Bild: Sarah Hähnle

Inhaberin des Lehrstuhl für Marketing & Innovation

Professor Dr. Sabine Kuester ist Direktorin des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim. Die Schwerpunkte ihrer Forschung und Lehre liegen im Bereich Innovations- und Produktmanagement, Verbraucherverhalten im Technologie- und KI-Kontext, Digitale Marketingstrategie und Nachhaltige Innovationen.

Für alle allgemeinen Anfragen oder Anmeldungen für Termine bei Professor Dr. Sabine Kuester kontaktieren Sie bitte Kassandra Götz, unsere Lehrstuhlsekretärin.

Kurzportrait

Professor Dr. Sabine Kuester ist seit dem Wintersemester 2005/2006 Inhaberin des Lehrstuhls für Marketing & Innovation an der Universität Mannheim. Sie ist außerdem wissenschaftliche Direktorin des Instituts für Marktorientierte Unternehmensführung an der Universität Mannheim. In der Vergangenheit forschte und lehrte Sabine Kuester bereits an der ESSEC Graduate School in Frankreich, der Leonard N. Stern School of Business, New York University in den USA und an der Wirtschaftsuniversität Wien in Österreich.

Professor Kuester hatte zudem Lehraufträge an der London School of Economics, Imperial College, King's College, Singapore Institute of Management und der SDA Bocconi.

Sabine Kuester studierte an der Universität zu Köln, der Universität Oslo und promovierte an der London Business School.

Die Schwerpunkte ihrer Forschung und Lehre liegen in den Bereichen Innovations- und Produktmanagement, Verbraucherverhalten im Technologie- und KI-Kontext, Digitale Marketingstrategie sowie Nachhaltige Innovationen. Ihre Arbeiten sind u. a. erschienen im Journal of Marketing, International Journal of Research in Marketing, Journal of International Marketing, Journal of Product Innovation Management, Zeitschrift für Betriebswirtschaftslehre sowie in Kompendien. Ihre Publikationen wurden mehrfach u. a. durch die American Marketing Association ausgezeichnet. Zusammen mit Christian Homburg und Harley Krohmer veröffentlichte sie das internationale Lehrbuch Marketing Management: A Contemporary Perspective (erschienen bei McGraw-Hill). Sabine Kuester publizierte außerdem in der Wirtschafts- Presse, beispielsweise in der Financial Times, Les Echos (Frankreich), Industry Standard und Business Standard (Indien). Sie war Beraterin internationaler Unternehmen wie Philips, J. Sainsbury Plc., British Aerospace und Beiersdorf, Expertin in Technology Panels und Delphi Studien und kooperiert in der Lehre mit Unternehmen wie Pfizer, Bosch, Reuters, BASF, Coty und der Deutschen Telekom.

Blečić, A. und Kuester, S. (2025). Which moments matter most? Investigating boundary conditions of the effect of specific moments on overall evaluations of customer experiences. Journal of Consumer Behaviour, 24, 220–232.
Spanjol, J., Noble, C. H., Baer, M., Bogers, M., Bohlmann, J., Bouncken, R. B., Bstieler, L., De Luca, L. M., Garcia, R., Gemser, G., Grewal, D., Hoegl, M., Kuester, S., Kumar, M., Lee, R., Mahr, D., Nakata, C., Ordanini, A., Rindfleisch, A., Seidel, V. P., Sorescu, A., Verganti, R. und Wetzels, M. (2024). Fueling innovation management research: Future directions and five forward-looking paths. The Journal of Product Innovation Management, 41, 893–948.
von Janda, S., Kuester, S. und Schuhmacher, M. C. (2021). A configural perspective of BoP innovation capability. International Journal of Innovation Management : IJIM, 25.
von Janda, S., Polthier, A. und Kuester, S. (2021). Do they see the signs? Organizational response behavior to customer complaint messages. Journal of Business Research : JBR, 137, 116–127.
Welle, M., Kuester, S. und Schuhmacher, M. C. (2021). Who should wear the pants? An empirical investigation of functional decision-making authority in innovation development. International Journal of Innovation Management : IJIM, 25, 1–28.
von Janda, S., Kuester, S., Schuhmacher, M. C. und Shainesh, G. (2020). What frugal products are and why they matter: A cross-national multi-method study. Journal of Cleaner Production, 246, 1–19.
Feurer, S., Schuhmacher, M. C. und Kuester, S. (2019). How pricing teams develop effective pricing strategies for new products. The Journal of Product Innovation Management, 36, 66–86.
Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. und 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. 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. The 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.
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.
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. The 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, 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.

