Lars Groeger

Affiliated Professor - Associate Professor

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Marketing (MAR)


Consultation Hour

By appointment.


  • Current Topic: Design Thinking for Innovation


Lars Groeger is a Lecturer/Ass. Professor in Management at the Macquarie Graduate School of Management where he teaches Strategic Marketing Management, Consumer Behaviour and Design Thinking to MBA students and executives in Sydney and Hong Kong. MGSM’s MBA is ranked #1 in Australia (Financial Times 2015) among the world’s top 60 MBA programs (The Economist 2015).

Lars Groeger studied business administration and international management at the University of Cologne, HEC Paris and PennState University. In 2008, he received his doctoral degree from the University of Cologne and joined Macquarie University in Sydney in early 2010.

Lars is an expert in design led innovation and in analysing and managing customer engagements across online and offline communication channels. He is a Coach at the HPI School of Design Thinking and has worked with leading global corporations, start-ups and public institutions on topics ranging from customer acquisition strategies and tactics to product innovation applying a human-centred design process.

Lars currently lives in Sydney and Berlin and joined RWTH in October 2016 as an affiliate Professor, teaching Design Thinking for Innovation.

Research Interests

  • Design led innovation
  • Innovation team leadership
  • Customer Engagement
  • Word of Mouth

Selected Publications

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.