Christian Schulze
Associate Professor of Marketing • Professor
Associate Professor of Marketing
Christian Schulze is Associate Professor of Marketing at the Frankfurt School of Finance & Management. He was a visiting researcher at the University of Texas in Austin (2012) and at Boston University (2015). Prior to his career in academia, he was a business consultant with The Boston Consulting Group (BCG).
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, BusinessWeek.com, 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, NDR, WDR) and TV programs (ARD, ZDF, SAT1, hr).
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. The American Marketing Association nominated his articles “Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation” and “Not All Fun and Games: Viral Marketing for Utilitarian Products“ as finalists for 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.
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, BusinessWeek.com, 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, NDR, WDR) and TV programs (ARD, ZDF, SAT1, hr).
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. The American Marketing Association nominated his articles “Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation” and “Not All Fun and Games: Viral Marketing for Utilitarian Products“ as finalists for 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.
- Management department
- Professor
- Faculty
PUBLICATIONS
El Kihal, S., Erdem, T., Schulze, C., Zhang, W., 2025. Customer Return Rate Evolution, International Journal of Research in Marketing. (forthcoming)
El Kihal, S., Nurullayev, N., Schulze, C., Skiera, B., 2021. A Comparison of Return Rate Calculation Methods: Evidence from 16 Retailers, Journal of Retailing Vol. 97(4), pp. 676-696.
Blaseg, D., Schulze, C., Skiera, B., 2020. Consumer Protection on Kickstarter, Marketing Science Vol. 39(1), pp. 211-233.
Wolters, H., Schulze, C., Gedenk, K., 2020. Referral Reward Size and New Customer Profitability, Marketing Science Vol. 39(6), pp. 1033-1201.
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.
El Kihal, S., Nurullayev, N., Schulze, C., Skiera, B., 2021. A Comparison of Return Rate Calculation Methods: Evidence from 16 Retailers, Journal of Retailing Vol. 97(4), pp. 676-696.
Blaseg, D., Schulze, C., Skiera, B., 2020. Consumer Protection on Kickstarter, Marketing Science Vol. 39(1), pp. 211-233.
Wolters, H., Schulze, C., Gedenk, K., 2020. Referral Reward Size and New Customer Profitability, Marketing Science Vol. 39(6), pp. 1033-1201.
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.
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.
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.
Hinz, O., Gottschlich, J., Schulze, C., 2011. Wie aus Ratgebern Käufer werden, Harvard Business Manager (12) pp. 10-11.
El Kihal, S., Erdem, T., Schulze, C., Zhang, W., 2022. Customer Return Rate Evolution over Time.
El Kihal, S., Erdem, T., Schulze, C., Skiera, B.
Customer Return Rate Evolution over Time
Schulze, C., Srinivasan, S.
Managing Product Returns for Multinational Online Retailers
El Kihal, S., Erdem, T., Schulze, C., Skiera, B.
Customer Return Rate Evolution over Time
Gedenk, K., Schulze, C., Wolters, H.
Design of Referral Reward Programs
Dyshko, I., Schulze, C.
Do You Really Want Them Back?: How Promotions Affect the Value of Ex vs. New and Current Customers
McAlister, L., Schulze, C.
Linking Acquisition Channel Characteristics to Customer Value and Behavior
McAlister, L., Schulze, C.
Linking acquisition channel characteristics to the value and behavior of new customers
Dyshko, I., Schulze, C.
One promotion to rule them all: the impact of price promotions on different customer groups
El Kihal, S., Schulze, C., Skiera, B.
Active Return Management for Online Retailers
Gedenk, K., Schulze, C., Wolters, H.
Design of Customer Referral Programs
McAlister, L., Schulze, C.
The Effect of Price Incentives on Customer Value
El Kihal, S., Schulze, C., Skiera, B.
Product Return Management for Online Retailers
Bermes, M., Schulze, C., Skiera, B.
Non-Customer Business and Firm Success
Schulze, C., Schöler, L., Skiera, B.
Viral Marketing: The Influence of Sharing Mechanism Characteristics on the Success of Facebook Apps
Bermes, M., Schulze, C., Skiera, B.
