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 Faculty of Management, Economics and Social Sciences

Werner Reinartz

Werner Reinartz - Chair for Retailing and Customer Management

Curriculum vitae

CURRENT POSITION

  • Vice-Rector for Transfer, University of Cologne (2023 – ongoing)
  • Professor of Marketing, University of Cologne (2007 – ongoing)
  • Director, Center for Research in Retailing (IFH e.V.) (2007-ongoing)
  • Speaker, Research Initiave: ‘Digital Transformation and Value Creation’ University of Cologne, (2015-2020)

PREVIOUS POSITIONS

  • Associate Professor of Marketing at INSEAD, part-time appointment (2007-2010)
  • Associate Professor of Marketing (tenured) and Cora Chaired Professor of Retailing and Management at INSEAD (2005-2007)
  • Associate Professor of Marketing (untenured) at INSEAD, 2003-2005
  • Assistant Professor of Marketing at INSEAD, 1999-2003

EDUCATION

  • Ph. D. Marketing, University of Houston, U.S.A., 1995-1999
  • MBA Business Administration, Henley Management College, England, 1994-1997
  • Dipl. Ing. (TU) Agricultural Economics, Munich University of Technology, Germany, 1990 (Highest grade point average of graduating class)

Complete vita of Prof. Werner Reinartz, Ph.D.

Major Awards and Achievements

  • Appointed as of Oct. 2023 as an Academic Fellow of the Marketing Science Institute (MSI).
  • Winner of the American Marketing Association’s Retail & Pricing SIG's Lifetime Achievement Award
  • Appointment as a Fellow of the European Marketing Academy (EMAC), recognizing outstanding contributions to the scholarship and practice of marketing in general and to the European Marketing Academy (EMAC) in particular (as of 2023).
    • Winner of the 2023 European Marketing Academy (EMAC) Distinguished Marketing Scholar Award
  • Winner of the 2022 Shelby D. Hunt/Harold H. Maynard Award (for the 2022 Journal of Marketing paper „The Platformization of Brands”) for making the most significant contribution to marketing theory in a given calendar year.
  • Finalist for the 2022 AMA/Marketing Science Institute/H. Paul Root Award (for the 2022 Journal of Marketing paper „The Platformization of Brands”) for making the most significant contribution to marketing practice in a given calendar year.
  • Winner of the 2021 Jan Benedict E.M. Steenkamp Award for Long-Term Impact (for the 2009 International Journal of Research in Marketing paper „An Empirical Comparison of the Efficacy of Covariance-Based and Variance-Based SEM”).
  • Winner of the 2021 ISBM-David T. Wilson-Sheth Foundation Award for Long-Term Impact in B2B Marketing (for the 2011 Journal of Marketing paper, “Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully).
  • Elected into the global advisory board of the Sales and Marketing Strategy Institute (SAMS) (2019-today), University of Washington.  
  • Ranked # 24 amongst the top 100 most productive management researchers in German language speaking countries (total sample size 3390) [Die Überflieger der BWL, Wirtschaftswoche 2019].
  • Named co-editor of the International Journal of Research in Marketing (2018).
