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.
Meyners, Jannik, Christian Barrot, Jan U. Becker and Jakob Goldenberg (2017): The Role of Mere Closeness: How Geographic Proximity Affects Social Influence, Journal of Marketing, 81 (5): 49-66.
Abstract: Geographic proximity has become increasingly relevant due to the growing number of marketing services that use consumers’ geographic locations, thus increasing the importance of gaining insights from this information. In five studies (both field and experimental), the authors analyze the effect of geographic proximity on social influence and demonstrate that not only social proximity but also perceived homophily can trigger social influence. They find that this effect holds under alternative representations of geographic distance and is confirmed for a range of different services and even for physical goods. Furthermore, the authors show that geographic proximity has a relative effect because the social influence of a closer sender is stronger than that of a more distant sender, regardless of the absolute distances. They present managerially relevant conditions under which the influence of geographic proximity not only is comparable to other types of information such as age or gender but also provides sufficient informational value for customers to offset differences among alternatives (e.g., due to higher prices) in trade-off decisions.
Meyners, Jannik, Christian Barrot, Jan U. Becker and Anand Bodapati (2017): Reward-scrounging in customer referral programs, International Journal of Research in Marketing, 34 (2): 382-398.
Armelini, Guillermo, Christian Barrot and Jan U. Becker (2015): Referral programs, customer value, and the relevance of dyadic characteristics, International Journal of Research in Marketing, 32 (4): 449-452.
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.
Hinz, Oliver, Bernd Skiera, Christian Barrot and Jan U. Becker (2011): Seeding strategies for viral marketing: An empirical comparison, Journal of Marketing, 75 (6): 55-71.
Barrot, Christian, Sönke Albers, Bernd Skiera and Björn Schäfers (2010): Vickrey vs. ebay: Why second-price sealed-bid auctions lead to more realistic price-demand functions, International Journal of Electronic Commerce, 14 (4): 7-38.
Teaching at KLU
Academic Fundamentals ()
Conducting Real World Research (MBA)
Innovation & New Business Ventures (BSc MGT)
Innovation and New Business Ventures ()
New Product Development and Pricing (MSc MGT)
Sustainable New Product Design and Design Thinking ()
Voice of the Customer Driven Marketing and Sales (MBA)
|since 09/16||Dean of Programs at Kühne Logistics University, Hamburg, Germany|
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
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
Dr. habil., Christian-Albrechts-University at Kiel, Germany.
Dr. sc. pol., Christian-Albrechts-University at Kiel, Germany.
Diplom-Kaufmann (MSc. in Business Administration), Christian-Albrechts-University at Kiel, Germany