Prof. Dr. Bernd Skiera

Member of the Board
Prof. Dr. Bernd Skiera

Prof. Dr. Bernd Skiera

Member of the Board
Prof. Dr. Bernd Skiera holds the Chair of Electronic Commerce at the Faculty of Economics and Business Administration, Goethe University of Frankfurt, since 1999. His research interests are Marketing Analytics, Data driven marketing, Electronic Commerce, Online Advertising, SalesTech, MarTech, Marketing Automation, and Consumer Privacy. In 2019, he received an ERC Advanced Grant to conduct research on consumer privacy on the Internet.

Bernd Skiera was among the first 200 employees at SAP and worked as a SAP Freelancer before he started to work on his doctoral studies and his habilitation at University of Kiel (Germany). In 1999, he was appointed as the first Chaired Professor of Electronic Commerce in Germany at University of Frankfurt, where he was by far the youngest tenured professor at that time. 8 of his doctoral students are nowadays tenured professors in Germany, UK, Austria, Spain, and another 4 of his doctoral students are on tenure-track positions in Germany, USA, UK and Spain.

His publications appeared in journals such as Management Science, Marketing Science, Journal of Marketing Research, and Journal of Marketing. He is the winner of the 2018 winner of Sheth Foundation/Journal of Marketing Award for the long-term contribution of the paper: Hinz, Oliver / Skiera, Bernd / Barrot, Christian / Becker, Jan (2011), "An Empirical Comparison of Seeding Strategies for Viral Marketing", Journal of Marketing, 75 (November), 55-71. He also was a winner and a three-time runner up of the MSI/H. Paul Root Award of the Marketing Science Institute and the American Marketing Association.

In its most recent ranking (2014) of all German - speaking business professors (more than 2,000 people), Handelsblatt did him in first place in the research effort of the last 5 years. The American Marketing Association (AMA) consistently considers him in their worldwide ranking of authors according to the number of publications in Journal of Marketing and Journal of Marketing Research among the Top 30 researchers worldwide (e.g., rank 23 in 2019, rank 13 in 2016, and rank 26 in 2014.

Bernd Skiera is also a co-founder of Marini Systems (www.marini.de), a company with more than 20 employees that focus on developing and implementing technologies for robotic selling and tools, e.g., the hub and data engine, to integrate sales and marketing solutions.

Bernd is also a (part-time)Professorial Research Fellow at Deakin University (Australia) and was a visiting professor/fellow at Cambridge University (UK), New York University, Duke, Stanford, UCLA (USA) and University of Technology at Sydney and University of New South Wales (Australia).

Publications

VHB A+

Blaseg, Daniel / Schulze, Christian / Skiera, Bernd (2019)
Consumer Protection on Kickstarter
Marketing Science, forthcoming
van den Bulte, Christophe / Bayer, Emanuel / Skiera, Bernd / Schmitt, Philipp (2018)
How Customer Referral Programs Turn Social Capital into Economic Capital
Journal of Marketing Research, Vol. 55, Issue 1, 132-146
Bayer, Emanuel / Tuli, Kapil / Skiera, Bernd (2017)
Do Disclosures of Customer Metrics Lower Investors' and Analysts' Uncertainty, But Hurt Firm Performance?
Journal of Marketing Research, 54 (2), 239-259
Schlereth, Christian / Skiera, Bernd (2016)
Two New Features in Discrete Choice Experiments to Improve Willingness to Pay Estimation that Result in New Methods: Seperated (Adaptive) Dual Response
Management Science, Vol. 63, Issue 3, 829-842
Ringel, Daniel / Skiera, Bernd (2016)
Visualizing Asymetric Competition among More than 1,000 Products Using Big Search Data
Marketing Science, Vol. 35, Issue 3, 511-534
Schulze, Christian / Schöler, Lisa / Skiera, Bernd (2014)
Not All Fun and Games: Viral Marketing for Utilitarian Products
Jornal of Marketing, Vol. 78, Issue 1, 1-19
Skiera, Bernd / About Nabout, Nadia (2013)
PROSAD: A Bidding Decison Support System for Profitable Search Engine Advertising
Marketing Science, Vol. 32, Issue 2, 213-220
Schulze, Christian / Skiera, Bernd / Wiesel, Thorsten (2012)
Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation
Journal of Marketing (Forthcoming)
Hinz, Oliver / Skiera, Bernd / Barrott, Christian / Becker, Jan (2011)
Seeding Strategies for Viral Marketing: An Empirical Comparison
Journal of Marketing, 75 (November), 55-71.
Skiera, Bernd / Bermes, Manuel / Horn, Lutz (2011)
Customer Equity Sustainability Ratio: A New Metric for Assessing a Firm’s Future Orientation
Journal of Marketing, Vol. 75 (May), 118-131.
Schmitt, Philipp / Skiera, Bernd / van den Bulte, Christophe (2011)
Referral Programs and Customer Value
Journal of Marketing
Wiesel, Thorsten / Skiera, Bernd / Villanueva, Julián (2008)
Customer Equity – An Integral Part of Financial Reporting
Journal of Marketing 72(2):1-14
Lambrecht, Anja / Seim, Katja / Skiera, Bernd (2007)
Does Uncertainty Matter? Consumer Behavior under Three-Part Tariffs
Marketing Science
Lambrecht, Anja / Skiera, Bernd (2006)
Paying Too Much and Being Happy About It: Existence, Causes, and Consequences of Tariff-Choice Biases
Journal of Marketing Research

