Christoph Fuchs

Office hours:

+49 (0)89 289-28401
+49 (0)89 289-28480
by appointment
2531, central campus, entrance via Luisenstraße

Christoph Fuchs is a Professor of Marketing at the TUM School of Management and a Visiting Professor at the Rotterdam School of Management, Erasmus University. His research interests include customer empowerment and integration, process and production innovation, consumer response to novel marketing strategies and tactics, and psychological and behavioral consequences of digitalization, automation, and marketplace alienation. His research has appeared in premier journals such as Nature Human Behavior, the Academy of Management Journal, Journal of Marketing Research, Journal of Marketing, and Management Science. Professor Fuchs is an Associate Editor at the Journal of Marketing and serves on the editorial boards of the Journal of Consumer Research, International Journal of Research in Marketing, and the Journal of Product Innovation Management.

Prior to joining TUM School of Management, he was an Associate Professor of Marketing (tenured) at the Rotterdam School of Management. Professor Fuchs also taught at Aarhus University and the University of Vienna, where he earned his PhD (with distinction). Professor Fuchs has collaborated with several large- and small-scale firms across a variety of industries. A detailed Curriculum Vitae can be found here

Research Interests:

Customer Integration
New Roles of Consumers
New Product Development
Consumer Behavior
Product and Process Innovation

Selected Publications:

van Osselaer, Stijn, Christoph Fuchs, Martin Schreier, and Stefano Puntoni (2020). The Power of Personal, Journal of Retailing

Earmarked Donations to Charity: Cross-Cultural Evidence on its Appeal to Donors across 25 Countries. Management Science. Articles in advance.

Granulo, Armin, Christoph Fuchs, Stefano Puntoni (2019). Psychological Reactions to Human versus Robotic Job Replacement. Nature Human Behaviour. August 5.

Sting, Fabian, Christoph Fuchs, Maik Schlickel, and Oliver Alexy (2019). How To Overcome the Bias We Have Toward Our Own Ideas. Harvard Business Review, online version (May 14).

Maier, Marco, Daniel Elsner, Chadly Marouane, Meike Zehnle and Christoph Fuchs (2019) DeepFlow: Detecting Optimal User Experience from Physiological Data Using Deep Neural Networks. Proceedings of the International Joint Conference of Artificial Intelligence. 1415-1421.

Fuchs, Christoph, Fabian Sting, Maik Schlickel, and Oliver Alexy. (2019). The Ideator’s Bias: How Identity-induced Self-efficacy Drives Overestimation in Employee-driven Process Innovation. Academy of Management Journal, 62(5), 1-25.

Fuchs, Christoph, Martijn De Jong, and Martin Schreier. Earmarked Donations to Charity: Cross-Cultural Evidence on its Appeal to Donors across 25 Countries. Management Science, forthcoming

Nishikawa, Hidehiko, Martin Schreier, Christoph Fuchs, and Susumu Ogawa (2017). ”The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments.” Journal of Marketing Research, 54(4), 525-539.

Schreier, Martin, Hidehiko Nishikawa, Christoph Fuchs, and Susumu Ogawa (2016). Crowdsourced Products Sell Better When They’re Marketed That Way. Harvard Business Review, November 8.

Fuchs, Christoph, Martin Schreier, and Stijn M. J. van Osselaer, S. (2015). The Handmade Effect: What’s Love Got to Do with It? Journal of Marketing, 79(2), 98-110.

Dahl, Darren W., Christoph Fuchs, and Martin Schreier (2015). When and Why Consumers Prefer Products Developed by User-Driven Firms, Management Science, 61(8), 1978-1988. doi:​

Fuchs, Christoph, Emanuella Prandelli, Martin Schreier, and Darren W. Dahl. (2013). All That Is Users Might Not Be Gold: How Labeling Products as User-Designed Backfires in the Context of Luxury Fashion Brands. Journal of Marketing, 77(5), 75-91.

Schreier, Martin, Christoph Fuchs, and Darren W. Dahl (2012). “The Innovation Effect of User Design”. Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users. Journal of Marketing, 76(4), 18-32. *Runner-up MSI H. Paul Root Award for the best paper published in JM in 2012. First two authors contributed equally.

Fuchs, Christoph and Adamantios Diamantopoulos. (2012). Customer-Perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers. Journal of Product Innovation Management, 29(2), 229-244.

Fuchs, Christoph and Adamantios Diamantopoulos (2012). Positioning Bases' Influence on Product Similarity Perceptions. In A. Diamantopoulos, W. Fritz & L. Hildebrandt (Eds.), Quantitative Marketing and Marketing Management. Berlin: Springer.

Diamantopoulos, Adamantios, Marko Sarstedt, Christoph Fuchs, Sebastian Kaiser, and Petra Wilczynski (2012). Guidelines for Choosing between Multi-Item and Single-Item Scales for Construct Measurement: A Predictive Validity Perspective. Journal of the Academy of Marketing Science, 40(3), 434-449.

Fuchs, Christoph and Martin Schreier (2011). Customer Empowerment in New Product Development. Journal of Product Innovation Management, 28(1), 17-32, 2011. *Winner Thomas P. Hustad Award for the best paper published in JPIM in 2011. Most cited JPIM article in 2011 and 2012.

Fuchs, Christoph, Emanuella Prandelli, and Martin Schreier (2010). The Psychological Effects of Empowerment Strategies on Consumers' Product Demand. Journal of Marketing, 74(1), 65-79.

Fuchs, Christoph and Adamantios Diamantopoulos (2010). Evaluating the Effectiveness of Brand-Positioning Strategies from a Consumer Perspective. European Journal of Marketing, 44(11/12), 1763-1786.*Winner Emerald Literati Outstanding Paper Award 2010.

Fuchs, Christoph and Adamantios Diamantopoulos (2009). Using Single-Item Measures for Construct Measurement in Management Research: Conceptual Issues and Application Guidelines. Business Administration Review (DBW), 69(2), 197-212.