Martin Schreier new visiting professor at CTF

“I have heard a lot about CTF, and of course I am familiar with the excellent research produced by the group. The first week at CTF made me excited about the coming years. I am confident that we will have a fruitful exchange of thoughts and identify some interesting avenues for joint collaboration, and have some fun time, too”, says Martin Schreier who visited CTF during the first week in May.

Martin Schreier is Pro­fessor of Mar­ket­ing and Head of the In­sti­tute for Mar­ket­ing Man­age­ment, De­part­ment of Mar­ket­ing, WU Vi­enna, Austria. Be­fore join­ing WU, he was a ten­ured fac­ulty mem­ber of the mar­ket­ing de­part­ment at Boc­coni Uni­versity, Milan, Italy. His primary areas of teach­ing and re­search are mar­ket­ing, in­clud­ing pro­duct and brand man­age­ment, cre­ativ­ity and new pro­duct devel­op­ment, and con­sumer be­ha­vior.

“My re­cent re­search re­volves around in­nov­at­ive forms of cus­tomer­-brand in­ter­ac­tions along the entire value chain, fa­cil­it­ated by new tech­no­lo­gies. In the area of user­-­centered ideation and design (e.g., user design, cus­tom­iz­a­tion, crowd­sourcing), for example, I am 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”, says Martin Schreier.

Martin Schreier’s research has been pub­lished in aca­demic journ­als, for example Journal of Mar­ket­ing, Journal of Mar­ket­ing Re­search, and Man­age­ment Science. He has been awar­ded several times for his research, for example, the 2012 Tho­mas P. Hustad Best Pa­per Award by the Journal of Pro­duct In­nov­a­tion Man­age­ment. He cur­rently serves as a Senior Ed­itor at the In­ter­na­tional Journal of Re­search in Mar­ket­ing, and is a mem­ber of the Ed­it­or­ial Re­view Board of the Journal of Mar­ket­ing, the Journal of Pro­duct In­nov­a­tion Man­age­ment, and the Journal of Mar­ket­ing Be­ha­vior.

The visiting professorship is funded by Anne-Marie and Gustaf Ander Foundation for Media Research. The professorship provide grants to cover the cost of five visiting professors, including Martin Schreier, at CTF during the next three years.