Christian Schlereth

Christian Schlereth
WHU Otto Beisheim School of Management | WHU · Chair of Digital Marketing; Marketing and Sales Group

Prof. Dr.

About

36
Publications
35,979
Reads
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436
Citations
Additional affiliations
October 2014 - present
WHU Otto Beisheim School of Management
Position
  • Professor (Full)
October 2011 - September 2014
Goethe-Universität Frankfurt am Main
Position
  • Professor (Assistant)
January 2010 - present
Goethe-Universität Frankfurt am Main

Publications

Publications (36)
Article
Full-text available
Discrete choice experiments such as choice-based conjoint and dual response are popular preference elicitation methods, yet, they can suffer from context effects, extreme response behavior, and problems with estimating consumers’ willingness to pay accurately when the purchase probability is high. This study proposes two new features to avoid these...
Article
Full-text available
Not all social media "friends" are close friends but distinguishing them from mere acquaintances is an important task in marketing. The notion of a close friend is reflected in the metric tie strength, but the true tie strength is often unobserved in online social networks. With this research, we propose an approach that predicts real-world tie str...
Article
Full-text available
Discrete choice experiments have emerged as the state-of-the-art method for measuring preferences, but they are mostly used in cross-sectional studies. In seeking to make them applicable for longitudinal studies, our study addresses two common challenges: working with different respondents and handling altering attributes. We propose a sample-based...
Article
Full-text available
Work-related social media networks (SMNs) like LinkedIn introduce novel networking opportunities and features that promise to help individuals establish, extend, and maintain social capital (SC). Typically, work-related SMNs offer access to advanced networking features only to premium users in order to encourage basic users to become paying members...
Article
Als Premiummitglied in Karrierenetzwerken erhalten Nutzer:innen zusätzliche Funktionen. Insbesondere der Aufbau eines großen Netzwerkes von hilfreichen Kontakten ist eines der häufig beworbenen Hauptziele. Mittels eines Feldexperiments, bei dem Premiummitgliedschaften unter 215 Freelancern verlost wurden, und der Analyse von umfangreichen Individua...
Article
Full-text available
Digitale Dienste ermöglichen eine flexible Gestaltung von Tarifen. Längst geht es dabei nicht mehr nur um die Festlegung der Preise, sondern wie die Leistungserbringung überhaupt ge-messen und abgerechnet wird. Die Preismetrik ist die Einheit, die Dienste-Anbieter zur Mes-sung der Nutzung einsetzen (z.B. bei Daten: pro Zeiteinheit für die Übertragu...
Article
Background Mothers in Germany are entitled to midwifery care; however, they face a lack of skilled professionals. While the reliability of the access to midwifery is of great public interest, we know little about clients’ preferences. Objectives We conduct a discrete choice experiment to study preferences and willingness to accept copayment for th...
Article
Full-text available
Objectives The objective of this paper is to study under which circumstances wearable and health app users would accept a compensation payment, namely a digital dividend, to share their self-tracked health data. Methods We conducted a discrete choice experiment alternative, a separated adaptive dual response. We chose this approach to reduce extre...
Article
Full-text available
In the emerging business of online lead generation, many conversational touchpoints have moved to the online space. These companies capture leads, sell them to partners, and often generate millions of revenue in the process. We abstract this novel digital business model in a framework, derive best practices, and provide managerial recommendations.
Preprint
Full-text available
Mothers in Germany are entitled to midwifery care; however, they face a lack of skilled professionals. While the reliability of the access to midwifery is of great public interest, we know little about clients’ preferences. We conduct a discrete choice experiment with separated adaptive dual response with 2,080 mothers and pregnant women to study p...
Article
Full-text available
Service providers often use minimum increments and billing increments to charge for higher usage than customers' true usage. Despite their popularity in business practice, research has largely ignored these increments and assumed that charged usage always equals true usage. We develop an overcharging index that represents the extent to which a cust...
Article
Full-text available
Although building, increasing and maintaining a long-term oriented brand equity is key for companies, they often solely measure short-term oriented impact of their marketing activities on sales- or brand based metrics. In this paper, we review the theoretical background of long-term oriented brand equity constructs and use interviews with brand equ...
Article
Full-text available
Business negotiations constitute a key element of supply chain interactions that can create additional value for both the buyer and supplier. However, negotiations can also render the parties vulnerable to deception. While a large body of knowledge on buyer-supplier relationships exists, research on deception and bounded ethicality in supply chain...
Article
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Time-variant pricing plans in electricity markets aim to mitigate mismatches between demand and supply by incentivizing consumers to shift their demand from costly peak to cheaper off-peak times. Their implementation can be manifold; they could depend statically on the time of the day (i.e., time-of-use pricing) or adjust prices dynamically in near...
Article
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In June 2016, the German federal government decided to ban commercial gas drilling through fracking in Germany for the time being and delegated the approval for scientific purposes to the federal states. Similar to many other mega projects before, one of the potential reasons that caused fracking to fail was a lack of social acceptance. This articl...
Article
Full-text available
Advance payment systems represent a pricing innovation, in which companies predict customers’ future consumption for the following year and then bill a series of monthly, uniform advance payments. Any difference between predicted and actual consumption gets settled at the end of the year with a refund or extra payment. Companies thus gain earlier a...