VHB A

Bayer, Emanuel / Srinivasan, Shuba / Riedl, Eddie / Skiera, Bernd (2020)
The Impact of Online Display Advertising and Paid Search Advertising Relative to Offline Advertising on Firm Performance and Firm Value
International Journal of Research in Marketing, conditionally accepted
Hinz, Oliver / Otter, Thomas / Skiera, Bernd (2020)
Measuring Network Effects in Two-Sided Markets
Journal of Management Information Systems, forthcoming
Skiera, Bernd / Schlereth, Christian / Oetzel, Sebastian (2020)
Minimum Increments and Billiing Increments in Tariffs: The Tiny, Little Numbers that Really Matter
Journal of Service Research, forthcoming
Brünner, Tobias / Reiner, Jochen / Natter, Martin / Skiera, Bernd (2019)
Prospect Theory in Dynamic Games: Theory and Evidence from Online Pay-per-Bid Auctions
Journal of Economic Behavior & Organization, Vol. 164, 215-234
Ahmadi, Iman / Skiera, Bernd / Lambrecht, Anja / Heubrandner, Florian (2017)
Time Preferences and the Pricing of Complementary Durables and Consumables
International Journal of Research in Marketing, Vol. 34, Issue 3, 813-828
Skiera, Bernd / Bayer, Emanuel / Schöler, Lisa (2017)
What Should Be the Dependent Variable in Marketing-Related Event Studies?
International Journal of Research in Marketing, Vol. 34, Issue 3, 641-659
Eisenbeiß, Maik / Wilken, Robert / Skiera, Bernd / Cornelissen, Mark (2015)
What makes Deal-of-the-Day Promotions Really Effective? The Interplay of Discount and Time Constraint with Product Type
International Journal of Research in Marketing, Vol. 32, Issue 4, 387-397
Schulz, Fabian / Schlereth, Christian / Mazar, Nina / Skiera, Bernd (2015)
Advance Payment Systems: Paying Too Much Today and Being Satisfied Tomorrow
International Journal of Research in Marketing, Vol 32, Issue 3, 238-250
Eisenbeiß, Maik / Skiera, Bernd (2015)
Understanding and Investigating the Effectiveness of Deal-of-the-Day Promotions
International Journal of Research in Marketing
Schlereth, Christian / Eckert, Christine / Schaaf, René / Skiera, Bernd (2014)
A Comparison of Six Self-Explicated Approaches
European Journal of Operational Research, Vol. 238, Issue 1, 185-198
About Nabout, Nadia / Lilienthal, Markus / Skiera, Bernd (2014)
Empirical Generalizations in Search Engine Advertising
Journal of Retailing, Vol 90, Issue 2, 206-216
Hinz, Oliver / Eckert, Jochen / Skiera, Bernd (2013)
Drivers of the Long Tail Phenomenon: An Empirical Analysis
Celebrating 30 Years of the Journal of Management Information Systems - Virtual Special Issue, Journal of Management Information Systems.
Gensler, Sonja / Hinz, Oliver / Skiera, Bernd / Theysohn, Sven (2012)
Willingness-to-Pay Estimation with Choice-Based Conjoint Analysis: Addressing Extreme Response Behavior with Individually Adapted Designs
European Journal of Operational Research (EJOR), 219 (2), 368-378.
Schlereth, Christian / Skiera, Bernd (2012)
Measurement of Consumer Preferences for Bucket Pricing Plans with Different Services Attributes
Journal of Research in Marketing, Vol. 29, Issue 2, 167-180
Soukhoroukova, Arina / Spann, Martin / Skiera, Bernd (2011)
Generating and Evaluating New Product Ideas with Idea Markets
Journal of Product Innovation Management
Hinz, Oliver / Eckert, Jochen / Skiera, Bernd (2011)
Drivers of the Long Tail Phenomenon: An Empirical Analysis
Journal of Management Information Systems (JMIS), 27 (4), 43-69.
Schlereth, Christian / Stepanchuk, Tanja / Skiera, Bernd (2010)
Optimization and Analysis of the Profitability of Tariff Structures with Two-Part Tariffs
European Journal of Operational Research EJOR
Henning-Thurau, Thorsten / Malthouse, Ed / Friege, Christian / Gensler, Sonja / Lobschat, Lara / Rangaswamy, Arvind / Skiera, Bernd (2010)
The Impact of New Media on Customer Relationships: From Bowling to Pinball
Journal of Service Research
Pauwels, Koen / Amber, Tim / Clark, Bruce / LaPointe, Pat / Reibstein, David / Skiera, Bernd / Wierenga, Berend / Wiesel, Thorsten (2009)
Dashboards & Marketing: Why, What, How and Which Research is Needed?
Journal of Service Research

