Research

Our Research at a Glance

The team of Professor Sabine Kuester works on a variety of research projects at the intersection of marketing & innovation management and was able to attain several research and teaching awards. Moreover, Sabine Kuester is an active reviewer for leading marketing journals and is member of numerous associations as e.g., the American Marketing Association.

Research Focus of our Chair

Marketing of Innovations
Digital Marketing
Marketing Strategy
Marketing Management
International Marketing

Please find more details on our fields of research and exemplary projects here (Marketing of Innovations) and here (Digital Marketing).

Current Research Projects

Please see the profiles of our team for current research projects.

Published work at the Chair of Marketing & Innovation

Articles
Research Papers
Conference Items
Conference Presentations
Books
Book Sections

Feurer, S., Schuhmacher, M. C. and Kuester, S. (2019). How pricing teams develop effective pricing strategies for new products. Journal of Product Innovation Management, 36, 66-86.
Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. and Kuharev, V. (2019). Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption. International Journal of Research in Marketing : IJRM, 36, 386-400.
von Janda, S., Schuhmacher, M. C. and Kuester, S. (2018). Reversing gears : Inverting the innovation-flow paradigm with reverse innovation. Research-Technology Management, 61, 46-57.
Kuester, S., Konya-Baumbach, E. and Schuhmacher, M. C. (2018). Get the show on the road: Go-to-market strategies for e-innovations of start-ups. Journal of Business Research : JBR, 83, 65-81.
Schuhmacher, M. C., Kuester, S. and Hanker, A.-L. (2018). Investigating antecedents and stage-specific effects of customer integration intensity on new product success. International Journal of Innovation Management : IJIM, 22.
Schuhmacher, M. C., Kuester, S. and Hultink, E. J. (2018). Appetizer or main course: Early market vs. majority market go-to-market strategies for radical innovations. Journal of Product Innovation Management, 35, 106-124.
Kuester, S., Homburg, C. and Hildesheim, A. (2017). The catbird seat of the sales force : how sales force integration leads to new product success. International Journal of Research in Marketing : IJRM, 34, 462-479.
Feurer, S., Konya-Baumbach, E. and Woodside, A. (2016). Applying configurational theory to build a typology of ethnocentric consumers. International Marketing Review, 33, 351-375.
Konya-Baumbach, E. (2016). The zero-price effect in a multicomponent product context. International Journal of Research in Marketing : IJRM, 33, 689-694.
Kuester, S. and Rauch, A. (2016). A job demands-resources perspective on salespersons’ market intelligence activities in new product development. Journal of Personal Selling & Sales Management : JPSSM, 36, 19-39.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2015). Divide Tariffs and Prosper? A Focus on the Role of Need for Cognition. Marketing : Zeitschrift für Forschung und Praxis ; ZFP, 37, 101-108.
Kuester, S., Feurer, S., Schuhmacher, M. C. and Reinartz, D. (2015). Comparing the incomparable? How consumers judge the price fairness of new products. International Journal of Research in Marketing : IJRM, 32, 272-283.
Kuester, S., Heß, S. C. and Herrmann, A. (2015). The role of defaults in preventing innovation rejection. International Journal of Innovation Management : IJIM, 19, Nr. 1550023.
Schuhmacher, M. C., von Janda, S. and Woodside, A. (2014). Configural theory of why people shop for clothes: personal-attribute explanations of four stalwart segments. Journal of Global Fashion Marketing : JGfM, 5, 1-25.
Kuester, S., Schuhmacher, M. C., Gast, B. and Worgul, A. (2013). Sectoral Heterogeneity in New Service Development: An Exploratory Study of Service Types and Success Factors. Journal of Product Innovation Management, 30, 533-544.
Kuester, S., Homburg, C. and Heß, S. C. (2012). Externally Directed and Internally Directed Market Launch Management: The Role of Organizational Factors in Influencing New Product Success. The Journal of Product Innovation Management, 29, 38-52.
Schuhmacher, M. C. and Kuester, S. (2012). Identification of Lead User Characteristics: Driving the Quality of Service Innovation Ideas. Creativity and Innovation Management, 21, 427-442.
Kuester, S. and Heß, S. C. (2009). How to Overcome Customers' Adoption Barriers? Advances in Consumer Research, 36, 783-784.
Homburg, C., Kuester, S., Beutin, N. and Menon, A. (2005). Determinants of Customer Benefits in Business-to-Business Markets : A Cross-Cultural Comparison. Journal of International Marketing : JIM, 13, 1-31.
Montaguti, E., Kuester, S. and Robertson, T. S. (2002). Entry strategy for radical product innovations : a conceptual model and propositional inventory. International Journal of Research in Marketing : IJRM, 19, 21-42.
Homburg, C. and Kuester, S. (2001). Towards an Improved Understanding of Industrial Buying Behavior: Determinants of the Number of Suppliers. Journal of Business-to-Business Marketing, 8, 5-33.
Kuester, S., Homburg, C., Robertson, T. and Schäfer, H. (2001). Verteidigungsstrategien gegen neue Wettbewerber - Bestandsaufnahme und empirische Untersuchung. Zeitschrift für Betriebswirtschaft : ZfB, 71, 1191-1215.
Kuester, S., Homburg, C. and Robertson, T. (1999). Retaliatory Behavior to New Product Entry. Journal of Marketing : JM, 63, 90-106.

Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. and Kuharev, V. (2019). Erfolgreiche Einführung digitaler Innovationen: Vertrauensfördernde Strategien für Start Ups. IMU Research Insights, 062. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2018). How pricing teams develop effective pricing strategies for new products. IMU Research Insights, 056. Mannheim: Institut für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S. and Borchers, O. (2018). Automatisierte Martkanalysen von Produktbewertungen mithilfe Künstlicher Intelligenz. IMU Research Insights, 059. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
von Janda, S., Kuester, S. and Kroll, K. (2017). Das Branding von Produkten für ‚Bottom of the Pyramid‘ Kunden. IMU Research Insights, 053. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Mißling, K. and von Janda, S. (2017). Innovation in Entwicklungsmärkten: Auswirkungen von Ressourcenrestriktionen auf den Innovationsprozess. IMU Research Insights, 049. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
von Janda, S., Steinmetz, M. and Kuester, S. (2016). Product modularity: Conceptualization, measurement, and consequences. Working Paper. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Deker, J. and Schuhmacher, M. C. (2016). Ist die Zusammenarbeit mit externen Kooperationspartnern in der Neuproduktentwicklung erfolgreich? - Eine Meta-Analyse. IMU Research Insights, 044. Mannheim: Institut für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Rauch, A. and Welle, M. (2016). Wie Zulieferer von den Innovationsprojekten ihrer Kunden profitieren können. IMU Research Insights, 039. Mannheim: Institut für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Reinartz, D. and Schneider, K. (2016). Das Management von Marktchancen im Innovationsprozess. IMU Research Insights, 042. Mannheim: Institut für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Steinmetz, M. and von Janda, S. (2016). Die Wahrnehmung modularer Produktangebote im Konsumgütermarkt. IMU Research Insights, 047. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Herbst, L. and Schuhmacher, M. C. (2015). Geschäftsmodellinnovation: Vier Ansätze führen zum Ziel. IMU Research Insights, 036. Mannheim: Institut für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Konya-Baumbach, E. and Rilling, T. (2015). Voraussetzungen und Auswirkung der Intensität von Marketingallianzen. IMU Research Insights, 033. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Reinartz, D. and Schuhmacher, M. C. (2015). Terminierung oder Fortführung von Innovationsprojekten: Entscheidungsprozess und Einflussfaktoren. IMU Research Insights, 030. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Deker, J. and Schuhmacher, M. C. (2014). Die Auswirkung von Kollaborationsvielfalt auf den Erfolg von radikal neuen Produkten entlang des Produktentwicklungsprozesses. IMU Research Insights, 028. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Konya-Baumbach, E. and Schuhmacher, M. C. (2014). Markteinführungsstrategien für informations- und kommunikationstechnologiebasierte Dienstleistungsinnovationen. IMU Research Insights, 025. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Schuhmacher, M. C. and Herbst, L. (2014). Wie sagen wir es unseren Kunden: Einführung von Preisen für zuvor kostenlose wertschöpfende Dienstleistungen. IMU Research Insights, 023. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Feurer, S. and Schuhmacher, M. C. (2013). Auswirkungen des Einführungspreises einer radikalen Innovation auf Adoptionsbarrieren von Kunden. IMU Research Insights, 020. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., von Janda, S. and Schuhmacher, M. C. (2013). Managing Business Activities in Lower-End Consumer Segments in Emerging Markets. IMU Research Insights, 015. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S. and Landauer, N. (2013). Managing the Product Portfolio for Success. IMU Research Insights, 013. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S. and Rauch, A. (2013). Informationsaktivitäten des Vertriebs im Innovationsprozess. IMU Research Insights, 017. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Feurer, S. and Schuhmacher, M. C. (2012). Can service customers handle price complexity? IMU Research Insights, 007. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Homburg, C. and Heß, S. C. (2012). The Impact of Externally Directed and Internally Directed Market Launch Management on New Product Success. IMU Research Insights, 001. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Homburg, C. and Hildesheim, A. (2012). The Specific Role of Sales Force Integration in New Product Development. IMU Research Insights, 004. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S. and Thomsen, J. (2012). Drivers of eWOM Marketing for Successful New Product Launch. IMU Research Insights, 010. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
(2011). Pricing - neueste Erkenntnisse aus der Preisforschung. Marketing Exzellenz, 002. Mannheim.
Kuester, S., Buys, S. and Klein, K. (2011). Wie verhindern Sie negative Kundenreaktionen bei Produkteliminationen? : Die Rolle der Kommunikation im Produktlinienmanagement. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W139. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
(2010). Sales - neueste Erkenntnisse aus der Vertriebsforschung. Marketing Exzellenz, 001. Mannheim.
Kuester, S. and Rilling, T. (2010). Managers' Marketing Alliance Formation Behavior : The Role of External Factors and Managers' Personality Traits. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W132e. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Schuhmacher, M. C., Broermann, B. and Worgul, A. (2010). Erfolgsfaktoren von Innovationen in der Dienstleistungsindustrie unter Berücksichtigung von Branchenunterschieden. Management Know-how, M122. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Schuhmacher, M. C. and Tremel, M. (2010). Die Kommunikationswirkung des Sponsor-Event-Fits - Eine Analyse anhand einer Weltmeisterschaft. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W133. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S. and Buys, S. (2009). Customer Confusion: Wie Produktvielfalt dem Unternehmen schaden kann. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W131. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Heß, S. C. and Stier, M. (2009). How to Design International Loyalty Programs. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W129e. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Landauer, N. and Becker, A. (2009). Der Einfluss des Markenwertes auf die Unternehmensperformance. Management Know-how, M116. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Landauer, N. and Becker, A. (2009). The Impact of Brand Value on Corporate Performance. Management Know-how, M116e. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Heß, S. C., Young, J. and Hinkel, J. (2008). Brands as Means of Self-expression: A Cross-cultural Comparison. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W119e. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Schuhmacher, M. C., Lenz, C. and Mantel, J. (2008). An Input-Process-Output Investigation of NPD Team Performance. Management Know-how, M114e. Mannheim: Inst. für Marktorientierte Unternehmensführung.
Kuester, S., Schuhmacher, M. C. and Werner, B. D. (2008). Open Innovation in Innovation Networks : Insights into the Automobile Industry. Management Know-how, M109e. Mannheim: Inst. für Marktorientierte Unternehmensführung.
Kuester, S., Schuhmacher, M. C. and Werner, B. D. (2007). Die Bedeutung von Open Innovation in Innovationsnetzwerken : Einblicke in die Automobilindustrie. Management Know-how, M109. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Homburg, C., Kuester, S., Beutin, N. and Menon, A. (2005). Determinants of customer benefits in business-to-business markets : a cross-cultural comparison. Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung, W084. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.

