AACSB accredited

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Prof. Dr. Manfred Krafft

Position: Director
Address: Am Stadtgraben 13 - 15
48143 Münster
Room: 104
Phone: +49 (0) 251 / 83 - 25025
Fax: +49 (0) 251 / 83 - 25024


Curriculum Vitae

1979–1982 “Kreissparkasse Herzogtum Lauenburg” (savings bank)

1982–1985 Specialized college of higher education (business)

1985–1990 Business Administration, Lueneburg University

1990–1994 Ph.D., dissertation title "Außendienstentlohnung im Licht der Neuen Institutionenlehre“ (Sales Force Compensation in Light of New Institutional Economies)

1994–2000 habilitation, title "Kundenbindung und Kundenwert“(Customer Retention and Customer Value)

1999–2000 Interim director of the Otto-Beisheim Endowed Chair of Marketing at WHU, Vallendar

2000–2003 Director of the Otto-Beisheim Endowed Chair of Marketing at WHU, Vallendar

2003–present Director of the Institute of Marketing at the University of Muenster

Since 2004 Visiting Professor at Università di Bocconi, Milan

Since 2008 Visiting Honorary Professor at University of Loughborough, England


International projects

With Murali Mantrala and Barton A. Weitz (Associate and Full Professors, respectively. University of Florida): joint project with the working title ”Sales Contests: An Empirical Study of Factors Related to the Use of Individual and Relative Performance-Based Incentives Using U.S. and German Survey Data.” Manuscript in process.

With Dr. Deepak Agrawal (previously Assistant Professor, Purdue University, currently Microsoft Network, Seattle) and Anne T. Coughlan (Associate Professor, Northwestern University): joint project with the working title”Team Selling: Emerging Issues in Team Compensation & Control,” which elaborates an extensive survey among American sales directors. The project is sponsored by Roland Berger, Munich, and the data collection has been completed successfully.

With Werner Reinartz (Assistant Professor, INSEAD) and Wayne D. Hoyer (Professor of Marketing, University of Texas in Austin): project with the working title ”Adopting a Customer Relationship Management Orientation: Antecedents and Consequences,” which provides a comprehensive survey of CRM practices in the energy, financial service, and Internet start-up industries in Germany, Austria, and Switzerland. The project is complete.


Publications by Prof. Krafft


Language skills

Highly proficient in English (lived in US for several months) and Norwegian; proficient in Danish and Swedish; basic knowledge of Spanish.



Editorial board member, International Journal of Research in Marketing

Editorial board member, Journal of Interactive Marketing

Advisory board member, THEXIS

Co-Editor, Zeitschrift für Betriebswirtschaft (ZfB), Hagen

Member, Erich-Gutenberg-Arbeitsgemeinschaft e.V., Cologne

Member, Schmalenbach-Gesellschaft für Betriebswirtschaft e.V., Cologne

Member, association of professors in business administration (Verband der Hochschullehrer für Betriebswirtschaft e.V.), Hannover

Member, Association of German Universities (Deutschen Hochschulverband), Bonn

Member, American Marketing Association, Chicago, USA

Member, Institute for Operations Research and the Management Science (INFORMS), Linthicum, Maryland, USA, and INFORMS Society for Marketing Science

Member, European Marketing Academy, EMAC, Brussels, Belgium

Member, Advisory Board of Data Protection, Deutsche Bahn AG

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