Team > Prof. Dr. Herbert Woratschek

Faculty of Law, Business and Economics
Chair in Marketing & Service Management

Curriculum Vitae - Prof. Dr. Herbert Woratschek

Professional Experience

• 2022 Retirement
  
• 2017
  Founder of the Sales Management Academy Bayreuth GmbH & Co KG (together
  with Prof. Dr. Germelmann and Dr. Schafmeister)
  
• 2015 Visiting Professor, University of Auckland, New Zealand
• 2012 - 2014
  Dean of Faculty of Law, Business and Economics at the University of Bayreuth
• 2010 - 2012
  Vice Dean of Faculty of Law, Business and Economics at the University of Bayreuth
• 2008
  Visiting Professor, LaTrobe University, Melbourne Australia
• 2006
  Founder of the Sport Management Academy Bayreuth GmbH (together with
  Prof. Dr. Zieschang and Dr. Schafmeister)
• 2006 - 2008
  Professorship for Sportmarketing at the Business School of Trondheim, Norway
• 2004
  Visiting Professor, University of Calgary, Haskayne School of Business, Canada
• 2000
  Co-Founder of Institute of Interdisciplinary Services Management (“Institut für interdisziplinäres Dienstleistungsmanagement“), Bayreuth,
  (with Prof. Dr. Klaus Zieschang)
• 1996 - present
  University of Bayreuth, Germany, Full Professor, Head of Department of Services Management
• 1996 - 1997
  Ernst-Moritz-Arndt-University, Greifswald, Germany, Professor for Marketing
• 1996
  Ernst-Moritz-Arndt-University, Greifswald, Germany, Full Professor, Chair for Marketing
• 1991 - 1998
  Various Teaching Positions: University of Applied Sciences, Friedberg-Giessen, Germany; Hessian Academy for Administration and Economics, Frankfurt/Main, Germany; University of Cooperative Education, Frankfurt/Main, Germany; European Business School, Prague, Czech Republic; European Business School, Budapest, Hungary; Warshaw School of Economics, Warshaw, Poland
• 1988 - 1996
  Johann-Wolfgang-Goethe-University, Frankfurt/Main, Germany, Research Assistant, Department of Retail Management
• 1985 - 1987
  EXAMINA (Private Education Company), Frankfurt/Main, Germany, Managing Partner
• 1980 - 1982
  Adult Education Centre, Gelnhausen, Germany, Chamber of Commerce and Industry, Germany, Teaching Position
• 1978 - 1982
  Süddeutsche Feinmechanik GmbH, Wächtersbach, Germany, Industrial Sales Representative
• 1976 - 1978
  Süddeutsche Feinmechanik GmbH, Bad Orb, Germany, Trainee

 
Educational Background

• 1996
  Habilitation, (German Post-Doc University Degree to become Full Professor), Johann-Wolfgang-Goethe-University, Frankfurt/Main, Germany: Preisbestimmung von Dienstleistungen - Markt- und nutzenorientierte Ansätze im Vergleich (Price Determination of Services)
• 1991
  Ph.D., Johann-Wolfgang-Goethe-University, Frankfurt/Main, Germany, Dissertation: Betriebsform, Markt und Strategie – Ein Modell für die Betriebsform als Handelsmarke (Business Model, Market, and Strategy)
• 1988
  Diplom-Kaufmann, (German University Degree in Business Administration), Johann-Wolfgang-Goethe-University, Frankfurt/Main, Germany, Majors: Retail Management, Organisation, Sociology

 
Job Offers as Full Professor

• 2007
  Services Management und Tourism at the University of Innsbruck (Austria) and Services Management at the University of Leipzig
• 2001
  Service Economy at Ruhr-University, Bochum
• 1996
  Services Management at the University of Bayreuth
• 1996
  Marketing at Ernst-Moritz-Arndt- University, Greifswald

 
Honors and Awards

• 2019
  Best Paper Award TRANSFER: What do sponsors bring besides money? (Was bringen Sponsoren außer Geld?), co-authored with Markus Buser
• 2017
  Best Paper Award ANZMAC 2017: Customer Connections Count Investigating Engagement Beyond the Dyad (co-authored with Julia Fehrer, Claas Christian Germelmann and Roderick J. Brodie
• 2017
  Best Paper in the track Services Marketing at ANZMAC 2017: Customer Connections Count: Investigating Engagement Beyond the Dyad (co-authored with Julia Fehrer, Claas Christian Germelmann and Roderick J. Brodie)
• 2017
  EASM Distinguished Service Award
• 2009
  Best Paper Award Australasian Marketing Journal: An Experimental Study of Preference Formation through Unavailable Services (co-authored with Stefan Roth and Chris Horbel)
• 2006
  Best Paper Award ANZMAC 2006 für den Beitrag „Sorry, We Are Fully Booked! - An Experimental Study of Preference Formation through Unavailable Services“ (Co-authored with Stefan Roth, Chris Horbel)
• 2006
  Best Paper Presentation Award at the ICRM 2006 for „A Videographic Analysis of „Weird Guys“: What do Relationships Mean to Soccer Fans?“ (Co-authored with Chris Horbel, Bastian Popp, Stefan Roth)
• 2002
  Winner of the WISU Best Homepage of a Professor Award
• 2000
  Best Paper Award of the 2000 Annual Conference of the Working Group “University Management” of the German Association of University Professors of Business Administration for “Dienstleistungsmanagement an Universitäten – ein Erfahrungsbericht” [Services Management at Universities – A Field Report] Co-authored with Sven Pastowski
• 1993
  Dissertation Award: Winner of the Kaufhof-Management-Preis

