Werner Reinartz

from Wikipedia, the free encyclopedia

Werner Josef Reinartz (* 1963 in Langerwehe ) is a German economist. Since 2007 he has been Professor of Trade and Customer Management at the University of Cologne and Director of the Institute for Trade Research (IFH eV) located there.

Life

Werner Reinartz studied agricultural science at the Technical University of Munich and graduated in 1990 with a degree in engineering . After completing this degree with above-average performance, he gained practical experience in international sales and marketing at the Lorenz von Ehren company in Hamburg. From 1994 he studied Business Administration at Henley Management College in England with a Master of Business Administration degree . His doctoral studies with a focus on marketing took place from 1995 to 1999 at the University of Houston in the United States . His dissertation dealt empirically with the topic of customer lifetime value and has received several awards (2001 Donald R. Lehmann Award, 1999 John A. Howard Doctoral Dissertation Competition).

After receiving his doctorate, he began his academic career in 1999 at Insead in Fontainebleau, France. Worked there until 2007, most recently as Cora Chaired Professor of Management and Retailing. In 2007 he was appointed professor for general business administration, trade and customer management at the University of Cologne and at the same time director of the Institute for Trade Research (IFH eV), affiliated institute of the University of Cologne.

Reinartz's research interests in marketing include marketing strategy, retail, customer relationship management , advertising impact and digital transformation . His articles and research results have received several high-ranking research awards. In 2014, he was listed as a leading researcher outside the United States for citations in leading marketing journals.

Reinartz has been co-editor of the International Journal of Research Marketing (IJRM) since 2017 .

Awards (selection)

In 2009 he received the “Varadarajan Award for Early Career Contributions to Marketing Strategy Research”. This American Marketing Association award is given for the highest research impact within 10 years of the dissertation.

Works (selection)

  • 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, Vol 36 (3).
  • 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. [Google Scholar citations: 1; Web of Science citations: 1]
  • 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.
  • Reinartz, Werner and Monika Imschloß (2017), “From Point-of-Sale to Point-of-Need: How Digital Technology Transforms Retailing”, Marketing Intelligence Review, Vol. 9 (1), 43-47.
  • Ulaga, Wolfgang and Werner Reinartz (2011), “Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully”, Journal of Marketing, 75 (6), 5-23.
  • Reinartz, Werner, Michael Haenlein, and Jörg Henseler (2009), “An Empirical Comparison of the Efficacy of Covariance-Based and Variance-Based SEM”, International Journal of Research in Marketing, 26 (2009), 332-344.
  • Reinartz, Werner and Wolfgang Ulaga (2008), “How to Sell Services Profitably”, Harvard Business Review, 86 (5), 90-98.
  • Kumar, V., Rajkumar Venkatesan, and Werner Reinartz (2006), “Knowing What to Sell, When, and to Whom”, Harvard Business Review, 84 (3) March, 131-137.
  • 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, and Wayne Hoyer (2004), “The CRM Process: Its Measurement and Impact on Performance”, Journal of Marketing Research 41 (August), 293-305.
  • Zeng, Ming and Werner Reinartz (2003), “Beyond Online Search: The Road to Profitability,” California Management Review, 45 Winter, 107-130.
  • Reinartz, Werner and 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 (2002), "The Mismanagement of Customer Loyalty," Harvard Business Review, 80 (July), 86-94.
  • 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.

Web links

Individual evidence

  1. ↑ Worldcat
  2. ↑ a b c d Werner Reinartz. Retrieved on November 7, 2018 (German).
  3. ^ Elbeck, Vander Schee: Global Benchmarking of Marketing Doctoral Program Faculty and Institutions by Subarea . In: Journal of Marketing Education . 36th edition. No. 1 , December 12, 2013, p. 45-61 , doi : 10.1177 / 0273475313514234 (English).
personal data
SURNAME Reinartz, Werner
ALTERNATIVE NAMES Reinartz, Werner Joseph
BRIEF DESCRIPTION German economist
DATE OF BIRTH 1963
PLACE OF BIRTH Long suffering