Lars Groeger

Affiliierte Professoren - Lehrbeauftragter

Urheberrecht: © Milk & Honey Photography
Marketing (MAR)



Nach Vereinbarung.


  • Aktuelles Thema: Design Thinking for Innovation

Ausgewählte Publikationen

Groeger, Lars & Buttle, Francis (2016), Deciphering word-of-mouth marketing reach: everyday chitchat vs. institutional WOM, Journal of Advertising Research, 56(4), 368-384.

Groeger, Lars, Moroko, L. & Hollebeek, L. (2016), Capturing value from non-paying consumers, Journal of Strategic Marketing, 24(1), 190-209.

Schweitzer, J., Groeger, L. and Sobel, L. (2016): The design thinking mindset of innovation leaders: An assessment of what we know and what we see in practice, Journal of Design Business & Society, 2(1), 71-94.

Groeger, L. & Buttle, F. (2014) “Word-of-mouth marketing: towards an improved understanding of multi-generational campaign reach”, European Journal of Marketing, 48(7/8), 1186-1208.

Groeger, L., & Buttle, F. (2014). Word-of-mouth marketing influence on offline and online communications: Evidence from case study research. Journal of Marketing Communications, 20(1-2), 21-41.

Sobel, L. & Groeger, L. (2013) “The Future of Design Thinking in Australia”, Design Management Review, 24, 2, 26-31.

Groeger L., & Sobel L. (2013), “Australia must embrace design thinking”, The London Financial Times, 4 March 2013.