Kalogeraki, A., Kuester, S. und von Janda, S. (2024). Mitglieder-initiierte Online-Communities: Chancen für digitales Marketing. IMU Research Insights, 089. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Blečić, A., Kuester, S. und Barth, M. (2023). Der Einfluss des Timing von positiven und negativen Ereignissen im Rahmen von Kundenerlebnissen auf die Bewertung durch Kunden. IMU Research Insights, 086. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Mueller, A., Kuester, S. und von Janda, S. (2023). Die Fehler von Künstlicher Intelligenz und deren Auswirkungen auf den Kunden. IMU Research Insights, 083. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Biller, M., Konya-Baumbach, E. und Kuester, S. (2022). Künstliche Intelligenz im Gesundheitswesen: Kundenseitige Resistenz und Maßnahmen zur Steigerung der Akzeptanz. IMU Research Insights, 77. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Konya-Baumbach, E., Barth, M. und Kuester, S. (2022). ,Fear of Missing Out’ (FOMO): Auslöser und Auswirkungen im Mobile Marketing. IMU Research Insights, 080. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Mueller, A., Kuester, S. und von Janda, S. (2022). Off the mark: The influence of AI-induced errors on consumers. Marketing Science Institute Working Paper Series, Report No. 22–119. New York, NY: MSI.
Barth, M., Kuester, S. und Konya-Baumbach, E. (2021). Der Ton macht die Musik: Über die Effektivität eines persönlichen Tons in Mobile Notifications. IMU Research Insights, 71. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
von Janda, S., Starke, S. und Kuester, S. (2021). Wenn Kunden bewertet werden – Eine empirische Untersuchung der Auswirkungen von Kundenbewertungen in Plattformmärkten. IMU Research Insights, 074. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Biller, M., Konya-Baumbach, E., Kuester, S. und von Janda, S. (2020). Effektivität anthropomorphisierter Chatbots in Kundeninteraktionen. IMU Research Insights, 068. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. und Kuharev, V. (2020). Making a first impression as a start-up: Strategies for a successful digital innovation launch. Mannheim Business Research Insights, 1. Mannheim: University of Mannheim, Business School.
Kuester, S., Welle, M. und Schuhmacher, M. C. (2020). Der Einfluss vorheriger Entscheidungsergebnisse auf die Fortführung scheiternder Innovationsprojekte. IMU Research Insights, 065. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Konya-Baumbach, E., Schuhmacher, M. C., Kuester, S. und Kuharev, V. (2019). Erfolgreiche Einführung digitaler Innovationen: Vertrauensfördernde Strategien für Start Ups. IMU Research Insights, 062. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
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, Universität Mannheim.
Kuester, S. und Borchers, O. (2018). Automatisierte Martkanalysen von Produktbewertungen mithilfe Künstlicher Intelligenz. IMU Research Insights, 059. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S., Mißling, K. und von Janda, S. (2017). Innovation in Entwicklungsmärkten: Auswirkungen von Ressourcenrestriktionen auf den Innovationsprozess. IMU Research Insights, 049. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
von Janda, S., Steinmetz, M. und Kuester, S. (2016). Product modularity: Conceptualization, measurement, and consequences. Working Paper. 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, Universität 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, Universität Mannheim.
Kuester, S., Reinartz, D. und Schneider, K. (2016). Das Management von Marktchancen im Innovationsprozess. IMU Research Insights, 042. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S., Steinmetz, M. und von Janda, S. (2016). Die Wahrnehmung modularer Produktangebote im Konsumgütermarkt. IMU Research Insights, 047. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität 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, Universität Mannheim.
Kuester, S., Konya-Baumbach, E. und Rilling, T. (2015). Voraussetzungen und Auswirkung der Intensität von Marketingallianzen. IMU Research Insights, 033. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S., Reinartz, D. und Schuhmacher, M. C. (2015). Terminierung oder Fortführung von Innovationsprojekten: Entscheidungsprozess und Einflussfaktoren. IMU Research Insights, 030. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S., Konya-Baumbach, E. und Schuhmacher, M. C. (2014). Markteinführungsstrategien für informations- und kommunikationstechnologiebasierte Dienstleistungsinnovationen. IMU Research Insights, 025. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S. und Landauer, N. (2013). Managing the Product Portfolio for Success. IMU Research Insights, 013. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S. und Rauch, A. (2013). Informationsaktivitäten des Vertriebs im Innovationsprozess. IMU Research Insights, 017. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S., Feurer, S. und Schuhmacher, M. C. (2012). Can service customers handle price complexity? IMU Research Insights, 007. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität 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: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
Kuester, S. und Thomsen, J. (2012). Drivers of eWOM Marketing for Successful New Product Launch. IMU Research Insights, 010. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität 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.

