Prof. Dr. Dr. h.c. Sönke Albers

Professor of Marketing and Innovation

Dr. Sönke Albers is Professor of Marketing and Innovation. From 2010 to 2016 Prof. Albers served as Dean of Research and was responsible for faculty development and ensuring that KLU becomes a research-oriented university that is internationally competitive. Before joining KLU he was a Professor of Marketing at WHU and the University of Lüneburg. After that he served more than 20 years as Professor of Innovation, New Media, and Marketing at Christian-Albrechts-University at Kiel, Germany. He holds a doctorate in Operations Research from University of Hamburg. He was awarded an honorary doctorate from Goethe University Frankfurt. He was a Rector of WHU, and a Dean of the School of Business Administration, Economics, and Social Sciences of Christian-Albrechts-University at Kiel. He is Fellow of the European Marketing Academy and served as President of the German Academic Association for Business Research which comprises nearly all 2000 business professors in Germany, Austria and Switzerland. He is also a member of the Academy of Sciences in Hamburg.

Prof. Albers is very active in educating future scientists. In total 30 professors originate from his efforts. 12 of his doctoral students are now professors at Universities (8 at the rank of full professor, 1 at the rank of associate professor and 3 at the rank of assistant professor). In addition, 7 of his doctoral students are now professors at Universities of Applied Sciences (Fachhochschule). His 12 former students now being professors have educated another 11 full professors and 7 assistant professors at universities plus 3 professors at Universities of Applied Sciences.

Prof. Albers' research interests are lying in the areas of marketing planning, sales management, and diffusion of innovations. He is author of about 150 articles in international and German journals such as Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing and published over 15 books. As a result, he was ranked number 7 in publication productivity by Handelsblatt in 2009. He was editor-in-chief and department editor Marketing of BuR – Business Research and on the editorial boards of several international journals.

He was selected to receive the 2011 EMAC Distinguished Marketing Scholar Award. The award marks the highest honor that a marketing scholar in Europe can receive and recognizes Sönke Albers' extensive and impactful research publications as well as his outstanding contributions to the European Marketing Academy (EMAC), the largest association of marketing scholars in Europe. Before that he has won together with Marc Fischer the 2009-2010 INFORMS Society for Marketing Science MSI Practice Prize with their work on “Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities” which describes the successful implementation of a new heuristic for budget allocation at Bayer with a profit improvement potential of nearly half a billion Euro.

Contact

Tel: +49 40 328707-211
Fax: +49 40 328707-209
soenke.albers@the-klu.org

Networks

Selected Publications

Copy reference link   DOI: 10.1016/j.ijresmar.2012.03.001

Abstract: The methodological discussion on the calibration of aggregate marketing response models has shifted away from how to obtain usable input for optimization toward how to avoid biases in statistical estimation. The purpose of this article is to remind researchers that such calibration is performed either to support managers in their marketing-mix decisions or to create general knowledge that leads to a better understanding of marketing relationships and thus indirectly supports decisions. Both goals require response models that are optimizable. The models must also be implementable if actual decision support is the objective. Herein, I identify several aspects for which these requirements are not always fulfilled: First, the appropriateness of the chosen functional form of the marketing response models is rarely discussed, although different forms imply quite different optimal solutions. Second, endogeneity is taken into account by structural equations, even though we lack sufficient information on how managers reach their decisions. Third, estimation methods for response models are often evaluated based on goodness-of-fit, while an assessment of their usefulness for subsequent optimization is neglected. Therefore, I provide recommendations for improving the current practice by better specifying the response function and undertaking more simulation-based evaluations of the best estimation method for use in subsequent optimization. With respect to implementation, usability can be facilitated using spreadsheets and heuristics. Moreover, gaining generalizable and replicable knowledge requires better documentation of results, which can be achieved through providing elasticities and as many details as are necessary to replicate a study, thereby enabling faster learning.

