A benchmark study by the Journal of Marketing Education using citation counts in Google Scholar, shows that University of Cologne’s (UoC’s) Prof. Dr. Reinartz is the most cited non-U.S. researcher in the following marketing subareas: Consumer Behavior, Modeling and Quantitative Analysis, Marketing Management and Strategy. From a world-wide perspective he ranks top 3 in Modeling and Quantitative Analysis and top 4 in Consumer Behavior and Marketing Management and Strategy.

The study also ranks most cited colleges and universities in the marketing subareas. There are two non-U.S. institutions with leadership in Consumer Behavior and Marketing Management and Strategy: University of Cologne (Germany) and University of Groningen (the Netherlands), which the University of Cologne ranks #1 in Consumer Behavior and #2 in Marketing and Management Strategy In Subarea Modeling and Quantitative Analysis, UoC is on par ranked with University of Groningen (Netherlands) and University of Toronto (Canada).
It also shows that the country with the largest number of faculty across all subareas is Germany (six faculty), followed by Canada (five faculty), England (four faculty), Netherlands (three faculty), and Norway (two faculty).
The study “Global Benchmarking of Marketing Doctoral Program Faculty and Institutions by Subarea” identifies the institutions with the greatest scholarly impact in each marketing subarea by U.S. and non- U.S. institutions from 2003 to 2012. Of interest is whether scholarly impact (citations) differs between one subarea and another at the institutional level. The institutional rankings reflect the contributions of a group of faculty.

The Dean of UoC’s Faculty of Management, Economics and Social Science Prof. Dr. Werner Mellis is pleased with the result: "The study shows that our research results in Marketing are perceived worldwide and that we have global impact on research in marketing. I congratulate my colleague and his staff for this pleasing result.”