Biography
In course of both his academic and professional careers, Dr Bernd Skiera has consistently demonstrated the ability to achieve results. He has been ranked by Handelsblatt, which is the major German business newspaper and which regularly evaluates the research performance of all (more than 2000) professors in business in Germany, Austria and Switzerland, in 2014 as the number 1 researcher with respect to the research performance of past five years.
His research interests are marketing analytics, data-driven marketing, electronic commerce, online advertising, customer management, pricing, marketing automation and robotic selling.
Bernd’s publications appeared in journals such as Management Science, Marketing Science, Journal of Marketing Research, and Journal of Marketing. I 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.
Read more on Bernd's profileResearch interests
- Marketing Analytics
- Data-Driven marketing
- Electronic Commerce
- Online Advertising
- Customer Management
- Pricing
- Marketing Automation
- Robotic Selling
Affiliations
- Member, European Marketing Academy.
- Member, INFORMS Society for Marketing Science.
Professional activities
Awards
- Appointment of Fellow of European Marketing Academy (EMAC Fellow), European Marketing Academy (EMAC), 2018.
Publications
Wie kann SalesTech in Marketing und Vertrieb helfen?
Manuel Marini, Bernd Skiera
(2023), pp. 521-532, Digitalisierung im Vertrieb: Strategien zum Einsatz neuer Technologien in Vertriebsorganisationen, Berlin, Germany, B1-1
Overwhelming targeting options: Selecting audience segments for online advertising
I Ahmadi, N Abou Nabout, B Skiera, E Maleki, J Fladenhofer
(2023), pp. 1-17, International Journal of Research in Marketing, Amsterdam, The Netherlands, C1
How does the adoption of ad blockers affect news consumption?
S Yan, K Miller, B Skiera
(2022), Vol. 59, pp. 1002-1018, Journal of Marketing Research, London, Eng., C1-1
Using Information-Seeking Argument Mining to Improve Service
B Skiera, S Yan, J Daxenberger, M Dombois, I Gurevych
(2022), Vol. 25, pp. 1-12, Journal of Service Research, London, England, C1-1
Investigating the effect of status changes in review platforms
Ali Tamaddoni, Satheesh Seenivasan, Jason Pallant, Bernd Skiera
(2022), pp. 1-21, International Journal of Research in Marketing, Amsterdam, The Netherlands, C1
Mapping Market Structure Evolution
Maximilian Matthe, Daniel Ringel, Bernd Skiera
(2022), pp. 1-25, Marketing Science, Catonsville, Md., C1
Y Jin, B Skiera
(2022), pp. 1-22, Journal of Creating Value, London, Eng., C1
Data analytics in a privacy-concerned world
J Wieringa, P Kannan, X Ma, T Reutterer, H Risselada, B Skiera
(2021), Vol. 122, pp. 915-925, Journal of Business Research, C1-1
Capturing Retailers' Brand and Customer Focus
S Han, W Reinartz, B Skiera
(2021), Vol. 97, pp. 582-596, Journal of Retailing, C1-1
A Comparison of Return Rate Calculation Methods: Evidence from 16 Retailers
S El Kihal, N Nurullayev, C Schulze, B Skiera
(2021), Vol. 97, pp. 676-696, Journal of Retailing, Amsterdam, The Netherlands, C1-1
Marketing and investor behavior: Insights, introspections, and indications
A Borah, B Skiera
(2021), Vol. 38, pp. 811-816, International Journal of Research in Marketing, C1-1
Pricing Metrics and the Importance of Minimum and Billing Increments
B Skiera, C Schlereth, S Oetzel
(2020), Vol. 23, pp. 321-336, Journal of Service Research, C1
Consumer protection on Kickstarter
D Blaseg, C Schulze, B Skiera
(2020), Vol. 39, pp. 211-233, Marketing Science, Catonsville, MD, C1
Estimating Network Effects in Two-Sided Markets
O Hinz, T Otter, B Skiera
(2020), Vol. 37, pp. 12-38, Journal of Management Information Systems, London, Eng., C1
E Bayer, S Srinivasan, E Riedl, B Skiera
(2020), Vol. 37, pp. 789-804, International Journal of Research in Marketing, C1
