The Best Paper Award in the track "Services Marketing" at the "Summer Academic Conference" of the "American Marketing Association" in Boston went this year to Professor Dr. Martin Paul Fritze. Together with Andreas Eisingerich from Imperial College London and Martin Benkenstein from the University of Rostock, he wrote the paper entitled "Don´t fight the power - Employing Psychological Ownership to Increase Sharing Service Consumption".

The authors find that customers of access-based services can be guided to increase sharing service usage (e.g. car sharing service) if they develop a sense of ownership of the sharing service. The results also show that this sense of ownership can psychologically replace ownership of material products (e.g. one's own car). Such property-like psychological effects are called "psychological ownership".