Taking a more entrepreneurial perspective on marketing
Prof. Simone Wies
Professor of Marketing,
Faculty of Economics and Business, Goethe University Frankfurt
Date: 13 March 2025 (Thursday)
Time: 13:00 to 14:00
Venue: E22-G015
Host: Prof. Matthew Ting Chi LIU, Professor of Marketing
Abstract
This session will give a short overview of work that appreciates a more entrepreneurial focus on the financing dynamics of marketing assets and activities, particularly firm innovation. Broadly speaking, it involves work centered on how to engage in innovation, appropriate returns from innovation, and incentivize innovation; this includes innovation efforts resulting from digitalization opportunities, including the creator economy, and the creation of new ventures, business models, product introductions, and marketing innovations.
Speaker
Prof. Simone Wies is Professor of Marketing at the Faculty of Economics and Business at Goethe University Frankfurt. Prior to her appointment, she held a position at the Leibniz Institute for Financial Research SAFE at Goethe University Frankfurt and a Post-Doctoral position in Marketing at the Fuqua School of Business, Duke University. She received her M.Sc. in Marketing and Finance, and Ph.D. in Finance from Maastricht University. Prof. Wies is interested in empirical models focused on firm-level marketing strategy questions with an emphasis on the financing dynamics and performance effectiveness of such strategies that help firms compete and differentiate their offerings in sustainable ways. A substantial part of her work focuses on firm innovation as a particularly important type of marketing strategy. This includes innovation efforts resulting from digitalization opportunities, including the creator economy, and the creation of new ventures, business models, product introductions, or marketing innovations. Her work has been published in outlets such as Marketing Science, the Journal of Marketing, the Journal of Marketing Research, and Management Science. Besides her research, she teaches in undergraduate, graduate, and MBA programs at Goethe University Frankfurt, and is the Director of the Ph.D. Marketing Track of the graduate school GSEFM.
All are welcome!