Evidence of protective role of Ultraviolet-B (UVB) radiation in reducing COVID-19 deaths
R Moozhipurath, L Kraft, B Skiera
(2020), Vol. 10, pp. 1-10, Scientific Reports, Berlin, Germany, C1-1
Prospect theory in a dynamic game: Theory and evidence from online pay-per-bid auctions
T Brünner, J Reiner, M Natter, B Skiera
(2019), Vol. 164, pp. 215-234, Journal of Economic Behavior and Organization, C1-1
Visualizing asymmetric competitive market structure in large markets
D Ringel, B Skiera
(2018), pp. 431-447, Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support, Cheltenham, Eng., B1-1
How customer referral programs turn social capital into economic capital
C Van Den Bulte, E Bayer, B Skiera, P Schmitt
(2018), Vol. 55, pp. 132-146, Journal of Marketing Research, C1
C Schlereth, B Skiera, F Schulz
(2018), Vol. 269, pp. 1165-1179, European Journal of Operational Research, C1-1
Helping merchants to assess the profitability of deal-of-the-day promotions
J Reiner, B Skiera
(2018), Vol. 48, pp. 247-259, Interfaces, Catonsville, Md., C1-1
Beyond Posted Prices: the Past, Present, and Future of Participative Pricing Mechanisms
Martin Spann, Robert Zeithammer, Marco Bertini, Ernan Haruvy, Sandy Jap, Oded Koenigsberg, Vincent Mak, Peter Popkowski Leszczyc, Bernd Skiera, Manoj Thomas
(2018), Vol. 5, pp. 121-136, Customer Needs and Solutions, Berlin, Germany, C1-1
E Bayer, K Tuli, B Skiera
(2017), Vol. 54, pp. 239-259, Journal of Marketing Research, United States, C1-1
C Schlereth, B Skiera
(2017), Vol. 63, pp. 829-842, Management Science, C1-1
What should be the dependent variable in marketing-related event studies?
B Skiera, E Bayer, L Schöler
(2017), Vol. 34, pp. 641-659, International Journal of Research in Marketing, C1
Time preferences and the pricing of complementary durables and consumables
I Ahmadi, B Skiera, A Lambrecht, F Heubrandner
(2017), Vol. 34, pp. 813-828, International Journal of Research in Marketing, C1-1
Visualizing asymmetric competition among more than 1,000 products using big search data
D Ringel, B Skiera
(2016), Vol. 35, pp. 511-534, Marketing Science, C1-1
Data, Data and Even More Data: Harvesting Insights From the Data Jungle
Bernd Skiera
(2016), Vol. 8, pp. 10-17, GfK Marketing Intelligence Review, Warsaw, Poland, C1-1
T Wiesel, B Skiera
(2015), pp. 466-482, Handbook of research on customer equity in marketing, Cheltenham, Eng., B1-1
M Eisenbeiss, R Wilken, B Skiera, M Cornelissen
(2015), Vol. 32, pp. 387-397, International Journal of Research in Marketing, United Kingdom, C1-1
Advance payment systems: Paying too much today and being satisfied tomorrow
F Schulz, C Schlereth, N Mazar, B Skiera
(2015), Vol. 32, pp. 238-250, International Journal of Research in Marketing, Leuven, BELGIUM, C1-1
Customer-based valuation: similarities and differences to traditional discounted cash flow models
B Skiera, C Schulze
(2014), pp. 123-134, Handbook of service marketing research, Cheltenham, Eng., B1-1
C Schlereth, C Eckert, R Schaaf, B Skiera
(2014), Vol. 238, pp. 185-198, European Journal of Operational Research, C1-1
The Impact of Buy-Now Features in Pay-per-Bid Auctions
J Reiner, M Natter, B Skiera
(2014), Vol. 31, pp. 77-104, Journal of Management Information Systems, C1-1
A comparison of different pay-per-bid auction formats
J Kim, T Brünner, B Skiera, M Natter
(2014), Vol. 31, pp. 368-379, International Journal of Research in Marketing, United Kingdom, C1-1
L Schöler, B Skiera, G Tellis
(2014), Vol. 31, pp. 973-986, Journal of Product Innovation Management, C1-1
On the edge of buying: A targeting approach for indecisive buyers based on willingness-to-pay ranges
F Dost, R Wilken, M Eisenbeiss, B Skiera
(2014), Vol. 90, pp. 393-407, Journal of Retailing, United Kingdom, C1-1
Empirical generalizations in search engine advertising
N Abou Nabout, M Lilienthal, B Skiera
(2014), Vol. 90, pp. 206-216, Journal of Retailing, United Kingdom, C1-1
