Prof. Dr. Goetz Greve | HSBA

Prof. Dr. Goetz Greve

Short Profile

Goetz Greve has been Professor for General Business Administration Theory, in particular Marketing and Sales since 2007, as well as Vice-President for Research & Internationality since 2012.

Professor Greve studied business administration at Christian-Albrechts University in Kiel and completed his doctorate at the Department of Innovation, New Media and Marketing of Prof. Dr. Dr. h. c. Sönke Albers. Before joining HSBA, he worked as a consultant at the business consultancy firms Accenture and OC&C Strategy Consultants.

Professor Greve’s research interests include customer relationship management, sales management and online marketing. Professor Greve has published three books on these topics as well as numerous articles in international journals such as the International Journal of Research in Marketing and the Marketing Review St. Gallen. Professor Greve also acts as an expert consultant for scientific journals, has been a member of the Editorial Board of the International Journal of Marketing Studies since 2011 and of the International Journal of Internet Advertising and Marketing since 2013. Since 2018, Prof. Greve has been involved in the Charter Digital Networking on social topics of digitization in Germany.

Lectures

  • Relationship Management
  • Fundamentals of Sales
  • Customer Management
  • Marketing I and II
  • Marketing Performance Management
  • Corporate Governance I

Research Areas

  • Customer Relationship Management
  • Sales Management
  • Online Marketing

Doctoral Students

Felix Wasser
Doctoral Student

Profile
Patrick Weretecki HSBA Doktorand

Patrick Weretecki
Doctoral Student

Profile

Publications

Journal articles (refereed)

Greve, Goetz. 2016. "Kontrolle von Online-Marketing-Aktivitäten. Nutzung von Attributionsmodellen für das Marketing-Controlling." WiSt - Wirtschaftswissenschaftliches Studium  45 (1): 16-21.

Greve, Goetz. 2014. "The moderating effect of customer engagement on the brand image - brand loyalty relationship." Procedia - Social and Behavioral Sciences  148: 203-210.

Greve, Goetz. 2014. "Different or alike? Comparing computer-based and paper-based card sorting." International Journal on Strategic Innovative Marketing  1 (1): 1-10.

Greve, Goetz. 2014. "The moderating effects of service and ambience on customer satisfaction in a fast-casual restaurant: a German case study." International Journal of Hospitality and Event Management  1 (2): 147-163.

Greve, Goetz. 2012. "Momente der Wahrheit managen - Anwendung des Net Promoter Score." Business + Innovation  2012 (3): 34-41.

Greve, Goetz. 2011. "Social CRM: Beziehungsmanagement mit Social Media." Marketing Review St. Gallen  28 (5): 16-21.

Becker, Jan U., Goetz Greve, and Sönke Albers. 2010. "Left behind expectations. How to prevent CRM implementations from failing." GfK Marketing Intelligence Review  2 (2): 35-41.

Becker, Jan U., Goetz Greve, and Sönke Albers. 2009. "The Impact of Technological and Organizational Implementation of CRM on Customer Acquisition, Maintenance, and Retention." International Journal of Research In Marketing  26 (3): 207-215.

Monographs and edited books

Greve, Goetz, ed.. 2015. Special Issue on Social Media and Mobile Marketing Innovations, International Journal of Internet Marketing and Advertising. 9(1). Genf: Inderscience Enterprises.

Bauer, Christoph, Goetz Greve and Gregor Hopf (Eds). 2011. Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele. Wiesbaden: Gabler/ Springer.

Greve, Goetz, and Elke Benning-Rohnke. 2010. Kundenorientierte Unternehmensführung. Konzept und Anwendung des Net Promoter Score® in der Praxis. Wiesbaden: Gabler Verlag.

Greve, Goetz. 2006. Erfolgsfaktoren von Customer-Relationship-Management-Implementierungen. Wiesbaden: Deutscher Universitäts-Verlag GWV Fachverlage GmbH.

Journal articles (non-refereed) / newspaper

Greve, Goetz. 2014. "Die Nutzung von Big Data für das Social CRM. Voraussetzungen und Herausforderungen." ERP Management  2014 (2): 25-27.

Wilms, Jan. 2011. "Die Wüste lebt (Mit Beiträgen von Goetz Greve)." BQB  (8): 9-12.

Pawlik, Joachim, Goetz Greve, Ann-Kathrin Harms, and Klaus Utermöhl. 2010. "(Vor)Bild Verkäufer: Von Krawatten, Koffern und Klischees." Pawlik SC Journal  2010: 18-21.

Book chapters

Greve, Goetz. 2019. "Social Customer Relationship Management: CRM im Zeitalter sozialer Medien." In Führung von > Vertriebsorganisationen: Strategie - Koordination – Umsetzung. 2nd edition, ed. by Binckebanck, L., A.-K. Hölter, and A. Tiffert, . Wiesbaden: Springer Gabler (forthcoming).

