Professor Dr. Christian Schlereth

Professor Dr.

Christian Schlereth



Research Interests:

  • Digital services (e.g., cloud computing, freemium business models)
  • Pricing, especially price differentiation
  • Energy pricing and consumption
  • Discrete Choice Experiments and other recent stated preference methods
  • Survey platform DISE

Curriculum Vitae & Publications

Short biography

Since October 2014, Christian Schlereth is holding the Professor position for the Chair of Digital Marketing at the WHU – Otto Beisheim School of Management. Prior to his position, he studied Information Systems at the Technische Universität Darmstadt, completed his dissertation at the Marketing Department of the Goethe University Frankfurt and held his Assistant Professor position on Marketing and Electronic Services from 2011 till 2014. In 2009 and 2011, he spent 4 and 7 months as a visiting fellow at CenSoC - the Centre for the Study of Choice at the University of Technology, Sydney.

His research addresses practical issues related to managerial decision making in the context of digital services (e.g., cloud computing, freemium business models). Special emphasis is put on how to employ various price differentiation and preference elicitation techniques and determine optimal (e.g., profit maximizing) service settings. He also developed the survey software DISE, which has been used in over 100 studies by universities and companies across Europe, and which has a special focus on recently published, advanced stated-preference techniques (e.g., discrete choice experiments).

His research has been awarded several times: with the IJRM Best paper award in the special issue on Marketing and Innovation, the Emerald/EFMD Outstanding Doctoral Research Award, the HORIZONT dissertation award and the 3rd place of the best dissertation award by the German Marketing Association. He is also the winner of the honorable Schmalenbach prize.

Christian Schlereth's research has been published in international journals such as Management Science, International Journal of Research in Marketing, Journal of Service Research, European Journal of Operational Research, International Journal of Electronic Commerce, Marketing Letters, and Business & Information Systems Engineering.


Research awards:
05/2016              Top-3 Finalist for Best Paper of the Year Award in IJRM
05/2015             Winner of Best Paper Award in IJRM's Special Issue on Marketing &                              Innovation
12/2011              Emerald/EFMD Outstanding Doctoral Research Award
09/2011              Schmalenbach price
02/2011              HORIZONT best dissertation award
01/2011              Finalist and 3rd place winner of DMV (Deutscher Marketing                              Verband)’s dissertation award.
Teaching awards:
09/2014               2nd place in teaching evaluations with bachelor course „Price                              Management“ (SoSe 2014)
03/2014               1st place in teaching evaluations with bachelor seminar „Run&Gun                               – Marketing strategies to support Frankfurt basketball“                              (WiSe 2013/14)
09/2012               1st place in teaching evaluations with bachelor seminar Seminar
                             „Business models in the Cloud“ (SoSe 2012)