Blečić, A., Kuester, S. und Barth, M. (2023). Which moments matter most? Investigating the influence of temporal sequences on global evaluations of customer experiences. In , 2023 AMA Winter Academic Conference : reconnecting and reconceiving the marketplace, February 6, virtual, February 10–12, Nashville, Tennessee, proceedings (S. 623–626). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Kalogeraki, A., Kuester, S. und von Janda, S. (2023). An investigation of member initiated online communities from a marketing perspective: From social capital to brand benefit: An abstract. In , 2023 Academy of Marketing Science Conference – Annual: Welcome to the New Normal: Life After the Chaos (S. ). , Louisiana Tech University: Ruston, LA.
Konya-Baumbach, E., Biller, M. und Kuester, S. (2023). Investigating consumers' hesitant adoption of medical artificial intelligence. In , 2023 AMA Winter Academic Conference : reconnecting and reconceiving the marketplace, February 6, virtual, February 10–12, Nashville, Tennessee, proceedings (S. 48–51). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Mueller, A., Kuester, S. und von Janda, S. (2023). Artificial Intelligence that errs: Repercussions of AI-induced errors on consumers and society: An abstract. In , 2023 Academy of Marketing Science – Annual: Welcome to the New Normal: Life After the Chaos (S. ). , Louisiana Tech University: Ruston, LA.
Konya-Baumbach, E., Biller, M. und Kuester, S. (2022). Investigating consumers’ hesitant adoption of medical artificial intelligence. In , AIRSI 2022 : technologies 4.0 in tourism, services & marketing ; conference proceedings, University of Zaragoza, Spain, 11–13 July 2022 (S. 99–103). , University of Zaragoza: Zaragoza.
Mueller, A., Kuester, S. und von Janda, S. (2022). Not so intelligent after all – consumer perceptions of AI-induced errors. In , 2022 AMA Winter Academic Conference: reconnecting and reconceiving the marketplace ; February 10–11, virtual ; February 18–20, Las Vegas, Nevada ; proceedings (S. 121–123). Proceedings / AMA Winter Academic Conference, American Marketing Association ; Curran: Evanston, IL ; Omaha, NE.
Biller, M., Konya-Baumbach, E., Kuester, S. und von Janda, S. (2021). Chatbot anthropomorphism: A way to trigger perceptions of social presence? In , 2020 AMA Summer Academic Conference: Bridging Gaps: Marketing in an Age of Disruption (S. 34–37). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Starke, S., Kuester, S. und von Janda, S. (2021). Trust if it’s just: The effects of customer ratings in platform markets. In , 2021 AMA Winter Academic Conference : The human side of marketing in an age of digital transformation ; February 17–19, online (S. 806–809). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Barth, M., Kuester, S. und Konya-Baumbach, E. (2020). Within touching distances – customers' perceived closeness in mobile marketing. In , 49th EMAC Annual Conference 2020 : 26–29 May 2020, Corvinus University of Budapest, Hungary, [proceedings] (S. Article 64082). , European Marketing Academy: Budapest.
Biller, M., Konya-Baumbach, E., Kuester, S. und von Janda, S. (2020). A study on the social presence of anthropomorphized chatbots. In , AIRSI 2020 conference proceedings : Zaragoza University, Spain, 3–4 September 2020 (S. 46–49). , Zaragoza University: Zaragoza.
Biller, M., Konya-Baumbach, E., Kuester, S. und von Janda, S. (2020). Perceived social presence of anthropomorphized chatbots. In , (S. 52–56). Advances in Consumer Research, Association for Consumer Research: Duluth, MN.
von Janda, S., Kuester, S., Schuhmacher, M. C. und Shainesh, G. (2020). What frugal products are and why they matter: A structured abstract. In , Marketing opportunities and challenges in a changing global marketplace : Proceedings of the 2019 Academy of Marketing Science (AMS) annual conference (S. 375–376). , Springer International Publishing: Cham.
