• "Brands as Means of Self-Expression" (Sabine Kuester, Silke C. Hess, Jennifer Young & Julia Hinkel)
• "Externally Directed vs. Internally Directed Market Launch Activities" (Sabine Kuester, Christian Homburg & Silke C. Hess)
• "Implemented Default and Induced Emotions: What Really Helps to Overcome the Innovation Bias" (Sabine Kuester, Silke C. Hess & Andreas Herrmann)
• "Cognitive Barriers" (Sabine Kuester & Silke C. Hess)
• "Mental Simulation and Benefit Comparison" (Sabine Kuester & Silke C. Hess)
• "Service Innovations" (Sabine Kuester, Monika C. Schuhmacher, Barbara Broermann & Andreas Worgul)
• "Customer Integration in New Product Development" (Sabine Kuester & Monika C. Schuhmacher)
• "Customer Confusion" (Sabine Kuester & Sebastian Buys)
• "Marketing Cooperations" (Sabine Kuester & Thomas Rilling)
• "Pricing Value-Added Services" (Sabine Kuester & Barbara Broermann)

Please find abstracts of the current research projects here.

• International Journal of Research in Marketing
• Journal of Marketing 
• Journal of International Marketing
• Journal of International Business Studies
• Journal of Business Research
• Journal für Betriebswirtschaftslehre
• Die Betriebswirtschaft
• Marketing Zeitschrift für Forschung und Praxis
• Schmalenbach Business Review

• Co-Editor “Schriftenreihe des Instituts für Markorientierte Unternehmensführung“

• American Marketing Assocciation (AMA)
• European Marketing Academy (EMAC)
• Informs / ORSA
• Verband der Hochschullehrer für Betriebswirtschaft e.V. (VHB)

• Schmalenbach-Gesellschaft für Betriebswirtschaft e.V.

• "Der Einfluss des Markenwerts auf die Unternehmensperformance", Business + Innovation 03/2011. (with Landauer, N. and Becker, A.)
• "Sectoral Heterogeneity in New Service Development: An Exploratory Study of Service Types and Success Factors", Journal of Product Innovation Management (forthcoming). (mit Schuhmacher, M., Broermann, B. und Worgul, A.)

• "Idea Competitions in New Service Development: Co-Creation with a Certain Consumer Group?", Proceedings of the 15^th AMS World Conference, July 19-23, 2011, Reims, France, 2011. (mit Schuhmacher, M. und Flötotto, D.)

• "Idea Competitions in New Service Development: Whom to Integrate and How?", Proceedings of the 18th IPDM Conference, June 05-07, 2011, Delft, Netherlands, 2010. (mit Schuhmacher, M. und Flötotto, D.)

