Martin Schreier

Martin Schreier is a Professor and head of the Institute for Marketing Management at the Vienna University of Economics and Business (WU). His research focuses on marketing, product development, consumer behavior, and user-driven innovation. A key finding from his work demonstrates that crowdsourced product ideas yield higher sales and gross margins compared to designer-generated products, as evidenced by a Japanese enterprise study showing €10 million revenue growth over three years. His studies also highlight how labeling products as user-ideated enhances consumer trust and sales performance.

Schreier's research spans diverse topics, including the psychological drivers of customization, blockchain applications in marketing, and the role of consumer communities in innovation. Recent studies examine generative AI in luxury product co-creation, groundedness in retail experiences, and ethical implications of crowdsourcing. His work bridges academic insights with real-world applications, advising companies on leveraging user creativity and designing effective innovation incentives.

He has published extensively on the economic and psychological impacts of consumer-driven innovation, with a focus on cross-cultural differences and market-specific strategies. His findings challenge traditional R&D models, emphasizing the commercial potential of user participation in product development across non-luxury sectors.