Non-Customer Business and Firm Success
Schulze, C.
Affiliate Marketing: Setting Optimal Commissions
Bermes, M., Schulze, C., Skiera, B.
Non-Customer Business and Firm Success
Schulze, C., Schöler, L., Skiera, B.
Walking a Fine Line: Analyzing the Effects of (In)Appropriate Viral Marketing Designs
Schulze, C., Skiera, B., Wiesel, T.
Customer-Based Firm Valuation
Customer Return Rate Evolution over Time
| Univ. Hamburg, 13th Marketing Dynamics Conference, 2016, Hamburg. | |
| Institute for Operations Research and the Management Sciences, 38th INFORMS Marketing Science Conference, 2016, Shanghai. | |
| European Marketing Academy, 45th Annual Conference, 2016, Oslo. |
Schulze, C., Srinivasan, S.
Managing Product Returns for Multinational Online Retailers
| Institute for Operations Research and the Management Sciences, 38th INFORMS Marketing Science Conference, 2016, Shanghai. |
El Kihal, S., Erdem, T., Schulze, C., Skiera, B.
Customer Return Rate Evolution over Time
| Institute for Operations Research and the Management Sciences, 37th INFORMS Marketing Science Conference, 2015, Baltimore. |
Gedenk, K., Schulze, C., Wolters, H.
Design of Referral Reward Programs
| Institute for Operations Research and the Management Sciences, 37th INFORMS Marketing Science Conference, 2015, Baltimore. | |
| Georgia State Univ., 5th Theory & Practice in Marketing (TPM) Conference, 2015, Atlanta. |
Dyshko, I., Schulze, C.
Do You Really Want Them Back?: How Promotions Affect the Value of Ex vs. New and Current Customers
| Institute for Operations Research and the Management Sciences, 37th INFORMS Marketing Science Conference, 2015, Baltimore. |
McAlister, L., Schulze, C.
Linking Acquisition Channel Characteristics to Customer Value and Behavior
| Institute for Operations Research and the Management Sciences, 37th INFORMS Marketing Science Conference, 2015, Baltimore. |
McAlister, L., Schulze, C.
Linking acquisition channel characteristics to the value and behavior of new customers
| Georgia State Univ., 5th Theory & Practice in Marketing (TPM) Conference, 2015, Atlanta. |
Dyshko, I., Schulze, C.
One promotion to rule them all: the impact of price promotions on different customer groups
| European Marketing Academy, 44th Annual Conference, 2015, Leuven. |
El Kihal, S., Schulze, C., Skiera, B.
Active Return Management for Online Retailers
| Institute for Operations Research and the Management Sciences, 36th INFORMS Marketing Science Conference, 2014, Atlanta. | |
| European Marketing Academy, 43rd Annual Conference, 2014, Valencia. |
Gedenk, K., Schulze, C., Wolters, H.
Design of Customer Referral Programs
| Kühne Logistics Univ., 16. Jahrestagung "Quantitatives Marketing", 2014, Hamburg. |
McAlister, L., Schulze, C.
The Effect of Price Incentives on Customer Value
| Institute for Operations Research and the Management Sciences, 36th INFORMS Marketing Science Conference, 2014, Atlanta. |
El Kihal, S., Schulze, C., Skiera, B.
Product Return Management for Online Retailers
| Institute for Operations Research and the Management Sciences, 35th 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. |
Bermes, M., Schulze, C., Skiera, B.
Non-Customer Business and Firm Success
| Harvard Business School, 2nd Theory & Practice in Marketing Conference, 2012, Boston. |
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
| 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. |
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. |
Bermes, M., Schulze, C., Skiera, B.
Non-Customer Business and Firm Success
| Australian & New Zealand Marketing Academy, ANZMAC 2010, 2010, Christchurch. |
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 Annual 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. |
OFFICE HOURS
During the lecture period
Thursday 16:30 until 17:30 on appointment
Room
D4.68
OFFICE HOURS
During the lecture period
Thursday 16:30 until 17:30 on appointment
Room
D4.68