Martin P. Fritze
Transformative Consumer Research
Martin P. Fritze has been Assistant Professor of Trade Fair Management and Marketing at the University of Cologne since January 2018. He was Visiting Professor at Imperial College London (2018), Erasmus University Rotterdam (2019), and the University of New South Wales (2020). During his academic research, he was involved in numerous research-practice collaborations with firms.
He publishes his work in leading international journals such as the International Journal of Research in Marketing and Journal of Service Research.
Since 2020 he is an editorial board member of the Journal of Public Policy and Marketing (JPPM). JPPM is published by the American Marketing Association and a premier journal on the joint impact of marketing and governmental policies on economic performance, consumer welfare, and business decisions.
He is a member of the expert council of the German Association of University Professors for Business Administration (VHB).
Before joining the University of Cologne, he completed his doctoral studies at the Institute for Marketing and Service Research at the University of Rostock from 2014-2017, where he received his Ph.D. with a dissertation on the sharing economy and dematerialization of consumption. During his doctoral studies he has been appointed as a Visiting Researcher at Imperial College London (2015), National University of Singapore (2017), the University of Cambridge (2017) and served as a research fellow at the Institute for Ecological Economy Research (IÖW) in Berlin, where he worked in the area of corporate management and sustainable consumption.
Selected publications (Peer-reviewed)
- Fritze, M. P., Marchand, A., Eisingerich, A., and Benkenstein, M. (2020) "Access-based services as substitutes for material possessions: The role of psychological ownership" Journal of Service Research, 23(3), 368-385.
- Wirtz, J., Holmqvist, J., and Fritze, M. P. (2020) "Luxury services" Journal of Service Management, forthcoming.
- Eisingerich, A. B.*, Marchand, A.*, Fritze, M. P.*, and Dong, L.* (2019) “Hook vs. hope: How to enhance customer engagement through gamification“ International Journal of Research in Marketing, 36(2), 200-215 [*Equal contribution]
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