VHB B

Reiner, Jochen / Skiera, Bernd (2018)
Helping Merchants to Assess the Profitability of the Deal-of-the-Day Promotions
Interfaces, 48(3), 247-259
Gensler, Sonja / Leeflang, Peter / Skiera, Bernd (2013)
A Comparison of Methods to Separate Treatment from Self-Selection Effects in an Online Banking Setting
Journal of Business Research, Vol 66, Issue 9, 1272-1278
Schlereth, Christian / Barrott, Christian / Skiera, Bernd (2013)
Optimal Sampling Strategies in Social Networks: How Many and Whom to Target?
International Journal of electronic Commerce, Vol 18, Issue 1, 45-72
Malthouse, Ed / Skiera, Bernd / Zhang, Michael (2013)
Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House
Journal of Interactive Marketing, Vol 27, Issue 4, 270-280
Skiera, Bernd / Spann, Martin (2013)
Prediction Market Performance and Market Liquidity: A Comparison of Automated Market Makers
IEEE Transactions on Engineering Management, Vol 60, Issue 1, 169-185
Frischmann, Tanja / Hinz, Oliver / Skiera, Bernd (2012)
Retailers' Use of Shipping Costs Strategies: Free Shipping or Partitioned Prices?
International Journal of Electronic Commerce, 16 (3), 65-87.
Schlereth, Christian / Eckert, Christine / Skiera, Bernd (2012)
Using Discrete Choice Experiments to Estimate Willingness-to-Pay Intervals
Marketing Letters, Vol 23, Issue 3, 761-776
van Bruggen, Gerrit H. / Spann, Martin / Lilien, Gary L. / Skiera, Bernd (2010)
Prediction Markets as institutional forecasting support systems
Decision Support Systems
Wolk, Agnieszka / Skiera, Bernd (2010)
The Influence of Tariff-Specific Preferences on Tariff Choice and Usage
Business Research
Barrott, Christian / Albers, Sönke / Skiera, Bernd / Schäfers, Björn (2010)
Vickrey vs. eBay: Why Second-price Sealed-bid Auctions Lead to More Realistic Price-demand Functions
International Journal of Electronic Commerce
Spann, Martin / Skiera, Bernd (2009)
Sports Forecasting: A Comparison of the Forecast Accuracy of Prediction Markets, Betting Odds and Tipsters
Journal of Forecasting, Vol. 28, 55-72
Skiera, Bernd / Spann, Martin (2005)
Erlösquellen und Preismodelle für den Business-to-Consumer-Bereich im Internet
WIRTSCHAFTSINFORMATIK, Vol. 57, pp. 401-422
Pfaff, Donovan / Skiera, Bernd / Weitzel, Tim (2004)
Financial-Chain-Management: Ein generisches Modell zur Identifikation von Verbesserungspotenzialen
WIRTSCHAFTSINFORMATIK 46 (2004) 2
Spann, Martin / Skiera, Bernd (2004)
Measuring Individual Frictional Costs and Willingness-to-Pay via Name-Your-Own-Price Mechanisms
Journal of Interactive Marketing, Vol. 18(4), pp. 22-36