Polthier, A., Kuester, S. und von Janda, S. (2020). Antecedents and consequences of leveraging customer complaints in new product development. In , 49th EMAC Annual Conference 2020 : 26–29 May 2020, Corvinus University of Budapest, Hungary, [proceedings] (S. Article 62525). , European Marketing Academy: Budapest.
Polthier, A., Kuester, S. und von Janda, S. (2020). The influence of innovative customer complaints on organizational response behavior. In , 2020 AMA Winter Academic Conference : Consumers and Firms in a Global World, February 14–16, San Diego, CA, proceedings (S. PDI-24). AMA Educators' Proceedings, American Marketing Association: Chicago, IL.
Starke, S., von Janda, S. und Kuester, S. (2020). Don’t shoot the messenger! The effects of customer ratings on relationships in platform markets. In , 49th EMAC Annual Conference 2020 : 26–29 May 2020, Corvinus University of Budapest, Hungary, [proceedings] (S. Article 63902). , European Marketing Academy: Budapest.
Starke, S., von Janda, S. und Kuester, S. (2020). From being a rater to being rated: The effects of customer ratings in platform markets. In , 11th SERVSIG 2020 : High tech and high touch: The future of human service, Brisbane, Australia, 2020, 9–12 July : book of abstracts (S. 398–400). , QUT Business School, Queensland University of Technology ; AMA: Brisbane, Australia.
Barth, M. und Kuester, S. (2019). Seizing the moment? Customers’ fear of missing out in mobile marketing. In , 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., Kuester, S. und Ringel, D. M. (2019). A model for temporal neural word embedding. In , 48th EMAC annual conference : May 28 – 31, 2019, Universität Hamburg, Germany : proceedings (S. Paper 412). , European Marketing Academy: Brussels.
Borchers, O., Ringel, D. M. und 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.
Schuhmacher, M. C., Konya-Baumbach, E., Kuester, S. und Kuharev, V. (2019). The effectiveness of specific go-to-market strategies for digital innovation adoption: An abstract. In , Enlightened Marketing in Challenging Times : proceedings of the 2019 AMS World Marketing Congress (WMC) (S. 281–282). , Springer: Cham.
Welle, M., Kuester, S. und Schuhmacher, M. C. (2019). Decision-making authority in innovation development: A dual mediation model. In , 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. 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 , 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 , 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 , 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 , 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., Schuhmacher, M. C. und Kuester, S. (2017). Reverse innovation : how to use emerging markets as a source of corporate competitive advantage. In , 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. und Kuester, S. (2017). Initial trust as an informational feeling for the adoption of digital innovations. In , 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 , 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 , 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 , 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 , 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 , 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 , 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 , 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 , 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 , 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 , 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 , 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 , 43rd European Marketing Academy Conference (EMAC) : Paradigm Shifts & Interactions ; 3–6 June 2014, Valencia, Spain ; conference proceedings (S. 196). Proceedings of the 2014 EMAC Conference, 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 , 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 , 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 , (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 , (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 , 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 , 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 , 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 , 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 , 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 , Marketing to Citizens: Going beyond Customers and Consumers : 41th EMAC Conference, ISCTE Business School Lisbon; Conference Proceedings (S. 217). Proceedings of the 41th EMAC Conference, Lisbon, 22–25 May 2012, EMAC: Brussels.
