dr. Julian Wichmann

Bio

Julian is an assistant professor of marketing whose research focuses on strategic marketing issues surrounding digital platforms and the future of retailing. His research has been published in top-tier journals such as the Journal of Marketing and the International Journal of Research in Marketing as well as practitioner journals like the Harvard Business Review. Julian’s paper “The Platformization of Brands” is the winner of the 2022 Shelby D. Hunt/Harold H. Maynard Award and finalist for the 2022 AMA/MSI H. Paul Root Award. He studied at universities in the Netherlands, Italy, and Germany gaining degrees in Economics and Business Administration before receiving his doctoral degree from the University of Cologne under the advisory of Prof. Werner Reinartz in 2020. Besides his experience in academia, Julian has gained practical experience working in various marketing departments and different industries, ranging from fashion to telecommunications and digital advertising.

Recent publications

1. Does bigger still mean better? How digital transformation affects the…

   Sklenarz, F. A., Edeling, A., Himme, A., & Wichmann, J. R. K. (2024). Does bigger still mean better? How digital transformation affects the market share-profitability relationship. International Journal of Research in Marketing. Advance online publication.

2. Retail platformization in digital transformation

   Wichmann, J. R. K., & Reinartz, W. (Accepted/In press). Retail platformization in digital transformation. In J. Q. Dong, & P. C. Verhoef (Eds.), A Research Agenda for Digital Transformation: Multidisciplinary Perspectives Edward Elgar Publishing Ltd..

3. The managerial relevance of marketing science: Properties and genesis

   Schauerte, N., Becker, M., Imschloss, M., Wichmann, J. R. K., & Reinartz, W. (2023). The managerial relevance of marketing science: Properties and genesis. International Journal of Research in Marketing, 40(4), 801-822.

4. Reimagining personalization in the physical store

   Scholdra, T. P., Wichmann, J. R. K., & Reinartz, W. J. (2023). Reimagining personalization in the physical store. Journal of Retailing, 99(4), 563-579.

5. Eine eigene Plattform für Ihre Marke

   Wichmann, J. R. K., Schauerte, N., & Reinartz, W. (2023). Eine eigene Plattform für Ihre Marke. Harvard Business Manager, 45(1).