--- title: "Publications — Univ.-Prof. Dr. Michael Steiner, Chair of Marketing at Witten/Herdecke University" canonical: https://wiwi.info/en/publications language: en last_updated: 2026-05-25 --- # Publications — Univ.-Prof. Dr. Michael Steiner **Chair of Marketing, Witten/Herdecke University** ## At a glance - **Who:** Univ.-Prof. Dr. Michael Steiner, Chair of Marketing, Witten/Herdecke University - **What:** 43 scientific publications (as of 2025) - **Top outlets:** Journal of Retailing (2025) · International Journal of Research in Marketing (2024, 2016) · Journal of the Academy of Marketing Science (2016) · European Journal of Operational Research (2005) - **Most recent:** Steiner, M., Hoyer, W. D., Krafft, M., Kamp, L., & Arden-Feddersen, C. (2025). From Rarity to Desire. *Journal of Retailing*, 101(3), 409–430. - **Research focus:** Limited editions & scarcity · Preference measurement & conjoint analysis · B2B sales & hybrid products · Platform business models · Behavioral pricing - **Source for citation counts:** [Google Scholar](https://scholar.google.com/citations?user=3UkQeS0AAAAJ&hl=en) ## Overview by category | Category | Count | |---|---| | VHB-A | 7 | | VHB-B | 5 | | VHB-C | 5 | | Peer-reviewed (no VHB) | 14 | | Books | 5 | | Book chapters | 3 | | Working Papers | 4 | | **Total** | **43** | **Legend:** * = corresponding author · VHB rating per *VHB Rating 2024* (Verband der Hochschullehrer für Betriebswirtschaft — the German Academic Association for Business Research). ## VHB-A Publications (7) ### From Rarity to Desire: How Introducing New Limited Editions, the Immediacy of Sellouts, and Distribution Strategies Drive Brand Repurchase Intentions **Steiner, M.*, Hoyer, W. D., Krafft, M., Kamp, L., Arden-Feddersen, C.** (2025) *Journal of Retailing, 101(3), 409–430 (2025)* **Keywords:** Scarcity · Sellouts · Out-of-Stocks · Emotions · Brand · Loyalty *VHB Rating 2024 – Marketing* --- ### Hitting the bullseye: Accurately measuring willingness to pay for innovations with open and closed direct questions **Schmidt, J., Steiner, M.*, Krafft, M., Dahl, D., Eckel, N.** (2024) *International Journal of Research in Marketing, 41(2), 382–402 (2024)* DOI: [10.1016/j.ijresmar.2023.12.003](https://doi.org/10.1016/j.ijresmar.2023.12.003) **Keywords:** Behavioral Pricing · Nudging · Behavioral Biases · Willingness-to-Pay Measurement · Innovation Management · Pricing · Buying Behaviour *VHB Rating 2024 – Marketing* --- ### The Influence of Social Cues on Users' Information Disclosure Intentions – The Case of Mobile Apps **Kroschke, M.*, Steiner, M.** (2017) *Proceedings of the 38th International Conference on Information Systems (ICIS), Seoul, South Korea (2017) — Completed Research Paper* **Keywords:** Buying Behaviour · Digitalisation · Digital Business Models · Acceptance of Data-driven Business Models · Privacy Concerns *VHB Rating 2024 – Information Systems* --- ### Platform Adoption in System Markets: The Roles of Preference Heterogeneity and Consumer Expectations **Steiner, M.*, Wiegand, N., Eggert, A., Backhaus, K.** (2016) *International Journal of Research in Marketing, 33(2), 276–296 (2016)* DOI: [10.1016/j.ijresmar.2015.05.011](https://doi.org/10.1016/j.ijresmar.2015.05.011) **Keywords:** Buying Behaviour · Digitalisation · Innovation Management · Platform Business Models & Marketplaces · Trade in Digital Goods *VHB Rating 2024 – Marketing* --- ### Do Customized Service Packages Impede Value Capture in Industrial Markets? **Steiner, M.*, Eggert, A., Ulaga, W., Backhaus, K.** (2016) *Journal of the Academy of Marketing Science, 44(2), 151–165 (2016)* DOI: [10.1007/s11747-014-0410-9](https://doi.org/10.1007/s11747-014-0410-9) **Keywords:** B2B Buyer Behaviour · Service Management · Innovation Management · Industrial Goods Marketing · Choice Architecture · Sale of Hybrid Products *VHB Rating 2024 – Marketing* --- ### The Influence of Learning Management System Components on Learners' Motivation in a Large-Scale Social Learning Environment **Steiner, M.