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Dr. Germann’s research interests are in the area of marketing strategy. More specifically, he is interested in how marketing actions (e.g., the use of marketing analytics), marketing personnel (e.g., the Chief Marketing Officer), and marketing assets (e.g., brands) influence firm performance.
His research has been published in leading marketing journals, including the Journal of Marketing, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Retailing, and Marketing Letters. His research has also been featured in the Harvard Business Review, by the Marketing Science Institute as part of the Institute's journal selections initiative, on NPR, the Today Show (NBC), The Atlantic, CBC, and USA Today, among others. He currently serves as an Academic Advisor to McKinsey & Co.'s Datamatics team.
Dr. Germann has received teaching awards at both Penn State (2011 Ossian R. MacKenzie teaching award) and Notre Dame (2014 James Dincolo teaching award), and some of his articles have won (e.g., 2013 Best Paper award of the International Journal of Research in Marketing) or been finalists of (2015 Shelby D. Hunt/Harold H. Maynard award; 2015 Marketing Science Institute/H. Paul Root award; 2016 William R. Davidson award) prestigious research awards.
Before entering academia, he worked for Johnson&Johnson, Hewlett-Packard, IBM, and the German Red Cross.
Areas of Expertise
Marketing Strategy, Customer Analytics, Brand Management
Doctor of Philosophy, Pennsylvania State University
Master of Applied Statistics, Pennsylvania State University
MBA, University of Notre Dame
Diploma, Reutlingen University
Diploma, University of Savoy
"Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit", (with Aaron Garvey, Lisa Bolton), Journal of Consumer Research, 42, 2016.
"Relating Online, Regional, and National Advertising to Firm Value", (with Hari Sridhar, Charles Kang, Rajdeep Grewal), to appear in Journal of Marketing.
"Washing Away Your Sins? Corporate Social Responsibility, Corporate Social Irresponsibility, and Firm Performance", (with Charles Kang, Rajdeep Grewal), Journal of Marketing, 80, 2016.
"The Chief Marketing Officer Matters", (with Peter Ebbes, Rajdeep Grewal), Journal of Marketing, 79, 2015.
"Do Retailers Benefit from Deploying Customer Analytics?", (with Gary Lilien, Lars Fiedler, Matthias Kraus), Journal of Retailing, 90, 2014.
"Product Recalls and the Moderating Role of Brand Commitment", (with Rajdeep Grewal, William Ross, Jr., Rajendra Srivastava), Marketing Letters, 25, 2014.
"Performance Implications of Deploying Marketing Analytics", (with Gary Lilien, Arvind Rangaswamy), International Journal of Research in Marketing, 30, 2013.