Barth, M. and Kuester, S. (2019). Seizing the moment? Customers’ fear of missing out in mobile marketing. In Lam, S., 2019 AMA Winter Academic Conference : Understanding Complexity, Transforming the Marketplace, February 22-24, 2019, Austin, TX (S. CW-25). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Borchers, O., Ringel, D. M. and Kuester, S. (2019). Dory: A temporal neural word embedding for the study of brand association evolution from user-generated-content. In , 41st Annual ISMS Marketing Science Conference 2019 : Technical Session listing (S. 20). , INFORMS Society for Marketing Science: Catonsville, MD.
Böhmer, F. and Barth, M. (2019). Bringing “pins” and “likes” to the store: The influence of cueing social media popularity at the point of sale. In Lam, S., 2019 AMA Winter Academic Conference : Understanding Complexity, Transforming the Marketplace, February 22-24, 2019, Austin, TX (S. CC-64). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
von Janda, S., Kuester, S., Schuhmacher, M. C. and Shainesh, G. (2019). What frugal products are and why they matter: A structured abstract. In , AMS_AC47: Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference (S. tba). , Springer International Publishing: Cham.
von Janda, S. and Ohnesorge, F. (2019). How are we actually doing? Performance assessment of BOP innovation projects. In Lam, S., 2019 AMA Winter Academic Conference : Understanding Complexity, Transforming the Marketplace, February 22-24, 2019, Austin, TX (S. MC-2). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
von Janda, S., Pomering, A. and Kuester, S. (2019). Judging a book by its cover: The power of wine label design in shaping consumers’ product perceptions. In Terblanche, N., Proceedings of the 11th Conference of the Academy of Wine Business Research (AWBR) (S. WIP 13, 207-208). , Academy of Wine Business Research: Stellenbosch, South Africa.
Schuhmacher, M. C., Konya-Baumbach, E., Kuester, S. and Kuharev, V. (2019). The effectiveness of specific go-to-market strategies for digital innovation adoption. In , AMS WMC 22: The 22nd Academy of Marketing Science World Marketing Congress 2019 “Enlightened Marketing in Challenging Times” : Edinburgh, Scotland (S. Session 4.6). , Academy of Marketing Science: Ruston, LA.
Welle, M., Kuester, S. and Schuhmacher, M. C. (2019). Decision-making authority in innovation development: A dual mediation model. In Lam, S., 2019 AMA Winter Academic Conference : Understanding Complexity, Transforming the Marketplace, February 22-24, 2019, Austin, TX (S. ICM-11). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Borchers, O. and Kuester, S. (2018). Deep neural language models: The elicitation of brand similarity from customer reviews. In , 47th European Marketing Academy 2018 Conference Proceedings : University of Strathclyde, Glasgow, UK, May 29 - June 01 (S. 1-7). , EIASM ; EMAC: Brussels ; Stockholm.
Borchers, O. and Kuester, S. (2018). Vector space models of brands. In Luo, X., 40th Annual ISMS Marketing Science Conference : June 13 - 16, 2018, Fox School of Business, Temple University, Philadelphia, PA (S. 98). , INFORMS: Catonsville, MD.
von Janda, S., Hillebrand, C. and Kuester, S. (2018). We are (not) all the same! A differentiated look at the BOP consumer market. In Goldenberg, J., Integrating paradigms in a world where marketing Is everywhere : 2018 AMA Winter Academic Conference : February 23-25, 2018, New Orleans, LA : proceedings (S. B4-B5). AMA Educators' Proceedings, American Marketing Association: Chicago, IL.
von Janda, S., Kuester, S. and Schuhmacher, M. C. (2018). Innovation at the Bottom-of-the-Pyramid (BOP): a conceptualization of BOP innovation capability. In , 25th Innovation and Product Development Management Conference (IPDMC) : June 10-13, 2018, Faculty of Engineering, University of Porto, Portugal (S. ). EIASM Conference Proceedings Series, EIASM: Brussels.
von Janda, S., Kuester, S. and Schuhmacher, M. C. (2018). Innovation for the Bottom-of-the-Pyramid. In Condoit, J., Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018 : Connect. Engage. Transform. : proceedings, 3 – 5 December 2018, University of Adelaide, Adelaide, Australia (S. 543). , University of Adelaide: Adelaide, Australia.
Welle, M., Kuester, S. and Schuhmacher, M. C. (2018). The dispersion of departmental decision-making authority in innovation development. In , 25th Innovation and Product Development Management Conference (IPDMC) : June 10-13, 2018, Faculty of Engineering, University of Porto, Portugal (S. ). EIASM Conference Proceedings Series, EIASM: Brussels.
Barth, M. and Konya-Baumbach, E. (2017). When words hurt - Emotional contagion in a company's Facebook apology. In , (S. 518-519). Advances in Consumer Research, Association for Consumer Research: Duluth, MN.
Herbst, L., Schuhmacher, M. C. and Kuester, S. (2017). Development process for business model innovations : same, same or different? In Chandy, R., AMA Winter Marketing Academic Conference 2017 : Better Marketing for a Better World : Orlando, Florida, USA 17-19 February 2017 (S. B-16). AMA Educators' Proceedings, Curran: Red Hook, NY.
von Janda, S. and Hillebrand, C. (2017). Exploring heterogeneity in the BOP consumer market. In Robinson, L., Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact : proceedings, 4 – 6 December 2017, RMIT University, Melbourne, Australia (S. 366). ANZMAC conference proceedings, Australia-New Zealand Marketing Academy: Melbourne, NZ.
von Janda, S., Schuhmacher, M. C. and Kuester, S. (2017). Reverse innovation : how to use emerging markets as a source of corporate competitive advantage. In Chandy, R., AMA Winter Marketing Academic Conference 2017 : Better Marketing for a Better World : Orlando, Florida, USA 17-19 February 2017 (S. I-3). AMA Educators' Proceedings, Curran: Red Hook, NY.
Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2017). Initial trust as an informational feeling for the adoption of digital innovations. In Chandy, R., AMA Winter Marketing Academic Conference 2017 : Better Marketing for a Better World : Orlando, Florida, USA 17-19 February 2017 (S. G-18). AMA Educators' Proceedings, Curran: Red Hook, NY.
Reinartz, D., Kuester, S. and Schuhmacher, M. C. (2017). Is there no time like the present? An investigation of hold decisions in the innovation process. In Chandy, R., AMA Winter Marketing Academic Conference 2017 : Better Marketing for a Better World : Orlando, Florida, USA 17-19 February 2017 (S. G-3). AMA Educators' Proceedings, Curran: Red Hook, NY.
Schuhmacher, M. C., Kuester, S. and Flötotto, D. (2017). Idea Competitions in New Service Development: Co-creation with a Certain Consumer Group. In Campbell, C., The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World : Proceedings of the 2011 World Marketing Congress (S. 429-432). , Springer: Cham.