Greve, Goetz and Andrea Schlüschen. 2018. "From Customer Relationship Management to Influencer Relationship Management." In Diverse Methods in Customer Relationship Marketing and Management, ed. by In Lee, . Hershey, Pennsylvania: IGI Press.

Greve, Goetz. 2017. "Social media performance measurement." In Information Resources Management Association. Decision Management: Concepts, Methodologies, Tools, and Applications, ed. by IGI Press, 360-381. Hershey, Pennsylvania.

Greve, Goetz. 2016. "Social Media Brand Management." In Encyclopedia of E-Commerce Development, Implementation, and Management, ed. by Lee, I., 2109-2120. Hershey: PA.

Greve, Goetz. 2015. "Social media performance measurement." In Trends and Innovations in Marketing Information Systems, ed. by Tsiakis, T, 215-237. Hershey: PA.

Greve, Goetz. 2013. "Using social network data to identify key influencers for Social CRM activities." In Organizations and Social Networking: Utilizing Social CRM to Engage Consumers, ed. by Li, E.Y., S. Evans, C. Loh, und F. Lorenzi, 256-272. Hershey: PA.

Greve, Goetz, and Oliver Klante. 2011. "Markenerosion - Implikationen für Markenführung und Kundenmanagement." In Innovative Markenführung und -implementierung, ed. by Bald, T. und F. Keuper, 105-124. Berlin.

Greve, Goetz. 2011. "Momente der Wahrheit managen." In Customer Management. Vertriebs- und Servicekonzepte der Zukunft, ed. by Keuper, F. and R. Mehl, 315-332. Berlin.

Greve, Goetz. 2011. "Social CRM: Zielgruppenorientiertes Kundenmanagement mit Social Media." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf and Goetz Greve, 261-285. Wiesbaden: Gabler / Springer.

Reisig, Dominik, Franziska Runge, and Goetz Greve. 2011. "Targeting mit InVideo Advertising." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf und Goetz Greve, 243-260. Wiesbaden: Gabler / Springer.

Greve, Goetz. 2010. "Die Anwendung des Net Promoter® Score in der Praxis: Ergebnisse einer empirischen Untersuchung." In Kundenorientierte Unternehmensführung. Konzept und Anwendung des Net Promoter Score in der Praxis, ed. by Greve, Goetz and Elke Benning-Rohnke, 197-218. Wiesbaden.

Greve, Goetz. 2010. "Kundenorientierte Unternehmensführung als Managementherausforderung." In Kundenorientierte Unternehmensführung. Konzept und Anwendung des Net Promoter Score® in der Praxis, ed. by Greve, Goetz and Elke Benning-Rohnke, 3-32. Wiesbaden.

Albers, Sönke, and Goetz Greve. 2005. "Kundenwertprognose." In Prognoserechnung, ed. by Mertens, P. und S. Rässler, 431-438. Heidelberg: Physica-Verlag.

Conference proceedings (refereed)

Weretecki, Patrick, Greve, Goetz and Jörg Henseler. 2018. "Salespersons’ missing perspective on Customer participation behavior in value co-creation: an exploratory study." Proceedings of the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.

Schlüschen, Andrea, Greve, Goetz and Fantapie-Altobelli, Claudia . 2016. "Effects of branded celebrity posts on customer engagement in social media." „Marketing in the Age of Data“, Proceedings of the EMAC Conference, Oslo, 24/27.05.2016.

Greve, Goetz, and Susanne Hensel-Börner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Proceedings of the 9th SIMSR Global Marketing Conference.

Greve, Goetz, and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, Lisbon, May, 22nd - 25th.

Sajtos, L., Z. Veres, J. Hack-Handa, and G. Greve. 2012. "A Comparative Research on Expected Project Competencies in Hungary and in Germany." Proceedings of the Global Marketing Conference, Seoul, Republic of Korea.

Greve, Goetz and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." In Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, . Lissabon: 22/25.05.2012.

Greve, Goetz, and Ken Nagayama. 2011. "Drivers of Customer Satisfaction in Quick Casual Restaurants." Proceedings of QUIS 12 - The 12th International Research Symposium on Service Excellence in Management (QUIS 12).

Greve, Goetz and Daniela Wahner . 2011. "A comparison of computer-based and physical card sorting techniques for testing intranet usability." IEEE World Congress on Engineering and Technology (CET), October, 28th – November, 2nd, Shanghai, China.

Greve, Goetz. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting: An Empirical Investigation of Service Quality, Food Quality, and Ambience Quality." Proceedings of the 39th EMAC Conference, Copenhagen, 01.-04. Juni 2010.

Greve, Goetz, and Sönke Albers. 2006. "Determinants of Performance in Customer Relationship Management - Assessing the Technology Usage - Performance Link." Proceedings of the 39th Annual Hawaii International Conference on System Sciences 4.-7. Januar 2006, ed. by Sprague, Ralph H., Alamitos, Ca: IEEE Computer Society Press.

