Ulrike Kaiser

Ulrike Kaiser is Assis­tant Professor at the Insti­tute for Marke­ting Manage­ment, Depart­ment of Marke­ting, WU Vienna. Prior to joining the marke­ting group, she was an assis­tant professor at the Insti­tute for Entre­pre­neurship and Inno­va­tion, WU Vienna, where she also completed her doctoral studies. For her doctoral thesis, she has received the Rudolf Sallinger Award 2011 and Stephan Koren Award 2012.

Her rese­arch and teaching inte­rests lie at the inter­sec­tion of consumer beha­vior, products and brand manage­ment, and novel busi­ness models. Her recent rese­arch focuses on the rela­ti­onship between consu­mers and busi­nesses and how the chan­ging role of consu­mers affects the way products are deve­l­oped, marketed and consumed. For example, a recent focus was on self-­cust­o­miza­tion and its conse­quences on both consu­mers and brands. In one of the current projects she looks at how busi­nesses can leverage new tech­no­lo­gies to make work and consump­tion more meaningful by redu­cing the alie­na­tion between consu­mers and produ­cers. Other topics of inte­rest are mill­en­nials as consu­mers and the sharing economy. 

Selected publi­ca­tions:

  • The self-­ex­pres­sive cust­o­miza­tion of a product can improve your perfor­mance. Journal of Marke­ting Rese­arch, forth­co­ming (with M. Schreier and C. Janis­zewski) (link)

  • The "I desi­gned it myself" effect in mass cust­o­miza­tion. Manage­ment Science 56 (1): 125-140, 2010 (with N. Franke and M. Schreier) (down­load). 2010 Best Paper Award of the German Academic Asso­cia­tion for Busi­ness Rese­arch (VHB), 2011 Theo Scho­eller Award (Munich Best Paper Award Inno­va­tion Manage­ment)

The MAK project:

Over a four months period we ran a rese­arch lab in the Austrian Museum of Applied Arts (MAK). The lab was part of the exhi­bi­tion “handi­CRAFT – Tradi­tional Skills in the Digital Age” (14.12.16 – 9.4.17).  Museum visi­tors were assi­gned the role of either producer or consumer and completed small tasks or ques­ti­on­naires from their assi­gned perspec­tive. Rese­arch ques­tions were constantly adapted and extended during the course of the exhi­bi­tion. With the help of museum visi­tors, we tried to gene­rate a compre­hen­sive picture of the role played by people along the entire value crea­tion chain. This rese­arch method – in which museum visi­tors parti­ci­pated in a constantly evol­ving expe­ri­ment – was itself an expe­ri­ment.

In the news:

Kronenzeitung Experten Forum