Prof. Dr. Marius Lüdicke
Marius Lüdicke
Marius Lüdicke is a Professor of Marketing in a Global Economy and Head of the Institute for International Marketing Management (IMM). Prior to joining WU he was a Professor of Marketing at Bayes Business School, City, University of London, and the Director of the Swarovski Brand Research Laboratory at the University of Innsbruck.
Marius studies global market dynamics in relation to existential social problems such as pollution, discrimination, and technological change by means of interpretive fieldwork. He teaches global marketing management at all academic levels and advises small and medium-sized companies in the UK, Germany, and Austria on matters of global brand strategy and growth.
Academic Career
| 2023 - to date | Professor of Marketing in a Global Economy, Vienna University of Economics and Business, Austria |
| 2015 - 2022 | Associate Professor / Reader, Cass Business School, City University London, UK |
| 2012 - 2015 | Senior Lecturer, Cass Business School, City University London, UK |
| 2012 | Listed 2nd for a Professorship of Marketing at the University of Münster |
| 2010 - 2013 | Founding Director of the Brand Research Laboratory, University of Innsbruck, Austria |
| 2006 - 2012 | Assistant Professor, University of Innsbruck, School of Management, Austria |
| 2006 - 2012 | Habilitation (venia legendi) in “Betriebswirtschaftslehre”, University of Innsbruck, Austria |
| 2008 - 2011 | Professor of Marketing, University of Witten/Herdecke, Germany |
Featured Publications
Eichert, Christian and Marius K. Luedicke, “Almost Equal but Not Quite Yet: How Historically Stigmatized Social Groups Consume When Their Stigma Has Fragmented”, conditionally accepted, Journal of Consumer Research.
Wieser, Verena E., Marius K. Luedicke, and Andrea Hemetsberger (2021), "Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace," Journal of Consumer Research, (forthcoming) https://doi.org/10.1093/jcr/ucab035.
Wieser, Verena E., Andrea Hemetsberger and Marius K. Luedicke (2019), "The Appeal of Protest Rhetoric: How Moral Entrepreneurs Recruit the Media into Moral Struggles," in The Contested Morality of Markets, edited by Simone Schiller-Merkens and Philip Balsinger, Research in the Sociology of Organizations.
Sharifonassabi, Zahra, Fleura Bardhi and Marius K. Luedicke (2019), "How Globalisation Affects Consumers: Insights from Thirty Years of CCT Globalisation Research," Marketing Theory, (20) 3, 273-98. https://doi.org/10.1177/1470593119887469
Hellmann, Kai-Uwe and Marius K. Luedicke (2018), "The Throwaway Society: A Look in the Back Mirror," Journal of Consumer Policy, March 2018 (1), 1-5. https://doi.org/10.1007/s10603-018-9371-6
Marius K. Luedicke, Katharina C. Husemann, Santi Furnari, and Florian Ladstaetter-Fussenegger, (2017), " Radically Open Strategizing: How the Premium Cola Collective Takes Open Strategy to the Extreme," Long Range Planning, 50, 371-84. https://doi.org/10.1016/j.lrp.2016.07.001
Barrios, Andrés, Kristine De Valck, Clifford J. Shultz II, Olivier Sibai, Katharina C. Husemann, Matthew Maxwell-Smith and Marius K. Luedicke (2016), "Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System," Journal of Public Policy and Marketing, 35 (2), 185-97.
Luedicke, Marius K. (2015), “Indigenes’ Responses to Immigrants’ Consumer Acculturation: A Relational Configuration Analysis,” Journal of Consumer Research, 42 (1), 109-29.
Husemann, Katharina C., Florian Ladstaetter-Fussenegger, and Marius K. Luedicke (2015), "Conflict Culture and Conflict Management in Consumption Communities," Psychology & Marketing, 32 (3), 265-84.
Stoeckl, Verena E. and Marius K. Luedicke (2015), „Doing Well while Doing Good? An Integrative Review of Marketing Criticism and Response,“ Journal of Business Research, 68 (12), 2452–63.
Levy, Sidney J. and Marius K. Luedicke (2013), "From Marketing Ideology to Branding Ideology," at Journal of Macromarketing, 33 (1), 58-66.
Luedicke, Marius K. (2011), "Consumer Controversies about Consumption – A Preliminary Model," Marketing ZFP – Journal of Research and Management, 33 (1), 46-56.
Luedicke, Marius K. (2011), "Consumer Acculturation Theory: (Crossing) Conceptual Boundaries," Consumption Markets & Culture, 14 (3), 223-244. (Winner of the CMC “Best Paper of the Year” Award 2011)
Luedicke, Marius K., Craig J. Thompson, and Markus Giesler (2010), “Consumer
Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict,” Journal of Consumer Research, 36 (6), 1016-32. (Winner of the “Sidney J. Levy” Award, 2010).
Bettingen, Jean-Francois and Marius K. Luedicke (2009), "Can Brands Make Us Happy? A Research Framework for the Study of Brands and Their Effects on Happiness," in Advances in Consumer Research, Vol. 36, edited by Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research, 308-318.
Füller, Johann, Marius K. Luedicke and Gregor Jawecki (2008), "How Brands Enchant: Insights From Observing Community-Driven Brand Creation," in Advances in Consumer Research, Vol. 35, Memphis, TN: Association for Consumer Research, 359-66.
Luedicke, Marius K. (2006), "Brand Community under Fire: The Role of Social Environments for the HUMMER brand community," in Advances in Consumer Research, Vol. 33, edited by Cornelia Pechman and Linda Price, Valdosta, GA: Association for Consumer Research, 486-93.
For a full list of publications see: PURE list of Publications
Awards
| 2021 | City University’s “President’s Special Award” for members of the Cass “Rebranding Project” Team |
| 2015 | Consumer Culture Theory Conference, Arkansas: Best Special Session Award for "Families in Transition: Struggling With Consumption in Times of Marriage, Mothering, and Marital Divorce (with Fleura Bardhi) |
| 2015 | City University London: School Price for “Excellence and Innovation in Teaching” |
| 2012 | Consumption, Markets & Culture: Best Paper of the Year 2011 Award of the journal |
| 2012 | Research Funding Award of the Hypo Tyrol Bank 2012 |
| 2011 | Recognition Award of the City of Innsbruck for “Outstanding Research” at the University of Innsbruck |
| 2010 | “Sidney J. Levy Award” for the Best Article of the Year 2010 in the domain of “Consumer Culture Theory” that was based on dissertation research |
| 2010 | “Research Excellence” Award in Honor of Outstanding Research at the University of Innsbruck School of Management |
| 2010 | Nomination for the “Lehre Plus!” Teaching Excellence Award of the University of Innsbruck |
| 2008 | Research Award of the Aktion D. Swarovski & Co. |
| 2007 | Research Award of the Tyrolean Chamber of Commerce |
| 2007 | Research Award of the Aktion D. Swarovski & Co. |
| 2007 | “Canada Research Price” of the Austrian Airlines Group and the Canada Center Innsbruck |
Consultancy
Marius advises companies from start-ups to international businesses in international marketing matters. His focus is on brand strategy, where he uses insights from consumer culture theory to inspire innovation and growth.
He also has an international network of marketing leaders, advertising executives, and entrepreneurs that are a great source of insight for those who are interested in growing their brands internationally.
If you want to exploring options for an academic consulting project, please get in touch and visit us for a coffee.
Office hours: by appointment