Jan Becker is Dean of Research and Associate Professor of Marketing and Service Management at Kühne Logistics University. He studied Business Administration in Kiel and Bayreuth and holds a doctorate in Marketing from the Christian-Albrechts-University at Kiel. Before joining the KLU faculty, he gained industry and consulting experience in the telecommunication and media/entertainment sector and taught at the universities of Kiel, Passau, and Rostock. At KLU, he teaches several Marketing courses in the bachelor, master, and doctoral programs.
Becker’s research focuses on Customer Relationship Management, Strategic Marketing, as well as Innovation Research and Service Management. His research has been published in Journal of Marketing, International Journal of Research in Marketing, Marketing Letters, and Journal of Media Economics. He is a regular visiting scholar at the Anderson Graduate School of Management, University of California, Los Angeles (UCLA).
Meyners, Jannik, Christian Barrot, Jan U. Becker and Anand Bodapati (In press):Reward-scrounging in customer referral programs, International Journal of Research in Marketing.
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.
Becker, Jan U., Goetz Greve and Sönke Albers (2009):The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention, International Journal of Research in Marketing, 26(3): 207-215.
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Teaching at KLU
|Since 09/16||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