*, Götz, O., Stieglitz, S.** (2013) *Proceedings of the 34th International Conference on Information Systems (ICIS), Milan, Italy (2013) — Completed Research Paper* **Keywords:** eLearning · Student Behaviour · Choice Architecture for Motivating Students *VHB Rating 2024 – Information Systems* --- ### Solving Multiattribute Design Problems with Analytic Hierarchy Process and Conjoint Analysis: An Empirical Comparison **Scholl, A.*, Manthey, L., Helm, R., Steiner, M.** (2005) *European Journal of Operational Research, 164(3), 760–777 (2005)* DOI: [10.1016/j.ejor.2004.01.026](https://doi.org/10.1016/j.ejor.2004.01.026) **Keywords:** OR · Multi-attribute Decisions · Innovation Management · Preference Measurement · Product Development *VHB Rating 2024 – Operations Research* --- ## VHB-B Publications (5) ### How Mobile In-Store Advertising Influences Purchase Intention: Value Drivers and Mediating Effects from a Consumer Perspective **Bues, M.*, Steiner, M., Stafflage, M., Krafft, M.** (2017) *Psychology & Marketing, 34(2), 157–174 (2017)* DOI: [10.1002/mar.20981](https://doi.org/10.1002/mar.20981) **Keywords:** Buying Behaviour · Innovation Management · Digitalisation · Digital Business Models · In-store Communication in Retail *VHB Rating 2024 – Marketing* --- ### Platform Adoption in Network Markets: Selecting Beneficial Partners to Achieve Market Dominance **Witt, S.*, Wiegand, N., Steiner, M., Backhaus, K.** (2014) *International Journal of Innovation Management, 19(2), 1550028-1 to -37 (2014)* DOI: [10.1142/S1363919615500280](https://doi.org/10.1142/S1363919615500280) **Keywords:** Buying Behaviour · Innovation Management · Digitalisation · Platform Business Models · Trade in Digital Goods *VHB Rating 2024 – Marketing* --- ### Influence of Monetary and Non-Monetary Incentives on Students' Behavior in Blended Learning Settings in Higher Education **Stieglitz, S.*, Eschmeier, A., Steiner, M.** (2013) *Lecture Notes in Computer Science, HCI International 2013, Vol. 8029, 104–112* **Keywords:** eLearning · Improvement of Teaching at Universities *VHB Rating 2024 – Information Systems* --- ### To invest or not to invest in brands? Drivers of brand relevance in B2B markets **Backhaus, K., Steiner, M.*, Luegger, K.** (2011) *Industrial Marketing Management, 40(7), 1082–1092 (2011)* DOI: [10.1016/j.indmarman.2011.09.002](https://doi.org/10.1016/j.indmarman.2011.09.002) **Keywords:** B2B Buyer Behaviour · Industrial Goods Marketing · Brand Management in B2B Industries *VHB Rating 2024 – Marketing* --- ### Enabling individualized recommendations and dynamic pricing of value-added services through willingness-to-pay data **Backhaus, K.*, Becker, J., Beverungen, D., Frohs, M., Müller, O., Weddeling, M., Knackstedt, R., Steiner, M.** (2010) *Electronic Markets, 20(2), 131–146 (2010)* DOI: [10.1007/s12525-010-0032-0](https://doi.org/10.1007/s12525-010-0032-0) **Keywords:** Industrial Goods Marketing · Service Management · Recommender Systems *VHB Rating 2024 – Information Systems* --- ## VHB-C Publications (5) ### Understanding the role of (dual) entitlement effects on industrial customers' willingness-to-pay for ancillary services **Husemann-Kopetzky, M.*, Eggert, A., Ulaga, W., Steiner, M.** (2024) *Journal of Service Management Research, 8(2), 94–114 (2024)* **Keywords:** B2B · Pricing *VHB Rating 2024 – Marketing* --- ### A User's Guide to the Galaxy of Conjoint Analysis and Compositional Preference Measurement **Steiner, M.*, Meissner, M.** (2017) *Marketing ZfP – Journal of Research and Management, 40(2), 3–25 (2017)* **Keywords:** Multi-attribute Decisions · Innovation Management · Preference Measurement *VHB Rating 2024 – Marketing* --- ### A Customer-based Approach for Selecting Attributes and Levels for Preference Measurement **Steiner, M.*, Helm, R., Hüttl-Maak, V.