Mendoza Directory

Faculty & Research

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Frank Germann

Assistant Professor

BIO

Dr. Germann’s research interests are in the area of marketing strategy. More specifically, he is interested in how marketing actions (e.g., the use of marketing analytics), marketing personnel (e.g., the Chief Marketing Officer), and marketing assets (e.g., brands) influence firm performance.

His research has been published in the International Journal of Research in Marketing, Journal of Retailing, and Marketing Letters, among others, and featured (e.g.) by the Marketing Science Institute as part of the Institute's journal selections initiative, in Booz & Co.’s strategy+business journal, and on Forbes.com. He has also served as an Academic Advisor to McKinsey & Co.'s Datamatics team. Key insights from the 2013 Datamatics survey are available here.

Dr. Germann has received awards for both his research (e.g., 2013 IJRM best paper award) and teaching (2011 Ossian R. MacKenzie teaching award at Penn State and 2014 James Dincolo teaching award at Notre Dame).

Before entering academia, he worked for Johnson&Johnson and Hewlett-Packard.

AREAS OF EXPERTISE

EDUCATION

TEACHING

  • Marketing Management
  • Principles of Marketing

PUBLICATIONS

"Do Retailers Benefit from Deploying Customer Analytics?" (with Gary L. Lilien, Lars Fiedler, Matthias Kraus), To appear in Journal of Retailing, 2014.

"Product Recalls and the Moderating Role of Brand Commitment," (with Rajdeep Grewal, William T. Ross, Jr., Rajendra K. Srivastava),  Marketing Letters, 25, 2014, 179-191.

"Performance Implications of Deploying Marketing Analytics," (with Gary L. Lilien, Arvind Rangaswamy),  International Journal of Research in Marketing, 30, 2013, 114 - 128.

PRESENTATIONS

Frank Germann, Gary L. Lilien, Lars Fiedler, European Marketing Academy Conference 2014, European Marketing Academy, Valencia, Spain, "Do Retailers Benefit from Deploying Customer Analytics?" (June 2014).

Frank Germann, Eelco Kappe, Rajdeep Grewal, INFORMS Marketing Science Conference, INFORMS, Atlanta, GA, "Should Firms Invest in Advertising During Times of Low Consumer Confidence?" (June 2014).

Frank Germann, Business Research Seminar, University of Tuebingen, "Marketing's Role during the Junk Crisis," (May15, 2013).

Frank Germann, Gary L. Lilien, Arvind Rangaswamy, American Marketing Association Winter Educators’ Conference, AMA, Austin, TX, "The Performance Implications of Deploying Marketing Analytics," (February 2011).

Frank Germann, Gary L. Lilien, Arvind Rangaswamy, ISBM Academic Conference, ISBM , Cambridge, MA, "The Performance Implications of Deploying Marketing Analytics," ( 2010).

Frank Germann, Rajdeep Grewal, William T. Ross, Jr., Rajendra K. Srivastava, Haring Symposium, Indiana University, Bloomington, IN, "When Bad Things Happen to Good Brands: Product Recalls and the Moderating Role of Brand Equity," (April 2010).

Maik Hammerschmidt, Tomas Falk, Frank Germann, William T. Ross, Jr., Hans H. Bauer, American Marketing Association Winter Educators’ Conference, AMA , New Orleans, LA, "Exploring the Brand Productivity Gap," (February 2010).

Frank Germann, Rajdeep Grewal, William T. Ross, Jr., Rajendra K. Srivastava, American Marketing Association Winter Educators’ Conference, AMA , New Orleans, LA, "When Bad Things Happen to Good Brands: Product Recalls and the Moderating Role of Brand Equity," (February 2010).