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Prof. Dr. Thorsten Hennig-Thurau


Prof. Dr. Thorsten Hennig-Thurau


Room: 001 | Phone: +49 (0) 251 83 29954 
E-Mail: tht@wiwi.uni-muenster.de

Professor Hennig-Thurau is a leading thinker and scholar in the field of marketing, as evidenced by top positions in rankings by nationwide media F.A.Z. (who listed him among the Top 10 of all German business and economics scholars) and Handelsblatt (who ranked him among the Top 1% of all German-speaking business scholars). In addition to being the chair of the Marketing Center’s Marketing & Media department, he serves as director of the Digitalization Think:Lab and is a founding member of the first DFG research unit in the area of marketing. Prior to becoming a professor at the University of Muenster, he held positions in Hannover, Weimar, and London. His research focuses on digitalization and its consequences for marketing and management (he did research in this area before Facebook and even Google were founded!), as well as on media and entertainment management (he's also a dedicated cinephile -- and part-time film critic) and the business impact of customer orientation.  Professor Hennig-Thurau is one of few marketing scholars whose scholarly articles have received a total of more than 10,000 citations according to Google Scholar; three of his articles have been cited more than 1,000 times and are among the most-cited articles by a marketing scholar from outside the U.S. In addition, Professor Hennig-Thurau has authored three books and is co-editor of the seminal monograph "Relationship Marketing" which has been translated into Chinese. In addition to his scholarly findings, his major contributions to academia include the foundation and continued editorship of JOURQUAL, the official journal ranking of the German Association for Business Research, a transformative ranking of business journals' scientific quality in German-speaking countries. Professor Hennig-Thurau has been one of the first members of the American Marketing Association's Academic Council from outside the Americas and the first scholar from Europe who served as a co-chair for one of the flagship conferences of the American Marketing Association.



Recent selected publications by Prof. Hennig-Thurau:

Heath, Timothy B., Subimal Chatterjee, Suman Basuroy, Thorsten Hennig-Thurau, and Bruno Kocher (2015), "Managing Innovation Sequences Over Iterated Offerings: Developing and Testing a Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses," Journal of Marketing, 79 (6), 71-93.

Hennig-Thurau, Thorsten, Caroline Wiertz, and Fabian Feldhaus (2014), "Does Twitter matter? The impact of microblogging word of mouth on consumers' adoption of new movies, Journal of the Academy of Marketing Science, 43 (3), 375-394.

Hennig-Thurau, Thorsten, André Marchand, and Paul Marx (2012), "Can Automated Group Recommender Systems Help Consumers Make Better Choices?," Journal of Marketing, 76 (5), 89-109.

Hennig-Thurau, Thorsten, Edward C. Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, Arvind Rangaswamy, and Bernd Skiera (2010), "The Impact of New Media on Customer Relationships," Journal of Service Research, 13 (3), 311-330.

Hennig-Thurau, Thorsten, Mark B. Houston and Torsten Heitjans (2009), "Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures," Journal of Marketing, 73 (November), 167-183.

Groth, Markus, Thorsten Hennig-Thurau, and Gianfranco Walsh (2009), "Customer Reactions to Emotional Labor: The Roles of Employee Acting Strategies and Customer Detection Accuracy," Academy of Management Journal, 52 (October), 958-974.

A comprehensive List of Publications by Professor Dr. Thorsten Hennig-Thurau can be found here.



 Professor Hennig-Thurau's work focuses on media marketing -- he studies digital media such as Twitter and Facebook, but also "traditional" media such as movies, TV, and news. His scholarly work also explores the management of customer relationships, with a particular focus on the customer-employee interface. Professor Hennig-Thurau is considered one of the most research-productive business scholars in the German-speaking part of the world; he was ranked as one of the Top 1% business administration scholars in Germany, Austria, and Switzerland by the German business magazine Handelsblatt in 2009, taking rank 15 out of 2,100 scholars (when only leading international journal publications are considered, Professor Hennig-Thurau was even ranked second of all business administration scholars), and was awarded as one of the 10 most influential German business and economics scholars by the Frankfurter Allgemeine Zeitung. A ranking of the American Marketing Association finds him to be one of the five most productive marketing scholars in Germany and among the most productive 200 marketing scholars worldwide between 2000 and 2007. 

