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Prof. Dr. Werner Reinartz

Foto: ©Lisa Beller

Prof. Dr. Werner Reinartz

Research Interest

His research interest and expertise focuses on the subjects of marketing strategy, retailing, customer management, advertising effectiveness, and channel management. 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 research approach is empirical and quantitative. 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. Moreover, he has been ranked in all of business administration in German speaking countries in the top 2.6% of all researchers (79 out of 3016; Handelsblatt 2012). In a more recent survey (Elbeck and Vander Schee 2014), he has been ranked as the #1 scholar outside the US in citations in the top marketing journals from 2003-2012. His total citation count is 16776 (Google Scholar, February 2020) and his research citation g-index is 122 ( The Frankfurter Allgemeine Zeitung (FAZ) lists him consistently as one of the top economists in German speaking countries. Since 1999, he generated a total amount of research grants and awards of €1.2m.
He is currently the co-editor of the International Journal of Research in Marketing (IJRM). 

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. Also, he is the speaker of the research initiative “Digital Transformation and Value Creation” at the University of Cologne. 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 Currivulum 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.