Deker, J., Schuhmacher, M. C. and Kuester, S. (2016). Do all roads lead to Rome? A meta-analysis on collaboration with external partners in new product development. In , 23rd Innovation and Product Development Management Conference : University of Strathclyde, Glasgow June 12-14, 2016 ; proceedings (S. ). , EIASM: Brussels.
Deker, J., Schuhmacher, M. C. and Kuester, S. (2016). Internal or external? A meta-analysis on collaboration in the development of innovations. In Knöferle, K., Marketing in the age of data : EMAC 2016, Oslo, May 24-27, 2016 (S. 92). , BI Norwegian Business School: Oslo.
Herbst, L., Schuhmacher, M. C. and Kuester, S. (2016). Business model innovation : four approaches, one goal. In , 23rd Innovation and Product Development Management Conference : University of Strathclyde, Glasgow June 12-14, 2016 ; proceedings (S. ). , EIASM: Brussels.
von Janda, S., Schuhmacher, M. C. and Kuester, S. (2016). Re-Inventing the Wheel? How to develop innovations for consumers at the bottom of the economic pyramid. In Knoeferle, K., Marketing in the Age of Data : EMAC 2016, Oslo, May 24-27, 2016 (S. 74). , BI Norwegian Business School: Oslo.
Deker, J., Schuhmacher, M. C. and Kuester, S. (2015). Development of successful really new products: the ‘over-collaboration’ effect at different stages of the new product development process. In Brown, T., AMA Winter Marketing Educators' Conference 2015: Marketing in a Global, Digital and Connected World : Proceedings of a meeting held 13-15 February 2015, San Antonio, Texas, USA. (S. F-18). AMA Educators' Proceedings, Curran : Red Hook, NY.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2015). Team meeting! Our innovation will rock, but how shall we price it? In Michelante, G., Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 79-81). , EIASM: Brussels.
von Janda, S., Schuhmacher, M. C. and Kuester, S. (2015). How to use emerging markets as an innovation incubator for developed markets: a conceptual framework. In Michelante, G., Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 221-222). , EIASM: Brussels.
Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. and Hubert, M. (2015). The launch of service innovations by start-ups : an investigation of (non-)adopters. In Michelante, G., Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 17-18). , EISAM: Brussels.
Rauch, A. and Kuester, S. (2015). Salespersons' market intelligence activities in new product development. In Michelante, G., Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 173-174). , EIASM: Brussels.
Reinartz, D., Schuhmacher, M. C. and Kuester, S. (2015). The greatest of faults is to be conscious of none: exploring decision errors in reviewing innovation projects. In Michelante, G., Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 183-184). , EIASM: Brussels.
Schuhmacher, M. C., Schael, T., Petrich, W. and Kuester, S. (2015). Virtual knowledge broker : same, same, but different!. In Michelante, G., Proceedings of the 22nd Innovation & Product Development Management Conference : Copenhagen, Denmark, June 14-16, 2015 (S. 189-191). , EIASM: Brussels.
Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2014). Making the Intangible Tangible: Launch Decisions for Service Innovations. In , (S. 21-23). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc.: Chicago, Ill..
Schuhmacher, M. C., Kuester, S. and Fertmann, A.-L. (2014). Pricing New Service for Consumer Acceptance: The Influence of Consumer Characteristics and Expectations? In Bigné, E., 43rd European Marketing Academy Conference (EMAC) : Paradigm Shifts & Interactions ; 3-6 June 2014, Valencia, Spain ; conference proceedings (S. 196). , Univ. de Valencia: Valencia.
Schuhmacher, M. C., Kuester, S. and Siegk, J. (2014). Reverse Innovations: What to Communicate when Launching Innovations from Emerging Markets to Developed Markets. In Ledwith, A., 21st International Product Development Management Conference “Innovation through Engineering, Business & Design : Limerick, Ireland, June 15-17, 2014 ; conference papers/book of abstracts (S. 209-210). , EIASM European Inst. for Advanced Studies in Management: Limerick.
Deker, J., Schuhmacher, M. C. and Kuester, S. (2013). Stakeholder configuration for the development of successful radical new services. In , (S. ). Proceedings ... EMAC Conference, EMAC: Stockholm.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2013). The Role of Price When Products are Really New:Single, Dual, or multiple? In , (S. Paper 111). ANZMAC conference proceedings, Australia-New Zealand Marketing Academy: Dunedin, NZ.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2013). Using price strategy to manage adoption barriers of radical new products. In Rindfleisch, A., Proceedings of the 2013 AMA Winter Marketing Educators' Conference (S. 123-124). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc. ; Curran: Chicago, Ill. ; Red Hook, NY.
Rauch, A. and Kuester, S. (2013). Antecedents of salespersons' market information sharing behavior. In Karaosmanoglu, E., (S. 396-397). Proceedings ... EMAC Conference, EMAC: Stockholm.
Schuhmacher, M. C. and Kuester, S. (2013). Communication when pricing alignable and nonalignable value-added services. In Karaosmanoglu, E., (S. 191-192). Proceedings ... EMAC Conference, EMAC: Stockholm.
Schuhmacher, M. C., Kuester, S. and Fertmann, A.-L. (2013). Pricing Service Innovations: The Influence of Consumer Characteristics and Expectations? In , (S. Paper 164). ANZMAC conference proceedings, Australia-New Zealand Marketing Academy: Dunedin, NZ.
Schuhmacher, M. C., Kuester, S. and Herbst, L. (2013). The Influence of Motive-Based Communication on Price Fairness: Pricing Formerly Free Value-Added Services. In Rindfleisch, A., AMA Winter Marketing Educators’ Conference 2013 : Challenging the Bounds of Marketing Thought : Las Vegas, Nevada, USA, 15-17 February 2013 (S. 207-208). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Feurer, S., Kuester, S., Broermann, B. and Schuhmacher, M. C. (2012). Price complexity and perceptions of price fairness: The moderating effect of need for cognition. In Bharadwaj, S., 2012 AMA Winter Educators’ Conference Marketing Theory and Applications (S. 258-259). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Feurer, S., Kuester, S. and Schuhmacher, M. C. (2012). When is the launch price of a new product (un)fair? The moderating effects of new product radicalness, customer innovativeness and expected future price reduction. In Rita, P., Marketing to Citizens: Going Beyond Customers and Consumers : 41th EMAC Conference, ISCTE Business School Lisbon; conference proceedings (S. 216). , EMAC: Brussels.
Kuester, S., Broermann, B., Feurer, S. and Schuhmacher, M. C. (2012). Price complexity and perceptions of price fairness: The moderating effect of need for cognition. In Bharadwaj, S., Marketing Theory and Applications : proceedings of a meeting held 17-19 February 2012, St. Petersburg, Florida, USA (S. 258-259). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc.: Chicago, Ill..