Professor Hennig-Thurau joined the Marketing Center Münster in April 2010, becoming chair of the center’s new marketing and media department. Born in Hamburg, Germany, in 1967, he studied Business Administration at the University of Lüneburg and received his Master's degree (Diplom-Kaufmann) in 1994. From 1994 until 1996, he served as a marketing consultant at the Hanover-based imug Institute focusing on relationship marketing issues, especially customer satisfaction measurement and monitoring. From 1994 until 1998, he was a doctoral student and research/teaching assistant at the University of Hanover’s Department of Marketing. After completing his doctoral thesis (which investigated the impact of customer skills on relationship marketing success) in 1998, he became an Assistant Professor at the University of Hanover’s marketing department. He finished his post-doctoral thesis ("Habilitation") in which he developed a model of marked-based organizational learning for higher education institutions in December 2001 and was consequently promoted to “Privatdozent” status. After serving as Visiting Professor of Business Administration at the University of Münster between 2002 and 2003, he was appointed Full Professor of Marketing and Media Research at the Bauhaus-University of Weimar in February 2003, where he also served as the School of Media's Vice Dean between 2006 and 2009. During his time in Weimar, Professor Hennig-Thurau was a founding member of the Weimar-based Bauhaus Film Institut; he served as Director of the Department of Film Economics & Business. In April 2006, he was appointed Research Professor of Marketing in the Faculty of Management of Cass Business School, City University London, a position which he held for almost 10 years. In 2007 and 2009, Professor Hennig-Thurau declined offers of W3-professorships of marketing at European University Viadrina Frankfurt (Oder) and the University of Mannheim.

Professor Hennig-Thurau has published several articles on marketing-related issues in the discipline`s leading international journals, including the Journal of Marketing (in which he has authored seven articles withing the last decade), Academy of Management Journal, the Journal of Applied Psychology, the Journal of the Academy of Marketing Science, the Journal of Service ResearchMarketing Letters, the Journal of Interactive Marketing, the International Journal of Electronic CommercePsychology & Marketing, and the Journal of Consumer Affairs. His articles have also appeared in top-ranked German marketing and business-adminstration journals such as Zeitschrift für betriebswirtschaftliche ForschungBuR - Business ResearchDie Betriebswirtschaft,Zeitschrift für Betriebswirtschaft and Marketing ZFP. He has authored three books and is co-editor of the seminal monograph "Relationship Marketing," which has been translated into Chinese. In addition to his scholarly achievements, his major contributions to academia include the foundation and continuing editorship of VHB-JOURQUAL, the official journal ranking of the German Association for Business Research (VHB), the most influential ranking of business journals' scientific quality in German-speaking countries.

Professor Hennig-Thurau regularly serves as reviewer for leading journals of the marketing discipline. He has won more than ten international best article and best paper awards, including the Overall Best Paper Award of the AMA Summer Educators' Conference and the prestigious "JSR Excellence in Service Research" Award. In November 2010, he received the Carol and Bruce Mallen Award for “lifetime published scholarly contributions to motion picture industry studies” from UCLA’s Anderson School. From 2010 to 2013, he was the first member of the Academic Council of the American Marketing Association from outside of North-America. He also was president of the marketing division of the German Association for Business Research (VHB). As the first scholar from a European school, he co-chairs the American Marketing Association’s Winter Educators’ Conference which will take place in Las Vegas in Spring 2016. 

Professor Hennig-Thurau’s work has been cited by or the topic of press articles in leading international and German newspapers, trade/business magazines, and business websites. Such outlets include the Financial TimesThe GuardianThe IndependentThe Hollywood ReporterScreen International, as well as Frankfurter Allgemeine ZeitungTages-AnzeigerDie ZeitFrankfurter Rundschau and Die Welt (a full-text media coverage archive can be found here). He also has been featured in various TV and radio programs. Professor Hennig-Thurau regularly speaks at business events and conferences and consults several media companies.


Download a recent version of Professor Hennig-Thurau's Curriculum Vitae (last updated in August 2015).


