Druckansicht der Internetadresse:


Chair in Marketing and Service Management

Print page


We have identified the central topics in research and teaching at the Chair of Service Management as the "Service Quality-Value-Framework" (Woratschek, Horbel, Popp, Ströbel, 2015).

The current main research topics and projects can be devided into three central research fields:

Actor Engagement, Market Shaping and InnovationHide

1. Actor Engagement Practices in Shaping Markets
Project Manager: Dr. Julia Fehrer, Prof. Dr. Jodie Conduit, Prof. Dr. Carolin Plewa, Dr Loic Li, Prof. Dr. Elina Jaakkola, Dr. Matthew Alexander
Contact Person: Dr. Julia Fehrer

Project Description: Markets are shaped by the purposive actions of market actors, aimed at creating new resource linkages in a market. We argue that it is through the engagement process that actors interact and create new resource linkages. Hence, market shaping necessitates the creation of, or change in, actor engagement behaviors. However, behavioral change in an individual is insufficient, as successful market shaping requires actors to adopt and enact new actor engagement practices to develop the new marketplace. While the institutionalization of engagement behaviors to practices can occur organically, we argue that through institutional work of the market shaper such change in actor engagement practices can be influenced. Drawing on institutional work and markets-as-practice literatures as well as an illustrative case study of a newly shaped blockchain-based marketplace, this research project develops a framework examining the role of the market shapers’ actions that change actor engagement practices and thereby create new resource linkages in the market.  

2. Market Shaping through Radical Technological Innovation
Project Manager: Dr. Julia Fehrer, Dr. Julia Jonas, Prof. Dr. Suvi Nenonen, Prof. Dr Kaj Storbacka, Prof. Dr Roderick J. Brodie
Contact Person: Dr. Julia Fehrer

Project Description: For radical technological innovation markets are largely absent. This is because radical technological innovation often comes with a huge variety of application fields and outputs that are unpredictable and uncertain. Thus, we suggest to rethink markets by viewing them as systems, where versatile actors learn, discover, and acquire information from one another in the system, and thereby shape this system. Radical technological innovation is particularly insightful and rich for understanding how markets evolve in perpetual reciprocal processes through the interplay of versatile actors, including founders, incubators, potential customers, universities, policy makers and investors. With this research project, we aim to understand how networks, centred in radical technological innovation evolve and how learning and adoption processes of versatile actors develop.

3. Service innovations in orthopedic rehabilitation
Project Manager: Bettina Kriegl (M.Sc.), Prof. Dr. Herbert Woratschek & Prof. Dr. Andrea Raab
Contact Person: Bettina Kriegl (M.Sc.)

Project Description: Today, rehabilitation faces major challenges due to a backdrop of demographic development, a continuously changing world of work and, a changing spectrum of illnesses. To meet the demographic and economic challenges in the future, service innovations are of crucial importance. However, they encounter strong barriers to diffusion in highly regulated markets such as the German healthcare system. The aim of the research project is to analyze the value in orthopedic rehabilitation based on the actors involved and, the integrated resources to improve the quality and efficiency of the existing services and, to identify the potential for innovation. Besides the project identifies which formal and informal regulations promote or hinder innovation and how actors can advocate institutionalization work. The theoretical framework for answering the research questions is provided by literature that can be subsumed under the catchwords "neo-institutionalism" and "resource integration". The Service-Dominant Logic is applied as a meta-theory.

4. Social Entrepreneurial Business Models in Emerging Countries
Project Manager: Dr. Julia Fehrer, Franziska Kullak, Prof. Herbert Woratschek
Contact Person: Dr. Julia Fehrer

Project Description: Recent developments in the business model literature view business models as systems that are dynamically configured and re-configured. We adopt this view and combine literatures on systemic business models and market practices to explore how social entrepreneurial business models can be shaped. Social enterprises can be understood as cooperative business models, where social entrepreneurs as well as a vast variety of heterogeneous actors, including volunteers, social associations, universities, investors and public policy makers perform actor engagement practices and to drive social innovation. Drawing on a rich case study – a social entrepreneurial ecosystem in Ghana – this research project explores actor engagement practices in social entrepreneurial business models leading to social and market innovation.