Kuester, S. and Hildesheim, A. (2012). Salesforce Integration in New Product Development - A Key Driver of New Product Success? In Bharadwaj, S., Marketing Theory and Applications : proceedings of a meeting held 17-19 February 2012, St. Petersburg, Florida, USA (S. 21-22). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc.: Chicago, Ill..
Kuester, S. and Schuhmacher, M. C. (2012). Tactical launch decisions for technological innovations: The importance of customer innovativeness. In Rita, P., Marketing to Citizens: Going beyond Customers and Consumers : 41th EMAC Conference, ISCTE Business School Lisbon; Conference Proceedings (S. 217). , EMAC: Brussels.
Schuhmacher, M. C. and Kuester, S. (2012). Designing the marketing mix when launching a technological radical innovation. In Perks, H., Transformative Research in Product and Service Innovation : EIASM International Product Development Management Conference (S. 219-220). , EIASM: Brussels.
Schuhmacher, M. C., Kuester, S. and Feurer, S. (2012). Co-creation in new service development: An experiment. In Bharadwaj, S., AMA winter educators conference 2012 : marketing theory and applications, St. Petersburg, Florida, USA, 17-19 February 2012 (S. 120-121). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Schuhmacher, M. C., Kuester, S. and Winkler, M. (2012). Instruments to overcome the negative influence of country-of-origin on the adoption of a radical innovation. In Rita, P., Marketing to Citizens: Going beyond Customers and Consumers : 41th EMAC Conference, ISCTE Business School Lisbon; Conference Proceedings (S. 275). , EMAC: Brussels.
Kuester, S. and Broermann, B. (2011). Strategies for Introducing Prices for Formerly Free Value-added Services. In Srinivasan, R., AMA Winter Educators' Conference 2011: Marketing Theory and Applications : Proceedings of a meeting held 18-20 February 2011, Austin, Texas, USA (S. 58-59). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Kuester, S. and Hildesheim, A. (2011). Salesforce Integration in New Product Development – A Key Driver of New Product Success? In , Proceedings of the ANZMAC 2011 Conference (S. ). , ANZMAC: Perth.
Kuester, S. and Landauer, N. (2011). Current Corporate Product Portfolio Management Practice: An Exploratory Study. In Noble, S., AMA Summer Educators Conference 2011: Delivering Value in Turbulent Times : San Francisco, California, USA, 5 - 7 August 2011 (S. 51-52). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Schuhmacher, M. C., Kuester, S. and Flötotto, D. (2011). Idea contests in new service development: Whom to integrate and how? In , 18th International Product Development Management Conference “Innovate through Design”, June 6-7, 2011, Delft, The Netherlands : Proceedings (S. 231-232). EIASM Conference Proceedings Series, EIASM: Brussels.
Schuhmacher, M. C., Kuester, S. and Tremel, M. (2011). Sport Sponsoring - The Communication Impact of Different Components of theSponsor-Event-Fit and the Role of Involvement. In Noble, S., AMA Summer Educators Conference 2011: Delivering Value in Turbulent Times : San Francisco, California, USA, 5 - 7 August 2011 (S. 9-10). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Kuester, S. and Buys, S. (2010). Customer Confusion and Product Line Size: Implications for Product Line Management. In Brady, M., AMA Winter Educators Conference 2010: Marketing Theory and Applications : Proceedings of a meeting held 19-22 February 2010, New Orleans, Louisiana, USA (S. 121-122). AMA Winter and Summer Educators' Conference Proceedings, Curran: Red Hook, NY.
Kuester, S., Fitzgerald, J., Heß, S. C. and Bucerius, J. (2010). Product Bundling or Mental Simulation: What is More Effective in Reducing Usage Barriers? In Brady, M., AMA Winter Educators Conference 2010: Marketing Theory and Applications : Proceedings of a meeting held 19-22 February 2010, New Orleans, Louisiana, USA (S. 54-55). AMA Winter and Summer Educators' Conference Proceedings, Curran: Red Hook, NY.
Kuester, S. and Schuhmacher, M. C. (2010). Customer Integration: Antecedents and Consequences. In Kakouris, A., Proceedings of the 5th European Conference on Innovation and Entrepreneurship, September 16-17, Athens, Greece ; abstracts (S. 32-33). , Academic Publ.: Reading .
Rilling, T. and Kuester, S. (2010). Managers' Marketing Alliance Formation Behavior - The Impact of Company External Conditions and Managers' Personality Traits. In Beckmann, S., The six senses : the essentials of marketing; 39th EMAC Conference, Copenhagen, 1-4 June 2010, conference proceedings (S. 99-100). , Copenhagen Business School: Frederiksberg.
Schuhmacher, M. C. and Kuester, S. (2010). Leveraging customer knowledge for new products in B2C: Drivers and performance implications. In Munuera, J., The Innovation in Crisis Time : 17th International Product Development Management Conference, Murcia, Spain - June 14 - 15, 2010 (S. 233-234). , EIASM: Brussels.
Kuester, S. and Heß, S. C. (2009). Implemented Default or Induced Emotions: What Really Helps to Overcome the Innovation Bias? In Kamins, M., AMA Summer Educators' Conference 2009: Enhancing Knowledge Development in Marketing : Proceedings of a meeting held 7-10 August 2009, Chicago, Illinois, USA (S. 147-148). AMA Winter and Summer Educators' Conference Proceedings, Curran: Red Hook, NY.
Kuester, S. and Heß, S. C. (2009). Managing Customers' Adoption Barriers. In Reynolds, K., AMA Winter Educators Conference 2009: Marketing Theory and Applications : Proceedings of a meeting held 20-23 February 2009, Tampa, Florida (S. 292-293). AMA Winter and Summer Educators' Conference Proceedings, Curran: Red Hook, NY.
Bauer, H. H., Kuester, S., Heß, S. C. and Huber, F. (2007). In Brands We Trust: Marketing’s Impact on Service Brand Personality and Trust. In , Flexible marketing in an unpredictable world : proceedings of the 36th EMAC conference held 22-25 May 2007, Reykjavik, Iceland (S. ). , Reykjavik Univ.: Reykjavik, Iceland.
Kuester, S., Heß, S. C., Hinkel, J. and Young, J. (2007). Brands as Means of Self-Expression: A Cross-Cultural Study. In Deans, K., Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 : Dunedin, New Zealand, 3-5 December 2007; proceedings (S. 1670-1678). , Univ. of Otago, School of Business, Dept. of Marketing: Dunedin, NZ.
Kuester, S. and Homburg, C. (2007). Entry Strategies and Product Takeoff. In , Flexible marketing in an unpredictable world : proceedings of the 36th EMAC conference held 22-25 May 2007, Reykjavik, Iceland (S. ). , Reykjavik Univ.: Reykjavik, Iceland.
Homburg, C., Kuester, S. and Lüers, T. (2006). Shareholder Value Orientation of Marketing: The Construct and its Performance Implications. In Johnson, J., AMA Winter Educators' Conference 2006: Marketing Theory and Applications : Proceedings of a meeting held 17-20 February 2006, St Petersburg, Florida, USA (S. ). Marketing theory and applications, American Marketing Ass.: Chicago, Ill..