** (2016) *International Journal of Product Development, 21(4), 233–266 (2016)* DOI: [10.1504/IJPD.2016.080308](https://doi.org/10.1504/IJPD.2016.080308) **Keywords:** Multi-attribute Decisions · Innovation Management · Preference Measurement *VHB Rating 2024 – Technology, Innovation and Entrepreneurship* --- ### Identifying Unacceptable Attribute Levels in Preference Measurement: Assessing the Methodological Differences between and Relative Performance of Common Methods **Steiner, M.*, Helm, R., Szelig, A.** (2012) *Marketing ZFP, 34th vol., No. 2, 110–123 (2012)* **Keywords:** Multi-attribute Decisions · Innovation Management · Preference Measurement *VHB Rating 2024 – Marketing* --- ### Measuring Customer Preferences in New Product Development: Comparing Compositional and Decompositional Methods **Helm, R.*, Scholl, A., Manthey, L., Steiner, M.** (2004) *International Journal of Product Development, 1(1), 12–29 (2004)* **Keywords:** OR · Multi-attribute Decisions · Innovation Management · Preference Measurement *VHB Rating 2024 – Technology, Innovation and Entrepreneurship* --- ## Peer-Reviewed without VHB 2024 rating (14) ### Selling in the Digital Age: Tailoring information communication to B2B buyers' situational needs **Mottl, L., Steiner, M.** (2025) *Proceedings of the 53rd EMAC Annual Conference, Pozuelo (Madrid), Spain (2025) — formerly VHB Jourqual D* **Keywords:** Digitalisation · B2B Buyer Behaviour --- ### Understanding informal care burden domains' impact on overall burden – a structural equation modeling approach with cross-sectional data from Germany **Loboiko, K.*, Steiner, M., Bohnet-Joschko, S.** (2023) *Journal of Social Policy, online 2023:1–17* DOI: [10.1017/S0047279423000302](https://doi.org/10.1017/S0047279423000302) **Keywords:** Eldercare · Social Security · Health Management · Psychological Stress · Informal Care of Relatives --- ### Understanding the role of (dual) entitlement effects on industrial customers' willingness-to-pay for ancillary services **Husemann-Kopetzky, M.*, Eggert, A., Ulaga, W., Steiner, M.** (2023) *Proceedings of the 51st EMAC Annual Conference, Odense, Denmark (2023) — formerly VHB Jourqual D* **Keywords:** B2B Buyer Behaviour · Service Management · Choice Architecture in Industrial Goods Marketing · B2B Sales --- ### The Influence of Attribution and Entitlement Effects on Industrial Customers' Willingness-to-Pay for Ancillary Services **Husemann-Kopetzky, M.*, Eggert, A., Ulaga, W., Steiner, M.** (2020) *Marketing Theory and Applications (Proceedings of the AMA Winter Educators' Conference), San Diego, USA (2020) — formerly VHB Jourqual D* **Keywords:** B2B Buyer Behaviour · Service Management · Choice Architecture in Industrial Goods Marketing · B2B Sales --- ### Lost customers due to unavailability or more customers due to scarcity? How stockouts and scarcity information impact brand value and repurchase intention in the luxury industry **Arden, C.*, Steiner, M., Hoyer, W.** (2016) *Proceedings of the 44th EMAC Annual Conference, Oslo, Norway (2016) — formerly VHB Jourqual D* **Keywords:** Buying Behaviour · Choice Architecture in Retail · Stockouts/Sellouts · Supply Chain Management --- ### Increasing Customers' Willingness to Pay for Hybrid Offerings: The Impact of Price Presentation Formats **Eggert, A.*, Ulaga, W., Steiner, M., Backhaus, K.** (2013) *Proceedings of the 41st EMAC Annual Conference, Istanbul, Turkey (2013) — formerly VHB Jourqual D* **Keywords:** B2B Buyer Behaviour · Service Management · Choice Architecture in Industrial Goods Marketing · Hybrid Products --- ### Decision-Making Styles' Influence on Brand Extension Success Drivers – It matters where you come from and where you go **Schulze-Bentrop, C.*, Steiner, M.** (2013) *Proceedings of the 41st EMAC Annual Conference, Istanbul, Turkey (2013) — formerly VHB Jourqual D* **Keywords:** Buying Behaviour · Brand Management --- ### How to Improve Decision-making for Long-term Savings Plans by Presenting Distributions **Erner, C., Steiner, M.