Chair of Marketing and Innovation


The Chair for Marketing and Innovation is dedicated to research topics that are of high management relevance and meet the scientific requirements of international top journals. On one hand, we achieve this through the theoretical foundation of our research work. As a team with heterogeneous scientific backgrounds, we pursue an interdisciplinary approach and include theories from psychology, sociology, economics, and business informatics in our work. On the other hand, we attach great importance to the use of sophisticated and up-to-date quantitative-empirical research methods.

Research at the chair focuses on the following areas:

  • Online Marketing
  • Technology and Innovation
  • Value-oriented Customer Relations Management
  • International Marketing
  • Pricing of Services

We are currently collaborating with the University of Augsburg, Boston College, Florida State University, the University of Groningen, the University of Hohenheim, the Economics University of Katowice, the University of Liège, the University of Paderborn, the University of Warwick, the Universidad Carlos III de Madrid, The FHS St. Gallen, and the ETH Zurich.

Online Marketing

The Internet has become a significant economic factor in recent years. In addition to the classical field of ecommerce, free E-Services are particularly popular nowadays. Social networks, search engines, news pages, and many other e-services can be used at no cost. But how can service providers, customers, and advertising partners work together in a productive and effective way? How can we measure and assess customer productivity in the field of free services? Do personalization and individualization have an impact on customer behavior? What role do mobile devices play in the recommendation behavior of users? How can we assess advertiser contacts in the Customer Journey?

Project „Fre(E)S – Produktivität bei kostenfreien E-Services" (Supported by the Federal Ministry of Education and Research)

Selected Publications:

  • Anderl, E. M., Becker, I., v. Wangenheim, F. & Schumann, J. H. (2016). Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, 33(3), 457–474. (VHB3: A)
  • März, A., Schubach, S. A., & Schumann, J. H. (2016). „Why Would I Read a Mobile Review?” Device Compatibility Perceptions and Effects on Perceived Helpfulness. Forthcoming at Psychology & Marketing. (VHB3: B)
  • Klapdor, S., Anderl, E. M., v. Wangenheim, F., & Schumann, J. H.. Keyword Characteristics and Performance of Paid Search Campaigns. (forthcoming beim Journal of Interactive Marketing). (VHB2: B)
  • Schumann, J. H., v. Wangenheim, F., &. Groene, N. (2014). Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance Among Users of Free Web Services. Journal of Marketing, 78(1), 59-75. (VHB2: A+)

Technology and Innovation

Innovative information and communication technologies enable us to develop new (virtual) services, which allow companies to serve their customers through digital channels or to provide them with ways to access their services anywhere and anytime. This creates new challenges and research questions in the field of marketing:

How can we measure the success factors of technology and innovations over the long term? How can we stimulate the consumer’s acceptance of technological innovations? How do customers change their opinions and expectations towards (virtual) suppliers? How do different communication and sales channels interact and how can they be managed successfully?

Project PREMIUM – Plug-In-, Range-Extender- und Elektrofahrzeuge unter realen Mobilitätsumständen: Infrastruktur, Umweltbedingungen und Marktakzeptanz (Supported by the Federal Ministry for the Environment, Nature Conservation, Construction and Reactor Safety)

Selected Publications:

  • Schumann, J. H., Wünderlich, N. V., & v. Wangenheim, F. (2012). Technology Mediation in Service Delivery: A New Typology and an Agenda for Managers and Academics. Technovation, 32(2), 133-143. (VHB2: D)
  • Wünderlich, N. V., Schumann, J. H., v. Wangenheim, F., & Holzmüller, H. H. (2011). Management und Marketing ferngesteuerter Dienstleistungen: Konzeptionelle Verortung, betriebswirtschaftliche Herausforderungen und künftige Forschungsaufgaben. Zeitschrift für Betriebswirtschaft, 81 (9), 977-1001. (VHB2: B)

