Christian Homburg

Christian Homburg is a Professor of Marketing and Director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim Business School. He holds additional positions as Distinguished Professorial Fellow at the University of Manchester and Professorial Fellow at the University of Melbourne. His leadership extends to his former role as Managing Director of the Mannheim Business School (2006-2010), where he significantly expanded student enrollment and established globally recognized MBA programs.

Homburg's research primarily focuses on business-to-business marketing, sales management, pricing, and customer relationship management. His work bridges theoretical frameworks with practical applications, particularly in understanding the relationship between customer satisfaction and loyalty, market-oriented organizational culture, and service quality. His research methodology frequently integrates quantitative approaches with structural equation modeling to examine complex marketing phenomena. He has pioneered work in customer experience management and effective customer journey design, reflecting the evolving nature of marketing in digital environments.

Homburg's publication portfolio includes over 40 articles in the three leading marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research) and numerous influential books. His work demonstrates a clear evolution from foundational research on market orientation and customer satisfaction toward more contemporary topics like customer experience management and digital customer journeys. His research maintains a strong emphasis on empirical validation while addressing practical business challenges.

• Research.com Business and Management in Germany Leader Award (2021-2025)
• Fellow of the American Marketing Association (lifetime achievement)
• Ranked fourth worldwide for research productivity in top marketing journals (2011-2022)
• Most research-intensive professor in Germany, Austria, and Switzerland (WirtschaftsWoche 2018, 2020, 2023)
• Honorary doctorates from Copenhagen Business School (2006) and Technical University Freiberg (2008)

Professor Homburg actively supervises doctoral students and leads research initiatives through the Institute for Market-Oriented Management. His research has been supported by significant academic grants, though specific grant details aren't provided in the source material. His work has influenced both academic theory and business practice, particularly in European markets. The Institute for Market-Oriented Management serves as his primary research hub, where he collaborates with academic staff members including Nicola Weber and Matthias Kleinermann. His research team focuses on translating theoretical marketing concepts into practical business applications, with particular emphasis on B2B contexts.