Sabine Kuester

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Professor Dr. Sabine Kuester is the chairperson of the chair of Marketing & Innovation at the University of Mannheim. She is also Director of the Institute of Market-Oriented Management at the University of Mannheim. Previously, Professor Kuester was at ESSEC Graduate School of Management in France, at Leonard N. Stern School of Business, New York University in the U.S., and at Vienna University of Economics and Business Administration in Austria. Sabine Kuester has lectured at various other business schools including London School of Economics, Imperial College, Singapore Institute of Management, and SDA Bocconi.

Sabine Kuester received her B.Sc. and M.Sc. in Economics and Business at the University of Cologne in Germany and her Ph.D. in Marketing at London Business School in England.

Professor Kuester's research interest is in marketing of innovations, strategic marketing, marketing management, and international marketing. Her works have appeared in journals such as the Journal of Marketing, International Journal of Research in Marketing, Journal of International Marketing, Journal of Product Innovation Management, Zeitschrift für Betriebswirtschaftslehre, and in scholarly books. She has received multiple best paper awards inter alia by the American Marketing Association. She published the international textbook Marketing Management: A contemporary perspective (published by McGraw-Hill) together with Christian Homburg and Harley Krohmer. Moreover, Sabine Kuester was published in the business press, for example in the Financial Times, Les Echo (France), Industry Standard, and Business Standard (India). She consulted for multinational companies in Europe and the United States and acted as an expert on technology panels and in international Delphi studies. Her department maintains cooperations in teaching with companies such as Pfizer, Bosch, Reuters, BASF, Coty, and Deutsche Telekom.

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Selected Publications in Peer-Reviewed Journals

Schuhmacher, Monika C., Sabine Kuester, and Erik-Jan Hultink (2017 forthcoming), "Appetizer or Main Course: Early Market vs. Majority Market Go-To-Market Strategies for Radical Innovations," Journal of Product Innovation Management.

Kuester, Sabine, Christian Homburg, and Andreas Hildesheim (2017), "The catbird seat of the sales force: How sales force integration leads to new product success," International Journal of Research in Marketing, 34 (2), 462-479. DOI:

Kuester, Sabine and Andreas Rauch (2016), "A job demands-resources perspective on salespersons' market intelligence activities in new product development," Journal of Personal Selling & Sales Management, 36 (1), 19-39.

Feurer, Sven, Monika C. Schuhmacher, and Sabine Kuester (2015), "Divide Tariffs and Prosper? A Focus on the Role of Need for Cognition," Marketing ZFP, 37 (2), 102-110.

Kuester, Sabine, Sven Feurer, Monika C. Schuhmacher, and Dominik Reinartz (2015), "Comparing the Incomparable? How Consumers Judge the Price Fairness of New Products,"  International Journal of Research in Marketing, 32(3), 272-283.

Kuester, Sabine, Silke Heß, and Andreas Herrmann (2015), "The Role of Defaults in Preventing Innovation Rejection," International Journal of Innovation Management, 19(2),

Kuester, Sabine, Monika C. Schuhmacher, Barbara Broermann, and Andreas Worgul (2013), "Sectoral Heterogeneity in New Service Development: An Exploratory Study of Service Types and Success Factors," Journal of Product Innovation Management, 30 (3), 533-544.

Schuhmacher, Monika C., Sabine Kuester (2012), "Identification of Lead User Characteristics Driving the Quality of Service Innovation Ideas," Creativity & Innovation Management, 21(4), 427-442.

Kuester, Sabine, Christian Homburg, and Silke C. Hess (2012), "Externally Directed and Internally Directed Market Launch Management: The Role of Organizational Factors in Influencing New Product Success," Journal of Product Innovation Management, 29, 38-52.

Kuester, Sabine and Silke C. Hess (2009), "How to Overcome Customers' Adoption Barriers?," Advances in Consumer Research, 36 (1), 783-84.

Homburg, Christian, Sabine Kuester, Nikolas Beutin, and Ajay Menon (2005), "Determinants of Customer Benefits in Business-to-Business Markets: A Cross-Cultural Comparison," Journal of International Marketing, 13 (3), 1-31.

Montaguti, Elisa, Sabine Kuester, and Thomas S. Robertson (2002), "Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory," International Journal of Research in Marketing, 19 (1), 21-42.

Homburg, Christian and Sabine Kuester (2001), "Toward an Improved Understanding of Industrial Buying Behavior: Determinants of the Number of Suppliers," Journal of Business-to-Business Marketing, 8 (2), 5-33.