VHB C

Schlereth, Christian / Skiera, Bernd / Schulz, Fabian (2018)
Why do Consumers Prefer Static instead of Dynamic Pricing Plans? An Empirical Study for a better Understanding of the Low Preferences for Time-Variant Pricing Plans
European Journal of Operational Research, Vol. 269, 1165-1179
Skiera, Bernd / Eckert, Jochen / Hinz, Oliver (2010)
An Analysis of the Importance of the Long Tail in Search Engine Marketing
Electronic Commerce Research and Application
Wolk, Agnieszka / Skiera, Bernd (2009)
Antecedents and Consequences of the Online Channel Performance
Journal of Retailing and Consumer Services, 16(3), 163-173
Berger, Sven C. / Gensler, Sonja / Skiera, Bernd / Wiesel, Thorsten (2009)
Customer Relationship Management Processes in Retail Banking - Best Practice and Business Value Evaluation
Proceedings of 42nd Hawaii International Conference on System Sciences (HICSS)
Gensler, Sonja / Dekimpe, Marnik / Skiera, Bernd (2007)
Evaluating channel performance in multi-channel environments
Journal of Retailing and Consumer Services 14(1):17

VHB D

Skiera, Bernd (2016)
Data, Data and even more Data: Harvesting Insights from the Data Jungle
Marketing Intelligence Review, Vol. 6, Issue 2, 10-17