Not all fun and games: viral marketing for utilitarian products
C Schulze, L Schöler, B Skiera
(2014), Vol. 78, pp. 1-19, Journal of Marketing, United States, C1-1
DISE: dynamic intelligent survey engine
C Schlereth, B Skiera
(2013), pp. 225-243, Quantitative marketing and marketing management: marketing models and methods in theory and practice, Wiesbaden, Germany, B1-1
Prediction market performance and market liquidity: A comparison of automated market makers
C Slamka, B Skiera, M Spann
(2013), Vol. 60, pp. 169-185, IEEE Transactions on Engineering Management, C1-1
Optimal product-sampling strategies in social networks: How many and whom to target
C Schlereth, C Barrot, B Skiera, C Takac
(2013), Vol. 18, pp. 45-72, International Journal of Electronic Commerce, C1-1
PROSAD: A bidding decision support system for profit optimizing search engine advertising
B Skiera, N Abou Nabout
(2013), Vol. 32, pp. 213-220, Marketing Science, C1-1
Comparing methods to separate treatment from self-selection effects in an online banking setting
S Gensler, P Leeflang, B Skiera
(2013), Vol. 66, pp. 1272-1278, Journal of Business Research, C1-1
Managing customer relationships in the social media era: Introducing the social CRM house
E Malthouse, M Haenlein, B Skiera, E Wege, M Zhang
(2013), Vol. 27, pp. 270-280, Journal of Interactive Marketing, C1-1
Data-driven services marketing in a connected world
V Kumar, V Chattaraman, C Neghina, B Skiera, L Aksoy, A Buoye, J Henseler
(2013), Vol. 24, pp. 330-352, Journal of Service Management, C1-1
Retailers' use of shipping cost strategies: Free shipping or partitioned prices?
T Frischmann, O Hinz, B Skiera
(2012), Vol. 16, pp. 65-88, International Journal of Electronic Commerce, C1-1
Second-generation prediction markets for information aggregation: A comparison of payoff mechanisms
C Slamka, W Jank, B Skiera
(2012), Vol. 31, pp. 469-489, Journal of Forecasting, C1-1
S Gensler, O Hinz, B Skiera, S Theysohn
(2012), Vol. 219, pp. 368-378, European Journal of Operational Research, C1-1
Using discrete choice experiments to estimate willingness-to-pay intervals
C Schlereth, C Eckert, B Skiera
(2012), Vol. 23, pp. 761-776, Marketing letters, New York, N.Y., C1-1
Return on Quality Improvements in Search Engine Marketing
N Abou Nabout, B Skiera
(2012), Vol. 26, pp. 141-154, Journal of Interactive Marketing, C1-1
S Gensler, P Leeflang, B Skiera
(2012), Vol. 29, pp. 192-201, International Journal of Research in Marketing, C1-1
Measurement of consumer preferences for bucket pricing plans with different service attributes
C Schlereth, B Skiera
(2012), Vol. 29, pp. 167-180, International Journal of Research in Marketing, C1-1
C Schulze, B Skiera, T Wiesel
(2012), Vol. 76, pp. 17-32, Journal of Marketing, C1-1
An analysis of the profitability of fee-based compensation plans for search engine marketing
N Abou Nabout, B Skiera, T Stepanchuk, E Gerstmeier
(2012), Vol. 29, pp. 68-80, International Journal of Research in Marketing, C1-1
Bid-elicitation interfaces and bidding behavior in retail interactive pricing
M Spann, G Häubl, B Skiera, M Bernhardt
(2012), Vol. 88, pp. 131-144, Journal of retailing, Amsterdam, The Netherlands, C1-1
A Soukhoroukova, M Spann, B Skiera
(2012), Vol. 29, pp. 100-112, Journal of product innovation management, London, Eng., C1-1
Philipp Schmitt, Steffen Meyer, Bernd Skiera
(2012), Vol. 27, pp. 121-142, RECHERCHE ET APPLICATIONS EN MARKETING-ENGLISH EDITION, C1-1
Using prediction markets in new product development
B Skiera, M Spann
(2011), pp. 75-86, Prediction Markets: Theory and Applications, B1-1
Drivers of the long tail phenomenon: an empirical analysis
O Hinz, J Eckert, B Skiera
(2011), Vol. 27, pp. 43-69, Journal of management information systems, Abingdon, Eng., C1-1
Seeding strategies for viral marketing: an empirical comparison
O Hinz, B Skiera, C Barrot, J Becker