Borchers, O., Ringel, D. M. and Kuester, S. (2019). A model for temporal neural word embedding. EMAC 48th Annual Conference, Hamburg, Germany.
Borchers, O., Ringel, D. M. and Kuester, S. (2019). Dynamics in the evolution of consumers' brand associations: A temporal neural word embedding for UGC. 2019 Marketing Dynamics Conference, College Park, MD.
Ehm, L., von Janda, S., Dolan, R., Wegmann-Herr, P. and Szolnoki, G. (2019). Judging a book by its cover: The power of wine label design in shaping consumers' product perceptions. American Association of Wine Economics 13th Annual Conference, Wien, Austria.
Konya-Baumbach, E. and Isaac, M. (2019). The modest marketer: When skeptical consumers infer products to be longer-lasting than marketers claim. EMAC 48th Annual Conference, Hamburg, Germany.
Polthier, A. (2019). You can lead a horse to water, but you can’t make it drink - Companies’ response behavior to innovative customer complaints. PDMA Doctoral Consortium 2019, Champaign, IL.
Polthier, A., von Janda, S. and Kuester, S. (2019). Turning complaints into opportunities - A field experiment on the use of customer complaints for new product development. Doctoral Workshop at the 26th IPDMC, Innovation and Product Development Management Conference, Leicester, UK.
Polthier, A., von Janda, S. and Kuester, S. (2019). Turning problems into opportunities - How companies can leverage customer complaints for new product development. 26th Innovation and Product Development Management Conference, Leicester, UK.
Starke, S., Kuester, S. and von Janda, S. (2019). From being rater to being rated – Exploring the effects of customer ratings on customer attitudes and behavior. EMAC 32nd Doctoral Colloquium 2019, Hamburg, Germany.
Barth, M., Kuester, S. and Konya-Baumbach, E. (2018). Getting personal: Mobile marketing as a strategic tool for personalization. EMAC 31st Doctoral Colloquium, Glasgow, UK.
von Janda, S., Shainesh, G., Kuester, S. and Schuhmacher, M. C. (2017). Adding to the frugal innovation discourse: conceptualizing and measuring product frugality. 24th Innovation Product Development Management Conference, Reykjavik, Iceland.
Konya-Baumbach, E., Viehrig, R. and Kuester, S. (2017). Contagious! On the Role of Emotional Contagion in Innovation Adoption Decisions. Society for Judgment and Decision Making Conference 2017, Vancouver, BC.
Konya-Baumbach, E., Viehrig, R. and Kuester, S. (2017). I feel you! How catching on emotions via online customer reviews affects innovation adoption. 46th EMAC Annual Conference, Groningen, Netherlands.
Welle, M., Kuester, S. and Schuhmacher, M. C. (2017). The emergence of the innovation department - Departmental decision influence and decision influence dispersion in innovation development. 30th EMAC Doctoral Colloquium, Groningen, The Netherlands.
Welle, M., Kuester, S. and Schuhmacher, M. C. (2017). The emergence of the innovation department - Departmental decision influence and decision influence dispersion in innovation development. 2017 PDMA-UNH Innovation Doctoral Consortium, Durham, NH.
Herbst, L., Schuhmacher, M. C. and Kuester, S. (2016). Processes for business model innovation: Structured or intuitive? EURAM 2016 Conference, Paris.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2015). How to develop appropriate pricing strategies for innovations: An input-process-output model of pricing team effectiveness. 44th EMAC Annual Conference 2015, Leuven, Belgium.
Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2015). Go-to-market-strategies for e-innovations: Propositions for future research. 18th AMS World Marketing Congress, Bari, Italy.
Schuhmacher, M. C., Feurer, S., Holthusen, C. and Kuester, S. (2015). Perception of complexity in pricing schemes – A conjoint-based approach. EMAC Conference 2015: Collaboration in Research, Leuven, Belgium.
Deker, J., Schuhmacher, M. C. and Kuester, S. (2013). Stakeholder configuration for the development of successful radical new services. EMAC Conference, Istanbul, Turkey.
Feurer, S., Schuhmacher, M. C. and Kuester, S. (2013). Using price strategy to manage adoption barriers of radical new products. AMA Winter Marketing Educators' Conference 2013, Las Vegas, Nev..
Konya-Baumbach, E., Schuhmacher, M. C. and Kuester, S. (2013). Launch tactics for service innovations : Review, synthesis, and ideas for future research. 42nd EMAC Annual Conference, Istanbul, Turkey.
Rauch, A. and Kuester, S. (2013). Antecedents of salespersons' market information sharing behavior. EMAC Conference, Istanbul, Turkey.
Schuhmacher, M. C., Feurer, S. and Kuester, S. (2013). The Role of Price When Products are Really New:Single, Dual,or multiple? ANZMAC 2013, Auckland, NZ.
Schuhmacher, M. C. and Kuester, S. (2013). Communication when pricing alignable and nonalignable value-added services. EMAC Conference, Istanbul, Turkey.
Schuhmacher, M. C., Kuester, S. and Fertmann, A.-L. (2013). Pricing Service Innovations: The Influence of Consumer Characteristics and Expectations? ANZMAC 2013, Auckland, NZ.
Feurer, S., Kuester, S. and Schuhmacher, M. C. (2012). When is the launch price of a new product (un)fair? The moderating effects of new product radicalness, customer innovativeness and expected future price reduction. EMAC Conference 2012, Lisboa, Portugal.
Broermann, B. and Kuester, S. (2010). Strategies for introducing prices for formerly free value-added services. 32nd INFORMS Marketing Science Conference, Köln.
Buys, S. and Kuester, S. (2010). Causes and consequences of customer confusion. 32nd INFORMS Marketing Science Conference, Köln, Germany.
Kuester, S., Schuhmacher, M. C., Broermann, B. and Worgul, A. (2010). New service development - It's not the same at all. 17th International Product Development Management Conference, Murcia, Spain.

