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Julian R.K. Wichmann


Julian is an assistant professor of marketing whose research focuses on strategic marketing issues surrounding digital platforms and the future of retailing. His research has been published in top-tier journals such as the Journal of Marketing and the International Journal of Research in Marketing as well as practitioner journals like the Harvard Business Review. Julian’s paper “The Platformization of Brands” is the winner of the 2022 Shelby D. Hunt/Harold H. Maynard Award and finalist for the 2022 AMA/MSI H. Paul Root Award. He studied at universities in the Netherlands, Italy, and Germany gaining degrees in Economics and Business Administration before receiving his doctoral degree from the University of Cologne under the advisory of Prof. Werner Reinartz in 2020. Besides his experience in academia, Julian has gained practical experience working in various marketing departments and different industries, ranging from fashion to telecommunications and digital advertising.

Julian is co-organizer of the AMA Marketing Strategy Consortium 2024.

Contact information

Julian R.K. Wichmann
Tilburg School of Economics and Management,
Tilburg University​​​​​​​