(2011), Vol. 75, pp. 55-71, Journal of marketing, Chicago, Ill., C1-1
Referral programs and customer value
P Schmitt, B Skiera, C Van Den Bulte
(2011), Vol. 75, pp. 46-59, Journal of Marketing, C1-1
Measuring consumers' preferences for metered pricing of services
C Schlereth, B Skiera, A Wolk
(2011), Vol. 14, pp. 443-459, Journal of service research, London, Eng., C1-1
Why customer referrals can drive stunning profits
P Schmitt, B Skiera, C van den Bulte
(2011), Vol. 89, Harvard business review, Boston, Mass., C1-1
Customer equity sustainability ratio: a new metric for assessing a firm's future orientation
B Skiera, M Bermes, L Horn
(2011), Vol. 75, pp. 118-131, Journal of marketing, Chicago, Ill., C1-1
Christian Messerschmidt, Sven Berger, Bernd Skiera
(2010), Wiesbaden, Germany, A1-1
My customers are better than yours! On reporting customer equity
T Wiesel, B Skiera, J Villanueva
(2010), Vol. 2, pp. 43-53, GfK marketing intelligence review, Warsaw, Pol., C1-1
Time preference and the welfare effects of tie-in sales
F Heubrandner, B Skiera
(2010), Vol. 108, pp. 314-317, Economics letters, Amsterdam, The Netherlands, C1-1
Vickrey vs. eBay: why second-price sealed-bid auctions lead to more realistic price-demand functions
C Barrot, S Albers, B Skiera, B Schäfers
(2010), Vol. 14, pp. 7-38, International journal of electronic commerce, New York, N.Y., C1-1
An analysis of the importance of the long tail in search engine marketing
B Skiera, J Eckert, O Hinz
(2010), Vol. 9, pp. 488-494, Electronic commerce research and applications, Amsterdam, The Netherlands, C1-1
Prediction Markets as institutional forecasting support systems
G Van Bruggen, M Spann, G Lilien, B Skiera
(2010), Vol. 49, pp. 404-416, Decision support systems, Amsterdam, The Netherlands, C1-1
Optimization and analysis of the profitability of tariff structures with two-part tariffs
C Schlereth, T Stepanchuk, B Skiera
(2010), Vol. 206, pp. 691-701, European journal of operational research, Amsterdam, The Netherlands, C1-1
The impact of new media on customer relationships
T Hennig-Thurau, E Malthouse, C Friege, S Gensler, L Lobschat, A Rangaswamy, B Skiera
(2010), Vol. 13, pp. 311-330, Journal of service research, London, Eng., C1-1
Tariff-specific preferences and their influence on price sensitivity
A Wolk, B Skiera
(2010), Vol. 3, pp. 70-80, Business research, Cham, Switzerland, C1-1
Decision making in virtual worlds: an experimental test of altruism, fairness and presence
M Spann, O Hinz, I-H Hann, B Skiera
(2010), pp. 1-12, ECIS 2010 : Proceedings of the 18th European Conference on Information Systems, Pretoria, South Africa, E1-1
M Spann, B Skiera
(2009), Vol. 28, pp. 55-72, Journal of forecasting, London, Eng., C1-1
Managing your customer's tariff choice: what to do when your customers pay too much
A Lambrecht, B Skiera
(2009), Vol. 1, pp. 16-23, GfK marketing intelligence review, Warsaw, Pol., C1-1
Dashboards as a service: why, what, how, and what research is needed?
K Pauwels, T Ambler, B Clark, P LaPointe, D Reibstein, B Skiera, B Wierenga, T Wiesel
(2009), Vol. 12, pp. 175-189, Journal of service research, London, Eng., C1-1
Identification of lead users for consumer products via virtual stock markets
M Spann, H Ernst, B Skiera, J Soll
(2009), Vol. 26, pp. 322-335, Journal of product innovation management, Chichester, Eng., C1-1
Antecedents and consequences of Internet channel performance
A Wolk, B Skiera
(2009), Vol. 16, pp. 163-173, Journal of retailing and consumer services, Amsterdam, The Netherlands, C1-1
S Berger, S Gensler, B Skiera, T Wiesel
(2009), HICSS 2009 : Proceedings of the 42nd Annual Hawaii International Conference on System Sciences, Big Island, HI, E1-1
B Skiera, S Albers
(2008), Vol. 28, pp. 145-154, Journal of personal selling and sales management, Abingdon, Eng., C1-1
Customer equity: an integral part of financial reporting