Actor Engagement and Sport Eco-SystemsHide

1. Sport Sponsoring als Engagement Plattform
Project Manager: Markus Buser (M.Sc.), Prof. Dr. Herbert Woratschek & Jan Schönberner (M.Sc.)
Contact Person: Markus Buser (M.Sc.)

Project Description: In the literature, sports sponsoring is usually regarded as a dyadic relationship between the sponsor (company) and sponsored (sports organization, athlete). However, if one takes a look at a large number of sponsors in the sponsoring portfolios of organizations in sport, it is obvious that this dyadic perspective is too narrow. To integrate multiple actors and their behaviors into the platform, we use ideas from Service Dominant Logic (SDL) and theories of Actor Engagements and, Engagement Platforms. This includes voluntary services provided by sponsors and sponsored persons, which are provided beyond contractual agreements (or without a contractual basis). We define this as sponsoring commitment (as behavior). We investigate which resources are integrated beyond the contractual regulations of sponsors in their relationship to the sponsored and also among themselves and, what motivation lies behind them.

2. Entscheidungsprozesse im Sport Sponsoring
Project Manager: Jan Schönberner (M.Sc.), Prof. Dr. Herbert Woratschek & Markus Buer (M.Sc.)
Contact Person: Jan Schönberner (M.Sc.)

Project Description: Despite the great economic importance of sport sponsoring, there is no empirical study in the literature on how sponsoring decisions are made. In particular, there is a lack of knowledge about the influence of the experience background of those involved in sponsoring on their role perception and decision-making behavior. Therefore, we develop a role model based on the Buying Center from organizational theory. This model describes the context-specific roles of the actors involved in a sport sponsoring decision process from a corporate perspective. Besides we analyze the competencies required to fill the roles, the network of relationships and, the power structure between the roles within the "Sport Sponsorship Decision-Making Model".

Actor Engagement and Value Co-CreationHide

1. Expected Value Capture: Der Einfluss von Begleitpersonen
Project Manager: Prof. Dr. Herbert Woratschek, Mario Kaiser, M.Sc.
Contact Person: Mario Kaiser, M.Sc.

Project description: Research on preferences and willingness to pay for sports event tickets focused almost exclusively on regularly recurring seasonal matches. Innovative individual events are only sparsely considered. Due to various special features of innovative individual events, the influencing factors of the expected value capture and, the willingness of the viewers to pay also differ. This research project aims to investigate the effects of distance on value capture and the willingness of viewers to pay for innovative individual events. We are conducting an empirical study by interviewing German NFL fans to investigate their expected value capture and willingness to pay for a possible NFL International Series game in Germany. This project contributes to a better understanding of different components (ticket price and travel time) of spectators of innovative single events.

2. Expected Value Capture: Der Einfluss der Reisezeit bei innovativen Einzelevents
Project Manager: Mario Kaiser, M.Sc., Prof. Dr. Herbert Woratschek
Contact Person: Mario Kaiser, M.Sc.

Project Description: Research on preference measurement and willingness to pay (WTP) for sports event tickets is based on traditional models that focus exclusively on the product itself. However, the experience of a sporting event depends on more factors than the quality of the seat or the ticket price. The social interaction with other spectators, athletes, etc. also plays a major role. Therefore, it is obvious that this product-related perspective is very narrow. Therefore, we fall back on the ideas of value co-creation as well as value-in-context. These emphasize the importance of context, which is defined as the reciprocal connections between actors. This research project aims to investigate in an empirical study the preferences and willingness to pay for sports event tickets for different contexts (e.g. accompanying persons or opponents). This requires an extension of the context-independent benefits of sports event viewers. The construct of value capture (appropriated value) is extended by the relevant context and, measured in the run-up to a sports event. The focus is on the expected value capture of the spectator for a sports event at the time of ticket purchase.

