معرفی
Werner Reinartz is a Professor of Marketing at the University of Cologne since 2007, where he holds the Chair for Retailing and Customer Management. He serves as Vice-Rector for Transfer (2023–ongoing) and Director of the Center for Research in Retailing (IFH e.V.). His career includes a part-time Associate Professor role at INSEAD (2007–2010) and tenured/untenured positions there from 1999–2007. He earned a Ph.D. in Marketing from the University of Houston (1999) and an MBA from Henley Management College (1997).
His research focuses on Retailing, Customer Management, Digital Transformation, and Marketing Strategy. He investigates how platformization, geospatial data, and authenticity in TV advertising influence consumer behavior and business outcomes. His work also addresses CRM efficacy, B2B hybrid offerings, and value creation in dynamic markets.
- Key trends in his recent publications include:
- Digital transformation in retail and branding
- Behavioral economics in marketing decisions
- Quantitative analysis of TV advertising effectiveness
- Geospatial data applications in international markets
- Platform business models for enduring customer relationships
- CRM and customer profitability in noncontractual settings
Scientific honors include:
- Academic Fellow, Marketing Science Institute (MSI) (2023)
- EMAC Distinguished Marketing Scholar Award (2023)
- Shelby D. Hunt/Harold H. Maynard Award (2022)
- Jan Steenkamp Award for Long-Term Impact (2021)
- Outstanding Area Editor, Journal of Marketing (2016)
- Donald R. Lehmann Award (2001) and John A. Howard Dissertation Competition Winner (1999)
He contributes to editorial boards and collaborative research initiatives like the Research Initiative 'Digital Transformation and Value Creation' and the Cluster of Excellence ECONtribute: Markets & Public Policy, which examines market challenges through interdisciplinary lenses.