  • The Journal of Academy of Marketing Science article „ When and why do customer solutions pay off in business markets?” by Stefan Worm, Sundar Bharadwaj, Wolfgang Ulaga, and Werner Reinartz is one of the finalists for the 2018 JAMS Sheth Foundation Award.
  • Ranked 18th in terms of research impact by the German newspaper Frankfurter Allgemeine Zeitung (Sept. 1, 2017) in their yearly ranking of Germany’s most influencing economists [Deutschlands einflussreichste Ökonomen]. 
  • Finalists for the 2017 Shelby D. Hunt / Harold H. Maynard Award. The award recognizes the best article in the Journal of Marketing for its significant contribution to marketing theory and thought.
  • The Journal of Marketing article „Creating Enduring Customer Value“ by V. Kumar and Werner Reinartz is one of the finalists for the 2017 Shelby D. Hunt / Harold H. Maynard Award. The award recognizes the best article in the Journal of Marketing for its significant contribution to marketing theory and thought.
  • 2016 Outstanding Area Editor Award of the Journal of Marketing. 
  • Ranked 1st (among non-US scholars) in citations in the top Marketing-Journals worldwide from 2003-2012 in the area’s of Consumer Behavior, Marketing Management and Strategy, and Modelling and Quantitative Analysis. From a world-wide perspective, ranked #3 in Modeling and Quantitative Analysis, #4 in Marketing Management and Strategy, and #4 in Consumer Behavior. (Elbeck and Vander Schee (2014) “Global Benchmarking of Marketing Doctoral Program Faculty and Institutions by Subarea, Journal of Marketing Education, 36 (1), 45–61).
  • Ranked among the top 2.6% of scholars in business administration in German speaking countries (79 out of 3016; Handelsblatt 2012).
  • 2011 Winner of the 2011 Sheth Foundation / Journal of Marketing Award. Nominated by the editorial board of the Journal of Marketing and chosen by previous editors of the Journal of Marketing the award recognizes scholarschip that has made long-term contributions to the discipline of marketing (The impact of Customer Relationship Characteristics on Profitable Lifetime Duration).
  • 2009 Winner of AMA Varadarajan Award for Early Career Contributions to Marketing Strategy Research. 
  • 2009 Finalist for the O’Dell Award of the Journal of Marketing Research - for an article published in 2004 that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice Since 2007 Professor of Marketing, University of Cologne.
  • 2007 Selected into the program „Return of Excellent German Academics.
  • 2005 Winner of the Journal of Marketing MSI/H. Paul Root Award for significant contribution to the advancement of the practice of marketing
  • 2005 Honorable Mention for the Journal of Marketing MSI/H. Paul Root Award for a significant contribution to the advancement of the practice of marketing
  • 2003 Winner of the Journal of Marketing MSI/H. Paul Root Award for a significant contribution to the advancement of the practice of marketing.
  • 2001 Winner of the American Marketing Association Donald R. Lehmann Award for the Best Dissertation-Based Research Paper.
  • 1999 Winner of the American Marketing Association John A. Howard Doctoral Dissertation Competition, recognizing the top dissertation in the discipline.