Schuhmacher, M. C. und Kuester, S. (2012). Designing the marketing mix when launching a technological radical innovation. In , Transformative Research in Product and Service Innovation : EIASM International Product Development Management Conference (S. 219–220). Proceedings of the 19th International Product Development Management Conference „Transformative Research in Product and service innovation“, EIASM: Brussels.
Schuhmacher, M. C., Kuester, S. und Feurer, S. (2012). Co-creation in new service development: An experiment. In , 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 , 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 , 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. ). Proceedings of the ANZMAC 2011 Conference, Perth, Australia, ANZMAC: Perth.
Kuester, S. und Landauer, N. (2011). Current Corporate Product Portfolio Management Practice: An Exploratory Study. In , 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 Competitions in New Service Development: Co-Creation with a Certain Consumer Group? In , 15th Biennial Academy of Marketing Science World Marketing Congress (WMC) : Reims Management School, Reims, Champagne, France, July 19 – July 23, 2011 (S. 440–443). , Acad. of Marketing Science: Ruston, Louis. [u. a.].
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 , 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 , 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 Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; 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 , 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 Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
Kuester, S. und Schuhmacher, M. C. (2010). Customer integration: Antecedents and consequences. In , Proceedings of the 5th European Conference on Innovation and Entrepreneurship, September 16–17, Athens, Greece ; abstracts (S. 32–33). Proceedings of the 5th European Conference on Innovation and Entrepreneurship, September 16–17, Athens, Greece ; abstracts, 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 , The six senses : the essentials of marketing; 39th EMAC Conference, Copenhagen, 1–4 June 2010, conference proceedings (S. 99–100). Proceedings ... EMAC Conference : 39th 2010, Copenhagen, Denmark, June 1–4 / European Marketing Academy, Copenhagen Business School: Frederiksberg.
Schuhmacher, M. C. und Kuester, S. (2010). Leveraging customer knowledge for new products in B2C: Drivers and performance implications. In , The innovation in crisis time : 17th International Product Development Management Conference, Murcia, Spain – June 14 – 15, 2010 (S. 233–234). EIASM Conference Proceedings Series, EIASM: Brussels.
Kuester, S. und Heß, S. C. (2009). Implemented Default or Induced Emotions: What Really Helps to Overcome the Innovation Bias? In , 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 , 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. ). 36th EMAC Conference, Reykjavik, Iceland, May 22–25 2007; proceedings, 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 , Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 : Dunedin, New Zealand, 3–5 December 2007; proceedings (S. 1670-1678). ANZMAC Conference, Dunedin, New Zealand, 3–5 December 2007; proceedings, 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. ). 36th EMAC Conference, Reykjavik, Iceland, May 22–25 2007; proceedings, Reykjavik Univ.: Reykjavik, Iceland.
Homburg, C., Kuester, S. und Lüers, T. (2006). Shareholder Value Orientation of Marketing: The Construct and its Performance Implications. In , 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..