*, Klos, A.** (2011) *in: The day after – Inspiration, innovation, implementation, ed. Maja Makovec Brenčič. Proceedings of the 40th EMAC Annual Conference, Ljubljana, Slovenia (2011) — formerly VHB Jourqual D* **Keywords:** Choice Architecture for Decisions Under Risk · Decision Support Systems · Effect of Graphical Data Representations on Decisions --- ### Joint Demand for Consumer Durables and Value-added Services – The Impact of Information Structure **Steiner, M.*, Schulze-Bentrop, C., Otter, T.** (2011) *Proceedings of the 40th EMAC Annual Conference, Ljubljana, Slovenia (2011) — formerly VHB Jourqual D* **Keywords:** Buying Behaviour · Choice Architecture in Retail --- ### Presenting Distributions: How to Mitigate the Misperceptions of Cost Components in Long-term Savings Plans **Klos, A.*, Steiner, M., Erner, C.** (2011) *The Second World Non-Profit & Social Marketing Conference, April 10–12, Dublin (2011)* **Keywords:** Buying Behaviour · Decisions Under Risk · Decision Support Systems --- ### Presenting Distributions: How to Mitigate the Misperceptions of Cost Components in Long-term Saving Plans **Klos, A.*, Erner, C., Steiner, M.** (2010) *Proceedings of the German-French-Austrian (GFA) Conference on Quantitative Marketing, September 16–18, Vienna (2010)* **Keywords:** Buying Behaviour · Decisions Under Risk · Decision Support Systems --- ### A Comparative Empirical Study on Common Methods for Measuring Preferences **Helm, R.*, Steiner, M., Scholl, A., Manthey, L.** (2008) *International Journal of Management and Decision Making, 9(3), 242–265 (2008) — formerly VHB Jourqual E* DOI: [10.1504/IJMDM.2008.017408](https://doi.org/10.1504/IJMDM.2008.017408) **Keywords:** OR · Multi-attribute Decisions · Preference Measurement --- ### Customer-Oriented Preference Measurement with Target-Group Specific Attribute Sets **Helm, R., Steiner, M.*** (2007) *Proceedings of the 36th EMAC Annual Conference, Reykjavik, Iceland (2007) — formerly VHB Jourqual D* **Keywords:** Preference Measurement · Multi-attribute Decisions --- ### Nutzung von Eigenschaftsarten im Rahmen der Präferenzanalyse – Eine Meta-Studie, Diskussion und Empfehlungen **Helm, R., Steiner, M.*** (2007) *GfK Jahrbuch der Absatz- und Verbrauchsforschung, 53rd vol., No. 1, 76–98 (2007) — formerly VHB Jourqual E · German-language article* **Keywords:** Preference Measurement · Multi-attribute Decisions --- ## Books (5) ### Marketing, Vertrieb und Distribution **Helm, R., Mauroner, O., Steiner, M.** (2015) *UTB Verlag, Konstanz and Munich (2015) — Textbook · German-language* --- ### Vermarktung hybrider Leistungsbündel – Das ServPay-Konzept **Backhaus, K., Becker, J., Beverungen, D., Frohs, M., Knackstedt, R., Müller, O., Steiner, M., Weddeling, M.** (2010) *Springer Verlag, Heidelberg (2010) · German-language* **Keywords:** Service Management · Innovation Management · Industrial Goods Marketing · Sale of Hybrid Products --- ### Präferenzmessung: Methodengestützte nachfrager- und segmentspezifische Neuproduktentwicklung **Helm, R., Steiner, M.** (2008) *Kohlhammer Verlag, Stuttgart (2008) · German-language* **Keywords:** Innovation Management · Preference Measurement --- ### Nachfragerorientierte Präferenzmessung: Bestimmung zielgruppenspezifischer Eigenschaftssets auf Basis von Kundenbedürfnissen **Steiner, M.** (2007) *DUV Verlag, Wiesbaden (2007) — Doctoral dissertation · German-language* **Keywords:** Innovation Management · Preference Measurement --- ### Die Aktiengesellschaft und ihr Aufsichtsrat im Mittelstand **Helm, R., Steiner, M., Peters, A.** (2004) *Josef Eul Verlag, Lohmar (2004) · German-language* **Keywords:** Management --- ## Book chapters (3) ### Kapitel 16 — Auswahlbasierte Conjoint-Analyse **Backhaus, K., Erichson, B., Plinke, W., Weiber, R., Steiner, M.