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Martin P. Fritze

Martin P. Fritze - Assistant Professor of Trade Fair Management and Marketing

Research Interest

  • Consumer Behavior
  • Services Marketing
  • Retailing
  • Transformative Consumer Research

Curriculum vitae

Dr. Martin P. Fritze has been Assistant Professor of Trade Fair Management and Marketing at the University since January 2018. He graduated from the University of Rostock in 2014 with a M.Sc. in Business Administration.
Thereafter, he joined the Institute for Marketing and Service Research at the University of Rostock as a doctoral student.
Dr. Fritze completed his doctoral studies with a dissertation on the Sharing Economy and dematerialization of consumption.
During his doctoral studies he has been appointed as a Visiting Researcher at Imperial College London (2015, 2018), National University of Singapore (2017), the University of Cambridge (2017), and Erasmus University Rotterdam (2019) and served as a research fellow at the Institute for Ecological Economy Research (IÖW) in Berlin where he worked in the area of corporate management and sustainable consumption.
He received his Ph.D. in Marketing from the University of Rostock in 2017.

Selected publications (Peer-reviewed)

  • Fritze, M. P.*, Marchand, A.*, Eisingerich, A. B.*, & Dong, L.* (2019) “Hook vs. hope: How to enhance customer engagement through gamification“International Journal of Research in Marketing, forthcoming. [*Equal contribution]
  • Khan, G. F., Sarstedt, M., Shiau, W.-L., Hair, J. F., Ringle, C. M., and Fritze, M. P. (2019) “Methodological research on partial least squares structural equation modeling (pls-sem): An analysis based on social network approaches” Internet Research, forthcoming.
  • Fritze, Martin P., Andreas B. Eisingerich, and Martin Benkenstein (2018), “Digital transformation and possession attachment: examining the endowment effect for consumers’ relationships with hedonic and utilitarian digital service technologies,” Electronic Commerce Research, 18 (2), 1-27.
  • Fritze, M. P., Urmetzer, F., Khan, G., Sarstedt, M., Neely, A. & Schaefers, T. (2018) “From goods to services consumption: A social network analysis on sharing economy and servitization research” Journal of Service Management Research, 3(1), pp. 3-16.
  • Fritze, M.P. (2017) “Like a rolling stone? Investigating consumption values and the spillover effect of peer-to-peer sharing” International Journal of Business Environment, International Journal of Business Environment, 9(4), pp. 324-355.

Selected conference presentations (Peer-reviewed)

  • Marchand, A., Fritze, M. P., Eisingerich A. B., & Dong, L. (2019). “Gamification principles to enhance customer engagement and stimulate purchase: More than mere compulsion”. 48th EMAC Annual Conference, Hamburg, Germany, forthcoming.
  • Fritze, M. P., Holmqvist, J., & Wirtz, J. (2019) “Luxury services”. 2019 Frontiers in Service Conference, Singapore, forthcoming.
  • Fritze, M. P. & Schaefers, T. (2019) “Me or we? The effects of independent and interdependent self-construal on access-based service use”. 2019 Frontiers in Service Conference, Singapore, forthcoming. 
  • Fritze, M.P., Ozanne, J., Davis, B., & Peck, J. (2019) "Building and testing a theory of territoriality through tactical urbanism". 2019 Transformative Consumer Research Conference, Tallahassee, USA, forthcoming.
  • Fritze, M. P., Eisingerich, A. B., & Benkenstein, M. (2018) “Don’t fight the power – Employing psychological ownership to increase sharing service consumption” Paper presented at the 2018 Summer AMA Conference, Boston, USA. *Best paper award in the Services

Marketing Track

  • Fritze, M. P., Urmetzer, F., Leyer, M. & Neely, A. (2018) “Servitization – The holy grail? Considering the strategic threats of servitization” 2018 SERVSIG Conference, Paris, France.