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Prof. Dr. Christian Schulze Associate Professor of Marketing

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

Christian Schulze is Associate Professor of Marketing at the Frankfurt School of Finance & Management. Prior to joining the Frankfurt School in 2012, he was a business consultant with The Boston Consulting Group (BCG) and a researcher in the House of Finance at Goethe University Frankfurt. In early 2012, Christian was a visiting researcher at the University of Texas in Austin.
Christian is an expert on digital media and electronic commerce. His research and opinions have been featured in national and international press articles, such as by The Economist,, Jyllands Postens, People's China Daily, Harvard Business Manager, Frankfurter Allgemeine Zeitung, WirtschaftsWoche Online or Manager Magazin Online. He is also a frequent guest on radio (Deutschlandfunk, hr info, NDR info) and TV programs (ARD, ZDF, SAT1, hr, WDR).
Christian’s interests as a researcher lie in the areas of digital marketing, the measurement and optimization of marketing performance, and customer management. His research has been published in the leading academic and practice journals, such as the Journal of Marketing and MIT Sloan Management Review. For his research, Christian received the prestigious early career award from the Erich Gutenberg Society, as well as awards by the German Direct Marketing Association, the Bueropa Foundation, and the German Stock Institute. His article “Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation” was nominated by the American Marketing Association as finalist for both, the Harold H. Maynard Award and the MSI/H. Paul Root Award.
He teaches elective courses on Marketing Strategy and Digital Marketing in Frankfurt School's Bachelor, Master, Ph.D., MBA and Executive programs. Christian also works as a trainer, invited speaker or conference host on select occasions.
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

  • Schulze, C., Schöler, L., Skiera, B., 2015. Customizing Social Media Marketing, Sloan Management Review Vol. 56(2), pp. 8-10.

  • 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: similarities and differences to traditional discounted cash flow models, in: Roland T. Rust, Huang Ming-Hui (eds): Handbook of Service Marketing Research, Cheltenham: Elgar, pp. 123-134.

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, 2013, Istanbul.
     European Marketing Academy, 42nd Annual Conference, 2013, Istanbul.
     London Business School, 3rd Theory & Practice in Marketing Conference, 2013, London.
     Dt. Gesellschaft für Online Forschung e.V., Duale Hochschule Baden-Württemberg, 15th General Online Research Conference, SymanO, 2013, Mannheim.

  • Schulze, C., Schöler, L., Skiera, B.
    Viral Marketing: The Influence of Sharing Mechanism Characteristics on the Success of Facebook Apps

     Univ. Hamburg, 14. Jahrestagung "Quantitatives Marketing", 2012, Hamburg.
     Institute for Operations Research and the Management Sciences, 34th INFORMS Marketing Science Conference, 2012, Boston.

  • Bermes, M., Schulze, C., Skiera, B.
    Non-Customer Business and Firm Success

     Harvard Business School, 2nd Theory & Practice in Marketing Conference, 2012, Boston.
     Institute for Operations Research and the Management Sciences, 33rd INFORMS Marketing Science Conference, 2011, Houston.
     European Marketing Academy, 40th EMAC Conference, 2011, Ljubljana.
     Boston Univ. School of Management, Marketing Strategy Meets Wall Street II Conference, 2011, Boston.
     Australian & New Zealand Marketing Academy, ANZMAC 2010, 2010, Christchurch.

  • Schulze, C.
    Affiliate Marketing: Setting Optimal Commissions

     Institute for Operations Research and the Management Sciences, 32nd INFORMS Marketing Science Conference, 2010, Köln.
     European Marketing Academy, 39th EMAC Conference, 2010, Copenhagen.

  • 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, 2010, Köln.
     European Marketing Academy, 39th EMAC Conference, 2010, Copenhagen.

  • Schulze, C., Skiera, B., Wiesel, T.
    Customer-Based Firm Valuation

     Institute for Operations Research and the Management Sciences, 31st INFORMS Marketing Science Conference, 2009, Ann Arbor.
     European Marketing Academy, Doctoral Colloquium at the 38th Conference, 2009, Nantes.
     WHU Otto Beisheim School of Management, Campus for Finance Research Conference, 2009, Vallendar.


Frankfurt School of
Finance & Management

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Room B119

60314 Frankfurt am Main

0049 69 154008-735
0049 69 154008-4735

Office hours during the semester

Thursday 16:30 until 17:30 on appointment

Ina Marschner-Kempcke


0049 69 154008-727
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