Greve, Goetz, and Sönke Albers. 2006. "Performance Impacts of Customer Relationship Management - The Role of Technology Usage." Proceedings of the IFSAM VIIIth World Congress, Berlin, 08.-10. Juli 2006.

Greve, Goetz, and Sönke Albers. 2005. "Technology Usage in Customer Relationship Management - An Examination of Performance Impacts." Proceedings of the 2005 International Workshop on Customer Relationship Management: Data Mining meets Marketing, New York.

Conference presentations (non refereed)

Weretecki, Patrick, Goetz Greve and Jörg Henseler.. 2018. "Salespersons’ missing perspective on customer participation behavior in value co-creation: An exploratory study." Presentation held at the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.

Schlüschen, Andrea, Goetz Greve and Claudia Fantapie-Altobelli. 2017. "Effects of branded celebrity posts on customer engagement in social media." Presentation held at the 39th ISMS Marketing Science Conference, Los Angeles, June, 7th - 10th.

Greve, Goetz, and Susanne Hensel-Börner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Presentation held at the 9th SIMSR Global Marketing Conference, Januar, 6th – 8th, Mumbai, India.

Greve, Goetz, and Katrin Hinkelmann. 2013. "The moderating effect of customer engagement on the brand image - brand equity relationship." Presentation held at the 35th ISMS Marketing Science Conference, 11.-13. July 2013, Istanbul, Turkey .

Greve, Goetz. 2013. "The moderating effect of customer engagement on the brand image - brand loyalty relationship." Presentation held at the 2nd International Conference on Strategic Innovative Marketing, 13.-17. September, Prague, Czech Republic.

Sajtos, L., Z. Veres, J. Hack-Handa, and G. Greve. 2012. "A Comparative Research on Expected Project Competencies in Hungary and in Germany." Presentation held at the Global Marketing Conference, Seoul, Republic of Korea.

Veres, Z., L. Sajtos, and Goetz Greve. 2012. "The role of presumed capabilities in influencing actors’ risk perception in different project industries." Presentation held at the 28th IMP Conference, 13-15 September 2012, Università Cattolica del Sacro Cuore, Rome, Italy.

Greve, Goetz, and Ken Nagayama. 2011. "Drivers of Customer Satisfaction in Quick Casual Restaurants." Presentation held at the 12th International Research Symposium on Service Excellence in Management (QUIS 12), June, 2 th – 5th, Cornell University, Ithaca, USA.

Wahner, Daniela, and Goetz Greve. 2011. "A comparison of computer-based and physical card sorting techniques for testing intranet usability." Presentation held at the Proceedings of the 2011 IEEE World Congress on Engineering and Technology (CET), October, 28th – November, 2nd, Shanghai, China.

Greve, Goetz, and Ken Nagayama. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting." Presentation held at the INFORMS Marketing Science Conference, 17-19. Juni 2010.

Greve, Goetz. 2010. "Exploring Determinants of Customer Satisfaction in a Quick Casual Restaurant Setting: An Empirical Investigation of Service Quality, Food Quality, and Ambience Quality." Presentation held at the 39th EMAC Conference, June, 1st – 4th, Copenhagen, Denmark.

Greve, Goetz, and Sönke Albers. 2006. "Determinants of Performance in Customer Relationship Management - Assessing the Technology Usage - Performance Link." Presentation held at the 39th Annual Hawaii International Conference on System Sciences 4.-7. Januar 2006, IEEE Computer Society Press.

Greve, Goetz, and Sönke Albers. 2006. "Performance Impacts of Customer Relationship Management - The Role of Technology Usage." Presentation held at the IFSAM VIIIth World Congress, 08.-10. Juli 2006.

Greve, Goetz, and Sönke Albers. 2005. "Customer Relationship Management and the Customer Lifecycle - Measurement and Performance Outcomes." Presentation held at the Rejuvenation marketing: contamination, innovation, integration.

Other Publications / Presentations

Meyer, Friederike and Goetz Greve. 2019. "Customer-salesperson interaction technologies: Are robo-advisors replacing personal selling?." Poster presentation held at 48. European Marketing Academy Conference (EMAC). 29 - 31 May 2019, Hamburg.

Weretecki, Patrick and Goetz Greve. 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, 29/31 May 2019.

Greve, Goetz. 2011. "Implementierung von CRM bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz, and Dinh Thon. 2009. "Kundenrückgewinnung im Privatkundengeschäft von Banken." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz. 2007. "Implementierung von CRM-Systemen bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz. 2005. "Implementierung von CRM-Systemen bei Finanzdienstleistern." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Greve, Goetz. 2003. "Probleme und Lösungsmöglichkeiten bei der Implementierung von CRM-Systemen in der Finanzdienstleistungsbranche." Digitale Fachbibliothek Vertrieb und Digitale Fachbibliothek Unternehmenskommunikation.

Other Activities

Greve, Goetz. 2010. "CRM: Customer Satisfaction 1 - Session Chair." INFORMS Marketing Science Conference, June 17th – 20th.

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