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Werner Reinartz

Werner Reinartz - Chair for Retailing and Customer Management

Curriculum vitae

  • Professor of Marketing, University of Cologne 
  • Director, Center for Research in Retailing (IFH) 
  • Speaker, Research Initiave: ‘Digital Transformation and Value Creation’ University of Cologne, (2015-ongoing)
  • 2005 - 2007 Cora Chaired Professor of Retailing and Management at INSEAD
  • Associate Professor of Marketing (untenured) at INSEAD, 2003-2005
  • Assistant Professor of Marketing at INSEAD, 1999-2003
  • 1995 - 1999 Ph. D. in Marketing, University of Houston, U.S.A.
  • 1994 - 1997 MBA, Business Administration, Henley Management College, England
  • 1986 - 1990 Dipl. Ing. (TU) Agricultural Economics, Munich University of Technology, Germany

Awards and Achievements

  • Elected into the global advisory board of the Sales and Marketing Strategy Institute (SAMS) (2019-today), University of Washington.  
  • Ranked # 24 amongst the top 100 most productive management researchers in German language speaking countries (total sample size 3390) [Die Überflieger der BWL, Wirtschaftswoche 2019].
  • Named co-editor of the International Journal of Research in Marketing (2018).
  • Ranked 18th in terms of research impact by the German newspaper Frankfurter Allgemeine Zeitung (Sept. 1, 2017) in their yearly ranking of Germany’s most influencing economists [Deutschlands einflussreichste Ökonomen]. 
  • Finalists for the 2017 Shelby D. Hunt / Harold H. Maynard Award. The award recognizes the best article in the Journal of Marketing for its significant contribution to marketing theory and thought.
  • 2016 Outstanding Area Editor Award of the Journal of Marketing. 
  • Ranked 1st (among non-US scholars) in citations in the top Marketing-Journals worldwide from 2003-2012 in the area’s of Consumer Behavior, Marketing Management and Strategy, and Modelling and Quantitative Analysis. From a world-wide perspective, ranked #3 in Modeling and Quantitative Analysis, #4 in Marketing Management and Strategy, and #4 in Consumer Behavior. (Elbeck and Vander Schee (2014) “Global Benchmarking of Marketing Doctoral Program Faculty and Institutions by Subarea, Journal of Marketing Education, 36 (1), 45–61).
  • Ranked among the top 2.6% of scholars in business administration in German speaking countries (79 out of 3016; Handelsblatt 2012).
  • 2011 Winner of the 2011 Sheth Foundation / Journal of Marketing Award. Nominated by the editorial board of the Journal of Marketing and chosen by previous editors of the Journal of Marketing the award recognizes scholarschip that has made long-term contributions to the discipline of marketing (The impact of Customer Relationship Characteristics on Profitable Lifetime Duration).
  • 2009 Winner of AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research. 
  • 2009 Finalist for the O’Dell Award of the Journal of Marketing Research - for an article published in 2004 that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice Since 2007 Professor of Marketing, University of Cologne.
  • 2007 Selected into the program „Return of Excellent German Academics.
  • 2005 Winner of the Journal of Marketing MSI/H. Paul Root Award for significant contribution to the advancement of the practice of marketing
  • 2005 Honorable Mention for the Journal of Marketing MSI/H. Paul Root Award for a significant contribution to the advancement of the practice of marketing
  • 2003 Winner of the Journal of Marketing MSI/H. Paul Root Award for a significant contribution to the advancement of the practice of marketing.
  • 2001 Winner of the American Marketing Association Donald R. Lehmann Award for the Best Dissertation-Based Research Paper.
  • 1999 Winner of the American Marketing Association John A. Howard Doctoral Dissertation Competition, recognizing the top dissertation in the discipline.

Selected publications

  • Reinartz, Werner, Nico Wiegand, and Monika Imschloß (2019), “The Impact of the Digital Transformation on the Retailing Value Chain” International Journal of Research in Marketing, forthcoming.
  • Becker, Maren, Nico Wiegand, and Werner Reinartz, (2019), “Does It Pay to Be Real? Understanding Authenticity in TV Advertising", Journal of Marketing, 83 (1), 24-50.
  • Lobschat, Lara, Ernst C. Osinga, Werner Reinartz (2017), „What Happens Online Stays Online? – Segment-Specific Online and Offline Effects of Banner Advertisements” Journal of Marketing Research, 54 (6), 901-913.
  • Kumar, V., and Werner Reinartz (2016), “Creating Enduring Customer Value”, Journal of Marketing, 80 (6), 36-68.
  • Reinartz, Werner (2016), “Crafting a JMR Manuscript", Journal of Marketing Research, 53(1), 139-141.
  • Reinartz, Werner and Peter Saffert (2013), „Creativity in Advertising: What the Numbers Say“, Harvard Business Review, 91 (6), 106-111. 
  • Ulaga, Wolfgang und Werner Reinartz (2011), Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, Journal of Marketing, 75 (6), 5-23. 
  • Kumar, V., Rajkumar Venkatesan, and Werner Reinartz (2008), “Performance Implications of Adopting a Customer-Focused Sales Campaign”, Journal of Marketing, 72 (5), 50-69. 
  • Reinartz, Werner and Wolfgang Ulaga (2008), „How to Sell Services Profitably“, Harvard Business Review, 86 (5), 90-98.
  • Reinartz, Werner, Jacquelyn Thomas, and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability”, Journal of Marketing, 69 (January), 63-79.
  • Reinartz, Werner, Manfred Krafft und Wayne Hoyer (2004), The CRM Process: Its Measurement and Impact on Performance, Journal of Marketing Research, 41 (August), 293-305.
  • Chandon, Pierre, Vicki G. Morwitz, and Werner Reinartz (2004), “The Short- and Long-Term Effects of Measuring Intent to Repurchase”, Journal of Consumer Research, 31 (3), 566-572. 
  • Reinartz, Werner und V. Kumar (2003), The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration, Journal of Marketing, 67 (January), 77-99. 
  • Reinartz, Werner and V. Kumar (2000), “On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing”, Journal of Marketing, 64 (4), October, 17-35.