Homburg, C., Kuester, S. and Krohmer, H. (2013). Marketing Management : A Contemporary Perspective. London [u.a.]: McGraw-Hill Higher Education.
Homburg, C., Kuester, S. and Krohmer, H. (2009). Marketing Management : A Contemporary Perspective. London [u.a.]: McGraw-Hill Higher Education.

Kuester, S. (2012). “Ich will so bleiben wie ich bin”. Ökonomische Werte und unsere Tendenz zum Status Quo. In Kehnel, A. Erfolg und Werte (S. 73-86). Frankfurt a. M.: Frankfurter Allg. Buch.
Bauer, H. H., Kuester, S., Huber, F. and Heß, S. C. (2008). Aufbau und Steuerung von Dienstleistungsmarken. In Bauer, H. Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management (S. 459-472). München: Vahlen.
Kuester, S. and Pramböck, B. (2008). Grundlagen des Marketing. In Häberle, S. Das neue Lexikon der Betriebswirtschaftslehre (S. 808-813). München [u.a.]: Oldenbourg.
Kuester, S. and Heß, S. C. (2007). Adoptionsbarrieren bei Produktinnovationen: Kundenseitige und unternehmerische Herausforderungen des Neuproduktmanagements. In Bayón, T. Vielfalt und Einheit in der Marketingwissenschaft : ein Spannungsverhältnis; Hans H. Bauer zum 60. Geburtstag (S. 77-96). Wiesbaden: Gabler.