Article
Full-text available
Advance payment systems represent a pricing innovation, in which companies predict customers’ future consumption for the following year and then bill a series of monthly, uniform advance payments. Any difference between predicted and actual consumption gets settled at the end of the year with a refund or extra payment. Companies thus gain earlier a...
Article
Full-text available
There is a substantial gap in research regarding the adoption of electric vehicles as a strategy to remedy the climate problem and reduce oil consumption by integrating complementary mobility services. To address this gap, we employ a two-step approach utilizing a hybrid stated preference method. Study 1 uses Best–Worst Scaling and identifies the t...
Article
Full-text available
Zur Messung von Bedeutungsgewichten nutzen Marktforscher etablierte Präferenzmessmethoden wie die Choice-Based Conjoint Analyse. Parallel hierzu nutzen Verhaltensforscher eigene Methoden zur Aufzeichnung des Informationssuchprozesses. Ziel dieses Beitrages ist zu zeigen, dass die Beobachtung der Aufmerksamkeit, welche Konsumenten einem Attribut wid...
Article
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Self-explicated approaches are popular preference measurement approaches for products with many attributes. This article classifies previous self-explicated approaches according to their evaluation types, i.e. trade-off- versus non-trade-off-based, and outlines their advantages and disadvantages. In addition, it proposes a new method, the presorted...
Article
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Purpose: In cooperation with a German online retail bank, this study investigates how the bank should price a new fee-only financial advisory service. Two types of pricing plans differ in terms of their strategies for determining monthly prices: a fixed monthly price that is identical for all clients (i.e., a flat pricing plan) or a monthly price t...
Conference Paper
Full-text available
We review and empirically compare a variety of hierarchical Bayes models that use the data obtained from discrete choice experiments to capture usage behavior under two-part tariffs, as are commonly used in service industries such as telecommunication, cloud computing, and online music downloads. The models enable the simultaneous prediction of con...
Article
Full-text available
Using an agent-based model to study the success of product sampling campaigns that rely on information about social networks, this article investigates the essential decisions of whom and how many consumers to target with free product samples. With an unweighted and a weighted real-world personal communication network, we show that the decision of...
Conference Paper
Full-text available
Providers of cloud computing services commonly offer contract plans (e.g., subscriptions) with different contract lengths as an alternative to single period plans. Contract plans are attractive for consumers who use the service periodically because the consumers benefit from significant price discounts if they commit themselves to the service provi...
Article
Full-text available
Willingness-to-pay has always been conceptualized as a point estimate, frequently as the price that makes the consumer indifferent between buying and not buying the product. In contrast, this article estimates willingness-to-pay (WTP) as an interval based on discrete choice experiments and a scale-adjusted latent class model. The middle value of th...
Article
Full-text available
A bucket pricing plan charges a periodic (usually monthly) fixed price that allows consumers to use the service up to a set allowance. The determination of optimal plans requires knowledge about each consumer's simultaneous decision about service subscription, plan choice, and consumption, which are interrelated and difficult to predict. Beside pri...
Chapter
Full-text available
Knowledge about consumers' preferences is of utmost importance for many marketing decisions, but transactional data are frequently unavailable. Therefore, marketing research-ers have developed ground-breaking methods that build upon stated preference data to measure consumers' preferences; these methods include self-explicated methods, rating-based...
Conference Paper
Full-text available
Today’s pricing of infrastructure-as-a-service is not transparent because some providers, such as Google, charge separately for each service characteristic (e.g., $50 per CPU or $15 per GB of memory per month) and let customers freely configure the service. In contrast, competitors like Amazon, Microsoft, and IBM only offer predefined bundles (e.g....
Article
Full-text available
Metered pricing plans for services enable companies to increase their profits. Yet measuring consumer preferences for different forms of metered pricing is difficult, because metered prices simultaneously influence three consumer decisions: to purchase the service, to choose a particular pricing plan, and to use a particular quantity. These decisio...
Article
Full-text available
Die Fair-Use Flatrate ist eine vielversprechende neue Tarifart, die verstärkt im Zugangsgeschäft zum mobilen Internet eingesetzt wird. Vergleichbar mit einer klassischen Flatrate gestattet sie die unbegrenzte Nutzung zu einem festen monatlichen Preis, drosselt allerdings die Geschwindigkeit nach Überschreitung eines bestimmten Transfervolumens. Geg...
Article
Full-text available
The fair use flat rate is a promising tariff concept for the mobile telecommunication industry. Similar to classical flat rates it allows unlimited usage at a fixed monthly fee. Contrary to classical flat rates it limits the access speed once a certain usage threshold is exceeded. Due to the current global roll-out of the LTE (Long Term Evolution)...
Article
Full-text available
Service providers often offer tariff structures with several two-part tariffs that consist of a fixed fee and a usage price, such that consumers may pick the tariff they prefer. Prices of tariffs have significant impacts on service providers' profit, because they simultaneously influence consumers' tariff choices and their usage. The number of tari...
Article
Full-text available
Für eine sinnvolle Preisgestaltung ist die Kenntnis über die Zahlungsbereitschaften von Konsumenten unerlässlich. Dabei wurde die Zahlungsbereitschaft immer als Punktschätzung aufgefasst, typischerweise als der Preis, der den Konsumenten indifferent zwischen Kauf und Nicht-Kauf des Produkts macht. Dieser Beitrag entwickelt ein Modell für die sehr p...

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Projects (3)