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Martin Schreier

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

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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 for the Management Science paper “Integrating problem solvers from analogous markets in new product ideation” (together with N. Franke and M. Poetz).

Selected 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)

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 handmade effects in the form of an artistic drawing. Examples of the outcome can be seen below.

Video The Handmade Effect

The Handmade Effect

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Research Comics

The open design effect. Journal of Marketing Research, 63 (2), 322-339, 2026 (with L. Maier, and D. W. Dahl) (link) 
Audio Podcast: Ep. 28 - The Open Design Effect – How I Wrote This – Apple Podcasts

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)

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)

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)

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)

In the News:

Ogilvy

Ogilvy

Handelsblatt

Handelsblatt