• "Externally Directed and Internally Directed Market Launch Management: The Role of Organizational Factors in Influencing New Product Success", Journal of Product Innovation Management (forthcoming). (with Homburg, Ch. und Heß, S.C.)
• "Wie verhindern Sie negative Kundenreaktionen bei Produkteliminationen? Die Rolle der Kommunikation im Produktlinienmanagement", Scientific Working Paper W139, Institute for Market-Oriented Management, University of Mannheim, 2011. (with Sebastian Buys and Katharina Klein)
• "Die Kommunikationswirkung des Sponsor-Event-Fits", Scientific Working Paper W133, Institute for Market-Oriented Management, University of Mannheim, 2010. (with Monika Schuhmacher und Maurus Tremel)
• "Erfolgsfaktoren von Innovationen in der Dienstleistungsindustrie unter Berücksichtigung von Branchenunterschieden", Management Know-how Papier M122, Institute for Market-Oriented Management, University of Mannheim, 2010. (with Monika Schuhmacher, Barbara Broermann, and Andreas Worgul)
• "Managers’ Marketing Alliance Formation Behavior: The Role of External Factors and Managers’ Personality Traits", Scientific Working Paper W132e, Institute for Market-Oriented Management, University of Mannheim, 2010. (with Thomas Rilling)
• "Customer Confusion: Wie Produktvielfalt dem Unternehmen schaden kann", Scientific Working Paper W131, Institute for Market-Oriented Management, University of Mannheim, 2009. (with Sebastian Buys) 
• "How to Design International Loyalty Programs", Scientific Working Paper W129e, Institute for Market-Oriented Management, University of Mannheim, 2009. (with Silke Hess and Martin Stier) 
• "Der Einfluss des Markenwertes auf die Unternehmensperformance", Management Know-how Papier M116, Institute for Market-Oriented Management, University of Mannheim, 2009. (with Nina Landauer and Andreas Becker)
• "The Impact of Brand Value on Corporate Performance", Management Know-how Papier M116e, Institute for Market-Oriented Management, University of Mannheim, 2009. (with Nina Landauer and Andreas Becker)
• "How to Overcome Customers' Adoption Barriers?”, Advances in Consumer Research, 2009, 36 (1), 783-784. (with Silke C. Hess)
• "Open Innovation in Innovation Networks: Insights into the Automobile Industry", Management Know-how Paper M 109e, Institute for Market-Oriented Management, University of Mannheim, 2008. (with Monika C. Schuhmacher and Ben D. Werner)
• "An Input-Process-Output Investigation of NPD Team Performance", Management Know-how Papier M 114e, Institute for Market-Oriented Management, University of Mannheim, 2008. (with Monika C. Schuhmacher, Christine Lenz and Julius Mantel)
• "Brands as Means of Self-expression: A Cross-cultural Comparison", Working Paper W119e, Institute for Market-Oriented Management, University of Mannheim, 2008. (with Silke C. Hess, Jennifer Young and Julia Hinkel)
• "Grundlagen des Marketing," in: Das neue Lexikon der Betriebswirtschaftslehre, Häberle, Siegfried G. (Editor), 2008, Wissenschaftsverlag Oldenbourg, 808-813. (with Barbara Pramböck)
• „Aufbau und Steuerung von Dienstleistungsmarken", in: Erfolgsfaktoren der Markenführung: Know-how aus Forschung und Management, Bauer, Hans H., Huber, Frank & Albrecht, Carmen-Maria (Editors), 2008, Vahlen, 459-472. (with Hans H. Bauer, Frank Huber and Silke C. Hess)
• „Die Bedeutung von Open Innovation in Innovationsnetzwerken. Einblicke in die Automobilindustrie“, Working Paper M 109, Institute for Market-Oriented Management, University of Mannheim, 2007. (with Monika C. Schuhmacher and Ben D. Werner)
• „Adoptionsbarrieren bei Produktinnovationen: Kundenseitige und unternehmerische Herausforderungen des Neuproduktmanagements“, in: Vielfalt und Einheit in der Marketingwissenschaft. Ein Spannungsverhältnis, Bayón, Tomás, Herrmann, Andreas & Huber, Frank (Editors), 2007, Gabler, 77-96. (with Silke C. Hess)
• "Customer Benefits in Business-to-Business Markets: A Cross-Cultural Comparison," Journal of International Marketing, 2005, 13 (3). (with Christian Homburg, Nikolas Beutin, & Ajay Menon)
• "Winning the Take-Off Battle," European Business Forum, 2005, 20 (winter), 45-48.
• "The Dilemma of Pricing a Radical Innovation," ECCHO, 2003, Autumn/Fall, 14-15.
• "Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory," International Journal of Research in Marketing, 2002, 19(1), 21-42. (with Elisa Montaguti & Thomas S. Robertson)
• "Toward an Improved Understanding of Industrial Buying Behavior: Determinants of the Number of Suppliers," Journal of Business-to-Business Marketing, 2001, 8 (2), 5-33. (with Christian Homburg)
• "Verteidigungsstrategien gegen neue Wettbewerber," Zeitschrift für Betriebswirtschaftslehre, 2001, 71 (10), 1191-1215. (with Thomas S. Robertson, Christian Homburg, & Heiko Schäfer)
• "Firm Strategy and Diffusion Speed," in New-Product Diffusion Models, Vijay Mahajan, Eitan Muller & Yoram Wind (Publisher), 2000, Kluwer Academic Publishers, 25-47. (with Hubert Gatignon & Thomas S. Robertson)
• "L'Art du Marketing," Concepts et Pratique du Marketing par les plus Grands Spécialistes Internationaux, Village Mondial, 2000.
• "Retaliatory Behavior to New Product Entry," Journal of Marketing, 1999, 63 (4), 90-106. (with Christian Homburg & Thomas S. Robertson)
• "How New Technologies Can Take-Off Fast," in Mastering Marketing: A Comprehensive MBA Companion, 1999, FT Pitman Publishing (published in U.S., U.K., France, Germany and India). (with Elisa Montaguti & Thomas S. Robertson)
• "Nivea Sun - A Case Study in Promotional Budget Allocation," in European Casebook on Principles in Marketing, Jim Saker & Gareth Smith (Publisher), 1996, Prentice-Hall, 113-130.

• “Marketing Management – A Contemporary Perspective”, 2009, McGraw-Hill, London. (with Christian Homburg & Harley Krohmer)
• “Retaliatory Behavior to New Product Entry”, 1996, London University Press.

