Chair Holder Marketing & Innovation

Professor Dr. Sabine Kuester is director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim. Professor Dr. Sabine Kuester's research interest is in digital marketing, international marketing, marketing management, marketing of innovations, and marketing strategy.

For general requests and appointments with Professor Sabine Kuester, please contact our secretary Kassandra Götz.

Short Portrait

Professor Dr. Sabine Kuester is the chairperson of the chair of Marketing & Innovation at the University of Mannheim. She is also Director of the Institute of Market-Oriented Management at the University of Mannheim. Previously, Professor Kuester held various positions at ESSEC Graduate School of Management in France, at Leonard N. Stern School of Business, New York University in the U.S., and at Vienna University of Economics and Business Administration in Austria. Sabine Kuester has lectured at various other business schools including London School of Economics, Imperial College, Singapore Institute of Management, and SDA Bocconi.

Sabine Kuester received her B.Sc. and M.Sc. in Economics and Business at the University of Cologne in Germany and her Ph.D. in Marketing at London Business School in England.

Professor Kuester's research interest is in marketing of innovations, strategic marketing, marketing management, and international marketing. Her works have appeared in journals such as the Journal of Marketing, International Journal of Research in Marketing, Journal of International Marketing, Journal of Product Innovation Management, Zeitschrift für Betriebswirtschaftslehre, and in scholarly books. She has received multiple best paper awards inter alia by the American Marketing Association. She published the international textbook Marketing Management: A contemporary perspective (published by McGraw-Hill) together with Christian Homburg and Harley Krohmer. Moreover, Sabine Kuester was published in the business press, for example in the Financial Times, Les Echo (France), Industry Standard, and Business Standard (India). She consulted for multinational companies in Europe and the United States and acted as an expert on technology panels and in international Delphi studies. Her department maintains cooperations in teaching with companies such as Pfizer, Bosch, Reuters, BASF, Coty, and Deutsche Telekom.


Teaching and Research Awards

  • Best Paper AwardFinalist
    2019 Journal of Product Innovation Management
  • 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

Supervision of Doctoral Dissertations

  • “How We Live It and How We Remember It: Investigating the Role of Remembering on Customer Experience Evaluations” (Aleksandar Blečić)   
  • “Online Communities: Typology, Dynamics, and Prospects for Marketing” (Angeliki Kalogeraki)
  • “Negative Outcomes of Artificial Intelligence in Marketing” (Alexander Müller)

Completed Dissertation Projects

  • “Effective Design of AI-Based Interaction Tools in the Company-Customer Interface” (Miriam Biller, 2022)
  • “Essays in Marketing and Innovation: Empirical Investigations of Customer Ratings and Project Review Decisions” (Sebastian Starke, 2021)
  • “Leveraging Customer Complaints in Innovation Development: A Company-External and a Company-Internal Perspective” (Andreas Polthier, 2021)
  • “Mobile Marketing: An Empirical Investigation of Consumer Perceptions and Bahviors” (Madeline Barth, 2021)
  • “Mining Unstructured Data for Market Insights: A Study of Representation Learning and its Value for Marketing” (Oliver Borchers, 2020)
  • “Decision-Making in lnnovation Development: An Organizational and an lndividual Perspective "
    (Markus Welle, 2019)
  • “Business Model Innovation: A Process and Performance Perspective” (Laura Herbst, 2017)
  • “Inverting the Global Innovation-Flow Paradigm: A Multi-Method Study of Innovation in a Global Market Context” (Sergej von Janda, 2017)
  • “Managerial Decision-Making in the Innovation Process: A Multi-Method Analysis of Project Review Decisions” (Dominik Reinartz, 2016)
  • “Launch Management of E-Innovations” (Elisa Baumbach, 2016)
  • “Collaboration in New Product Development” (Johannes Deker, 2016)
  • “Knowledge Integration Across Firms' Internal and External Boundaries in New Product Development”
    (Andreas Rauch, 2015)
  • “Pricing in a New Product Context: An Analysis of Consumer Perceptions and the Organizational Decision-Making Process " (Sven Feurer, 2014)
  • “Product Portfolio Management Conduct and its Implication for Performance” (Nina Landauer, 2012)
  • “The Role of Electronic Word of Mouth Marketing in New Product Launch” (Jennifer Thomsen, 2012)
  • “Internal Knowledge Exploitation – The Role of Sales Force Integration in New Product Development”
    (Andreas Hildesheim, 2011)
  • “Pricing of Value-added Services” (Barbara Broermann, 2011)
  • “Consequences of Product Portfolio Decisions on Consumer Behavior” (Sebastian Buys, 2010)
  • “Marketing Alliances – Formation, Intensity, and Performance Consequences” (Thomas Rilling, 2010)
  • “Customer Integration in the New Product Development: An Analysis of the Consumer Goods Industry”
    (Monika C. Schuhmacher, 2009)
  • “Managing Customers’ Adoption Barriers” (Silke C. Heß, 2009)

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”