معرفی
Prof. Dr. Martin Natter is a Professor of Marketing at the Department of Business Administration, University of Zurich since 2016. He holds a doctorate (1994) and Habilitation (1999) from Vienna University of Economics and Business Administration (VUEB). His research focuses on pricing strategies, sustainability in marketing, and consumer behavior. He has held academic roles at Goethe University Frankfurt (2005–2016) and has been a visiting scholar at institutions like Erasmus University and the University of Wollongong.
Education:
- PhD in Business Administration, VUEB (1994)
- Habilitation (1999), VUEB
- Master in MIS, University of Vienna (1991)
Research Interests:
- Pricing and promotion mechanisms (e.g., dynamic pricing, participative pricing)
- Sustainability strategies to reduce food waste and CO2 footprints
- Social influence and values in consumer decisions
Publications span over 40 peer-reviewed articles in journals like Management Science, Marketing Science, and Journal of Retailing. His work on pay-what-you-want pricing and sustainability interventions has been widely recognized. Awards include the 2018 Emerald Literati Award and the 2014 ISMS/MSI G. Lilien Practice Prize.
He co-directs the University Research Priority Program on Social Networks at UZH and is part of initiatives like The Piik, focusing on digital marketing. He has supervised doctoral students who have won multiple best dissertation awards.