T Wiesel, B Skiera, J Villanueva
(2008), Vol. 72, pp. 1-14, Journal of marketing, Chicago, Ill., C1-1
Bernd Skiera, Anja Lambrecht
(2007), pp. 869-886, Handbuch Produktmanagement, Wiesbaden, Germany, B1-1
Does uncertainty matter? Consumer behavior under three-part tariffs
A Lambrecht, K Seim, B Skiera
(2007), Vol. 26, pp. 698-710, Marketing science, Catonsville, Md., C1-1
Evaluating channel performance in multi-channel environments
S Gensler, M Dekimpe, B Skiera
(2007), Vol. 14, pp. 17-23, Journal of retailing and consumer services, Kidlington, Eng., C1-1
Sonja Gensler, Bernd Skiera, Martin Böhm
(2007), Vol. 77, pp. 675-695, Journal of Business Economics, Berlin, Germany, C1-1
A Lambrecht, B Skiera
(2006), Vol. 43, pp. 212-223, Journal of marketing research, Chicago, Ill., C1-1
Erlösquellen und preismodelle für den business-to-consumer-bereich im internet
B Skiera, M Spann, U Walz
(2005), Vol. 47, pp. 285-293, Wirtschaftsinformatik, Wiesbaden, Germany, C1-1
Bernd Skiera, Martin Spann
(2004), pp. 1039-1056, Handbuch Industriegütermarketing, Wiesbaden, Germany, B1-1
Measuring individual frictional costs and willingness-to-pay via name-your-own-price mechanisms
M Spann, B Skiera, B Schäfers
(2004), Vol. 18, pp. 22-36, Journal of interactive marketing, Amsterdam, The Netherlands, C1-1
D Pfaff, B Skiera, T Weitzel
(2004), Vol. 46, pp. 107-117, Wirtschaftsinformatik, Wiesbaden, Germany, C1-1
Bernd Skiera, Martin Spann
(2003), pp. 623-641, Handbuch Preispolitik, Wiesbaden, Germany, B1-1
Internet-based virtual stock markets for business forecasting
M Spann, B Skiera
(2003), Vol. 49, pp. 1310-1326, Management science, Catonsville, Md., C1-1
Flexible Preisgestaltung im Electronic Business
Bernd Skiera, Martin Spann
(2002), pp. 689-707, Handbuch Electronic Business, Wiesbaden, Germany, B1-1
Bernd Skiera, Anja Lambrecht
(2002), pp. 855-872, Handbuch Produktmanagement, Wiesbaden, Germany, B1-1
Measuring consumers' willingness to pay at the point of purchase
K Wertenbroch, B Skiera
(2002), Vol. 39, pp. 228-241, Journal of marketing research, Chicago, Ill., C1-1
Umsatzvorgaben für Außendienstmitarbeiter
Sönke Albers, Bernd Skiera
(2000), pp. 957-978, Marktforschung, Wiesbaden, Germany, B1-1
Bernd Skiera, Sönke Albers
(2000), pp. 203-236, Marktforschung, Wiesbaden, Germany, B1-1
Flexible Preisgestaltung im Electronic Business
Bernd Skiera, Martin Spann
(2000), pp. 539-557, Handbuch Electronic Business, Wiesbaden, Germany, B1-1
Bernd Skiera, Anja Lambrecht
(2000), pp. 813-831, Handbuch Produktmanagement, Wiesbaden, Germany, B1-1
COSTA: Verkaufsgebietseinteilung zur Maximierung des Deckungsbeitrags
Sönke Albers, Bernd Skiera
(1999), pp. 13-20, Computer Based Marketing, Wiesbaden, Germany, B1-1
The ability to compensate for suboptimal capacity decisions by optimal pricing decisions
B Skiera, M Spann
(1999), Vol. 118, pp. 450-463, European journal of operational research, Amsterdam, The Netherlands, C1-1
COSTA: Verkaufsgebietseinteilung zur Maximierung des Deckungsbeitrags
Sönke Albers, Bernd Skiera
(1998), pp. 13-20, Computer Based Marketing, Wiesbaden, Germany, B1-1
COSTA: contribution optimizing sales territory alignment
B Skiera, S Albers
(1998), Vol. 17, pp. 196-213, Marketing science, Catonsville, Md., C1-1
Verkaufsgebietseinteilung zur Maximierung des Deckungsbeitrags
Bernd Skiera
(1996), Wiesbaden, Germany, A1-1
Eine Simulationsstudie zur Gütebeurteilung der gegenwärtigen Vorgehensweise
Bernd Skiera
(1996), Vol. 81, pp. 195-266, Book cover Book cover Verkaufsgebietseinteilung zur Maximierung des Deckungsbeitrags, Wiesbaden, Germany, B1-1
Deckungsbeitragsmaximale Verkaufsgebietseinteilung
Bernd Skiera
(1996), Vol. 81, pp. 79-193, Verkaufsgebietseinteilung zur Maximierung des Deckungsbeitrags, Wiesbaden, Germany, B1-1
Funded Projects at Deakin
No Funded Projects at Deakin found
Supervisions
No completed student supervisions to report