No VHB Rating

Wieringa, Jaap E. / Kannan, P.K. / Ma, Xiao / Reutterer, Thomas / Risselada, Hans / Skiera, Bernd (2019)
Data Analytics in a Privacy-Concerned World
Journal of Business Research, forthcoming
Spann, Martin / Zeithammer, Robert / Bertini, Marco / Haruvy, Ernan / Jap, Sandy / Königsberg, Oded / Mak, Vincent / Popkowski Leszczyc, Peter / Skiera, Bernd / Manoj, Thomas (2018)
Beyond Posted Prices: The Past, Present, and Future of Participative Pricing Mechanisms
Customer Needs and Solutions, Vol. 5, 121-136
Schulze, Christian / Schöler, Lisa / Skiera, Bernd (2015)
Customizing Social Media Marketing
Sloan Management Review, Vol 56, Issue 2, 8-10
Skiera, Bernd / Hinz, Oliver / Spann, Martin (2015)
Social Media and Academic Performance: Does Facebook Activity Relate to Good Grades?
Schmalenbach Business Review, Vol. 67, Issue 1, 54-72
Skiera, Bernd / Hinz, Oliver / Spann, Martin (2015)
Social Media and Academic Performance: Does the Intensity of Facebook Activity Relate to Good Grades?
Schmalenbach Business Review, 67 (1), 54-72.
Schöler, Lisa / Skiera, Bernd / Tellis, Gerard (2014)
Stock Market returns to Financial innovations Before and during the Financial Crisis inn the United States and Europe
Journal of Product Innovation Management, Vol 31, Issue 5, 973-986
Barrott, Christian / Becker, Jan / Hinz, Oliver / Skiera, Bernd (2013)
Superspreader - Welche Kunden sich für Virale Marketing-Kampagnen eignen
Planung und Analyse, Vol 30, Issue 4, 32-34
Schmitt, Philipp / Skiera, Bernd / van den Bulte, Christophe (2013)
Do Referral Programs Increase Profits?
Marketing Intelligence Review, Vol. 5, Issue 1, 8-11
Barrot, Christian / Becker, Jan U. / Hinz, Oliver / Skiera, Bernd (2013)
Superspreader – Welche Kunden sich für virale Marketing-Kampagnen eignen
Planung & Analyse, 30 (4), 32-34.
Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2011)
How to make IT Projects accountable in the Network Economy
EFL Quarterly, 2 (2011), 4-5.
Lilienthal, Markus / Messerschmidt, Christian / Skiera, Bernd (2010)
The Utility of TAM-Perceptions: Integration of Technology Perceptions into Choice-Based Conjoint Analysis
Proceedings of the Australasian Conference on Information Systems (ACIS) 2010
Messerschmidt, Christian / Lilienthal, Markus / Skiera, Bernd (2010)
Integration of Technology Perceptions in Discrete Choice Experiments: Connecting CBC and TAM via the No-Choice-Option
Proceedings of the Australia and New Zealand Marketing Academy Conference (ANZMAC) 2010
Messerschmidt, Christian / Berger, Sven C. / Skiera, Bernd (2010)
Web 2.0 im Retail Banking - Einsatzmöglichkeiten, Praxisbeispiele und empirische Nutzeranalyse
Gabler Verlag
Wiesel, Thorsten / Skiera, Bernd / Villanueva, Julián (2010)
My Customers are Better than Yours! On Customer Equity Reporting
Marketing Intelligence Review
Messerschmidt, Christian / Berger, Sven C. / Skiera, Bernd (2010)
Web 2.0 im retail Banking: Einsatzmöglichkeiten, Praxisbeispiele und empirische Nutzeranalyse
Schmitt, Philipp / Meyer, Steffen / Skiera, Bernd (2010)
Ueberpruefung des Zusammenhangs zwischen Weiterempfehlungsbereitschaft und Kundenwert
ZFBF: Schmalenbachs Zeitschrift fuer Betriebswirtschaftliche Forschung (62)
Skiera, Bernd (2010)
Differences in the Ability of Structural and Reduced-Form Models to Improve Pricing Decisions
Zeitschrift Marketing – Journal of Research and Management
Schmitt, Philipp / Meyer, Steffen / Skiera, Bernd (2010)
Überprüfung des Zusammenhangs zwischen Weiterempfehlungsbereitschaft und Kundenwert
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung zfbf
Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2010)
Return on IT Investments in Two-Sided Markets
Proceedings of the 21st Australasian Conference on Information Systems (ACIS), Brisbane, Australia, December 2010.
Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2010)
Return on Marketing Investments in Two-Sided Markets
Proceedings of the Australia and New Zealand Marketing Academy Conference (ANZMAC), Christchurch, New Zealand, November 2010.
Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2010)
Asymmetric Network Effects in Two-Sided Markets: Measuring the Value of the Customer Base
32nd INFORMS Marketing Science Conference, Cologne, Germany, June 2010.
Kraemer, Tim / Hinz, Oliver / Skiera, Bernd (2010)
Asymmetric Network Effects in Two-Sided Markets: Measuring the Value of the Customer Base
Proceedings of the 39th Conference of the European Marketing Academy (EMAC), Copenhagen, Denmark, June 2010. (*nominated for the Best Paper Award based on a Doctoral Dissertation)
Schlereth, Christian / Skiera, Bernd (2009)
Schätzung von Zahlungsbereitschaftsintervallen mit der Choice-Based Conjoint-Analyse
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung zfbf
Spann, Martin / Ernst, Holger / Skiera, Bernd / Soll, Jan Henrik (2009)
Identification of Lead Users for Consumer Products via Virtual Stock Markets
Journal of Product Innovation Management, 26(3), S. 322-335
Hinz, Oliver / Beck, Roman / Skiera, Bernd / König, Wolfgang (2009)
Grid Computing in der Finanzindustrie
Books on Demand
Skiera, Bernd / Wiesel, Thorsten / Schulze, Christian (2009)
Customer-based Firm Valuation
Campus for Finance - Research Conference
Gensler, Sonja / Böhm, Martin / Leeflang, Peter / Skiera, Bernd (2009)
Does Channel Usage Have an Effect on Customer Behavior and Customer Profitability?
submitted to journal
Gerstmeier, Eva / Skiera, Bernd / Stepanchuk, Tanja (2009)
An Analysis of the Profitability of Different Bidding Heuristics in Search Engine Marketing
workingpaper
Lambrecht, Anja / Skiera, Bernd (2009)
Managing Your Customer's Tariff Choice: What to Do When Your Customers Pay too Much
Marketing Intelligence Review, Vol.1(1), 17-23
Eckert, Jochen / Hinz, Oliver / Skiera, Bernd (2009)
Stichwort: Long Tail
Die Betriebswirtschaft
Skiera, Bernd (2009)
Status Quo im Retailbanking in Deutschland 2008
Bericht des E-Finance Lab
Skiera, Bernd (2009)
Ehrlichkeit statt Selbstbetrug
E-Commerce Magazin, Ausgabe 1, S. 26-29
Messerschmidt, Christian / Berger, Sven C. / Skiera, Bernd (2009)
Hot or Not? Acceptance of Web 2.0 Applications for Retail Banking Customers
EFL Quarterly 1/2009 , S.6-8
Skiera, Bernd / Lilienthal, Markus (2009)
Am Ende freut sich Google. Eine empirische Untersuchung zeigt: Höhere SEM-Budgets führen keineswegs zwangsläufig zu höheren Conversions
Internet World Business 20/09, 24
Lilienthal, Markus / Skiera, Bernd (2009)
Suchmaschinenmarketing - Viel hilft nicht viel
Bankmagazin 12/09
Heiligenthal, Jeanette / Skiera, Bernd (2009)
How Incentive-based Customer Acquisition Affects the Value of the Customer Base
EFL Quarterly 4/2009 , 4-5
Berger, Sven C. / Gleisner, Fabian / Skiera, Bernd / Wahrenburg, Mark (2008)
Pricing of Consumer Loans on Electronic Lending Marketplaces –(Comm-)Unity is Strength?
EFL Quarterly 3/2008
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja / Ziesche, J. (2008)
Suchmaschinenmarketing: Profitable Kampagnensteuerung
BankPraktiker 4(3) März, S. 138-142
Skiera, Bernd (2008)
Status Quo im Retailbanking 2007
Report
Berger, Sven C. / Skiera, Bernd (2008)
Vermögende Senioren
BankPraktiker 4(2) Februar, S. 62-63
Skiera, Bernd / Albers, Sönke (2008)
Prioritizing Salesforce Decision Areas for Productivity Improvements Using a Core Sales Response Function
Journal of Personal Selling and Sales Management, 28 (2), 145-154
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2008)
Erfolgsstrategien für das Suchmaschinenmarketing
Wirtschaft und Berufserziehung 11/08, 28-32
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2008)
Suchmaschinenmarketing: Rentable Wortwahl
Absatzwirtschaft 51, Sonderausgabe zum Deutschen Marketing-Tag 2008, 154-156
Skiera, Bernd / Stepanchuk, Tanja / Gerstmeier, Eva (2008)
Suchmaschinenmarketing
Die Betriebswirtschaft (DBW), Vol.68, 113-118
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2008)
Stichwort Suchmaschinenmarketing
Die Betriebswirtschaft 1/2008, Vol. 68, 113-118
Skiera, Bernd / Stepanchuk, Tanja / Gerstmeier, Eva (2008)
Suchmaschinenmarketing: Profitabel Kunden gewinnen
Absatzwirtschaft. Zeitschrift für Marketing, Vol.51, 154-156
Skiera, Bernd / Stepanchuk, Tanja (2008)
Suchmaschinenmarketing
Absatzwirtschaft. Zeitschrift für Marketing
Pfaff, Donovan / Skiera, Bernd / Wäld, Stefan (2007)
Potenzialanalyse im Order-to-Cash und Purchase-to-Pay : Vom Einkauf und Verkauf bis zur Finanzabteilung
Universität Frankfurt
