Thorsten Wiesel

Prof. Dr. Thorsten Wiesel is a Professor of Marketing at the Marketing Center Münster/University of Münster (Germany). Before coming to Münster, Thorsten was an Associate Professor at the Marketing Department at the University of Groningen (the Netherlands) and an Assistant Professor at the Marketing Department at the Free University Amsterdam (the Netherlands). Thorsten Wiesel, who wrote his dissertation at the Institute for Electronic Commerce and E-Finance Lab at the University of Frankfurt/Main (Germany), was a Visiting Scholar at IESE Business School in Barcelona (Spain), Penn State University in State College (USA), and Goizueta Business School in Atlanta (USA).

His research interest are in Strategic Marketing, the Interface between Marketing and Finance, Marketing Performance Measurement and Management, and Digital Marketing. He has published several articles in renowned journals such as Journal of Marketing, Marketing Science, Journal of Service Research, Journal of Interactive Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, and Journal of Retailing. Furthermore, Prof. Thorsten Wiesel published various management-based articles, book chapters as well as blog posts at Harvard Business Review.

In addition to his research achievements, he has been awarded for his teaching abilities several times. He was awarded as “ISBM Business Marketing Doctoral Fellow” and received the award “Best Paper of the conference based on a Doctoral Dissertation” at EMAC in 2006. Moreover, he was a finalist of the "MSI/H. Paul Root Award" in 2008 and 2012 (awards the Journal of Marketing article that has made the most significant contribution to further the practice of marketing), the "Best Paper Award WHU Campus of Finance Research Conference" in 2009, and the "INFORMS Marketing Science Practice Price" in 2010. He was also nominated for the 2012 "Harold H. Maynard Award" (awards the Journal of Marketing article that has made the most significant contribution to marketing theory and/or marketing thought).

Thorsten serves as an ad-hoc reviewer for the International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Business Research, British Journal of Management, Journal of Retailing, Journal of Service Research and Journal of Interactive Marketing. He is also an Editorial Review Board member of the Journal of Marketing, the International Journal of Research in Marketing and the Business Research.

In September 2019, WWU received funding by the state of North Rhine-Westphalia to build up an "Excellence Start-up Center.NRW" (ESC). Thorsten leads this start-up center called REACH and aims to inspire students and young academics to bring their innovative ideas to life. REACH is a platform where the networking of start-ups with science, as well as companies, institutions and associations takes place at the WWU.

Education

since 2012 Institute for Value-Based Marketing, Westfälischen Wilhelms-Universität Münster

since 2012 Research Affiliate, University of Groningen (Netherlands), Business Faculty, Marketing Department

2012 Associate Professor, University of Groningen (Netherlands), Business Faculty, Marketing Department

2008- 2012 Assistant Professor, University of Groningen (Netherlands), Business Faculty, Marketing Department

2006- 2008 Assistant Professor, VU Universität Amsterdam (Netherlands), Business Faculty, Marketing Department

2002- 2006 Promotion in Frankfurt/Main

1997- 2002 Diplom-Kaufmann in Frankfurt/Main

Research

• Strategic Marketing
• Marketing Finance
• Marketing Performance Measurement and Management
• Digital Marketing

Awards

Runner-Up (2nd place) Davidson Award for the Best Paper published in the Journal of Retailing in 2016 2018 - Journal of Retailing

Selected publications

Article in Journal

2018 de Haan, E., Kannan, P., Verhoef, P., & Wiesel, T. (2018). Device Switching in Online Purchasing: Examining the Strategic Contingencies. Journal of Marketing, 2018(05). More details BibTeX DOI

2017 Ou, Y.-C., Verhoef, P., & Wiesel, T. (2017). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing, 45(3), 336–356. More details BibTeX

2016 de Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491–507. More details BibTeX

Minnema, A., Bijmolt, T., Gensler, S., & Wiesel, T. (2016). To Keep or Not to Keep: Effects of Online Customer Reviews on Product Returns. Journal of Retailing, 92(3). More details BibTeX

2015 de Haan, E., Verhoef, P., & Wiesel, T. (2015). The predictive ability of different customer feedback metrics for retention. International Journal of Research in Marketing, 32(2).

Conference Paper

2016 Monske, S., Gensler, S., & Wiesel, T. (2016). Investigating consumer’s online search and decision-making strategies: An eye-tracking analysis of visual attention on product and review-specific information in a two-stage choice process. In Proceedings of the 45th EMAC Annual Conference, Oslo, Norwegen, 1–7. (Accepted) More details BibTeX

2014 Gensler, S., Wiesel, T., & Leweling, S. (2014). The value of user-generated content and social shopping tools: differentiation between active, passive and non-users. In Proceedings of the Oxford Retail Futures Conference: Innovation in Retail and Distribution, Oxford, Großbritannien. More details BibTeX

2013 De, H. E., Verhoef, P., & Wiesel, T. (2013). There is No Single Best Measure of Your Customers. In Proceedings of the INFORMS Marketing Science Conference 2013, Istanbul, Türkei. (Accepted) More details BibTeX

Minnema, A., Bijmolt, T., Gensler, S., & —, W. T. (2013). To Keep or Not to Keep: Effect of Customer Generated Content on Product Returns. In Proceedings of the INFORMS Marketing Science Conference 2013, Istanbul, Türkei. (Accepted) More details BibTeX

Minnema, A., Bijmolt, T., Gensler, S., & Wiesel, T. (2013). To Keep or Not to Keep: Effect of Customer Generated Content on Product Returns. In Proceedings of the EMAC Conference 2013, Istanbul, Türkei. (Accepted) More details BibTeX

Ou, Y.-C., Wiesel, T., & Verhoef, P. (2013). The Moderating Role of Industry and Firm Characteristics on the Effects of Value Equity, Brand Equity, and Relationship Equity on Loyalty. In Proceedings of the EMAC Conference 2013, Istanbul, Türkei.

Chapter in Book

2013 Wiesel, T., & Skiera, B. (2013). Customer Equity Disclosure. In Kumar, a. S. (Ed.), Customer Equity Handbook (pp. 1–14). (In press) More details BibTeX

2010 Srivastava, R., & Wiesel, T. (2010). Brand platform as strategic investments: leveraging customer connections to manage profitability, growth, and risk. In Wuyts, S., Dekimpe, M. G., Gijsbrechts, E., & Pieters, R. (Eds.), The connected customer — the changing nature of consumer and business markets (pp. 203–216). More details BibTeX

2007 Wiesel, T., & Skiera, B. (2007). Linking Customer Metrics to Shareholder Value. In Marketing Science Institute (Ed.), Marketing Metrics and Financial Performance (pp. 15–17). More details BibTeX

2005 Skiera, B., Wiesel, T., & Pfaff, D. (2005). Wertorientierte Kundenanalyse innerhalb der Financial Supply Chain. In Verein, f. C. M. (Ed.), Die Optimierung der Performance im Credit Management (pp. 117–133). Heidelberg.