 
Affiliations

• Verband der Hochschullehrer für Betriebswirtschaft e.V. (German Association of University Professors of Business Administration), Member of Working Groups in Marketing, Accounting, and University Management
• Arbeitskreis Sportökonomie (German Association of Sport Economics and Sport Management)
• Workshop Dienstleistungsmarketing (Workshop Services Marketing)
• European Association of Sport Management
• European Marketing Academy
• Association for Consumer Research
• International Colloquium in Relationship Management
• Western Economic Association International

Professional Service

Editor of Books and Special Issues/Co-Editor

• Co-Editor of Focus Dienstleistungsmarketing [Focus Services Marketing] (Book Series)
• Co-Editor of Universität und Gesellschaft – Schriftenreihe zur Universitätsentwicklung [University and Society] (Book Series)
• Co-Editor of Marken- und Produktmanagement [Product and Brand Management] (Book Series)

Special Issues

• Co-Editor of Special Issue iin European Sport Management Quarterly on Co-Creation of Value in Sport Management, 2014
• Co-Editor of Special Issue in DBW on Service Dominant Logic, 2013
• Co-Editor of Special Issue on Services Marketing in Marketing ZfP, 2003
• European Journal for Sport Management, Special Issue on the topic “Service Quality“, 1998

Editorial Board

• European Sport Management Quarterly (2009-present)
• Journal of Sport Finance (2005-present)
• Journal of Sport Marketing and Sponsorship (2005-present)
• Sport Marketing Europe (2005-present)

Reviewer

• Forschungsfond: FNSNF Schweizer Nationalfond
• Wissenschaftsrat:Sachverständiger der Evaluation des Deutschen Literaturarchivs Marbach
• Deutscher Marketingverband: Juror für den Wissenschaftspreis 2007
• Zeitschrift für Betriebswirtschaft
• Zeitschrift für betriebswirtschaftliche Forschung
• Marketing ZfP
• European Sport Management Quarterly
• International Journal of Sports Marketing & Sponsorship
• Die Unternehmung
• Zeitschrift für oeffentliche und gemeinwirtschaftliche Unternehmen
• Tourismus Journal
• Die Betriebswirtschaft
• Journal of Sport Finance
• Journal of Global Sport Management
• Sport Management Review
• Sport Business Management
• Sportwissenschaft (German Journal for Exercies and Sport Reserch)
• International Journal of Electronic Commerce

Positions

• Board Member of the European Association of Sport Management (2005-2015)
• Board Member der World Association for Sportmanagement (2013-2016)
• Senate of University of Bayreuth, Germany (2012-2014)
• Vice President of the European Association for Sport Management (2009-2015)
• Director Sport Management Academy Bayreuth GmbH (2006-present)
• Chair, Foundation for International Management, Bayreuth, Germany (2002-2018)
• Director Institute for Interdisciplinary Services Management, Bayreuth, Germany (2000-present)
• Senate of Johann-Wolfgang-Goethe-University, Frankfurt/Main, Germany (1989-1994)
• Head of Marketing Department of the German Association of University Professors of Business Administration), (2007-2008)

Faculty of Law, Business and Economics
Chair in Marketing & Service Management

Research Profile

The management of Service Value Framework builds the focus of research at the Institute of Service Management. Many research projects are joint projects with national companies and organisations (sport, tourism, finance) as well as international partners (e.g. Auckland, New Zealand). The research highlights can be subdivided as following:

Quality Management

• Quality measurements in the service sector (tourism, healthcare, sports, and financial service providers)
  

• Value oriented benchmarking (health care, sport leagues)
  

• Incentive systems in employee management
  

Value co-creation

• Sports value framework and Service Dominant Logic
  
•  Co- Branding and Brand Value in Sport Management
  
• Brand, Branded and Anti-Brand-Communities
  
• Actor Engagement in Eco-Service Systems (Online Customer Engagement, Sport Sponsoring)
  
• Innovative Media and Context Dependent Behaviour (Mobile TV, Public Viewing, IP-TV)
  

Price management

• Demand-driven price management in sports
  
• Empirical estimations of willingness to pay (ticket prices, context-dependent sur-charges)
  

Faculty of Law, Business and Economics
Chair in Marketing & Service Management

Publications

Faculty of Law, Business and Economics
Chair in Marketing & Service Management

Prof. Dr. Herbert Woratschek
Full Professor and former chairholder of the Chair in Marketing & Service Management

E-mail: dlm@uni-bayreuth.de
Phone: +49 (0)921 / 55-3497