Prof. Dr. Christian Barrot

Professor of Marketing and Innovation

Dean of Programs

Christian Barrot is Dean of Programs and Professor of Marketing and Innovation at Kühne Logistics University in Hamburg. He studied business administration at the Christian-Albrechts-University of Kiel and the Norwegian School of Management (BI) in Oslo. After his doctorate and habilitation at the CAU and research stays at Penn State University and Columbia Business School, Prof. Barrot has been at KLU since 2011, where he specializes in innovation management, marketing and entrepreneurship. 

Prof. Barrot's research interests include topics such as the diffusion of innovations, social networks, customer relationship management and electronic business. His research has been published in leading international journals such as Journal of Marketing, International Journal of Research in Marketing, International Journal of Electronic Commerce, and Journal of Business Ethics. His research has been recognized with the 2018 Sheth/Journal of Marketing Award (long-term contribution to the discipline of marketing), the 2018 VHB Best Paper Award (Finalist), the 2011 MSI/H. Paul Root Award (Finalist), and he is a Fellow of the AMA-Sheth Foundation Doctoral Consortium 2005. 

Together with colleagues from the universities of Hamburg, Münster, and Cologne, Prof. Barrot serves as head of DFG-FOR 1452, the first Research Group in the field of business ever to be supported by the German Research Foundation (DFG). Receiving a total funding of EUR 4.0m, this group investigates aspects of marketing in the context of digital social media.

As a company founder, consultant, and supervisory board member, Prof. Barrot has gained almost two decades of practical experience in the field of digital transformation. With this background, he actively supports the entrepreneurial activities of KLU students and alumni, particularly during the ideation and start-up phases.

Prof. Barrot regularly engages in research co-operations with firms from various industries on customer management topics such as referral programs, churn prevention, and targeting. A common thread of these projects is the use of advanced quantitative analysis methods to support management decision-making.

Selected Publications

DOI: 10.1509/jm.10.0088 

Abstract: Seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy. This study compares four seeding strategies in two complementary small-scale field experiments, as well as in one real-life viral marketing campaign involving more than 200,000 customers of a mobile phone service provider. The empirical results show that the best seeding strategies can be up to eight times more successful than other seeding strategies. Seeding to well-connected people is the most successful approach because these attractive seeding points are more likely to participate in viral marketing campaigns. This finding contradicts a common assumption in other studies. Well-connected people also actively use their greater reach but do not have more influence on their peers than do less well-connected people.

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Research Group

Academic Positions

since 12/17Professor of Marketing and Innovation, Kühne Logistics University, Hamburg, Germany
since 09/16Dean 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.
Habilitation: "Essays on the Management of Social Contagion"


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


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