) EDITORIAL
The signal value of crowdfunded products. Journal of Marketing Research, 58 (4), 644-661, 2021 (with O. A. Acar, D. Dahl, and C. Fuchs) (link)
When do consumers prefer crowdfunded products? Harvard Business Review, May 10, 2021, online (with O. A. Acar, D. Dahl, and C. Fuchs) (link)
Innovation in the digital economy: A broader view of its scope, antecedents, and consequences. Journal of the Academy of Marketing Science, 49(4), 627–631, 2021 (with A. Sorescu) (Special Issue Editorial) (link)
Making the world a better place: How crowdfunding increases consumer demand for social-good products. Journal of Marketing Research, 58 (April), 363-376, 2021 (with B. Simpson, R. Bitterl, and K. White) (link)
Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947, 2020 (with C. P. Moreau, E. Prandelli, and S. Hieke) (link)
Earmarking donations to charity: Cross-cultural evidence on its appeal to donors across 25 countries. Management Science, 66 (October): 4820-4842, 2020 (with C. Fuchs, and M. G. de Jong) (link)
The power of personal. Journal of Retailing, 96 (1), 88-100, 2020 (with S.M.J. van Osselaer, C. Fuchs, and S. Puntoni) (link)
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 (Oktober): 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) 2018 WU Best Paper Award
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) (link)
The handmade effect: What’s love got to do with It? Journal of Marketing, 79 (March): 98 –110, 2015 (with C. Fuchs, and S.M.J. van Osselaer) (download) Finalist, Sheth Foundation/Journal of Marketing Award 2020
Integrating problem solvers from analogous markets in new product ideation, Management Science, 60 (April): 1063-1081, 2014 (with N. Franke, and M. Poetz) (download) 2019 INFORMS TIMES Best Paper Award; 2014 EBS.SIIE Best-Paper-Award “Innovation Management”
Sometimes the best ideas come from outside your industry, Harvard Business Review, November 21, 2014, online (with N. Franke, and M. Poetz) (link)
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) (link)
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) (link) Finalist, 2013 Best Paper Award of the International Journal of Research in Marketing
"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) (link). 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) (link). 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 WU Best Paper Award, 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) (link). Finalist, 2008 Thomas P. Hustad Best Paper Award of the Journal of Product Innovation Management
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"

More publications Google scholar profile

Blog by the International Journal of Research in Marketing (IJRM):

Goodbye, but not Forever by F. Tabassum: November 14, 2024
The EIC Diaries: Meet Martin Schreier by F. Tabassum: March 30, 2024

Harvard Business Review (HBR) Online:

Why We Buy Products Connected to Place, People, and Past by I. Eichinger, M. Schreier, and S. van Osselaer: November 19, 2021
When Do Consumers Prefer Crowdfunded Products? by O. A. Acar, D. W. Dahl, C. Fuchs, and M. Schreier: May 10, 2021
Crowdsourced Products Sell Better When They’re Marketed That Way by M. Schreier, Hishikawa, C. Fuchs, and S. Ogawa: November 8, 2016
Sometimes the Best Ideas Come from Outside Your Industry by M. Poetz, N. Franke, and M. Schreier: November 21, 2014

HANDMADE LAB-ART:

A few visitors to our Live-Lab at the MAK’s "handiCRAFT – Traditional Skills in the Digital Age" exhibition were invited to summarize our paper on the handmade effects in the form of a drawing. Examples of the outcome can be seen below.

The handmade effect: What’s love got to do with It? Journal of Marketing, 79 (March): 98 –110, 2015 (with C. Fuchs, and S.M.J. van Osselaer) (download)

handWERK, MAK (Ausstellungskatalog)

The Handmade Effect

Selected News Coverage:

Der Manufaktur-Schmäh by ORF1: 2025
The creative muscle: Why businesses should invest in growing this capability by T. Kutches: June 2, 2023
Want to stop buying jung? Understand the psychology behind this marketing tactic by A. Cohen: August 12, 2021
Was heißt "Made in Austria"? by Ö1: March 12, 2021
Put a Bird on It Customizing possessions boosts performance by M. Hutson: March 1, 2017
Researcher of the Month 2016 by WU: March, 2016
The hard way: Our odd desire to do it ourselves by Laura Spinney: December 20, 2011

Research Comics:

Paying twice for aesthetic customization? The negative effect of uniqueness on a product's resale value. Journal of Marketing Research, 60 (3), 602-624, 2023 (with M. Fuchs) (link)

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

Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947, 2020 (with C. P. Moreau, E. Prandelli, and S. Hieke) (link)

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