Prof. Dr. Christian Barrot

Associate Professor of Marketing and Innovation

Dean of Programs

Christian Barrot is Dean of Programs and Associate Professor of Marketing and Innovation at Kühne Logistics University. He studied Business Administration at CAU in Kiel and the Norwegian School of Management (BI) in Oslo and holds a Ph.D. from the Christian-Albrechts-University at Kiel. Before joining the KLU faculty, he gained industry experience as consultant and entrepreneur in the Internet and telecommunication sector.

 

Barrot’s research focuses on Diffusion of Innovations, Social Networks, Customer Relationship Management, as well as Electronic Commerce and Service Management. His research has been published in Journal of Marketing, International Journal of Research in Marketing and International Journal of Electronic Commerce. In 2007 and 2009, he was a visiting scholar at Penn State University, Smeal College of Business, and in 2011 a visiting scholar at the Columbia Business School.

Contact

Tel: +49 40 328707-226
Fax: +49 40 328707-209
christian.barrot@the-klu.org

Networks

Selected Publications

Copy reference link   DOI: http://dx.doi.org/10.1016/j.ijresmar.2015.09.004

Abstract: Referral programs have become a popular tool to use the customer base for new customer acquisition. We replicate the work of Schmitt et al. (2011) who find that referred customers are more loyal and valuable than customers acquired through other channels. While our results confirm that rewarded referrals indeed reduce the risk of customer churn, we do not find that referred customers are necessarily more valuable. Analysis of the relationship between senders and receivers of referrals demonstrates that demographic similarity drives the referred customer value.

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Copy reference link   DOI: 10.2753/JEC1086-4415180102

Abstract: Using an agent-based model to study the success of product-sampling campaigns that rely on information about social networks, this paper investigates the essential decisions of which consumers and how many of them to target with free product samples. With an unweighted and a weighted real-world personal communication network, we show that the decision of which consumers to target is more important than that of how many consumers to target. Use of social network information increases profits by at least 32 percent. Companies should use a high-degree targeting heuristic to identify the most influential consumers. Use of social network information increases profit for single-purchase products mainly because it supports targeting more influential consumers and therefore speeds up diffusion throughout the network. For repeat-purchase products, social network information decreases the optimal number of samples and thus the cost of the campaign.

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Academic Positions

since 09/16Dean of Programs at Kühne Logistics University, Hamburg, Germany
since 06/16

Associate Professor of Marketing and Innovation, Kühne Logistics University, Hamburg, Germany

2011 - 2016

Assistant Professor of Marketing and Innovation, Kühne Logistics University, Hamburg, Germany

2011 / 2012

Visiting Professor at the University of Hamburg

2011

Visiting Scholar at the Columbia Business School, New York, USA

2008 - 2010

Assistant Professor of Marketing, Christian-Albrechts-University at Kiel, Germany

2007 / 2009

Visiting Scholar at the Penn State University, Smeal College of Business, State College, USA

Education

2014

Dr. habil., Christian-Albrechts-University at Kiel, Germany.
Habilitation: "Essays on the Management of Social Contagion"

2008

Dr. sc. pol., Christian-Albrechts-University at Kiel, Germany.
Dissertation: “Essays on the Diffusion of Innovation in a Digital Age."
Co-Chairs: Sönke Albers and Christian Henning

2001

Diplom-Kaufmann (MSc. in Business Administration), Christian-Albrechts-University at Kiel, Germany