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Prof. Dr. Werner Reinartz

Foto: ©Lisa Beller

Prof. Dr. Werner Reinartz

Research Interest

He is a leading academic voice on how firms interact with their customers. His research interest is at the intersection of CRM, digital marketing, retailing, sales, and advertising. In particular, he is interested in the questions of how firms can compete successfully in mature markets, marketing mix efficiency and effectiveness, and the successful management of lasting, profitable customer relationships. His work has left a keen footprint in an academic context: he is the highest cited scholar in top marketing journals outside the US and in terms of research productivity among the very top ranked economists (Wirtschaftswoche, Handelsblatt, J. of Marketing). His total Google scholar citation count is 27355 (May 2024) and his research citation g-index is 134 ( In terms of research productivity, he has been ranked among the top 2.5% of scholars in the world (58 out of 2257; Journal of Marketing 2009) in terms of time‐adjusted publication rate in the top four journals in the marketing discipline. His average Scopus Citation Percentile of all of his top journal publications is 98. The Frankfurter Allgemeine Zeitung (FAZ) has listed him as one of the top economists in German speaking countries. His research work has been recognized with the highest academic awards in the discipline (e.g. AMA Doctoral Dissertation Competition Award, Don Lehmann Award for the Best Dissertation-Based Research Paper, MSI/Paul Root Award twice, Finalist for the O’Dell Award, Varadarajan Award for Early Career Contributions, Sheth Foundation/Journal of Marketing Award for long-term contribution to the marketing discipline, ISBM-David Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing, IJRM J.B. Steenkamp Award, Hunt/Maynard Award of the Journal of Marketing). He has published extensively in the very top journals of the field such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, and Journal of Retailing. In 2018, he has been named co-editor at the International Journal of Research in Marketing, one of the discipline’s top journals. Furthermore, he has been long-standing area editor at the Journal of Marketing and Journal of Marketing Behavior as well as longstanding editorial board member for many top journals such as Journal of Marketing, Marketing Science, IJRM, and Journal of Retailing. In June 2010, he was the host of the Marketing Science Conference, one of the premier conferences for academic research in the marketing discipline globally. Professor Reinartz conscientiously focuses on solving problems that are meaningful in managerial practice. Accordingly, he is one of the highest published management researchers in the Harvard Business Review, the most impactful applied management journal globally – tallying a total of 25 contributions in all Harvard Business Press publications.

Curriculum Vitae

Werner Reinartz is a Professor of Marketing at the University of Cologne, Germany. Furthermore, he is the director of Center for Research in Retailing (IFH), one of the largest applied research centers in the Faculty of Management and Economics. In addition, he is a Distinguished Marketing Scholar of the European Marketing Academy. Previously, he was the Cora Chaired Professor of Retailing and Management and Associate Professor of Marketing at INSEAD, France. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston (1999). The complete Curriculum Vitae you will find here.

Business Expertise

Professor Reinartz has worked with a large number of international companies such as for example IBM (Germany), Allianz (Germany), the Cora Group (France), GfK (Germany), ABN AMRO (Netherlands), Spiegel (USA), METRO (Germany), Henkel (Germany), AKBANK (Turkey), Comdirect Bank (Germany), CGG (France), The Nielsen Company (Germany) and ThyssenKrupp (Germany). In addition, he has conducted extensively executive training programs for many Fortune500 and EuroStoxx50 companies.