Martin Fassnacht

Martin Fassnacht is a Professor at WHU – Otto Beisheim School of Management, where he leads research within the Marketing and Sales Group. His academic focus bridges theoretical marketing frameworks with practical business applications in pricing, branding, and retail strategy.

His research portfolio spans critical domains including:

• Price Management and Dynamic Pricing strategies
• Retail Marketing and Omnichannel Business transformations
• Brand Portfolio Sustainability and Image Development
• Consumer Behavior in Digital Ecosystems
• Social Media Marketing and B2C Communication

Recent publications reveal concentrated exploration of brand portfolio transformations, line extension success factors, and premiumization mechanics. His work consistently connects sustainability imperatives with digital retail evolution, particularly examining Veblen effects in luxury markets and real-time feedback systems in service environments.

As an integral member of WHU's Marketing and Sales Group, Professor Fassnacht shapes the institution's MBA curriculum while advancing industry-relevant research through collaborative projects with consumer goods enterprises.