• "Brands – A tale of the mighty?", Association of MBAs, Ambition, April–June 2009, Issue 10.
• "Ketchup muss rot sein", Fincancial Times Deutschland, 29. Oktober 2008.
• "Marketing Orientierung für Professoren und Praktiker", Die Welt, März 1, 2003.
• "Accélérer le Décollage des Nouvelles Technologies", Les Echos, November 20, 2001.
• "Can Technology Wisdom be Taught?", The Industry Standard, May 12, 2001.
• "Technology Takeoff - How do new technologies get there?", Financial Times, September 1998.

• "Sport Sponsoring – The Communication Impact of Different Components of the Sponsor-Event-Fit and the Role of Involvement", American Marketing Association Summer Educators’ Conference Proceedings, Vol. 23, August 5-8, 2011, San Francisco, California, USA. (with Monika  C. Schuhmacher and MaurusTremel)
• "Current Corporate Product Portfolio Management Practice: An Exploratory Study", American Marketing Association Summer Educators’ Conference Proceedings, Vol. 23, August 5-8, 2011, San Francisco, California, USA. (with Nina Landauer.)
• "Strategies for Introducing Prices for Formerly Free Value-added Services", Proceedings of the AMA Winter Educators' Conference, February 18-20, 2011, Austin, Texas, 2011. (with Barbara Broermann)
• "Consumer Integration: Antecedents and Consequences", Proceedings of the 5^th European Conference on Innovation and Entrepreneurship, September 15-16, 2010, Athens, Greece, 2010. (with Monika Schuhmacher)
• "Leveraging Customer Knowledge for New Products in B2C: Drivers and Performance Implications", Proceedings of the 17th IPDM Conference, June 13-15, 2010, Murcia, Spain, 2010. (with Monika Schuhmacher)
• "New Service Development – It is not the same at all", Proceedings of the 17th IPDM Conference, June 13-15, 2010, Murcia, Spain, 2010. (with Monika Schuhmacher, Barbara Broermann, and Andreas Worgul)
• "Managers’ Marketing Alliance Formation Behavior – The Impact of Company External Conditions and Managers’ Personality Traits", Proceedings of the 39^th EMAC Conference, June 1-4, 2010, Copenhagen, Denmark, 2010. (with Thomas Rilling)
• "Product Bundling or Mental Simulation: What is More Effective in Reducing Usage Barriers", Proceedings of the AMA Winter Educators' Conference, February 19-22, 2010, New Orleans, LA, 2010. (with Jennifer Fitzgerald, Silke Claudia Hess und Judith Bucerius)
• "Customer Confusion and Product Line Size: Implications for Product Line Management", Proceedings of the AMA Winter Educators' Conference, February 19-22, 2010, New Orleans, LA, 2010. (with Sebastian Buys)
• "Customer Confusion Caused by Product Variety", Proceedings of the ANZMAC Conference, November 30 – December 2, 2009, Melbourne, Australia, 2009. (with Sebastian Buys)
• "Implemented Default or Induced Emotions: What Really Helps to Overcome the Innovation Bias?", Proceedings at the AMA Summer Educators' Conference, August 7-10, 2009, Chicago, Illinois, 2009. (with Silke C. Hess)
• "Consumer Evaluations of Intelligent Products", Proceedings of the 16^th IPDM Conference, June 7-9, 2009, Enschede, Holland, 2009. (with Monika C. Schuhmacher and Claudia Grigull)
• "Managing Customers' Adoption Barriers. Mental Simulation and Benefit Comparison", AMA Winter Educators' Conference, February 21-23, 2009, Tampa, Florida, 2009. (with Silke C. Hess)
• "How to Overcome Customers’ Adoption Barriers", Proceedings of the NeuroPsychoEconomics Conference, October 9-10, 2008, Munich, Germany, 2008. (with Silke C. Hess)
• "What Do Brands Signal for New Products?", Proceedings of the 37th EMAC Conference, May 27-30, 2008, Brighton, UK, 2008. (with Silke C. Hess and Isabel Staufer)
• "What Influences NPD Team Performance: An Input-Process-Output Investigation", Proceedings of the 15^th IPDM Conference, June 30 - July 1, 2008, Hamburg, Germany, 2008. (with Monika C. Schuhmacher, Christine Lenz and Julius Mantel)
  
