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Martin Schreier

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Martin Schreier is Pro­fessor of Mar­ket­ing and head of the In­sti­tute for Mar­ket­ing Man­age­ment, De­part­ment of Mar­ket­ing, WU Vi­enna. Be­fore join­ing WU, he has been a ten­ured as­so­ci­ate pro­fessor of mar­ket­ing at Boc­coni Uni­versity, Milan (Italy).

His teach­ing and re­search in­terests are anchored in core top­ics of Mar­ket­ing, in­clud­ing pro­duct and brand man­age­ment, cre­ativ­ity and new pro­duct devel­op­ment, and con­sumer be­ha­vior. His re­cent re­search re­volves around user­-­centered ideation and design (e.g., user design, cus­tom­iz­a­tion, crowd­sourcing). In this line of re­search, he is par­tic­u­larly in­ter­ested in the po­ten­tial prom­ises of user­-in­volve­ment for a firm's new pro­duct devel­op­ment ef­forts and in the broader con­sequences of cus­tomer em­power­ment strategies on con­sumer be­ha­vior.

His work has been pub­lished in aca­demic journ­als such as the Journal of Mar­ket­ing, the Journal of Pro­duct In­nov­a­tion Man­age­ment, or Man­age­ment Science. His re­search has been awar­ded with several prizes, in­clud­ing, for example, the 2012 Tho­mas P. Hustad Best Pa­per Award by the Journal of Pro­duct In­nov­a­tion Man­age­ment (JPIM). The pa­per en­titled "The value of crowd­sourcing: Can users really com­pete with pro­fes­sion­als in gen­er­at­ing new pro­duct ideas?", co-au­thored by Marion Po­etz, was se­lec­ted by the JPIM Ed­it­or­ial Board and the Pro­duct Devel­op­ment and Man­age­ment As­so­ci­ation (PDMA) Board of Dir­ect­ors as the ref­er­eed pa­per which has made the most sig­ni­fic­ant con­tri­bu­tion to new pro­duct devel­op­ment prac­tice and thought in 2012.

He cur­rently serves as a Senior Ed­itor at the In­ter­na­tional Journal of Re­search in Mar­ket­ing (from which he re­ceived the 2016 Out­stand­ing Senior Ed­itor Award) and is a mem­ber of the Ed­it­or­ial Re­view Board of the Journal of Mar­ket­ing (2012 Out­stand­ing Re­viewer Award), the Journal of Pro­duct In­nov­a­tion Man­age­ment (2013 Best Re­viewer Award), and the Journal of Mar­ket­ing Be­ha­vior. He also reg­u­larly serves as an ad-hoc re­viewer for many other aca­demic journ­als (e.g., Journal of Mar­ket­ing Re­search, Psy­cho­lo­gical Science etc.).

His re­search has been fea­tured in vari­ous in­ter­na­tional me­dia out­lets such as the Har­vard Busi­ness Re­view (“To in­nov­ate bet­ter, find di­ver­gent thinkers”) or the New Scient­ist (“The hard way: Our odd desire to do it ourselves”) as well as in Ger­man-speak­ing me­dia in­clud­ing TV (e.g., 3SAT: "Mach es selbst!"), ra­dio sta­tions (e.g., Ö1: "Ich kaufe also bin ich"), and news­pa­pers (e.g., Die Presse: "Per­spekt­ive: Kommt Mar­ket­ing zurück?", Han­dels­blatt: "Wenn Kun­den plötz­lich zu Mit­arbeit­ern wer­den", Salzbur­ger Na­chrichten: "Wer selbst gestal­tet, wird besser").

Se­lec­ted re­cent pub­lic­a­tions:

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

  • Crowd­sourced products sell bet­ter when they’re mar­keted that way. Har­vard Busi­ness Re­view, Novem­ber 21, 2014, on­line (with H.  Nishi­kawa C. Fuchs and S. Ogawa) (link

  • The value of mar­ket­ing crowd­sourced new products as such: Evid­ence from two ran­dom­ized field ex­per­i­ments. Journal of Mar­ket­ing Re­search, forth­com­ing (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) (down­load

  • 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)

  • Some­times the best ideas come from out­side your in­dustry. Har­vard Busi­ness Re­view, Novem­ber 21, 2014, on­line (with N. Franke and M. Po­etz) (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) 2014 EBS.SIIE Be­st-Pa­per­-Award “In­nov­a­tion Man­age­ment”

  • 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) (down­load)

  • 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) (down­load) Fi­nal­ist, 2013 Best Pa­per Award of the In­ter­na­tional Journal of Re­search in Mar­ket­ing

Fur­ther pub­lic­a­tions (ref­er­eed journ­als)

cur­rent videos

Video The Handmade Effect

The Handmade Effect

Video Researcher of the Month

Researcher of the Month