Value-oriented Customer Relations Management

An increasing number of companies are aware that long-term profitable customer relations are their most important success factor. The identification of drivers of the development, consolidation, broadening, and deepening of customer relations is, therefore, a relevant research field. The Chair of Marketing and Innovation is interested in the following topics in this research field:

Do multi-partner loyalty programs have an impact on the purchasing behavior of customers and, if so, to what extent? What role do they play in the event of a service error? Do roll conflicts of customer service staff have an impact on customer behavior and the relationship between companies and their customers? Which factors influence this role conflict and how can they be reduced? Do control beliefs of customers have an impact on their integration behavior and, if so, how can this be influenced by the company?

Selected Publications:

  • Schumann, J. H., Wünderlich, N. V. & Evanschitzky, H. (2014). Spillover Effects of Service Failures in Coalition Loyalty Programs: The Buffering Effect of Special Treatment Benefits. Journal of Retailing, 90(1), 111-118. (VHB2: A)
  • Büttgen, M., Schumann, J. H., & Ates, Z. (2012). Service Locus of Control and Customer Co- Production Behavior: The Role of Prior Service Experiences and Organizational Socialization Activities. Journal of Service Research, 15(2), 166-181. (VHB2: A)
  • Michel, S., Kreuzer, M., Kühn, R., Stringfellow, A., & Schumann, J. H. (2009). Mass-Customized Products: Are They Bought for Uniqueness or to Overcome Problems with Standard Products?. Journal of Customer Behaviour, 8(4), 307-327. (VHB2: -)

International Marketing

An increasing number of service providers provide their services not only on a national but also on an international level. These companies face the challenge of transferring their marketing concept to other countries and cultural contexts. Questions arising in this context are for example: 

How can I gain the trust of customers in different cultures? What are the differences in customers' willingness to participate in the service process? Is the buying behavior of customers in some countries more strongly influenced by recommendations than that of customers in other countries? Do metacognitions of customers in a specific industry provide a useful alternative to standard cultural frameworks?

Project „From Real to Virtual“ gefördert von der Peter Pribilla-Stiftung

Selected Publications:

  • Schumann, J. H., Wünderlich, N. V., & Zimmer, M. S. (2012). Culture’s Impact on Customer Motivation to Engage in Professional Service Enactments. Schmalenbach Business Review, 64(April), 141-165. (VHB2: B)
  • Schumann, J. H., v. Wangenheim, F., Stringfellow, A., Yang, Z., Praxmarer, S., Jimenez, F., Blazevic, V., Shannon, R., Shainesh, G., & Komor, M. (2010). Drivers of Trust in Relational Service Exchange: Understanding the Importance of Cross-Cultural Differences. Journal of Service Research, 13(4), 453-468. (VHB2: A)
  • Schumann, J. H., v. Wangenheim, F., Stringfellow, A., Yang, Z., Blazevic, V., Praxmarer, S., Shainesh, G., Komor, M., Shannon, R., & Jimenez, F. (2010). Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange. Journal of International Marketing, 18(3), 62-80. (VHB2: B)

Service Pricing

Compared to products, services are characterized by a much greater variability of possible pricing models. Current scientific research has not yet provided sufficient research to meet the variety of this topic, which offers highly relevant and exciting research opportunities. Questions from a scientific point of view are, for example: How do customers perceive different price models? Which possibilities do companies have to influence customer preferences for different models? What influence does modern information and communication technology have on the development of price models and the perception and behavior of customers?

Selected Publications:

  • Schumann, J. H., v. Wangenheim, F., &. Groene, N. (2014). Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance Among Users of Free Web Services. Journal of Marketing, 78(1), 59-75. (VHB2: A+)
  • Uhrich, F., Schumann, J. H., & v. Wangenheim, F. (2013). The Impact of the Consumption Goal on Flat-Rate Bias: Can ’Hedonizing’ a Service Increase Customers’ Propensity to Choose a Flat Rate? Journal of Service Research, 16(2), 215-229. (VHB2: A)