Blečić, A. und Kuester, S. (2024). Construal level theory and its role in shaping negative affective expectations: An extension from the rosy view phenomenon. AMA CBSIG Conference 2024, Wien, Austria.
Blečić, A., Kuester, S. und Rupertus, A. (2024). Construal Level Theory and its role in shaping negative affective expectations: An extension from the rosy view phenomenon. EMAC 2024, The 53rd Annual Conference of The European Marketing Academy, Bukarest, Romania.
Herzig, K., Kuester, S. und Konya-Baumbach, E. (2024). The double-edged sword of artificial empathy. EMAC 2024, The 53rd Annual Conference of The European Marketing Academy, Bukarest, Romania.
Kalogeraki, A., Kuester, S. und Bstieler, L. (2024). Sustainable product innovation: Perceived company motivations and consumer outcomes. IPDMC 2024 Innovation and Product Development Management ConferenceE, Dublin, Ireland.
Klebeck, E., Kuester, S. und Blečić, A. (2024). In-group heroes and out-group antagonists? The role of social identity and ideology in sustainable consumer behavior. EMAC 2024, The 53rd Annual Conference of The European Marketing Academy, Bukarest, Romania.
Klebeck, E., Kuester, S. und Blečić, A. (2024). In-group heroes and out-group antagonists? The role of social identity and ideology in sustainable consumer behavior. AMA CBSIG Conference 2024, Wien, Austria.
Mueller, A., Konya-Baumbach, E. und Kuester, S. (2024). AI advocating virtues: When AI-based voice assistants speak up against abusive consumers. AMA CBSIG Conference 2024, Wien, Austria.
Mueller, A., Kuester, S. und Konya-Baumbach, E. (2024). Guardian of morality: When AI speaks up against verbally abusive customers. 2024 AMA Winter Academic Conference, Online.
Blečić, A. und Kuester, S. (2023). Which moments matter most? Investigating the influence of temporal sequences on global evaluations of customer experiences. EACR 2023, European Association for Consumer Research (ACR) Conference, Amsterdam, The Netherlands.
Kalogeraki, A., Kuester, S. und von Janda, S. (2023). Leveraging member-initiated online communities: The role of brand prominence for generating word-of-mouth. EMAC 2023, annual conference, Odense, Denmark.
Mueller, A., Kuester, S. und von Janda, S. (2023). Social (ir)responsibility of artificial intelligence? Consumer perceptions of AI-induced errors and implications for society. EMAC 2023, annual conference, Odense, Denmark.
Konya-Baumbach, E., Biller, M. und Kuester, S. (2022). Investigating consumers’ hesitant adoption of medical artificial intelligence. Association for Consumer Research Conference 2022, Denver, CO.
Blečić, A. und Kuester, S. (2021). How we live it and how we remember it: Investigating the role of remembering on customer experience evaluations. EMAC Doctoral Colloquium 2021, Online.
Polthier, A., Kuester, S. und von Janda, S. (2020). Antecedents and consequences of leveraging customer complaints in new product development – A multi-informant manager survey. 27th Innovation and Product Development Management Conference, IPDMC 2020, Online.
Starke, S., von Janda, S. und Kuester, S. (2020). Trust if it's just – the effects of customer ratings on relationships in platform markets. EMAC 33rd Doctoral Colloquium, Brussels, Belgium.
Welle, M., Kuester, S. und Schuhmacher, M. C. (2020). Get over it! How a previous decision outcome affects decision-makers inclination towards escalation of commitment. 27th Innovation and Product Development Management Conference, IPDMC 2020, Online.
Borchers, O., Ringel, D. M. und 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.
Polthier, A., von Janda, S. und 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. und 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. und 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. und 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. und 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. 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.
Welle, M., Kuester, S. und 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. und 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. und Kuester, S. (2016). Processes for business model innovation: Structured or intuitive? EURAM 2016 Conference, Paris.
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.
Konya-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.
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.
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..
Konya-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.
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 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 Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management (S. 459–472). München: Vahlen.
Kuester, S. und Pramböck, B. (2008). Grundlagen des Marketing. In 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 Vielfalt und Einheit in der Marketingwissenschaft : ein Spannungsverhältnis; Hans H. Bauer zum 60. Geburtstag (S. 77–96). Wiesbaden: Gabler.

Lehr- und Forschungspreise

Best Paper Award Finalist
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 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

Betreuung von Dissertationen

„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)

Vollendete Dissertations-Projekte

„Artifical Intelligence and Social Norms: Empirical Research on Opportunities and Challenges for AI in Consumer Interactions“ (Alexander Müller, 2024)
„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)

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“

Inhaberin des Lehrstuhl für Marketing & Innovation

Kurzportrait

Veröffentlichungen

Lehr- und Forschungspreise

Betreuung von Dissertationen

Vollendete Dissertations-Projekte

Review-Aktivitäten

Vereinigungen

Lehrstuhl für Marketing & Innovation, Prof. Dr. Sabine Kuester

FORUM

Inhaberin des Lehr­stuhl für Marketing & Innovation

Inhaberin des Lehrstuhl für Marketing & Innovation