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Vertr.-Dr. Lars Groeger

Vetr.-Prof. Dr. Lars Groeger

Lehrstuhlinhaber IME-Lehrstuhl

 

Haus 1, Raum 3.04
August-Bebel-Straße 89
14482 Potsdam

Vertr.-Prof. Dr. Lars Groeger

Dr Lars Groeger is acting Chair and Professor of Innovation Management and Entrepreneurship. He has been seconded from Macquarie Business School in Sydney, Australia where he holds the position of a tenured Associate Professor in Management (US equivalent). 

He has been teaching Business Model Innovation, Strategic Marketing Management, Consumer Behaviour and Design Thinking to MBA students and Executives in Sydney and Hong Kong for more than 10 years. MGSM’s MBA is ranked among the world’s top 100 MBA programs (Financial Times & The Economist). Dr Groeger is also one of the founding academic leads at the Sydney School of Entrepreneurship and has designed and developed experiential innovation units for industry and entrepreneurs at the Macquarie Incubator. 

Dr Groeger is also an Affiliate Professor at RWTH Aachen University, Germany and a Design Thinking Coach at the HPI School of Design Thinking, Potsdam, Germany. He is also Co-founding Partner at Fisherfolk, a strategy and education consultancy specialising in innovation, human centred design and smart disruption. In this role Dr Groeger works with leading global corporations, start-ups and public institutions on topics ranging from co-creating market facing strategy, innovation capability building among senior leaders and their teams as well as mentoring transformation projects. 

Dr Groeger is a frequent speaker at international conferences, business forums and workshops in Australia and Europe. His research explores design thinking capabilities and leadership, business models as complex adaptive systems, the emergence of University Incubators, as well as online and offline Customer Engagement and has been published in leading academic and professional journals.

He received a Master of Science (M.Sc.) in Business Administration from the University of Cologne in 2004 and a M.Sc. International Management (CEMS MIM) from Hautes Études Commerciales (HEC), Paris, France in 2005. During his studies he also participated in the MBA program at Pennsylvania State University, USA and conducted research for his Master thesis on a full DAAD scholarship. Dr Groeger received his Phd from the University of Cologne in 2008 exploring the phenomenon of exponential product diffusion of innovations. Before moving to Australia in 2009 he also gained extensive experience as a Management Consultant in Germany.

Vertr.-Dr. Lars Groeger

Vetr.-Prof. Dr. Lars Groeger

Lehrstuhlinhaber IME-Lehrstuhl

 

Haus 1, Raum 3.04
August-Bebel-Straße 89
14482 Potsdam

Publikationen

Auswahl

Groeger, L., Bruce, K., Rolfe, I. (2019). “Adapt fast or die slowly: complex adaptive business models at Cisco Systems”, Industrial Marketing Management, 77 (2), 102-115.

Buttle, F. & Groeger, L. (2017). Who says what to whom in what channel? A rules theoretic perspective on word of mouth marketing, Journal of Marketing Management, 33 (13-14), 1035-1059

Schweitzer, J., Groeger, L. and Sobel, L. (2016). “The design thinking mindset of innovation leaders: An assessment of what we know and what we see in practice”, Journal of Design Business & Society, Vol. 2 (3), 71-94.                  

Groeger, L. & Buttle, F. (2016). “Deciphering word-of-mouth marketing reach: everyday chitchat vs. institutional WOM”, Journal of Advertising Research, 56 (4), 368-384.                                                                        

Groeger, L., Moroko, L. & Hollebeek, L. (2016). ”Capturing value from non-paying consumers,
Journal of Strategic Marketing, 24 (1), 190-209.           

Groeger, L. & Buttle, F. (2014). “Reach, frequency and multiple exposure in word-of-mouth marketing campaigns”, European Journal of Marketing, 48 (7/8), 1186-1208.                                     

Groeger, L. & Buttle, F. (2014). “Word-of-mouth marketing influence on offline and online communications: evidence from case study research”, Journal of Marketing Communications, 20 (1-2), 21-41.    

Sobel, L. & Groeger, L. (2013).”The Future of Design Thinking in Australia”,
Design Management Review, 24 (2), 26-31.                                                                        

Koppelmann, U. & Groeger, L. (2009). “Virale Informationsverarbeitung. 
Mit System den Faktor Zufall minimieren”, Marketing Review, 26 (1), 6-10.                            

