Martin Fassnacht

Prof. Dr. Martin Fassnacht is a Full Professor at WHU - Otto Beisheim School of Management, where he holds the Otto Beisheim Foundation Chair of Business Administration specializing in Marketing and Trade. He serves as the Scientific Director of the Center for Market-Oriented Corporate Management, Speaker of the Marketing Group, and Academic Director of the Marketing & Communications Department. Additionally, he directs the Metro Business Program and Metro Business Program Advanced.

His research spans price management, trade and service management, and market-oriented corporate management, with particular focus on consumer behavior in retail settings. Prof. Fassnacht has made significant contributions to understanding shopping convenience, price fairness, and service quality dynamics in business-to-consumer relationships.

Analysis of his publication record reveals a consistent focus on service marketing evolution, particularly examining how traditional product-focused businesses transition to service-oriented approaches. His work on shopping convenience and its impact on customer retention represents a significant research stream, while his contributions to service-dominant logic theory have advanced the understanding of value co-creation in service ecosystems.

• Outstanding Article of the Year 2003 (Journal of Business-to-Business Marketing)
• Best Paper Award in Services Marketing Track of AMA Summer Educator's Conference

As an academic leader, Prof. Fassnacht bridges theoretical research with practical business applications through his Metro Business Program leadership and industry collaborations. His work demonstrates ongoing commitment to advancing marketing knowledge while maintaining strong connections with business practice, particularly in retail and service sectors.