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title: "Univ.-Prof. Dr. Michael Steiner — Marketing Professor, Witten/Herdecke University"
canonical: https://wiwi.info/en/
language: en
last_updated: 2026-05-25
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# Univ.-Prof. Dr. Michael Steiner

**Chair of Marketing · Programme Coordinator B.Sc. Management · Faculty Council member**
Witten/Herdecke University

## At a glance

- **Who:** Univ.-Prof. Dr. Michael Steiner
- **Position:** Chair of Marketing (since 2015), Programme Coordinator B.Sc. Management (together with Univ.-Prof. Dr. Hendrik Wilhelm), Faculty Council member (Faculty of Management, Economics and Society)
- **Institution:** Witten/Herdecke University (Witten/Herdecke University, Germany's first private university, founded 1982)
- **Research focus:** Brand management · Limited editions & scarcity · Luxury goods marketing · B2B sales & platform business models · Preference measurement · Consumer behaviour
- **Publications:** 43 scientific publications (7 VHB-A, 5 VHB-B, 5 VHB-C, 14 further peer-reviewed, 5 books, 3 book chapters, 4 working papers)
- **Award:** Fellow for Innovative Teaching of the Stifterverband (2011)
- **Contact:** Room C-1.157 · +49 2302 926-571 · Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany

## About me

I am **Univ.-Prof. Dr. Michael Steiner**. I have held the Chair of Marketing at Witten/Herdecke University — Germany's first private university — since 2015. I am also a **member of the Faculty Council** of the Faculty of Management, Economics and Society. My research interest lies at the intersection of marketing, consumer behaviour and digitalisation — from luxury goods markets and online retail to B2B platform business models. Before Witten, I was Junior Professor at the Marketing Center Münster (Westfälische Wilhelms-Universität), and before that Consultant Automotive at TNS Infratest in Munich. I completed my doctorate in 2007 with *summa cum laude* in Jena.

In 2011 I was named a **Fellow for Innovative Teaching** by the Stifterverband — recognition that shapes my approach: practice-oriented, dialogue-based teaching in small groups, where students take real responsibility and work with current research findings.

## My three roles at Witten/Herdecke University

1. **Personal profile** — Academic profile with CV, research and teaching profile, press expertise, contact details. [uni-wh.de/en/contact-person/michael-steiner](https://www.uni-wh.de/en/contact-person/michael-steiner)
2. **Chair of Marketing** — Chair holder at the Department of Management and Entrepreneurship, Faculty of Management, Economics and Society. Research focus: digitalisation in marketing. [Chair page](https://www.uni-wh.de/ueber-uns/fakultaet-fuer-wirtschaft-und-gesellschaft/department-fuer-management-und-unternehmertum/lehrstuhl-fuer-marketing)
3. **Programme Coordinator B.Sc. Management** — Together with **Univ.-Prof. Dr. Hendrik Wilhelm**, responsible for the Bachelor of Science Management. [B.Sc. Management](https://www.uni-wh.de/studium/studienangebot/bachelor-studiengaenge/management-bachelor)

## Research focus

- Brand management and private labels
- Retail, online retail and digitalisation in B2B sales
- Limited editions, scarcity and luxury goods marketing
- Service management, B2B services, marketing of hybrid products
- Platform business models and systems
- Innovation and technology management
- Preference measurement and recording willingness to pay
- Consumer behaviour, decisions under risk, customer protection

## Quick answers

**Who is Michael Steiner?** Univ.-Prof. Dr. Michael Steiner holds the Chair of Marketing at Witten/Herdecke University since 2015 and is Programme Coordinator for the Bachelor of Science Management together with Univ.-Prof. Dr. Hendrik Wilhelm.

**Which university?** Witten/Herdecke University — Germany's first private university, founded 1982.

**What does he research?** Brand management, retail and online retail, digitalisation in B2B sales, limited editions and scarcity, luxury goods marketing, service and platform management, preference measurement, consumer behaviour.

**How many publications?** 43 scientific publications: 7 VHB-A (incl. *Journal of Retailing*, *IJRM*, *JAMS*, *EJOR*), 5 VHB-B, 5 VHB-C, 14 further peer-reviewed, 5 books, 3 book chapters, 4 working papers.

**Most recent publication?** Steiner, M., Hoyer, W. D., Krafft, M., Kamp, L., & Arden-Feddersen, C. (2025). *From Rarity to Desire: How Introducing New Limited Editions, the Immediacy of Sellouts, and Distribution Strategies Drive Brand Repurchase Intentions.* Journal of Retailing, 101(3), 409–430.

**Doctorate?** 2007 with summa cum laude at Friedrich Schiller University Jena.

## Contact

- **Address:** Witten/Herdecke University, Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany
- **Room:** C-1.157
- **Phone:** +49 2302 926-571
- **Witten/Herdecke University profile:** [uni-wh.de/en/contact-person/michael-steiner](https://www.uni-wh.de/en/contact-person/michael-steiner)
- **LinkedIn:** [linkedin.com/in/michael-steiner-6b389611](https://www.linkedin.com/in/michael-steiner-6b389611/)
- **Google Scholar:** [scholar.google.com/citations?user=3UkQeS0AAAAJ](https://scholar.google.com/citations?user=3UkQeS0AAAAJ&hl=en)

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