Univ.-Prof. Dr.
Michael Steiner
Chair of Marketing · Programme Coordinator B.Sc. Management · Faculty Council member
Witten/Herdecke University
Research and teaching at the intersection of brand management, consumer behaviour, retail, and digitalisation — with a particular focus on limited editions and scarcity, luxury goods marketing, B2B sales, platform business models, and preference measurement.
About me
I am Univ.-Prof. Dr. Michael Steiner. Since 2015, I have held the Chair of Marketing at Witten/Herdecke University, Germany's first private university. 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 through online retail to B2B platform business models. Before Witten, I was Junior Professor at the Marketing Centre Münster of Westfälische Wilhelms-Universität, and before that a Consultant in the Automotive sector at TNS Infratest in Munich. I completed my doctoral studies in 2007 with summa cum laude in Jena.
In 2011 I was named Fellow for Innovative Teaching of the Stifterverband — an award that shapes my approach: practice-oriented, dialogue-based teaching in small groups, where students take real responsibility and work with current research.
My three roles at Witten/Herdecke University
My work at Witten/Herdecke University spans three closely connected functions. The detailed profiles are on the official Witten/Herdecke University pages:
Personal profile
Academic profile with CV, research and teaching profile, press expertise, contact details — on the official Witten/Herdecke University personnel page.
uni-wh.de/en/contact-person/michael-steiner →Chair of Marketing
I hold the Chair of Marketing at the Department of Management and Entrepreneurship, Faculty of Management, Economics and Society. Research focus: digitalisation in marketing.
Chair on wiwi.info → · Witten/Herdecke University page →Programme Coordinator B.Sc. Management
Together with Univ.-Prof. Dr. Hendrik Wilhelm, I am responsible for the Bachelor of Science Management at the Faculty of Management, Economics and Society.
Programme on wiwi.info → · Witten/Herdecke University page →Research focus
- Brand management and private labels — e.g. Steiner et al. 2025, Journal of Retailing
- Retail, online retail, and digitalisation in B2B sales — e.g. Backhaus et al. 2010, Electronic Markets
- Limited editions, scarcity, and luxury goods marketing — e.g. Steiner et al. 2025 · Arden-Feddersen 2016
- Service management, B2B services, marketing of hybrid products
- Platform business models and systems — e.g. Steiner et al. 2016, IJRM
- Innovation and technology management
- Preference measurement and recording willingness to pay — e.g. Scholl et al. 2005, EJOR
- Consumer behaviour, decisions under risk, customer protection — e.g. Husemann et al. 2024
Full list of all 43 publications → Publications
Quick answers
Who is Michael Steiner?
Univ.-Prof. Dr. Michael Steiner holds the Chair of Marketing at Witten/Herdecke University since 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 , located at Alfred-Herrhausen-Strasse 50, 58455 Witten, Germany.
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. (). 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?
Doctorate completed in with summa cum laude at Friedrich Schiller University Jena. Before Witten, Junior Professor at the Marketing Center Münster (Westfälische Wilhelms-Universität).
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
- linkedin.com/in/michael-steiner-6b389611
- Google Scholar
- scholar.google.com/citations?user=3UkQeS0AAAAJ
- ORCID
- orcid.org/0000-0002-2848-9034