zum Inhalt springen

Martin P. Fritze

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

Research Interest

  • Consumer Behavior

  • Service Marketing

  • Retailing

  • Transformative Consumer Research

Curriculum vitae

Martin P. Fritze is an Assistant Professor of Trade Fair Management and Marketing at the University of Cologne since January 2018. Before joining the University of Cologne, he completed his doctoral studies at the Institute for Marketing and Service Research at the University of Rostock from 2014-2017, where he received his Ph.D. with a dissertation on the sharing economy and dematerialization of consumption. During his doctoral studies he 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. Dr. Fritze 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). During his academic research, he was involved in numerous research-practice collaborations with firms. His research focuses on digital innovations, consumer behavior, and service marketing.

Selected publications (Peer-reviewed)

  • Eisingerich, A. B.*, Marchand, A.*, Fritze, M. P.*, and Dong, L.* (2019) “Hook vs. hope: How to enhance customer engagement through gamification“ International Journal of Research in Marketing, 36(2), 200-215 [*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, 29(3), 407-429.
  • Fritze, Martin P., Andreas B. Eisingerich, and Martin Benkenstein (2019), “Digital transformation and possession attachment: examining the endowment effect for consumers’ relationships with hedonic and utilitarian digital service technologies” Electronic Commerce Research, 19(2), 311-337. 
  • Fritze, M. P., Urmetzer, F., Khan, G., Sarstedt, M., Neely, A., and 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), 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, 9(4), 324-355.

Selected media publications

  • Medium June 7, 2019: Big Ideas: “Apps extensively permeate consumers’ lives and thereby dramatically affect their well-being, either positively or negatively.” (Link)
  • Bdaily Business News May 8, 2019: Our apps are an extension of our personalities, new research reveals (Link)