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Prof. Dr. Christian Schulze Assistant Professor of Marketing

Christian Schulze
  1. Personal details
  2. Publications
  3. Presentations

Since March 2012, Christian Schulze is an Assistant Professor in Marketing at the Frankfurt School of Finance & Management. He currently teaches elective courses on Marketing Strategy and Digital Marketing in the Bachelor and Master programs. Moreover, he teaches select topics in the Ph.D. program.

Christian’s research interests are in the areas of customer management, the measurement and optimization of marketing performance, and online marketing. His research in these areas has been published in the leading academic and practice journals and has won several awards. For his dissertation, he received awards in the areas of Marketing and Finance from the German Direct Marketing Association, the Bueropa Foundation, and the German Stock Institute. He also received the prestigious early career award in Business Administration from the Erich Gutenberg Society. His article “Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation” published in the Journal of Marketing was nominated as finalist for the 2012 Harold H. Maynard Award for its contribution to marketing theory and marketing thought as well as for the 2012 MSI/H. Paul Root Award for its contribution to marketing practice.

Prior to joining the Frankfurt School, Christian was a business consultant with The Boston Consulting Group (BCG) between 2004 and 2007 and a researcher at the E-Finance Lab in the House of Finance at Goethe University Frankfurt between 2007 and 2011. In 2012, Christian was a visiting researcher at the University of Texas in Austin.

Christian holds a Ph.D. in Business from Goethe University Frankfurt. He completed his graduate studies in Business and Information Systems at the Technical University Carolo-Wilhelmina in Braunschweig and at Babson College in Wellesley, MA (USA). He is a Fulbright fellow and a fellow of the German National Merit Foundation.

Scholarly journal articles

  • Hinz, O., Schulze, C., Takac, C., 2014. New Product Adoption in Social Networks: why Direction Matters, Journal of Business Research Vol. 67(1), pp. 2836-2844.

  • Schulze, C., Schöler, L., Skiera, B., 2014. Not All Fun and Games: Viral Marketing for Utilitarian Products, Journal of Marketing Vol. 78(1), pp. 1-19.

  • Schulze, C., Skiera, B., Wiesel, T., 2012. Linking Customer and Financial Metrics to Shareholder Value: the Leverage Effect in Customer-Based Valuation, Journal of Marketing Vol. 76(2), pp. 17-32.

Conference Proceedings

  • Schulze, C., 2009, Optimierung von Provisionen in Affiliate Programmen zur Maximierung des Verkäufergewinns, in: DDV - Deutscher Dialogmarketing Verband e.V. (ed): Dialogmarketing Perspektiven 2008/2009, Wiesbaden: DDV, pp. 67-76.

Contributions to edited volumes

  • Skiera, B., Schulze, C., 2014, Customer-based valuation (forthcoming): similarities and differences to traditional discounted cash flow models, in: Roland T. Rust, Huang Ming-Hui (eds): Handbook of Service Marketing Research, Cheltenham: Elgar.

Journal articles

  • Hinz, O., Gottschlich, J., Schulze, C., 2011. Wie aus Ratgebern Käufer werden, Harvard Business Manager (12) pp. 10-11.

Research paper presentations/posters at conferences

  • El Kihal, S., Schulze, C., Skiera, B.
    Product Return Management for Online Retailers, INFORMS Society for Marketing Science, 2013 INFORMS Marketing Science Conference, 11.-13.07.2013, Istanbul. (Lecture)

  • Schulze, C., Skiera, B., Schöler, L.
    Viral Marketing: The Influence of Sharing Mechanism Characteristics on the Success of Facebook Apps, Univ. Hamburg, 14. Jahrestagung "Quantitatives Marketing", 23.-25.09.2012, Hamburg. (Lecture)

  • Schulze, C., Bermes, M., Skiera, B.
    Non-Customer Business and Firm Success, Harvard Business School, 2nd Theory & Practice in Marketing Conference, 03.-05.05.2012, Boston. (Lecture)

  • Schulze, C.
    Affiliate Marketing: Setting Optimal Commissions, Institute for Operations Research and the Management Sciences, 32nd INFORMS Marketing Science Conference, 17.-19.06.2010, Köln. (Lecture)

  • Schulze, C., Schöler, L., Skiera, B.
    Walking a Fine Line: Analyzing the Effects of (In)Appropriate Viral Marketing Designs, Institute for Operations Research and the Management Sciences, 32nd INFORMS Marketing Science Conference, 17.-19.06.2010, Köln. (Lecture)


Frankfurt School of
Finance & Management

Sonnemannstra├če 9-11

Room B119

60314 Frankfurt am Main

0049 69 154008-735
0049 69 154008-4735

Office hours during the semester

Thursday 10:00am until 11:00am on appointment

Ina Marschner-Kempcke


0049 69 154008-727
0049 69 154008-4727