As a research-oriented chair, the department is engaged in research cooperation with numerous renowned national and international research partners. Additionally, the chair regularly organizes colloquia and other scientific events to exchange information on current research trends.
Our research is regularly presented at the renowned conferences in marketing, service and, sports management. Furthermore, we publish in the relevant international journals and topic-specific publications and, also act as editors of special editions and book series.
Fortunately, we have received numerous prizes and awards for our research.

Colloquia and SeminarsHide

PhD seminar in the research area "Marketing and Services"

Doctoral students in the MuSe area (Marketing & Services) present selected methods and topics of service research. Currently discussed methods include:

  • Factor analysis
  • Regression analysis
  • Structural equation procedure
  • Conjoint-Measurement
  • Cluster analysis

Furthermore, current research topics are presented and discussed.

PhD Seminar in Management Science (formerly: international doctoral colloquium)

The international colloquium for doctoral students takes annually place at different locations with the participation of the chairs of Prof. Dr. Silke Boenigk (University of Hamburg), Prof. Dr. Bernd Helmig (University of Mannheim), Prof. Dr. Vera Hinz (University of Hamburg), Prof. Dr. Reinhard Kunz (University of Bayreuth), Prof. Dr. Stefan Roth (TU Kaiserslautern), Prof. Dr. Katharina Spraul (TU Kauiserslautern) and Prof. Dr. Herbert Woratschek (Chair of Service Management University of Bayreuth). During the colloquium, doctoral topics of doctoral students of the participating chairs will be presented and discussed. An attractive supporting program at the respective venue rounds off the colloquium and, ensures a lively exchange of ideas about the various research areas.

Participating Chairs:

Workshop Services Marketing           

The Workshop Services Marketing has been established as debate platform for the German-speaking service research since 1991 and takes now place every year. The Chair for Service Management also presents current research results in regular intervals. Furthermore Prof. Woratschek is one of the editors of the series "Focus Service Marketing".

Participating Chairs: 

Research CooperationsHide

Services and Relationship Marketing 

Concerning Services Marketing and Relationship Marketing, the Chair for Services Management is integrated in all sorts of research communities and there is a steady interchange about research projects within numerous colloquia. Besides conferences such as ACR and ICRM serve as a panels for research exchange:

Chairs in the Services und Relationship Marketing area:



Eventmanagement stands in the center of an international cooperation of scientists from Canada, Spain, Italy and Germany. Especially the stakeholder of an event and their influences on the event as well as the management of the stakeholders are being investigated within this research.

Cooperation Partners:

International Research Colloquium in Services Marketing           

Current research topics and possibilities of cooperation are being discussed in the frame of research colloquia. These research colloquia take place among others in participation of following chairs:

Sports Management

The Chair for Services Management can look back on an intense cooperation within an international network of top scientists and practitioners in Sports Management for years. The European Association for Sport Management (EASM), whose managing board Prof. Dr. Woratschek has belonged to since 2005, forms the center of this network. EASM persecutes the goal to support research, teaching and vocational development of the sports management as independent personal consortium. Essential parts of this coorperation are the quarterly magazine European Sport Management Quarterly (ESMQ) and the Homepage of EASM. Both of these media deliver current information on European development in the Sports Management. In addition the annual congress of the EASM represents best opportunities to educe extra research cooperations or to deepen existing projects. In 2008 the EASM Congress took place in Germany for the first time ever.  Bayreuth and Heidelberg has enqueued in the list of the venues under the leadership of Prof. Dr. Woratschek.

Cooperation Partners:

Scramble Tourism          

Empirical research about scramble tourism in scramble areas in Germany, Czech Republic and Italy in participation with the Karlsuniversity of Prague. Qualitative and quantitative surveys on motivation and tourism behaviour of scramble tourists.

Cooperation partners: 


All publications are published and presented by the eref-server of the University of Bayreuth. On the sites of eref you can sort the publications by year or person or type of publication.

On the team-site you find the individual publications of the team members.

Webmaster: Carmen Back

Facebook Twitter Youtube-Kanal Instagram Blog UBT-A Contact