Frank Germann

Assistant Professor

Frank  Germann

Contact Information

  • Office: 395 Mendoza College of Business
  • Phone: 574-631-4858
  • Send an email


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.

Dr. Germann has received teaching awards at both Penn State (2011 Ossian R. MacKenzie teaching award) and Notre Dame (2014 & 2017 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. He was selected as a 2017 Marketing Science Institute (MSI) Young Scholar, and he serves on the Editorial Review Boards of the Journal of Marketing, the Journal of Marketing Research, and the Journal of the Academy of Marketing Science. He received a Best Reviewer award from the Journal of the Academy of Marketing Science in 2017, and an Outstanding Reviewer award from the Journal of Marketing in 2018.

Before entering academia, he worked for Johnson&Johnson, Hewlett-Packard, IBM, and the German Red Cross. He has also served as an Academic Advisor to McKinsey & Co.'s Datamatics team.

Areas of Expertise

Marketing Strategy

Customer Analytics

Marketing in the C-Suite

Brand Management


Ph D, Penn State

Master of Applied Statistics, Penn State

MBA, University of Notre Dame

Diploma, Reutlingen University

Diploma, University of Savoy


"Relating Online, Regional, and National Advertising to Firm Value", (with Hari Sridhar, Charles Kang, Rajdeep Grewal), Journal of Marketing, 80, 2016.

"Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit", (with Aaron Garvey, Lisa Bolton), Journal of Consumer Research, 42, 2016.

"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.