Dr. Patrick Weretecki
Short Profile
In the context of his doctoral thesis, Dr. Weretecki conducted research on value co-creation in multi-actor ecosystems and the resulting implications for theory and practice. He presented results of his research at conferences in Germany, Great Britain and the USA. In the context of a transatlantic research project, he was a visiting researcher at the University of San Diego for several months. His supervisors were Prof. Dr. Goetz Greve, HSBA, and Prof. Dr. Jörg Henseler, University of Twente.
Mr. Weretecki is Manager for strategic and group-wide projects and concepts at Deutsche Telekom AG. Previously, he worked for Deutsche Telekom as a Marketing Manager responsible for nationwide customer engagement initiatives and as a Senior Expert for the planning and execution implementation of major national and international trade fairs. His career began in the Board Member Support at Deutsche Telekom.
In addition, Mr. Weretecki has been serving as a lecturer in marketing at Mainz University of Applied Sciences since 2023, where he is involved in teaching and research and regularly supervises bachelor’s and master’s theses.
Publications
Journal articles (peer-reviewed)
2025. "Unlocking the Secrets of Award-winning Retail Store Design – the Case of Deutsche Telekom in Germany." transfer- Zeitschrift für Kommunikation und Markenmanagement 4 (2025): 47-53. https://transfer-zeitschrift.net/transfer-04-2025/.
2024. "Social First? Not Always! Brand Co-creation through Regional Marketing at Deutsche Telekom." transfer- Zeitschrift für Kommunikation und Markenmanagement 01 (2024): 67-71. https://transfer-zeitschrift.net/transfer-01-2024/.
2021. "Experiential Value in Multi-actor Service Ecosystems: Scale Development and Its Relation to Inter-customer Helping Behavior." Frontiers in Psychology 11. https://doi.org/10.3389/fpsyg.2020.593390.
2021. "Information Management Can’t Be All Fun and Games, Can It? How Gamified Experiences Foster Information Exchange in Multi-actor Service Ecosystems." International Journal of Information Management 61 (102391): 102391. https://doi.org/10.1016/j.ijinfomgt.2021.102391.
2021. "Selling Actors in Multi-actor Sales Ecosystems: Who They Are, What They Do and Why It Matters." Journal of Business & Industrial Marketing 36 (4): 641-653. https://doi.org/10.1108/jbim-03-2020-0145.
Book chapters
2023. "Brand Value Co-Creation bei der Deutschen Telekom- Das (neu) entdeckte Potential der regionalen Marketingkommunikation." In Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien, edited by P. Kotler, K. L. Keller, Chernev, and M. O. Opresnik.
Conference proceedings
2019. "Conceptualization Development Multi-item Experiential Value Measurement Scale Experiential Marketing." In 48th European Marketing Academy.
2018. "Salespersons’ Missing Perspective Customer Participation Behavior Value Co-creation: Exploratory Study." In 47th European Marketing Academy Conference. Glasgow.
Conference presentations
2020. "Experiential Value Experiential Marketing: Multi-item Scale Development Validation." Presented at Winter Conference of the American Marketing Association, San Diego, California, USA, 14-16 February 2020.
2018. "Salespersons’ Missing Perspective Customer Participation Behavior Value Co-creation: Exploratory Study." Presented at 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.
Other publications
2019. "Conceptualization and Development of a Multi-item Experiential Value Measurement Scale for Experiential Marketing." Poster presentation at. 48. European Marketing Academy Conference (EMAC), Hamburg.