Monographien

Groeger, L.(2008).  “Soziale Epidemien. Soziale Epidemien – das Phänomen exponentieller Produktverbreitung. Bezugsrahmen und resultierende Handlungsempfehlungen”, Fördergesellschaft Produktmarketing e.V., Cologne.                                                                           

Beiträge in Sammelbänden

Groeger, L., Schweitzer, J. (2019). „The innovation mindset: Encouraging designerly and entrepreneurial ways of thinking and doing in MBA education”, in Melles, G.: Design Thinking for Education, Springer, London. Forthcoming.

Groeger, L. (2018). “Virale Informationsverbreitung”, in Fröhlich, E., Lord, S., Steinbiß, K., Weber, T. (Eds.), Marketing: eine praxisorientierte Einführung. UTB, Stuttgart. 

Groeger, L. (2016). “The case of Brands Exclusive revisited”, in Clegg, S., Schweitzer, J., Whittle, A., Christos Pitelis, C., Strategy: Theory and Practice  2nd Edition. Sage, London. 

Groeger, L. & Buttle, F. (2014). “Word-of-mouth marketing influence on offline and online communications: evidence from case study research”, in Kimmel, A. J., Kitchen, P. J. (Eds.), Word of Mouth and Social Media,  Routledge, London.

Groeger, L. & Buttle, F. (2013). “Co-production services”, in Cooper, C. (Ed.), Wiley Encyclopaedia of Management, 3rd Edition, Volume 9 Marketing. John Wiley. 

Groeger, L. & Buttle, F. (2013). “Customer Lifetime Value”, in Cooper, C. (Ed.), Wiley Encyclopaedia of Management. 3rd Edition, Volume 9 Marketing. John Wiley. 

Groeger, L. & Buttle, F. (2013). “Customer Equity”, in Coopers, C. (Ed.), Wiley Encyclopaedia of Management, 3rd Edition, Volume 9 Marketing. John Wiley.

Moroko, L. & Groeger, L. (2011). “Go Footwear and the GoGo Shoe”, in Reed, P. (Ed.), Strategic Marketing. Cengage, Sydney.

Groeger, L. (2011). “Competitive Positioning in the Australian online fashion Industry: The case of Brands Exclusive”, in Carter, C., Clegg, S., Kornberger, M. and Schweitzer, J (Eds.), Strategic Management: Theory and Practice (pp. 78-82).  Sage, London.

Groeger, L. (2011). “Markendifferenzierung ohne klassische Werbung? Zur Stimulation sozialer Interaktion zwischen Kunden?”, in Voelckner, F., Willers, C., Weber. T., (Ed.), Brand Management (pp. 197-217).  Gabler, Wisebaden. 

Wentzel, D. & Groeger, L. (2011). “Markendifferenzierung durch Mitarbeiterverhalten”, in Voelckner, F., Willers, C., Weber, T., (Ed.), Brand Management (pp. 77-93).  Gabler, Wisebaden.  

Konferenzbeiträge (peer-reviewed)

Sobel, L., Schweitzer, J., Malcom, B., Groeger, L., (2019). Case study: Design Thinking Mindset - Exploring the role of mindsets in building design consulting capability, Academy of Design Innovation Management Conference 2019, Loughborough, UK.

Groeger, L. Schweitzer, J., Sobel, L., Malcom, B. (2019). Design Thinking Mindset: Developing Creative Confidence, Academy of Design Innovation Management Conference 2019, Loughborough, UK.

Bliemel, M., Schweitzer, J., Keitel, A., Green, R., Nicolas, L., Miles, M., Moroko, L., Groeger, L. (2019). Herding cats to co-create cross-university courses in record time, University-Industry Engagement Conference, Sydney, Australia.

Groeger, L., Wentzel, D., Buttle, F. (2017): Democratising film distribution: a field experiment. Australian and New Zealand Marketing Academy Conference, Melbourne, Zealand Australia.

Sievers, S., Valor, C., Groeger, L., Moroko, L. (2016) “Truth, lies and myth about Internal Marketing: mapping the literature and ways forward”, 45th European Marketing Academy Conference, Oslo, Norway.

