Markus GieslerShaping Markets

Markus Giesler

Markus Giesler is an Associate Professor of Marketing at the Schulich School of Business and a Chair of Strategic Marketing at Witten/Herdecke University. His research focuses on understanding how markets shape (and are shaped by) consumption, culture, and technology. He has examined these issues in contexts ranging consumer identity construction, emotional branding, and market formation. His current research aims to understand what drives the success of technological innovations and how firms can develop effective marketing strategies for such innovations. According to WIRED, he is “one of the best recognized experts studying high-technology consumer behavior.”

Publications

Articles

Giesler, Markus, “How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of Marketing, forthcoming November 2012.

Luedicke, Marius K., Craig J. Thompson and Markus Giesler (2010), “Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict,” Journal of Consumer Research.

Giesler, Markus (2008), “Conflict and Compromise: Drama in Marketplace Evolution,” Journal of Consumer Research, 34 (April), 739-753 (lead article, based on dissertation thesis).

Giesler, Markus (2006), “Consumer Gift Systems,” Journal of Consumer Research, 33 (September), 283-290.

Presentations

Veresiu, Ela and Markus Giesler (2011), “Ethnic Entrepreneurship: Creating an Identity-Enhancing Assemblage of Public and Private Servicescapes in the Global City” Association for Consumer Research Conference, October 2011, St. Louis.

Giesler, Markus and Robin Canniford (2011), “How Consumers Rhetorically Align the Interests of Multiple Social Networks,” Association for Consumer Research Conference, October 2011, St. Louis.

Giesler, Markus (2011), “How to Build a “Blue Ocean” Market in a “Red Ocean” of Culturally Competing Interests,” Consumer Culture Theory Conference, July 2011, Northwestern University, Evanston.

In the News

Giesler’s research has been covered by New York Times, Wall Street Journal, Businessweek, TIME, Economist, CNN, Financial Times, Huffington Post, WIRED, National Post, Canadian Business, Le Monde, La Republica, L’Osservatore Romano, Financial Times, Image Magazine, and a number of other media outlets. Giesler has also been heralded by a number of German newspapers including Spiegel (“Deutschlands heißester Marketing-Mann”), Focus (“hochdekorierter Marketing-Spezialist”), Manager Magazin (“Superforscher”), Welt (“Westfalischer Wunderknabe”), Handelsblatt (“akademischer Jungstar”), and Deutsche Universitatszeitung (“globaler Uberflieger”). Here are the most recent media quotes…