Jan Becker is Professor of Marketing and Service Management at Kühne Logistics University in Hamburg. He studied Business Administration in Kiel and Bayreuth and holds a doctorate and habilitation in Marketing from the Christian-Albrechts-University at Kiel. Before joining KLU in 2011, he taught at the universities of Kiel, Passau, and Rostock. His teaching portfolio comprises several Marketing courses in the bachelor, master, and doctoral programs as well as in the Executive Education.
Prof. Becker’s research focuses on topics such as Customer Relationship Management, Strategic Marketing, as well as Service Management and Electronic Commerce. His research has been published in prestigious international journals such as Journal of Marketing, International Journal of Research in Marketing, Marketing Letters, and Journal of Business Ethics. His research has won the 2018 Sheth/Journal of Marketing Award for the long-term contribution to the discipline of marketing, and the 2015 IJRM Best Paper Award. Furthermore, he was finalist for the 2011 MSI/H. Paul Root Award as well as for the 2018 VHB Best Paper Award. Becker is a regular visiting scholar at the Anderson Graduate School of Management, University of California, Los Angeles (UCLA).
With more than 15 years of industry and consulting experience in the field of digital transformation, Prof. Becker 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 analytical methods to support management in decision-making.
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.
Abstract: Rewarding existing customers for the recruitment of new ones has become an increasingly popular acquisition tool for companies. However, when a company rewards the recruitment of a new customer, managers are unaware of whether the rewarded referral was actually necessary or whether “reward-scrounging” has occurred because the referral receiver would have converted anyway. As a consequence, companies risk overestimating the effectiveness of their referral programs, which is why gaining insights into how and when reward-scrounging occurs is crucial. In this study, we employ a large data set from the telecommunications industry to analyze the drivers of reward-scrounging. The results indicate that reward-scrounging reduces the effectiveness of referral reward programs over time and that its likelihood depends on both the referral sender's network position and the company's marketing activities. The findings are used to develop managerial means to alleviate the negative effects of reward-scrounging.
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.
Burmester, Alexa B., Jan U. Becker, Harald J. van Heerde and Michel Clement (2015): The impact of pre- and post-launch publicity and advertising on new product sales, International Journal of Research in Marketing, 32 (2): 408-417.
Abstract: When companies launch new products, they need to understand the impact of publicity and advertising on sales. What is their relative effectiveness? Do they strengthen each other (have a positive interaction effect) or weaken each other (have a negative interaction effect)? Further, does the timing of these activities (before or after launch) affect their impact on sales? This paper develops hypotheses regarding the elasticities of pre- and post-launch publicity and advertising on sales. The hypotheses are tested on a large-scale empirical data set that tracks sales, publicity, and advertising for 3336 video games across 52 weeks covering the pre- and post-launch phases. The results demonstrate that pre-launch publicity is more effective than pre-launch advertising but that the reverse is true post-launch. Surprisingly, the analysis reveals a negative interaction effect between pre-launch advertising and publicity, which means that publicity becomes less effective when it is accompanied by higher levels of advertising for the same product. Simulations indicate that companies can gain most sales by focusing on publicity pre-launch, and that there is little benefit from increasing publicity and advertising during the same phase, which is consistent with negative (pre-launch) and zero (post-launch) interaction effects.
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.
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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|Since 2018||Professor of Marketing and Service Management, Kühne Logistics University, Hamburg, Germany|
|2016-2017||Dean of Research at Kühne Logistics University, Hamburg, Germany|
Associate Professor of Marketing and Service Management, Kühne Logistics University, Hamburg, Germany
|2010 - 2011|
Assistant Professor of Marketing and Service Management, Kühne Logistics University, Hamburg, Germany
|2008 - 2009|
Visiting Scholar at the University of California, Los Angeles, USA
|2007 - 2010|
Assistant Professor of Marketing, Christian-Albrechts-University at Kiel, Germany
Dr. habil., Christian-Albrechts-University at Kiel, Germany.
Dr. sc. pol., Christian-Albrechts-University at Kiel, Germany.
MSc. in Business Administration (Marketing, Controlling), Christian-Albrechts-University at Kiel, Germany
BSc. in Business Administration, University of Bayreuth, Germany