** (2010) *in: Multivariate Analysemethoden – Eine anwendungsorientierte Einführung – Komplexe Verfahren; 12th edition, online: multivariate.de (2010) · German-language* **Keywords:** Innovation Management · Preference Measurement --- ### Innovationssystem Jena – Ergebnisse einer Unternehmensbefragung **Steiner, M.** (2003) *in: Cantner, U., Helm, R., Meckl, R. (eds.): Strukturen und Strategien in einem Innovationssystem: Das Beispiel Jena. Verlag Wissenschaft & Praxis, Stuttgart (2003) · German-language* **Keywords:** Regional Development · Innovation Systems · Strategy Development --- ### Strategienentwicklung und Strategien von Unternehmen in Innovationssystemen: eine empirische Analyse **Helm, R., Steiner, M.** (2003) *in: Cantner, U., Helm, R., Meckl, R. (eds.): Strukturen und Strategien in einem Innovationssystem: Das Beispiel Jena. Verlag Wissenschaft & Praxis, Stuttgart (2003) · German-language* **Keywords:** Regional Development · Innovation Systems · Strategy Development --- ## Working Papers (4) ### How Consumers' Willingness-to-Pay is measured in Practice: An Empirical Analysis of Common Approaches' Relevance **Steiner, M., Hendus, J.** (2012) *SSRN, March 18, 2012* SSRN: [abstract=2025618](https://ssrn.com/abstract=2025618) **Keywords:** Innovation Management · Preference Measurement --- ### Presenting Distributions: How to Mitigate the Misperceptions of Cost Components in Long-term Saving Plans **Klos, A., Erner, C., Steiner, M.** (2009) *Working Paper, September 2009* **Keywords:** Consumer Protection · Decision Support Systems · Decisions Under Risk --- ### Messung von Zahlungsbereitschaften für hybride Leistungsbündel — Konzeption und Toolentwicklung im Rahmen der Softwarearchitektur H2-ServPay **Becker, J., Beverungen, D., Busch, A., Frohs, M., Steiner, M., Weddeling, M., Wolf, K.** (2008) *Working Paper No. 5 in the series "ServPay – Zahlungsbereitschaften für Geschäftsmodelle produktbegleitender Dienstleistungen", Betriebswirtschaftliches Institut für Anlagen und Systemtechnologien, Münster (2008) · German-language* **Keywords:** Service Management · Sales in B2B Industries --- ### EVAS — A New Method for the Customer-oriented Selection of an Evoked-Set based Attribute-Set for Preference Measurement **Steiner, M., Helm, R.** (2007) *Jena Research Papers in Business and Economics, No. 12/2007* **Keywords:** Preference Measurement --- ## Frequently asked questions **How many publications does Michael Steiner have?** 43 scientific publications — 7 VHB-A, 5 VHB-B, 5 VHB-C, 14 further peer-reviewed, 5 books, 3 book chapters, 4 working papers (as of 2025). **Which A-journals?** Journal of Retailing (2025), International Journal of Research in Marketing (2024, 2016), Journal of the Academy of Marketing Science (2016), European Journal of Operational Research (2005), ICIS Proceedings (Seoul 2017, Milan 2013). **What is the VHB rating?** Quality classification of scientific journals and conferences by the German Academic Association for Business Research (Verband der Hochschullehrer für Betriebswirtschaft, VHB). Current: VHB Rating 2024 (predecessor: VHB-JOURQUAL3). A = top-tier journals, B = very good outlets, C = recognised scientific journals. **Which research priorities are reflected in the publications?** Limited editions & scarcity (J. of Retailing 2025; EMAC Oslo 2016); preference measurement & conjoint analysis (EJOR 2005; Marketing ZfP 2017, 2012); digitalisation in B2B sales & hybrid products (JAMS 2016, IJRM 2016, IMM 2011); platform business models (IJRM 2016, IJIM 2014); behavioral pricing & WTP (IJRM 2024). **Where can I find citation counts?** [Google Scholar](https://scholar.google.com/citations?user=3UkQeS0AAAAJ&hl=en) — all publications with current citation counts. **Is there a textbook?** Yes: Helm, R., Mauroner, O., Steiner, M. (2015). *Marketing, Vertrieb und Distribution*. UTB Verlag, Konstanz and Munich (German-language). --- **Deutsche Fassung:** [wiwi.info/publikationen](https://wiwi.info/publikationen)