Markus Christen

Markus Christen is an Associate Professor of Marketing and the Chair of the Marketing Faculty Area at INSEAD. His research interests focus on the development of profitable marketing strategies. One area of inquiry concerns substantive and methodological questions about the cost and profit implications of market entry strategies (innovation vs. imitation). A second research stream examines manager's acquisition of information for strategic decisions, and the extent to which manager's ability to accurately forecast sales is related to the ultimate performance of new products and product lines. His work has appeared in Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, Harvard Business Review, and Financial Times. He is a member of the American Marketing Association and the Institute of Management Science.

Professor Christen teaches the MBA programme courses on marketing strategy and pricing strategies, and various Executive Education seminars on marketing strategy in Europe and Asia. He is the co-director of the service management programme 'Delivering Outstanding Services', and has been involved with companies from various industries, such as Johnson & Johnson, Novartis, Cisco, J. Walter Thompson, and S.C. Johnson. He has also written several case studies.

Professor Christen holds a PhD in Marketing from the Fuqua School of Business at Duke University, an MBA from the University of Oregon in Eugene, and a master's degree in Mechanical and Industrial Engineering from the Swiss Federal Institute of Technology in Zurich. Prior to joining INSEAD, he worked in industry for several years, as a production engineer, consultant, and marketing manager.

PUBLICATIONS

• JOURNAL ARTICLES - Competitive Pricing of Information: A Longitudinal Experiment - Journal of Marketing Research
• WORKING PAPERS - Competitive Pricing of Information: A Longitudinal Experiment
• JOURNAL ARTICLES - Job Satisfaction, Job Performance and Effort: A Re-Examination Using Agency Theory - Journal of Marketing
• JOURNAL ARTICLES - Cost Uncertainty is Bliss: The Effect of Competition of the Acquisition of Cost Information on New Product Pricing - Management Science
• WORKING PAPERS - Pioneering Advantage and Product Line Breadth: Do Demand, Cost and Profitability Effects Differ Across Consumer and Industrial Goods?
• JOURNAL ARTICLES - Keeping Up With the Joneses: Analyzing the Effect of Income Inequality on Consumer Borrowing - Quantitative Marketing and Economics
• WORKING PAPERS - Job Satisfaction, Job Performance and Effort: A Re-Examination
• WORKING PAPERS - Competitive Pricing of Information: A Longitudinal Experiment

RESEARCH AREAS

Performance Impact of Marketing Strategy, Innovation and Market Entry Strategy, Marketing of Information Products, Managerial Decision Making

TEACHING AREAS

Marketing Strategy, Customer Strategy, Pricing Strategies & Tactics

INDUSTRY SECTORS

Automobiles, Construction & Building Materials, Leisure, Entertainment & Hotels, Pharmaceuticals and Health