• "Customer Integration in Innovation Networks: Insights into the Automobile Industry", Proceedings of the 15^th IPDM Conference, June 30 - July 1, 2008, Hamburg, Germany, 2008. (with Monika C. Schuhmacher and Ben D. Werner)
• "Brands as Means of Self-Expression. A Cross-Cultural Study", Proceedings of the ANZMAC Conference, December 3-5, 2007, Dunedin, New Zealand, 2007. (with Silke C. Hess, Julia Hinkel und Jennifer Young)
• “Entry Strategies and Product Takeoff”, 36th EMAC Conference 2007 “Flexible Marketing in an unpredictable World”, Reykjavik University, Reykjavik (Iceland). (with Christian Homburg)
• “In Brands We Trust: Marketing’s Impact on Service Brand Personality and Trust”, 36th EMAC Conference 2007 “Flexible Marketing in an unpredictable World”, Reykjavik University, Reykjavik (Iceland). (with Hans H. Bauer, Silke C. Hess & Frank Huber)
• “Entry Strategies and Product Takeoff”, 28th Joint HEC/INSEAD/ESSEC Research Seminar, ESSEC, Cergy (France), March 2007. (with Christian Homburg)
• “Shareholder Value Orientation of Marketing: The Construct and its Performance Implications”, AMA Winter Educators’ Conference, St. Petersburg, Florida (USA), February 2006. (with Christian Homburg & Thomas Luers)
• "Explaining New Product Takeoff," 34th EMAC Conference 2005 "Rejuvenating Marketing: Contamination, Innovation, and Integration," Università Bocconi, Milan (Italy). (with Christian Homburg)
• "Diffusion of Durable Consumer Goods in Europe: A Comparative Study," Research Symposium, Vienna University of Economics and Business Administration (Austria), May 2003.
• "Choice Between Process and Product Innovation," Research Seminar, Marketing Department, New York University (USA), September 2002.
• "Technology Adoption in Second Generation Broadband Technology,” Internet Broadband 2001, Expert Panel Conference at New York University (USA), April 2001.
• "Technology Diffusion and the Strategic Interface," London Business School Research Series, June 2000.
• "Firm Strategy and Technology Take-Off," AMA Winter Marketing Educators' Conference, Chicago, Illinois (USA), February 2000.
• "Conjecture and Competitive Decision-Making: In Search for Competitive Rationality in Strategy Formulation," ESSEC Graduate School of Management (France), February 1999.
• "The Interface of Strategy and Diffusion," New Product Diffusion Models Conference, Wharton School, Philadelphia (USA), September 1998.
• "Dimensions and Determinants of Retaliatory Behavior to New Product Entry," AMA Winter Marketing Educators' Conference, St. Petersburg (USA), February 1997.
• "Retaliatory Behavior of Firms Threatened by Innovators: An Empirical Investigation Using Structural Equation Modeling," INFORMS Marketing Science Conference, Gainesville (USA), September 1996.
• "How Do Incumbents Retaliate? An Empirical Investigation of Competitive Reactions to Innovations and Imitations," 25th EMAC Conference 1996, Budapest (Hungary).
• First French-German Quantitative Modeling Workshop, Humboldt University, Berlin (Germany), May 1996.
• Quantitative Modeling Seminar, EIASM Seminar Series, Leuven University, Leuven (Belgium), September 1995.
• "Competitive Signaling in Emerging Technologies," 24th EMAC Conference 1995 ”Marketing Today and for the 21st Century”, Paris (France).
• "Retaliatory Response to New Product Entry," University of Florida, Gainesville (USA), November 1994.
• "Competitive Response Models," Stanford University, Palo Alto (USA), October 1994.
• "Validation with Structural Equation Modeling," ESSEC, Paris (France), October 1994.
• "Competitive Signaling in Emerging Technologies," IMD, Lausanne (Switzerland), September 1994.
• American Marketing Association Doctoral Consortium Fellow, University of Santa Clara, California (USA), August 1994.
• "Marketing Response to Innovative Entrants," 23rd EMAC Conference 1994 “Marketing: Its Dynamics and Challenges”, Maastricht (Netherlands).
• Delegate EIASM Doctoral Colloquium in Maastricht (Netherlands), May 1994.
• Delegate EIASM Doctoral Colloquium in Barcelona (Spain), May 1993.

• September 2008: " Mannheim Business School Excellence in Executive Teaching Award" for excellent teaching performance at the Mannheim Business School.

• "The Effectiveness of Salespeople in New Product Development" (Andreas Hildesheim)
• "The Role of Marketing Communications in New Product Introduction" (Jennifer Fitzgerald)
• "Portfolio Research" (Nina Landauer)
• "Pricing of Innovations" (Sven Feurer)

• "Customer Integration within the Innovation Process" (Monika C. Schuhmacher)

• "Customers’ Decision Making within the Innovation Adoption Process" (Silke C. Hess)

• "Success Factors of Product Portfolio Management" (Sebastian Buys)

• "Value Networks in Marketing: Willingness to Cooperate and Cooperation Intensity as Determinants of Company's Performance" (Thomas Rilling)

• "Pricing of Value-added Services" (Barbara Broermann)