Groeger, L. & Wei, Y.H. (2015) Confucian underpinnings on global leadership competencies of senior executives from Chinese Dragon Multinationals, APJM SI Conference on "A Decade of Dragon Multinationals", Macquarie University, Sydney, December 2015

Sievers, S., Valor, C., Groeger, L., Moroko, L. (2015) "Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective" Australian and New Zealand Marketing Academy Conference 2015, Sydney, Australia.

Schweitzer, J., Groeger, L. and Sobel, L. (2015): The design thinking mindset of innovation leaders: An assessment of what we know and what we see in practice, Design for Business: Research Conference, Melbourne, Australia. 

Groeger, L. & Buttle, F. (2015) “How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation” 44th European Marketing Academy Conference, Leuven, Belgium, May 2015.

Moroko, L., Hollebeek, L., Groeger, L. (2014) “How Do Brands Capture Value through Engaging Non-Paying Consumers?” Australian and New Zealand Marketing Academy Conference 2014, Brisbane.

Rolfe, I., Bruce, K., Groeger, L. (2014) „Firms do not choose business models; business model choose firms” Strategic Management Society, Madrid, Spain, September 2014. 

Groeger, L. & Schweitzer, J. (2014) “Transformational Leadership, Design Thinking and the Innovative Firm”, 30th European Group for Organizational Studies EGOS Colloquium 2014, Rotterdam, Netherlands, July 2014. 

Groeger, L. & Moroko, L. & (2014) “Formation of expectations for online MBA units and its impact on satisfaction”, 43rd European Marketing Academy Conference, Valencia, Spain 2014.

Groeger, L. & Buttle, F. (2013).  Understanding word-of-mouth communication: can Rules Theory help?   Australian and New Zealand Marketing Academy Conference, Auckland, New Zealand.   

Sobel, L. & Groeger, L. (2013).  Design Thinking in Australia: a pathway to the future of innovation?   Australian and New Zealand Marketing Academy Conference, Auckland, New Zealand.  

Groeger, L. & Taylor, S. (2012). “Making sense of conversations, using Facebook data and Social Network Analysis to demystify Word of Mouth”, ESOMAR Asia Pacific Conference, Shanghai, China: 140-152. 

Groeger, L. & Buttle, F. (2012). “Leveraging Facebook data to map and analyse the diffusion of offline Word-of-Mouth”, Academy of Marketing Conference, Southampton, UK.[best in track paper award]

Groeger, L. & Buttle, F. (2012). ”Influencers and their circle of friends: enriching social network analysis with qualitative data”, Australian and New Zealand Marketing Academy Conference, Auckland, New Zealand.

Groeger, L. & Buttle, F. (2011). “Embedding offline product seeding referrals into the Facebook friendship network: a field study”, Australian and New Zealand Marketing Academy Conference, Perth, Australia.

Groeger, L. (2010). ”Stimulate Social Interaction between Consumers: A Network-oriented Framework”, Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.  

Applied Scholarship

Groeger, L. & Blankenstein, H. (2014), DESIGN THINKING Innovation through design, Australian Chamber of Commerce Hong Kong &Macau News, Issue 166, September 2014.

Sobel, L., Groeger, L. (2013) Design thinking: exploring opportunities for the design industry and business in Australia, SSRN.

Groeger, L. & Sobel, L. (2013), Australia must embrace design thinking.  The London Financial Times, 4 March 2013.

Groeger, L. & Sobel, L. (2013), Why is Australia Not Embracing Design Thinking.  Business Review Australia, 23 April 2013.

Groeger, L. (2012), Markets are Conversations.  George Magazine, issue 13, p. 14.

Groeger, L. (2010). ”Advantage Online”,   Business 21C, 1 (1), 54-58.   

Groeger, L. (2009), Rumours have to be slowed down in Frankfurter Allgemeine Zeitung.  No. 114, 18.05.2009, p.12.   

Groeger, L. & Willers, C. (2009). “The power of Word of Mouth” [in German], Markenartikel, 6, 124-128.   

Groeger, L. & Willers, C. (2009). “Rumour Management” [in German], GDI Impuls, 2, 78-83.