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Professor of Digital Marketing
WHU – Otto Beisheim School of Management

Expertise

  • Digital Marketing
  • Digital services e.g. cloud computing services and freemium business models

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 until 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 in 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 inter alia Management Science, International Journal of Research in Marketing, Journal of Service Research, International Journal of Electronic Commerce.

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