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Dominik Mahr (F.D.)

Onderzoeksprofiel

My research interests center on firm innovation processes and outcomes when collaborating with one or multiple external partners. In line with the Service-Dominant logic, I view customers as such a partner, who acts as a knowledge resource for firms and is empowered to co-create value with firms. Firms need to develop a special set of co-creation capabilities to stimulate, select and integrate external knowledge. While the co-creation process may occur through multiple communication channels, my research emphasizes technology-driven media such as user communities, expert networks, and mobile channels.

In this context, my different research studies probe opportunities and limitations of customer co-creation. The studies typically involve purposefully collected data which combine secondary (from digital platforms), survey, experimental and/or interview data. The aim is to shed light on emerging phenomena, extend and develop theories as well as to empirically validate them.

The target journals and research conferences deal with strategic marketing, marketing research, management, innovation management, organizational behavior and service research.

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Academic journals:

Book chapters:

  • Nikos Kalogeras, Arvid O. I. Hoffman and Dominik Mahr (2015), “Financial and non-financial attributes of pension fund structures: a customer perspective from the Netherlands”, in Routledge Companion to Financial Services Marketing edited by Tina Harrison and Hooman Estelami
  • Martina Čaić, Dominik Mahr, Elizabeth Aguirre, Ko de Ruyter, and Martin Wetzels (2015), “Too Close for Comfort”:  The Negative Effects of Location-Based Advertising”, in: I. Busljeta Banks, P. De Pelsmacker & S. Okazaki (Ed.), EAA Advances in Advertising (Vol. V: Extending the Boundaries of Advertising). Berlin, Springer Gabler.
  • Kazadi Kande, Lievens Annouk, Mahr Dominik, ““Who was involved?” (2015): The Effect of Stakeholder Co-Creation on Consumers’ New Product Valuations”, in: I. Busljeta Banks, P. De Pelsmacker & S. Okazaki (Ed.), EAA Advances in Advertising (Vol. V: Extending the Boundaries of Advertising). Berlin, Springer Gabler.

Others:

https://www.researchgate.net/profile/Dominik_Mahr/