Kuester, Sabine, Christian Homburg and Thomas S. Robertson (1999), "Retaliatory Behavior to New Product Entry," Journal of Marketing, 63 (4), 90-106.


Selected Publications in Conference Proceedings

Reinartz, Dominik, Sabine Kuester, and Monika C. Schuhmacher (2017), "Is There No Time Like the Present? An Investigation of Hold Decisions in the Innovation Process," Proceedings of the 2017 American Marketing Association Winter Educators' Conference, Orlando, FL, USA (February 17-19).

Konya-Baumbach, Elisa, Monika C. Schuhmacher, and Sabine Kuester (2017), "Initial Trust as an Informational Feeling for the Adoption of Digital Innovations," Proceedings of the American Marketing Association Winter Educators' Conference 2017, Orlando, FL, USA (February 17-19).

von Janda, Sergej, Monika C. Schuhmacher, and Sabine Kuester (2017), "Reverse Innovation: How to Use Emerging Markets as a Source of Corporate Competitive Advantage," Proceedings of the 2017 American Marketing Association Winter Educators' Conference, Orlando, FL, USA (February 17-19).

Herbst, Laura, Monika C. Schuhmacher, and Sabine Kuester (2017), "Development Process for Business Model Innovations: Same, Same or Different?," Proceedings of the 2017 American Marketing Association Winter Educators' Conference, Orlando, FL, USA (February 17-19).

von Janda, Sergej, Monika Schuhmacher, and Sabine Kuester (2016), "Re-Inventing the Wheel? How to Develop Innovations for Consumers at the Bottom of the Economic Pyramid," Proceedings of the 45th European Marketing Academy Conference, Oslo, Norway (May 24-27, 2016).

Feurer, Sven, Sabine Kuester, and Monika C. Schuhmacher (2012), "When is the launch price of a new product (un)fair? The moderating effects of new product radicalness, customer innovativeness, and expected future price reduction," in Proceedings of the 2012 EMAC Conference, Lisbon (May 22-25).

Kuester, Sabine and Thomas Rilling (2010), "Managers' Marketing Alliance Formation Behavior - The Impact of Company External Conditions and Managers’ Personality Traits," in Proceedings of the 39th EMAC Conference, Copenhagen, Denmark (June 1-4).

Herbst, Laura, Monika C. Schuhmacher, and Sabine Kuester (2016), "Business Model Innovation: Four Approaches, One Goal," Proceedings of the 23rd Innovation and Product Development Management Conference, Glasgow, Scotland (June 13-14, 2016), Winner Thomas Hustad Best Paper Award 2016.

Reinartz, Dominik, Monika C. Schuhmacher, and Sabine Kuester (2015), "The Greatest of Faults is to be Conscious of None: Exploring Decision Errors in Reviewing Innovation Projects", in Proceedings of the 22nd Innovation & Product Development Management Conference, Copenhagen, Denmark (June 14-16, 2015).

Find the complete list of publications here.



Monographs and Book Publications

Homburg, Christian, Sabine Kuester, and Harley Krohmer (2013), Marketing Management - A Contemporary Perspective. London: McGraw-Hill.

Kuester, Sabine (2012), "'Ich will so bleiben wie ich bin'. Ökonomische Werte und unsere Tendenz zum Status Quo," in Erfolg und Werte, Annette Kehnel, Frankfurt: Frankfurter Allg. Buchverlag, 73-86.

Bauer, Hans H., Sabine Kuester, Frank Huber und Silke C. Hess (2008), "Aufbau und Steuerung von Dienstleistungsmarken," in Erfolgsfaktoren der Markenführung: Know-how aus Forschung und Management, Hans H. Bauer,Frank Huber und Carmen-Maria Albrecht, München: Vahlen, 459-72.

Kuester, Sabine und Silke C. Hess (2007), "Adoptionsbarrieren bei Produktinnovationen: Kundenseitige und unternehmerische Herausforderungen des Neuproduktmanagements," in Vielfalt und Einheit in der Marketingwissenschaft. Ein Spannungsverhältnis, Tomás Bayón, Andreas Herrmann und Frank Huber, Wiesbaden: Gabler, 77-96.

Kuester, Sabine, Hubert Gatignon, and Thomas S. Robertson (2000), "Firm Strategy and Diffusion Speed," in New-Product Diffusion Models, Vijay Mahajan, Eitan Muller, and Yoram Wind, Kluwer Academic Publishers, 25-47.

Kuester, Sabine (2000), "L'Art du Marketing," Concepts et Pratique du Marketing par les plus Grands Spécialistes Internationaux. Paris: Village Mondial.

