Martin Schreier

Prof. Dr. Martin Schreier is Professor of Marketing at WU Vienna. Before joining WU, he was a tenured faculty member of the marketing department at Bocconi University, Milan (Italy). His teaching and research interests are anchored in core topics of marketing, including product and brand management, creativity and new product development, and consumer behavior.
His work has been published in premier journals such as the Journal of Marketing or Management Science, awarded with several best paper awards, and featured in international media outlets. He currently serves as an Associate Editor at the Journal of Marketing and is the Editor-in-Chief Elect of the International Journal of Research in Marketing.

University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers

Firms increasingly collaborate with universities to find innovation success. This research project is the first to investigate how consumers perceive university-co-developed products. Initial evidence suggests a positive inferential process such that consumers experience products co-developed with a university to be more sophisticated and trustworthy compared to firm-internally developed products or products co-developed with merely another firm. Consequently, consumers might be more eager to purchase such products.

This research aims to advance our understanding of university-industry collaborations by showing how and when involving universities as an innovation partner might be beneficial for marketing purposes.