Selected publications

  • Scholdra, Thomas, Julian R.K. Wichmann, and Werner Reinartz, (2023) “Reimaging Personalization in the Physical Store”, Journal of Retailing, forthcoming.
  • Schauerte, Nico, Maren Becker, Monika Imschloß, Julian R.K. Wichmann, and Werner Reinartz, (2023) „The Managerial Relevance of Marketing Science: Properties and Genesis”, International Journal of Research in Marketing, forthcoming.
  • Berkmann, Manuel, Maik Eisenbeiss, Werner J. Reinartz, and Nico Schauerte (2023), “Leveraging B2B Field Service Technicians as a "Second" Sales Force: How Service Situations Affect Selling Activity and Success”, Journal of the Academy of Marketing Science, forthcoming.
  • Becker, Maren, Thomas Scholdra, Manuel Berkmann, and Werner J. Reinartz (2023), “The Effect of Content on Zapping in TV Advertising”, Journal of Marketing. 87(2).
  • Wichmann, Julian, Werner Reinartz, and Rajkumar Venkatesan, (2023) “Conceptualizing Value Creation in the Platform Era”. Journal of Creating Value, forthcoming.
  • Wichmann, Julian, Thomas Scholdra, and Werner Reinartz, (2023) “Propelling International Marketing Research with Geospatial Data” Journal of International Marketing, forthcoming.
  • Reinartz, Werner and Rajkumar Venkatesan (2022), “A Better Way to Calculate the ROI of your Marketing Investment”, Harvard Business Review Special Issue, "Marketing in the Age of Connection" (Winter) 108-109.
  • Wichmann Julian, Nico Wiegand, and Werner J. Reinartz, (2022) “Building Your Own Brand Platform”, Harvard Business Review, (Sept/Oct) forthcoming.
  • Becker, Maren, Thomas Scholdra, Manuel Berkmann, and Werner Reinartz (2022), “The Effect of Content on Zapping in TV Advertising”, Journal of Marketing. Forthcoming.
  • Kopalle, Praveen, Manish Gangwar, Andreas Kaplan, Divya Ramachandran, Werner Reinartz, and Aric Rindfleisch (2022), "Artificial Intelligence (AI) Technologies in Global Marketing: Current Trends and Future Research Opportunities", International Journal of Research in Marketing, 39 (2), 522-540.
  • Wichmann, Julian; Wiegand, Nico, and Reinartz, Werner (2022), "The Platformization of Brands", Journal of Marketing, 86, (1), 109-131.
  • Scholdra, Thomas, Julian Wichmann, Maik Eisenbeiß, and Werner Reinartz (2021), “Households under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior”, Journal of Marketing, 86, (4), 95-117.
  • Wichmann, Julian, Nico Wiegand, and Werner Reinartz (2021), "Towards Perpetual Brand-Consumer Relationships", Marketing Review St. Gallen, Vol. 2, 28-35.
  • Han, Simeng, Werner Reinartz, and Bernd Skiera, (2021), "Capturing Retailers’ Brand and Customer Focus”, Journal of Retailing, forthcoming.
  • Donthu, Naveen, Werner Reinartz, Satish Kumar, and Debidutta Pattnaik, (2021), "A Retrospective Review of the First 35 Years of the International Journal of Research in Marketing”, International Journal of Research in Marketing, Issue 1 (38), 232-269.
  • Bruce, N., M.Becker, and W. Reinartz (2020), “Communicating Brands in Television Advertising“, Journal of Marketing Research, 57 (2), 236–256.
  • Reinartz, Werner, Nico Wiegand, and Monika Imschloß (2019), “The Impact of the Digital Transformation on the Retailing Value Chain” International Journal of Research in Marketing, 36 (3), 350–366.
  • Becker, Maren, Nico Wiegand, and Werner Reinartz, (2019), “Does It Pay to Be Real? Understanding Authenticity in TV Advertising", Journal of Marketing, 83 (1), 24-50.
  • Lobschat, Lara, Ernst C. Osinga, Werner Reinartz (2017), "What Happens Online Stays Online? – Segment-Specific Online and Offline Effects of Banner Advertisements” Journal of Marketing Research, 54 (6), 901-913.
  • Kumar, V., and Werner Reinartz (2016), “Creating Enduring Customer Value”, Journal of Marketing, 80 (6), 36-68.
  • Reinartz, Werner (2016), “Crafting a JMR Manuscript", Journal of Marketing Research, 53(1), 139-141.
  • Reinartz, Werner and Peter Saffert (2013), „Creativity in Advertising: What the Numbers Say“, Harvard Business Review, 91 (6), 106-111. 
  • Ulaga, Wolfgang und Werner Reinartz (2011), Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, Journal of Marketing, 75 (6), 5-23. 
  • Kumar, V., Rajkumar Venkatesan, and Werner Reinartz (2008), “Performance Implications of Adopting a Customer-Focused Sales Campaign”, Journal of Marketing, 72 (5), 50-69. 
  • Reinartz, Werner and Wolfgang Ulaga (2008), „How to Sell Services Profitably“, Harvard Business Review, 86 (5), 90-98.
  • Reinartz, Werner, Jacquelyn Thomas, and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability”, Journal of Marketing, 69 (January), 63-79.
  • Reinartz, Werner, Manfred Krafft und Wayne Hoyer (2004), The CRM Process: Its Measurement and Impact on Performance, Journal of Marketing Research, 41 (August), 293-305.
  • Chandon, Pierre, Vicki G. Morwitz, and Werner Reinartz (2004), “The Short- and Long-Term Effects of Measuring Intent to Repurchase”, Journal of Consumer Research, 31 (3), 566-572. 
  • Reinartz, Werner und V. Kumar (2003), The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration, Journal of Marketing, 67 (January), 77-99. 
  • Reinartz, Werner and V. Kumar (2000), “On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing”, Journal of Marketing, 64 (4), October, 17-35.