Frank Germann

Assistant Professor

Frank  Germann

Contact Information


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 the Journal of Marketing, Journal of Consumer Research, International Journal of Research in Marketing, Journal of Retailing, and Marketing Letters, among others, and featured (e.g.) 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. He has also served as an Academic Advisor to McKinsey & Co.'s Datamatics team.

Dr. Germann has received awards for both his research (e.g., 2013 IJRM best paper award) and teaching (2011 Ossian R. MacKenzie teaching award at Penn State and 2014 James Dincolo teaching award at Notre Dame).

Before entering academia, he worked for Johnson&Johnson (Switzerland), Hewlett-Packard (Germany and Spain), IBM (United States and Germany), and the German Red Cross (Germany).

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.