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Martin Schreier

Martin Schreier is Professor of Marketing and Head of the Department of Marketing and the Institute for Marketing Management at WU Vienna. Furthermore, he is Editor-in-Chief of the International Journal of Research in Marketing, the official journal of the European Marketing Academy (EMAC).

His research has been published in prestigious academic journals such as the Journal of Marketing, the Journal of Marketing Research, and Management Science. His work has also been featured in acclaimed international media outlets such as the Harvard Business Review as well as in prominent German-speaking media including, TV (e.g., 3SAT), radio stations (e.g., Ö1), and newspapers (e.g., Handelsblatt). Moreover, his research has been honored with several awards, including among others, 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:

  • Blockchain Meets Marketing: Opportunities, Threats, and Avenues for Future Research (EDITORIAL). International Journal of Research in Marketing, forthcoming (with R. Peres, D. Schweidel, and A. Sorescu) (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)

  • The value of making producers personal. Journal of Retailing, forthcoming (with C. Fuchs, U. Kaiser, and S.M.J. van Osselaer) (link)

  • IJRM 2021–2024: Innovation, speed, diversity, let’s push things forward together (EDITORIAL). International Journal of Research in Marketing, 38 (4), 807-810, 2021 (with R. Peres, D. Schweidel, and A. Sorescu) (link)

  • 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)

Further publications (refereed journals)

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.

Research Comics

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)

Videos:

Video The Handmade Effect

The Handmade Effect

Video Researcher of the Month

Researcher of the Month

In the News: