Prof. Dr. Goetz Greve
Professor of Business Administration with a focus on Sales / MarketingShort Profile
Goetz Greve has been Professor for General Business Administration Theory, in particular Marketing and Sales since 2007. From 2012 to 2021, Goetz Greve, as 第一吃瓜's first Vice President for Research and International Affairs, has been responsible for the academic shaping and anchoring of the topics at the Presidential Board level.
Professor Greve studied business administration at Christian-Albrechts University in Kiel and completed his doctorate at the Department of Innovation, New Media and Marketing of Prof. Dr. Dr. h. c. S枚nke Albers. Before joining 第一吃瓜, he worked as a consultant at the business consultancy firms Accenture and OC&C Strategy Consultants.
Professor Greve鈥檚 research interests include customer relationship management, sales management and online marketing. Professor Greve has published three books on these topics as well as numerous articles in international journals such as the International Journal of Research in Marketing and the Marketing Review St. Gallen. Professor Greve also acts as an expert consultant for scientific journals, has been a member of the Editorial Board of the International Journal of Marketing Studies since 2011 and of the International Journal of Internet Advertising and Marketing since 2013. Since 2018, Prof. Greve has been involved in the on social topics of digitization in Germany.
Awards
Finalist for the 2023 EMAC-IJRM Jan- Benedict Steenkamp Award for Long-Term Impact
Professor Greve was selected as finalist for the prestigious 2023 EMAC-IJRM Jan- Benedict Steenkamp Award for Long-Term Impact with his article (together with Jan U. Becker and S枚nke Albers) 鈥淭he impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention鈥� ((please click here for the article) that appeared in the International Journal of Research in Marketing in 2009.
The EMAC-IJRM Jan- Benedict Steenkamp Award recognizes the International Journal of Research in Marketing article judged to make the most significant contribution to academic marketing research by demonstrating long-term impact.
Publications
Journal articles (refereed)
Greve, Goetz, Andrea Schl眉schen, and Claudia Fantapi茅 Altobelli. 2022. "Brand celebrities: analysis of celebrity sponsorship posts on Facebook." International Journal of Internet Marketing and Advertising聽 17 (1/2): 77-110.
Weretecki, Patrick, Goetz Greve, Kenneth Bates, und J枚rg Henseler. 2021. "Information management can鈥檛 be all fun and games, can it? How gamified experiences foster information exchange in multi-actor service ecosystems." International Journal of Information Management聽 61 (December), 102391: in print. 10.1016/j.ijinfomgt.2021.102391.
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2021. "Experiential value in multi-actor service ecosystems: Scale development and its relation to inter-customer helping behavior." Frontiers in Psychology聽 11,3819: 593390. 10.3389/fpsyg.2020.593390.
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2020. "Selling Actors in Multi-Actor Sales Ecosystems: Who They are, What They Do, and Why It Matters." Journal of Business and Industrial Marketing聽 36 (4): 641-653. 10.1108/JBIM-03-2020-0145.
Greve, Goetz und Frederike Meyer. 2020. "Sales- und Service-Bots im Vertrieb: Chance oder Risiko f眉r Unternehmen?." Marketing Review St. Gallen聽 37(5): 888-895.
Greve, Goetz. 2016. "Kontrolle von Online-Marketing-Aktivit盲ten. Nutzung von Attributionsmodellen f眉r das Marketing-Controlling." WiSt - Wirtschaftswissenschaftliches Studium聽 45 (1): 16-21.
Greve, Goetz. 2014. "The moderating effect of customer engagement on the brand image - brand loyalty relationship." Procedia - Social and Behavioral Sciences聽 148: 203-210.
Greve, Goetz. 2014. "Different or alike? Comparing computer-based and paper-based card sorting." International Journal on Strategic Innovative Marketing聽 1 (1): 1-10.
Greve, Goetz. 2014. "The moderating effects of service and ambience on customer satisfaction in a fast-casual restaurant: a German case study." International Journal of Hospitality and Event Management聽 1 (2): 147-163.
Greve, Goetz. 2012. "Momente der Wahrheit managen - Anwendung des Net Promoter Score." Business + Innovation聽 no. 3: 34-41.
Greve, Goetz. 2011. "Social CRM: Beziehungsmanagement mit Social Media." Marketing Review St. Gallen聽 28 (5): 16-21.
Becker, Jan U., Goetz Greve, and S枚nke Albers. 2010. "Left behind expectations. How to prevent CRM implementations from failing." GfK Marketing Intelligence Review聽 2 (2): 35-41.
Becker, Jan U., Goetz Greve, and S枚nke Albers. 2009. "The Impact of Technological and Organizational Implementation of CRM on Customer Acquisition, Maintenance, and Retention." International Journal of Research In Marketing聽 26 (3): 207-215.
Monographs and edited books
Ahrholdt, Dennis, Goetz Greve, and Gregor Hopf. 2023. Online-Marketing-Intelligence. Erfolgsfaktoren, Kennzahlen und Steuerungskonzepte f眉r praxisnahes Digital-Marketing. 2. Auflage. Wiesbaden: Springer Gabler.
Ahrholdt, Dennis, Goetz Greve and Gregor Hopf. 2019. Online-Marketing-Intelligence. Kennzahlen, Erfolgsfaktoren und Steuerungskonzepte im Online-Marketing. Wiesbaden: Gabler Verlag. DOI: 10.1007/978-3-658-26562-5.
Ahrholdt, Dennis, Goetz Greve and Gregor Hopf. 2019. Online-Marketing-Intelligence. Kennzahlen, Erfolgsfaktoren und Steuerungskonzepte im Online-Marketing. Wiesbaden: Gabler Verlag. DOI: 10.1007/978-3-658-26562-5.
Greve, Goetz, . 2015. Special Issue on Social Media and Mobile Marketing Innovations, International Journal of Internet Marketing and Advertising. 9(1). Genf: Inderscience Enterprises.
Bauer, Christoph, Goetz Greve and Gregor Hopf. 2011. Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele. Wiesbaden: Gabler/ Springer.
Greve, Goetz, and Elke Benning-Rohnke. 2010. Kundenorientierte Unternehmensf眉hrung. Konzept und Anwendung des Net Promoter Score庐 in der Praxis. Wiesbaden: Gabler Verlag.
Greve, Goetz. 2006. Erfolgsfaktoren von Customer-Relationship-Management-Implementierungen. Wiesbaden: Deutscher Universit盲ts-Verlag GWV Fachverlage GmbH.
Book chapters
Greve, Goetz, Hopf, Gregor. 2024. "Influencer Marketing 鈥� Funktionsweise, Anwendung und Erfolgsfaktoren." In Handbuch Social-Media-Marketing, ed. by Zerres, C., . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-42282-0_19-1.
Greve, Goetz, and Frederike Meyer. 2021. "Analysis of the use of robo-advisors as a replacement for personal selling." In Robo-Advisory. Investing in the Digital Age.. 2021, ed. by Scholz, Peter, . London: Palgrave Macmillan.
Greve, Goetz and Mareike Scheibe. 2020. "M枚glichkeiten und Grenzen des Programmatic Advertising bei Display Advertising am Beispiel hedonistischer und utilitaristischer Produkte." In Data-driven Marketing. Insights aus Wissenschaft und Praxis, ed. by Bo脽ow-Thies, Silvia, Hofmann-St枚lting, Christina and Heike Jochims, 105 - 133. Wiesbaden: Spinger Gabler.
Greve, Goetz. 2020. "Social-Customer-Relationship-Management: CRM im Zeitalter sozialer Medien." In F眉hrung von Vertriebsorganisationen. Strategie - Koordination - Umsetzung. 2. Edition, ed. by Binckebanck, Lars, Ann-Kristin H枚lter and Alexander Tiffert, 303 - 315. Wiesbaden: Springer Gabler Verlag.
Greve, Goetz. 2019. "Social Customer Relationship Management: CRM im Zeitalter sozialer Medien." In F眉hrung von Vertriebsorganisationen: Strategie - Koordination 鈥� Umsetzung. 2nd edition, ed. by Binckebanck, L., A.-K. H枚lter, and A. Tiffert, . Wiesbaden: Springer Gabler.
Greve, Goetz and Andrea Schl眉schen. 2018. "From Customer Relationship Management to Influencer Relationship Management." In Diverse Methods in Customer Relationship Marketing and Management, ed. by In Lee, . Hershey, Pennsylvania: IGI Press.
Greve, Goetz. 2017. "Social media performance measurement." In Information Resources Management Association. Decision Management: Concepts, Methodologies, Tools, and Applications, ed. by IGI Press, 360-381. Hershey, Pennsylvania.
Greve, Goetz. 2016. "Social Media Brand Management." In Encyclopedia of E-Commerce Development, Implementation, and Management, ed. by Lee, I., 2109-2120. Hershey: PA.
Greve, Goetz. 2015. "Social media performance measurement." In Trends and Innovations in Marketing Information Systems, ed. by Tsiakis, T, 215-237. Hershey: PA.
Greve, Goetz. 2013. "Using social network data to identify key influencers for Social CRM activities." In Organizations and Social Networking: Utilizing Social CRM to Engage Consumers, ed. by Li, E.Y., S. Evans, C. Loh, und F. Lorenzi, 256-272. Hershey: PA.
Greve, Goetz, and Oliver Klante. 2011. "Markenerosion - Implikationen f眉r Markenf眉hrung und Kundenmanagement." In Innovative Markenf眉hrung und -implementierung, ed. by Bald, T. und F. Keuper, 105-124. Berlin.
Greve, Goetz. 2011. "Momente der Wahrheit managen." In Customer Management. Vertriebs- und Servicekonzepte der Zukunft, ed. by Keuper, F. and R. Mehl, 315-332. Berlin.
Greve, Goetz. 2011. "Social CRM: Zielgruppenorientiertes Kundenmanagement mit Social Media." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf and Goetz Greve, 261-285. Wiesbaden: Gabler / Springer.
Reisig, Dominik, Franziska Runge, and Goetz Greve. 2011. "Targeting mit InVideo Advertising." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf und Goetz Greve, 243-260. Wiesbaden: Gabler / Springer.
Greve, Goetz. 2010. "Die Anwendung des Net Promoter庐 Score in der Praxis: Ergebnisse einer empirischen Untersuchung." In Kundenorientierte Unternehmensf眉hrung. Konzept und Anwendung des Net Promoter Score in der Praxis, ed. by Greve, Goetz and Elke Benning-Rohnke, 197-218. Wiesbaden.
Greve, Goetz. 2010. "Kundenorientierte Unternehmensf眉hrung als Managementherausforderung." In Kundenorientierte Unternehmensf眉hrung. Konzept und Anwendung des Net Promoter Score庐 in der Praxis, ed. by Greve, Goetz and Elke Benning-Rohnke, 3-32. Wiesbaden.
Albers, S枚nke, and Goetz Greve. 2005. "Kundenwertprognose." In Prognoserechnung, ed. by Mertens, P. und S. R盲ssler, 431-438. Heidelberg: Physica-Verlag.
Conference proceedings
Greve, Goetz, and Vanessa L枚ffler. 2021. "Blurred borders - Effects of website credibility and product involvement on the effectiveness of online native advertising." .
Wasser, F.,O. Schnittka, G. Greve, J. Hofmann, and M. Johnen. 2021. "Know your enemy: How competitive advertising investments moderate advertising effectiveness in high- and low-informative media channels." .
Wasser, Felix, Goetz Greve, Oliver Schnittka, Johnen Marius, and Julia Hofmann. 2020. "Analysis of brand personality as a moderator of advertising effectiveness." Proceedings of the European Marketing Academy, 49th.
Wasser, Felix, Goetz Greve, Oliver Schnittka, Marius Johnen, and Julian Hofmann. 2020. "Analysis of brand personality as a moderator of advertising effectiveness.." Proceedings of the European Marketing Academy, 49th.
Meyer, Frederike, and Goetz Greve. 2019. "Customer-salesperson interaction technologies: Are robo-advisors replacing personal selling?." Proceedings of the European Marketing Academy, 48th.
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2019. "Conceptualization and development of a multi-item experiential value measurement scale for experiential marketing.." Proceedings of the European Marketing Academy, 48th.
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2019. "Conceptualization and development of a multi-item experiential value measurement scale for experiential marketing." Proceedings of the 48th European Marketing Academy Conference, Hamburg, 28 May - 31 May 2019.
Weretecki, Patrick, Greve, Goetz and J枚rg Henseler. 2018. "Salespersons鈥� missing perspective on Customer participation behavior in value co-creation: an exploratory study." Proceedings of the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.
Schl眉schen, Andrea, Greve, Goetz and Fantapie-Altobelli, Claudia . 2016. "Effects of branded celebrity posts on customer engagement in social media." 鈥濵arketing in the Age of Data鈥�, Proceedings of the EMAC Conference, Oslo, 24/27.05.2016.
Greve, Goetz, and Susanne Hensel-B枚rner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Proceedings of the 9th SIMSR Global Marketing Conference.
Greve, Goetz, and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, Lisbon, May, 22nd - 25th.
Sajtos, L., Z. Veres, J. Hack-Handa, and G. Greve. 2012. "A Comparative Research on Expected Project Competencies in Hungary and in Germany." Proceedings of the Global Marketing Conference, Seoul, Republic of Korea.
Greve, Goetz and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." In Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, . Lissabon: 22/25.05.2012.
Greve, Goetz, and Ken Nagayama. 2011. "Drivers of Customer Satisfaction in Quick Casual Restaurants." Proceedings of QUIS 12 - The 12th International Research Symposium on Service Excellence in Management (QUIS 12).
Greve, Goetz and Daniela Wahner . 2011. "A comparison of computer-based and physical card sorting techniques for testing intranet usability." IEEE World Congress on Engineering and Technology (CET), October, 28th 鈥� November, 2nd, Shanghai, China.
Greve, Goetz. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting: An Empirical Investigation of Service Quality, Food Quality, and Ambience Quality." Proceedings of the 39th EMAC Conference, Copenhagen, 01.-04. Juni 2010.
Greve, Goetz, and S枚nke Albers. 2006. "Determinants of Performance in Customer Relationship Management - Assessing the Technology Usage - Performance Link." Proceedings of the 39th Annual Hawaii International Conference on System Sciences 4.-7. Januar 2006, ed. by Sprague, Ralph H., Alamitos, Ca: IEEE Computer Society Press.
Greve, Goetz, and S枚nke Albers. 2006. "Performance Impacts of Customer Relationship Management - The Role of Technology Usage." Proceedings of the IFSAM VIIIth World Congress, Berlin, 08.-10. Juli 2006.
Greve, Goetz, and S枚nke Albers. 2005. "Technology Usage in Customer Relationship Management - An Examination of Performance Impacts." Proceedings of the 2005 International Workshop on Customer Relationship Management: Data Mining meets Marketing, New York.
Conference presentations
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2020. "Experiential value of experiential marketing: Multi-item scale development and validation." Presentation held at the Winter Conference of the American Marketing Association, San Diego, California, USA, 14-16 February 2020.
Meyer, Frederike, and Goetz Greve. 2020. "Customer-salesperson interaction technologies: Are robo-advisors replacing personal selling?." Presentation held at the SIMSR Global Marketing Conference, Mumbai, India, 23-24 January 2020.
Weretecki, Patrick, Goetz Greve and J枚rg Henseler.. 2018. "Salespersons鈥� missing perspective on customer participation behavior in value co-creation: An exploratory study." Presentation held at the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.
Schl眉schen, Andrea, Goetz Greve and Claudia Fantapie-Altobelli. 2017. "Effects of branded celebrity posts on customer engagement in social media." Presentation held at the 39th ISMS Marketing Science Conference, Los Angeles, June, 7th - 10th.
Greve, Goetz, and Susanne Hensel-B枚rner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Presentation held at the 9th SIMSR Global Marketing Conference, Januar, 6th 鈥� 8th, Mumbai, India.
Greve, Goetz, and Katrin Hinkelmann. 2013. "The moderating effect of customer engagement on the brand image - brand equity relationship." Presentation held at the 35th ISMS Marketing Science Conference, 11.-13. July 2013, Istanbul, Turkey .
Greve, Goetz. 2013. "The moderating effect of customer engagement on the brand image - brand loyalty relationship." Presentation held at the 2nd International Conference on Strategic Innovative Marketing, 13.-17. September, Prague, Czech Republic.
Sajtos, L., Z. Veres, J. Hack-Handa, and G. Greve. 2012. "A Comparative Research on Expected Project Competencies in Hungary and in Germany." Presentation held at the Global Marketing Conference, Seoul, Republic of Korea.
Veres, Z., L. Sajtos, and Goetz Greve. 2012. "The role of presumed capabilities in influencing actors鈥� risk perception in different project industries." Presentation held at the 28th IMP Conference, 13-15 September 2012, Universit脿 Cattolica del Sacro Cuore, Rome, Italy.
Greve, Goetz, and Ken Nagayama. 2011. "Drivers of Customer Satisfaction in Quick Casual Restaurants." Presentation held at the 12th International Research Symposium on Service Excellence in Management (QUIS 12), June, 2 th 鈥� 5th, Cornell University, Ithaca, USA.
Wahner, Daniela, and Goetz Greve. 2011. "A comparison of computer-based and physical card sorting techniques for testing intranet usability." Presentation held at the Proceedings of the 2011 IEEE World Congress on Engineering and Technology (CET), October, 28th 鈥� November, 2nd, Shanghai, China.
Greve, Goetz, and Ken Nagayama. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting." Presentation held at the INFORMS Marketing Science Conference, 17-19. Juni 2010.
Greve, Goetz. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting: An Empirical Investigation of Service Quality, Food Quality, and Ambience Quality." Presentation held at the 39th EMAC Conference, June, 1st 鈥� 4th, Copenhagen, Denmark.
Greve, Goetz, and S枚nke Albers. 2006. "Determinants of Performance in Customer Relationship Management - Assessing the Technology Usage - Performance Link." Presentation held at the 39th Annual Hawaii International Conference on System Sciences 4.-7. Januar 2006, IEEE Computer Society Press.
Greve, Goetz, and S枚nke Albers. 2006. "Performance Impacts of Customer Relationship Management - The Role of Technology Usage." Presentation held at the IFSAM VIIIth World Congress, 08.-10. Juli 2006.
Greve, Goetz, and S枚nke Albers. 2005. "Customer Relationship Management and the Customer Lifecycle - Measurement and Performance Outcomes." Presentation held at the Rejuvenation marketing: contamination, innovation, integration.
Other Publications / Presentations
Meyer, Friederike and Goetz Greve. 2019. "Customer-salesperson interaction technologies: Are robo-advisors replacing personal selling?." Poster presentation held at 48. European Marketing Academy Conference (EMAC). 29 - 31 May 2019, Hamburg.
Weretecki, Patrick and Goetz Greve. 2019. "Conceptualization and development of a multi-item experiential value measurement scale for experiential marketing." Poster presentation at. 48. European Marketing Academy Conference (EMAC). Hamburg, 29/31 May 2019.
Greve, Goetz. 2014. "Die Nutzung von Big Data f眉r das Social CRM. Voraussetzungen und Herausforderungen." ERP Management, p: 25-27.
Greve, Goetz. 2011. "Implementierung von CRM bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.
Wilms, Jan. 2011. "Die W眉ste lebt (Mit Beitr盲gen von Goetz Greve)."
Pawlik, Joachim, Goetz Greve, Ann-Kathrin Harms, and Klaus Uterm枚hl. 2010. "(Vor)Bild Verk盲ufer: Von Krawatten, Koffern und Klischees." Pawlik SC Journal, p: 18-21.
Greve, Goetz, and Dinh Thon. 2009. "Kundenr眉ckgewinnung im Privatkundengesch盲ft von Banken." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.
Greve, Goetz. 2007. "Implementierung von CRM-Systemen bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.
Greve, Goetz. 2005. "Implementierung von CRM-Systemen bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.
Greve, Goetz. 2003. "Probleme und L枚sungsm枚glichkeiten bei der Implementierung von CRM-Systemen in der Finanzdienstleistungsbranche." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.