Professor Dr. Christian Schlereth
Chair of Digital Marketing

Short biography:

Since October 2014, Christian Schlereth has held the position of Professor for the Chair of Digital Marketing at WHU – Otto Beisheim School of Management. Prior to this position, he studied Information Systems at the Technische Universität Darmstadt, completed his dissertation at the Marketing Department of the Goethe University Frankfurt, and held the position of Assistant Professor on Marketing and Electronic Services from 2011 until 2014. In 2009 and 2011, he spent four and seven months respectively 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 placed 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, software used in over 100 studies by universities and companies across Europe with 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 3rd place in the best dissertation award by the German Marketing Association. He is also the winner of the honorable Schmalenbach prize. International journals featuring his research include 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
Date Award
06/2016 Runner-up for best presentation award at ART Forum with project on SADR–Separated Adaptive Dual Response
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
Date Award
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 'Business models in the Cloud' (SoSe 2012)
Awards for Thesis Supervised by the Chair
Date Award
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
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
09/2012 1st place in teaching evaluations with bachelor seminar Seminar „Business models in the Cloud“ (SoSe 2012)
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.