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Research Projects

Teaching at KLU

since 2010

Professor of Marketing and Innovation and Dean of Research at Kühne Logistics University, Hamburg, Germany

2010 - 2016Dean of Research at Kühne Logistics University, Hamburg, Germany
2006 and 2009

Visiting Scholar at the University of Technology, Sydney, Australia

since 2005

Member of the Academy of Science in Hamburg

2005

Visiting Scholar at Pennsylvania State University, Smeal College of Business Administration

2002 and 2006

Visiting Scholar at the Australian Graduate School of Management in Sydney, Australia

1999/01

Dean of the School of Business, Economics, and Social Sciences of Christian-Albrechts-University at Kiel

1999

Professor of Innovation, New Media and Marketing at Christian-Albrechts-University at Kiel

1993/94

Visiting Professor of Marketing at the University of Würzburg

1990

Professor of Marketing and Management Science at Christian-Albrechts-University at Kiel

1989

Visiting Professor of Marketing at INSEAD (Fontainebleau)

1986

Professor of Marketing and Management Science at the University of Lüneburg

1985

Dean of the Koblenz School of Corporate Management (WHU)

1984

Professor of Marketing and Management Science at the Koblenz School of Corporate Management (WHU)

1982/83

Visiting Assistant Professor of Finance at the University of Siegen

1982

"Habilitation" for Business Administration at the University of Kiel with a thesis on "Decision support for personal selling"

1981

Assistant Professor of Marketing and Management Science at the

department of business administration of Christian-Albrechts-University at Kiel

1980/81

Visiting Research Scholar at the Graduate School of Business of Stanford University (associated with Prof. Dr. V. Srinivasan)

1977

Assistant Professor of Marketing and Management Science at the

department of business administration of Christian-Albrechts-University at Kiel

1974

Teaching and research assistant at the department of business

administration of Christian-Albrechts-University at Kiel (Prof. Dr. Dr. h.c. Klaus Brockhoff)    

1977

Doctoral Degree (Dr. rer. pol., equivalent to a Ph.D.) from the

University of Hamburg with a dissertation on "Airline Crew Scheduling" (advisor: Prof. Horst Seelbach)

1973

Diploma in business administration from University of Hamburg 

Internships with the companies AG Weser (Shipyard), Grünhut (Shipping Agency), Kühne (Food Manufacturer), Krupp Atlas Elektronik GmbH (Electonics Manufacturer), all of them in Bremen, computer programmer with Harder, Meiser & Co. (Fruit Distributor), Bremen, Summer student associate with IBM Deutschland GmbH

Honorary Membership of German Academic Association of Business Research (2015)

Sönke Albers has been elected as honorary member of the German Academic Association of Business Research (VHB: Verband der Hochschullehrer für Betriebswirtschaft) which comprises almost all 2200 professors and researchers in business in Germany, Austria, Liechtenstein, and the German-speaking part of Switzerland. Such an honorary membership is given to members that have shown excellence in research and provided important services to the community. Sönke Albers was member of the advisory board of VHB, chairman of the commission marketing, editor-in-chief of the scientific journal “Business Research” of the association, and chairman of VHB 2007-2008.

EMAC Distinguished Marketing Scholar Award (2011)

Sönke Albers has been selected to receive the 2011 EMAC Distinguished Marketing Scholar Award. The award marks the highest honor that a marketing scholar in Europe can receive and recognizes Sönke Albers' extensive and impactful research publications as well as his outstanding contributions to the European Marketing Academy (EMAC), the largest association of marketing scholars in Europe.