Kuester, Sabine, Elisa Montaguti, and Thomas S. Robertson (1999), "How New Technologies Can Take-Off Fast," in Mastering Marketing: A Comprehensive MBA Companion, Tim Dickson, London: Pearson, 178-85.

Kuester, Sabine, Bruce Hardie, and Patrick Barwise (1997), "Nivea Sun - A Case Study in Promotional Budget Allocation," in European Casebook on Principles of Marketing, Jim Saker and Gareth Smith, London: Prentice-Hall, 113-30.

Kuester, Sabine (1996), Retaliatory Behavior to New Product Entry. London: London University Press.


Publications in Business Press

Kuester, Sabine, and Andreas Rauch (2013), "Informationsaktivitäten des Verteriebs im Innovationsprozess," Sales Management Review, 2(01), 46-52.

Kuester, Sabine (2009), "Brands - A tale of the mighty?," Association of MBAs, Ambition, 10 (April-June), 2-3.

Kuester, Sabine (2008), "Ketchup muss rot sein," Financial Times Deutschland, Oktober 29.

Kuester, Sabine (2005), "Winning the Take-Off Battle," European Business Forum, 20 (Winter), 45.48.

Kuester, Sabine (2003), "The Dilemma of Pricing a Radical Innovation," ECCHO, Autumn/Fall, 14-15.

Kuester, Sabine (2003), "Marketing Orientierung für Professoren und Praktiker," Die Welt, März 1.

Kuester, Sabine (2001), "Accélérer le Décollage des Nouvelles Technologies," Les Echos, November 20.

Kuester, Sabine (2001), "Can Technology Wisdom be Taught?," The Industry Standard, May 12.

Kuester, Sabine (1998), "Technology Takeoff - How do new technologies get there?," Financial Times, September.

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Teaching and Research Awards

  • Outstanding Commitment Award
    2015 Mannheim Buissines School
  • Best Paper Award
    2013 ANZMAC Conference in Auckland
  • Best Paper Award
    2011 ANZMAC Conference in Perth, Australia
  • Teaching Award
    2008 Mannheim Business School Excellence in Executive Teaching Award
  • Best Paper Award
    2008 NeuroPsychoEconomics Conference in München
  • S.Tamer Cavusgil Award
    2006 AMA Winter Educators' Conference St. Petersburg, Florida USA
  • Best Paper Award
    1997 AMA Winter Educators' Conference St. Petersburg, Florida USA


Supervision of Doctoral Dissertations

  • "Customer Experience Management in Data-Rich Environments" (Miriam Finis)
  • "Marketing and Deep Learning" (Oliver Borchers)
  • "Business Model Innovation" (Laura Herbst)
  • "Always at the Finger Tips - Mobile Use in the Path to Purchase" (Madeline Barth)
  • "The Emergence of the Innovation Function - New Roles and Responsibilities for Innovation Management" (Markus Welle)


Completed Dissertation Projects

  • "Inverting the Global Innovation-Flow Paradigm: A Multi-Method Study of Innovation in a Global Market Context" (Sergej von Janda)
  • "Managerial Decision-Making in the Innovation Process" (Dominik Reinartz)
  • "Collaboration in New Product Development" (Johannes Deker)
  • "Launch Management of E-Innovations" (Elisa Baumbach)
  • "Knowledge Integration Across Firms' Internal and External Boundaries in New Product Development" (Andreas Rauch)
  • "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)
  • "Consequences of Product Portfolio Decisions on Consumer Behavior" (Sebastian Buys)
  • "Marketing Alliances - Formation, Intensity, and Performance Consequences" (Thomas Rilling)
  • "Pricing of Value-added Services" (Barbara Broermann)
  • "The Effectiveness of Salespeople in New Product Development" (Andreas Hildesheim)
  • "The Role of Electronic Word of Mouth Marketing in New Product Launch" (Jennifer Thomsen)
  • "Product Portfolio Management Conduct and its Implication for Performance" (Nina Landauer)


Reviewer Activities

  • Journal of Business Research Area Editorial Borad
  • International Journal of Research in Marketing
  • Journal of Product Innovation Management 
  • Journal of International Marketing
  • Journal of International Business Studies
  • Journal für Betriebswirtschaftslehre
  • Marketing Zeitschrift für Forschung und Praxis
  • Die Betriebswirtschaft
  • Schmalenbach Business Review
  • Mit-Herausgeber "Schriftenreihe des Instituts für Markorientierte Unternehmensführung"