Teaching and Research Awards

Outstanding Commitment Award
2015 Mannheim Business School
Best Paper Award
2013 ANZMAC Conference in Auckland
Best Paper Award
2011 ANZMAC Conference in Perth, Australia
Teaching Award
2008 Mannheim Business School Excellence in Executive Teaching Award
Best Paper Award
2008 NeuroPsychoEconomics Conference in Munich
S.Tamer Cavusgil Award
2006 AMA Winter Educators' Conference St. Petersburg, Florida USA
Best Paper Award
1997 AMA Winter Educators' Conference St. Petersburg, Florida USA

Reviewer Activities

Member of the Editorial Board, Journal of Product Innovation Management
Area Editorial Board, Journal of Business Research
International Journal of Research in Marketing
International Journal of Innovation Management
Journal of the Academy of Marketing Science
Journal of International Marketing
Journal of Service Research
Co-Editor “Schriftenreihe des Instituts für Markorientierte Unternehmensführung”

Associations

Institute for Operations Research and the Management Sciences (informs)

Verband der Hochschullehrer für Betriebswirtschaft e.V. (VHB)

Schmalenbach-Gesellschaft für Betriebswirtschaft

Contact Person for Research

Dr. Elisa Konya-Baumbach

Assistant Professor

University of Mannheim
L 5, 1 – Room 0.07
68161 Mannheim

Phone: +49 621 181-2371
E-mail: konya-baumbach(at)bwl.uni-mannheim.de

Consultation hour(s):
Please send an email to make an appointment.