INFORMS Society for Marketing Science MSI Practice Prize (2010)

Sönke Albers has won together with Marc Fischer the 2009-2010 INFORMS Society for Marketing Science MSI Practice Prize. The prize was awarded for outstanding development and implementation of marketing science concepts and methods. The paper is entitled, “Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities.” The winning research provides an innovative solution to what is called “the dynamic marketing allocation budget problem” for multi-product, multi-country firms at Bayer, Inc. The decision-support model allows Bayer to determine annual marketing budgets at the country-product-activity level in a Microsoft Excel-supported environment. The model takes into account marketing dynamics and a product’s growth potential, as well as tradeoffs of marketing effectiveness and profit contribution. The research for Bayer has realized benefits and savings of hundreds of millions.

Further information and a video of the presentation is available here 

Honorary doctorate from Johann Wolfgang Goethe University at Frankfurt/Main (2005)

Sönke Albers has received in 2005 an honorary doctorate from Johann Wolfgang Goethe University at Frankfurt/Main. Goethe University honors his contributions to make marketing effects better quantifiable. He has not only published his research in national as well international journals but also implemented his research in several companies. He has been very successful in educating numerous academic students who are now professors.

Best paper award of the International Journal of Research in Marketing (2004)

Sönke Albers received the best paper award of the International Journal of Research in Marketing for his article (together with Manfred Krafft and Rajiv Lal) “Relative explanatory power of agency theory and transaction cost analysis in German Salesforces”, in: International Journal of Research in Marketing, Vol. 21 (2004), 265-283.

  • Dr. Ulrike Bähr (Fachhochschule Kiel)

  • Prof. Dr. Christian Barrot (Kühne Logistics University)

  • Prof. Dr. Jan U. Becker (Kühne Logistics University)

  • Dr. André Bielecki (Xing AG)

  • Dr. Wilhelm Bielert (SolidGround Group)

  • Dr. Sigurd Bünte (Dr. Eckhardt + Partner GmbH)

  • Prof. Dr. Michel Clement (Universität Hamburg)

  • Prof. Dr. Sabine Eggers (Fachhochschule Osnabrück)

  • Dr. Karin Eggert (HTW Chur, Schweiz)

  • Dr. Thomas Fandrich

  • Prof. Dr. Marc Fischer (Universität zu Köln)

  • Dr. Ingo Garczorz (Kampmann Berg & Partner)

  • Prof. Dr. Karen Gedenk (Universität Hamburg)

  • Prof. Dr. Goetz Greve (Hamburg School of Business Administration)

  • Dr. Sina Henningsen (Simon-Kucher&Partners)

  • Dr. Olaf Bernd Ihde (Deichmann SE)

  • Prof. Dr. Heike Jochims (FH Wedel, University of Applied Sciences)

  • Dr. Nicolai Johannsen (Otto Group)

  • Dr. Maria Kaya (Queensland University of Technology (QUT))

  • Dr. Christine Köhler

  • Prof. Dr. Manfred Krafft (Institute of Marketing, University of Münster)

  • Prof. Dr. Raoul V. Kübler (Özyegin University, Istanbul)

  • Dr. Jan Kuhlmann (MezzVest)

  • Prof. Dr. Thorsten Litfin (HS Osnabrück)

  • Dr. Ulf Marks (Kao Germany)

  • Dr. Gregor Panten (Deutsche Telekom AG)

  • Dr. Claudius Paul (ClickandBuy Marketing AG)

  • Prof. Dr. Kay Peters (Universität Hamburg)

  • Dr. Dennis Proppe (Gradient GmbH)

  • Dr. Kerstin Reimer (analytix GmbH)

  • Dr. Matthias Runte (Runte Consulting GmbH)

  • Prof. Dr. Henrik Sattler (Universität Hamburg)

  • Dr. Björn Schäfers (shopping24 internet group)

  • Prof. Dr. Holger Schneider (FH Wedel, University of Applied Sciences)

  • Prof. Dr. Bernd Skiera (Goethe-University, Frankfurt)

  • Dr. Florian Söhnchen (Danfoss Silicon Power GmbH)

  • Dr. Silvia Boßow-Thies (CapGemini Consulting)

  • Prof. Dr. Dieter K. Tscheulin (Universität Freiburg)