Skiera, Bernd / Spann, Martin (2007)
Innovative Tools: Idea Markets
EFL Quarterly 04/2007
Wiesel, Thorsten / Skiera, Bernd (2007)
Unternehmensbewertung auf der Basis von Kundenlebenswerten
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 59 (September)
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2007)
Optimale Positionierung von Suchwortanzeigen
Schwarz, T. (Hrsg.), "Leitfaden Online-Marketing", S. 338-343.
Wolk, Agnieszka / Schlereth, Christian / Skiera, Bernd (2007)
An Empirical Comparison of Different Methods to Estimate Willingness-to-Pay Functions
Marketing Science Conference 2007; Singapore
Gensler, Sonja / Böhm, Martin / Skiera, Bernd (2007)
Einfluss der Nutzung des Online-Bankings auf das Produktnutzungsverhalten und die Profitabilität von Bankkunden
Zeitschrift für Betriebswirtschaft 77(6)
Berger, Sven C. / Skiera, Bernd (2007)
Produktinteresse von Retailkunden
BankPraktiker 3(6) Juni , S. 308
Skiera, Bernd / Oesterer, Martin (2007)
Für jeden Kunden den richtigen Kanal: Wann lohnt sich die Migration zu Onlinemarketing und –banking
Geldinstitute, Nr. 3, S. 60-61
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2007)
Erfolge kalkulieren
Managementkompass Suchmaschinenmarketing im B-to-B
Skiera, Bernd / Stepanchuk, Tanja / Gerstmeier, Eva (2007)
How Deviations from the Optimal Bidding Strategy Influence Profit in Paid Search
EMAC Conference 2007
Stepanchuk, Tanja / Skiera, Bernd / Gerstmeier, Eva (2007)
A Critical Examination of Performance-Based Compensation Practices in Search Engine Marketing
EMAC Conference 2007
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2007)
Profitable Search Engine Marketing For Financial Services
EFL Quarterly 02/2007
Skiera, Bernd (2007)
Zwischen Online- und Offline-Kunden
Computerwoche 12/2007
Skiera, Bernd (2007)
Status Quo im Retailbanking 2006
E-Finance Lab Frankfurt am Main
Hinz, Oliver / Skiera, Bernd (2007)
Modellierung des Gebotsverhaltens im Reverse Pricing
Die Kunst des Modellierens. Mathematisch-ökonomische Modelle (Hrsg. Luderer, Bernd)
Skiera, Bernd (2007)
Wann lohnt sich der Wechsel zu Online-Marketing und –Banking
Betriebswirtschaftliche Blätter, Issue 6, S. 312-313
Pfaff, Donovan / Skiera, Bernd (2007)
Studie: Dokumente sind nicht nur Kostentreiber
CDO: Das Magazin für den Chief Document Officer, Issue 1, S. 9-10.
Heiligenthal, Jeanette / Skiera, Bernd (2007)
Optimale Verteilung eines Budgets auf Aktivitäten zur Kundenakquisition, Kundenbindung und Add-on-Selling
Zeitschrift für Betriebswirtschaft, 77, Special Issue 3, S. 117-141
Skiera, Bernd / Stepanchuk, Tanja / Gerstmeier, Eva (2007)
Why Paying for Performance easily Lowers Profit in Search Engine Marketing
INFORMS Marketing Science Conference
Skiera, Bernd (2007)
Werbung in Suchmaschinen kann teuer werden
Frankfurter Allgemeine Zeitung, 01.10.2007
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja / Pfaff, Donovan (2007)
Potenziale für Unternehmen im Suchmaschinenmarketing
USP – Menschen im Marketing, 3/2007, S. 24-25.
Skiera, Bernd / Gerstmeier, Eva / Stepanchuk, Tanja (2007)
Suchmaschinenmarketing
Bauer, H. H. / Große-Leege, D. / Rösger, J. (Hrsg.), "Interactive Marketing im Web 2.0 +"
Skiera, Bernd / Berger, Sven C. (2006)
Kundenwertorientierte Banksteuerung : Wunsch und Wirklichkeit
die bank (E. B. I. F. Sonderheft)
Pfaff, Donovan / Skiera, Bernd (2006)
Increasing Customer Retention in Financial Institutions
EFL Quarterly 4/2006
Skiera, Bernd / Lambrecht, Anja (2006)
Ursachen eines Flatrate-Bias – Systematisierung und Messung von Einflussfaktoren
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung (zfbf)
Berger, Sven C. / Laucks, Philip E. / Skiera, Bernd (2006)
Konsumentenfinanzierung : Vom Aschenputtel zum Dornröschen
BANKinsider 07-08/2006
Berger, Sven C. / Skiera, Bernd (2006)
A closer look on online-banking customers
EFL Quarterly 2/2006
Skiera, Bernd / Pfaff, Donovan / Keller, Gerhard (2006)
Markterfolg durch integriertes Multi-Channel Management
InformationWeek
Berger, Sven C. / Yilmaz, Hasan / Skiera, Bernd (2006)
Kundenmanagement im Retailbanking: Aktivitäten optimal ausrichten
geldinstute & versicherungsbetriebe (newsletter)
Lambrecht, Anja / Skiera, Bernd (2006)