Distinguished Service Award in appreciation for dedicated service and support of the American Marketing Association for serving on the Academic Council from 2010 to 2013.
Best Paper Award of the Social Media Track at the 2013 AMA Winter Marketing Educators' Conference for the paper "What drives Consumption and Engagement on Online Media-Sharing Platforms? An Investigation of YouTube" (co-authored by Michael Paul, Caroline Wirtz and Björn Bohnenkamp), February 2013.
Journal of Service Research Best Article Award Finalist as one of the best articles published in the Journal of Service Research in 2010-2011 for the article “The Impact of New Media on Customer Relationships” (co-authored with Ed Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, Arvind Rangaswamy, and Bernd Skiera), July 2011.
Carol and Bruce Mallen Lifetime Achievement Award 2010 for Published Scholarly Contributions to Motion Picture Industry Studies, awarded by Bruce and Carol Mallen together with the Anderson School of Management of University of California, Los Angeles (UCLA) 2010.
Best Paper Award of the 17th International Colloquium in Relationship Marketing, Maastricht, The Netherlands, for the paper “Post Relationship States: Are Brands Still Friends? A Mixed Method Study on Premium Car Drivers” (co-authored by Anne Knaevelsrud and Gaby Odekerken-Schröder) 2009.
Best Paper Award of the 1st Rostock Conference on Service Research for the paper "How to Allocate Marketing Ressources across Multiple Service Channels? A Customer Value Approach" (co-authored by Michael Paul and Thomas Rudolph), September 2008. 
International Fellow Award by the DeSantis Center for Motion Picture Industry Studies of Florida Atlantic for contributions to motion picture industry studies, November 2007.
Best Paper Award of the Products and Services Track at the 2007 Winter Educators' Conference for the paper "The Dark Side of Hierarchical Loyalty Programs: Testing Customer Reactions to Relationship Status Reductions" (co-authored by Tillmann Wagner). 
Best Paper Presentation Award of the 14th International Colloquium in Relationship Marketing 2006 for the paper "Jeopardizing Costumer Loyality through Economic Bonus Programs? A Cognitive-Evaluation Theory Perspective of Service Relationships" (co-authored by Michael Paul). 
Overall Conference Best Paper Award of the 2005 AMA Summer Educators` Conference for the paper Consumer File Sharing: Consequences and Antecedents" (co-authored by Victor Henning). The paper was unanimously ranked first by a Blue-Ribbon Panel consisting of three former Journal-of-Marketing editors, namely Shelby D. Hunt, Jerry S. Rawls Professor of Marketing, Texas Tech University, David W. Stewart, The Robert E. Brooker Professor of Marketing, University of Southern California, and Rajan Varadarajan, Distinguished Professor of Marketing, Ford Chair in Marketing & E-Commerce, Texas A&M University. 
Best Paper Award of the E-Commerce and Technology Track at the 2005 AMA Summer Educators` Conference for the paper "Consumer File Sharing: Consequences and Antecedents" (co-authored by Victor Henning).
Literati Club Award for Excellence for the article "Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention" as outstanding paper of the International Journal of Service Industry Management in 2005. 
British Academy of Marketing Research Award 2004 for the paper "Service with a Smile: How Employees´ Emotional Labour Strategies Affect Customer Retention" (co-authored by Markus Groth and Gianfranco Walsh).
Best Paper Award of the Consumer Behavior Track at the 2002 AMA Summer Educators` Conference for the paper "Conceptualizing Consumer Confusion" (co-authored by Gianfranco Walsh und Vincent-Wayne Mitchell).
JSR Excellence in Service Research Award as best article of the year 2002 published in the Journal of Service Research for the article "Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality" (co-authored by Kevin Gwinner and Dwayne Gremler).
Best Paper Award of the Global Marketing Track at the 2001 AMA Summer Educators` Conference for the paper "Consumers` Decision-Making Style as a Basis for Market Segmentation", co-authored by Klaus-Peter Wiedmann, Gianfranco Walsh and Vincent-Wayne Mitchell.
Best Paper Award of the 2000 conference at the 3rd workshop on "Management of Higher Education", Bommerholz/Witten, Germany, for the paper "Hochschulbindung als Zielgröße für das Hochschulmarketing [Student Retention Once More: Empirical Results from a Large Sample Study]," co-authored by Markus F. Langer and Frank Ziegele.


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