Forschung

Unsere Forschungstätigkeit in der Übersicht

Das Team von Professorin Sabine Kuester arbeitet an vielfältigen Forschungsprojekten an der Schnittstelle zwischen Marketing- und Innovationsmanagement und gewann bereits viele Forschungs- und Lehrpreise. Daneben ist Sabine Kuester eine aktive Reviewerin für führende Marketing-Journals und Mitglied in zahlreichen Verbänden wie etwa der American Marketing Association.

Forschungsschwerpunkte des Lehrstuhls

Innovationsmarketing
Digitales Marketing
Strategisches Marketing
Marketing Management
Internationales Marketing

Detaillierte Beschreibungen und beispielhafte Projekte zu unseren Forschungsfeldern finden Sie hier (Innovationsmarketing) und hier (Digitales Marketing).

Aktuelle Forschungsprojekte

Für die aktuellen Forschungsprojekte unseres Teams sehen Sie bitte die jeweiligen Profilseiten der MitarbeiterInnen.

Feurer, S., Schuhmacher, M. C. und Kuester, S. (2019). How pricing teams develop effective pricing strategies for new products. Journal of Product Innovation Management, 36, 66-86.
von Janda, S., Schuhmacher, M. C. und Kuester, S. (2018). Reversing gears : Inverting the innovation-flow paradigm with reverse innovation. Research-Technology Management, 61, 46-57.
Kuester, S., Konya-Baumbach, E. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und Kuester, S. (2012). Identification of Lead User Characteristics: Driving the Quality of Service Innovation Ideas. Creativity and Innovation Management, 21, 427-442.
Kuester, S. und Heß, S. C. (2009). How to Overcome Customers' Adoption Barriers? Advances in Consumer Research, 36, 783-784.
Homburg, C., Kuester, S., Beutin, N. und 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. und 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. und 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. und Schäfer, H. (2001). Verteidigungsstrategien gegen neue Wettbewerber - Bestandsaufnahme und empirische Untersuchung. Zeitschrift für Betriebswirtschaft : ZfB, 71, 1191-1215.
Kuester, S., Homburg, C. und Robertson, T. (1999). Retaliatory Behavior to New Product Entry. Journal of Marketing : JM, 63, 90-106.

Feurer, S., Schuhmacher, M. C. und 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. und 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. und 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. und von Janda, S. (2017). Innovation in Entwicklungsmärkten: Auswirkungen von Ressourcenrestriktionen auf den Innovationsprozess. IMU Research Insights, 049. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Deker, J. und 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. und 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. und Schneider, K. (2016). Das Management von Marktchancen im Innovationsprozess. IMU Research Insights, 042. Mannheim: Institut für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Steinmetz, M. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und Landauer, N. (2013). Managing the Product Portfolio for Success. IMU Research Insights, 013. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S. und Rauch, A. (2013). Informationsaktivitäten des Vertriebs im Innovationsprozess. IMU Research Insights, 017. Mannheim: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim.
Kuester, S., Feurer, S. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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.

Borchers, O. und 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. und 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. und 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. und 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. und 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. und 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.
Herbst, L., Schuhmacher, M. C. und 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. und 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. und 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.
von Janda, S., Shainesh, G., Kuester, S. und Schuhmacher, M. C. (2017). Adding to the frugal innovation discourse : conceptualizing and measuring product frugality. In , 24th Innovation and Product Development Management Conference (IPDMC) : Reykjavik, Iceland, June 11-13, 2017 ; proceedings (S. ). , EIASM: Brussels.
Konya-Baumbach, E., Schuhmacher, M. C. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und Kuester, S. (2013). Antecedents of salespersons' market information sharing behavior. In Karaosmanoglu, E., (S. 396-397). Proceedings ... EMAC Conference, EMAC: Stockholm.
Schuhmacher, M. C. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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. und 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..

Konya-Baumbach, E., Viehrig, R. und 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. und Kuester, S. (2017). I feel you! How catching on emotions via online customer reviews affects innovation adoption. 46th EMAC Annual Conference, Groningen, Netherlands.
Herbst, L., Schuhmacher, M. C. und Kuester, S. (2016). Processes for business model innovation: Structured or intuitive? EURAM 2016 Conference, Paris.
Baumbach, E., Schuhmacher, M. C. und Kuester, S. (2015). Go-to-market-strategies for e-innovations: Propositions for future research. 18th AMS World Marketing Congress, Bari, Italy.
Feurer, S., Schuhmacher, M. C. und 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.
Schuhmacher, M. C., Feurer, S., Holthusen, C. und Kuester, S. (2015). Perception of complexity in pricing schemes – A conjoint-based approach. EMAC Conference 2015: Collaboration in Research, Leuven, Belgium.
Baumbach, E., Schuhmacher, M. C. und Kuester, S. (2013). Launch tactics for service innovations : Review, synthesis, and ideas for future research. 42nd EMAC Annual Conference, Istanbul, Turkey.
Deker, J., Schuhmacher, M. C. und Kuester, S. (2013). Stakeholder configuration for the development of successful radical new services. EMAC Conference, Istanbul, Turkey.
Feurer, S., Schuhmacher, M. C. und Kuester, S. (2013). Using price strategy to manage adoption barriers of radical new products. AMA Winter Marketing Educators' Conference 2013, Las Vegas, Nev..
Rauch, A. und Kuester, S. (2013). Antecedents of salespersons' market information sharing behavior. EMAC Conference, Istanbul, Turkey.
Schuhmacher, M. C., Feurer, S. und Kuester, S. (2013). The Role of Price When Products are Really New:Single, Dual,or multiple? ANZMAC 2013, Auckland, NZ.
Schuhmacher, M. C. und Kuester, S. (2013). Communication when pricing alignable and nonalignable value-added services. EMAC Conference, Istanbul, Turkey.
Schuhmacher, M. C., Kuester, S. und Fertmann, A.-L. (2013). Pricing Service Innovations: The Influence of Consumer Characteristics and Expectations? ANZMAC 2013, Auckland, NZ.
Feurer, S., Kuester, S. und 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. und Kuester, S. (2010). Strategies for introducing prices for formerly free value-added services. 32nd INFORMS Marketing Science Conference, Köln.
Buys, S. und Kuester, S. (2010). Causes and consequences of customer confusion. 32nd INFORMS Marketing Science Conference, Köln, Germany.
Kuester, S., Schuhmacher, M. C., Broermann, B. und 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. und Krohmer, H. (2013). Marketing Management : A Contemporary Perspective. London [u.a.]: McGraw-Hill Higher Education.
Homburg, C., Kuester, S. und 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. und 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. und Pramböck, B. (2008). Grundlagen des Marketing. In Häberle, S. Das neue Lexikon der Betriebswirtschaftslehre (S. 808-813). München [u.a.]: Oldenbourg.
Kuester, S. und 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.

Lehr- und Forschungspreise

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 München
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

Review-Aktivitäten

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“

Vereinigungen

Institute for Operations Research and the Management Sciences (informs)

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

Schmalenbach-Gesellschaft für Betriebswirtschaft

Ansprechpartner Forschung

Markus Welle, M.Sc.

Wissenschaftlicher Mitarbeiter

Universität Mannheim
L 5, 1 – Raum 0.03
68161 Mannheim

Tel.: +49 621 181-2738
E-Mail: welle(at)bwl.uni-mannheim.de

Sprechstunde:
Um Terminvereinbarung wird gebeten.

Ansprech­partner Forschung

Markus Welle, M.Sc.

Ansprechpartner Forschung