Analyse der Ursachen einer systematischen Präferenz von Pauschaltarifen bei der Wahl von Internetzugangstarifen
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, Vol. 58, pp. 460-489
Skiera, Bernd (2006)
Status Quo im Retailbanking 2005
E-Finance Lab Frankfurt am Main
Keller, Gerhard / Pfaff, Donovan / Skiera, Bernd (2005)
Die zentrale Bedeutung der Kundenbindung
Sparkassenzeitung
Skiera, Bernd / Wiesel, Thorsten (2005)
Linking Customer Metrics to Shareholder Value
EFL Quarterly
Skiera, Bernd / Berger, Sven C. (2005)
Retailbanking-Markt im Wandel
Banken & Sparkassen 09/2005
Wiesel, Thorsten / Skiera, Bernd (2005)
Impact of Marketing Value Driver on Shareholder Value
EMAC Conference '05
Gensler, Sonja / Skiera, Bernd / Böhm, Martin (2005)
Einsatzmöglichkeiten der Matching-Methode zur Berücksichtigung von Selbstselektion
Journal für Betriebswirtschaft
Skiera, Bernd / Wiesel, Thorsten / Pfaff, Donovan (2005)
Wertorientierte Kundenanalyse innerhalb der Financial Supply Chain
Verein für Credit Management (Hrsg.), “Die Optimierung der Performance im Credit Management”
Wiesel, Thorsten / Skiera, Bernd (2005)
Wandel in der Unternehmensbewertung
rer. pol.
Wiesel, Thorsten / Skiera, Bernd / Villanueva, Julián (2005)
Decomposition of Changes in Customer Equity over Time
Working Paper
Wiesel, Thorsten / Skiera, Bernd (2005)
Linking Customer Metrics to Shareholder Value for Firms with Contractual Relationships
ISBM Working Paper
Spann, Martin / Skiera, Bernd / Schäfers, Björn (2005)
Reverse-Pricing-Verfahren und deren Möglichkeiten zur Messung von individuellen Suchkosten und Zahlungsbereitschaften
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, Vol. 57, pp.107-128
Bernhardt, Martin / Spann, Martin / Skiera, Bernd (2005)
Reverse Pricing
Die Betriebswirtschaft, Vol. 65, pp. 104-107
Gedenk, Karen / Skiera, Bernd (2005)
Segmentspezifische Schätzung von Zahlungsbereitschaftsfunktionen
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, Vol. 57, pp. 401-422
Lambrecht, Anja / Seim, Katja / Skiera, Bernd (2005)
Modeling Consumer Choice among Three-Part Tariffs
Finanza Marketing Produzione, Vol. 3, pp. 131-137
Skiera, Bernd (2005)
Status Quo im Retailbanking 2004
E-Finance Lab Frankfurt am Main
Berensmann, Dirk / Keller, Gerhard / Pfaff, Donovan / Skiera, Bernd (2004)
Die Industrialisierung einer Retailbank durch den Einsatz von Standardsoftware
Geldinstitute
Keller, Gerhard / Pfaff, Donovan / Skiera, Bernd (2004)
Framework einer durchgängigen Geschäftsprozessarchitektur zur Verbindung von IT und Strategie am Beispiel der Financial Supply Chain
Skiera, Bernd / König, Wolfgang / Gensler, Sonja / Weitzel, Tim / Beimborn, Daniel / Blumenberg, Stefan / Franke, Jochen / Pfaff, Donovan (2004)
Financial Chain Management - Prozessanalyse, Effizienzpotenziale und Outsourcing
Books on Demand, Norderstedt
Wiesel, Thorsten / Skiera, Bernd (2004)
A New Model for Enterprise Valuation by Using Customer Values
EMAC Conference 2004 in Murcia, Spain
Spann, Martin / Skiera, Bernd (2004)
Einsatzmöglichkeiten virtueller Börsen in der Marktforschung
Zeitschrift für Betriebswirtschaft, Vol. 74, pp. 25-48
Pfaff, Donovan / Skiera, Bernd (2004)
Financial Supply Chain Management - Maßnahmen zur Reduzierung des Cash Cycles
Praxis des Rechnungswesens; Gruppe 11, Heft 1-04, 687-704.
Gensler, Sonja / Skiera, Bernd (2004)
Einsatz des Colombo/Morrison-Modells zur Analyse der Loyalität in verschiedenen Absatzkanälen
H.H./Rösger, J./Neumann, M. (Hrsg.), Käuferverhalten im Internet. Wissenschaftliche Erkenntnisse zum Konsumentenverhalten in virtuellen Umgebungen
Pfaff, Donovan / Skiera, Bernd (2004)
Financial Supply Chain Management - Neue Möglichkeiten für den Mittelstand
Accounting, 2
Pfaff, Donovan / Skiera, Bernd / Wrobel, Michael / Stockinger, Wolfgang (2004)
Geschäftspotenziale für Banken in der industriellen Financial Chain
Die Bank, 01
Pfaff, Donovan / Skiera, Bernd / Weiss, Jürgen (2004)
Financial Supply Chain Management
SAP Press
Skiera, Bernd (2004)
Status Quo im Retailbanking 2003
E-Finance Lab Frankfurt am Main
Skiera, Bernd / Gensler, Sonja / Böhm, Martin (2003)
Multi-Channel Management – An Opportunity for Commercialization
SAP Innovation Congress EMEA ’03, Basel, Schweiz

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