Faculty Profile

Stefan Worm

Associate Professor - Department of Marketing

Biography

Stefan Worm is Associate Professor at the BI Marketing Department. He holds a doctoral degree in Marketing and a master’s degree with majors in Business Administration and Mechanical Engineering from University of Kaiserslautern, Germany. Prior to joining BI, he was on the faculty of HEC Paris, France. He also teaches in the Executive MBA program at Hamburg School of Business Administration, Germany. He has previously been a visiting professor at Singapore Management University and Indian School of business, and a visiting scholar at Emory University, USA.

 

Stefan’s research interest centers on the impact of marketing strategies on firm value, with a focus on B2B markets. First, he looks into the performance outcomes of brand strategies in B2B markets. Second, Stefan investigates how traditional suppliers in B2B markets can profitably grow by becoming providers of services and customer solutions. Third, he examines the role of senior management teams’ marketing mindset for firm performance.

 

In 2006, Stefan received the ISBM 2006 Business Marketing Doctoral Award for his dissertation. He has also received the 2015 SYNTEC award for the best academic marketing publication in France for his research on component supplier brands. His research has been published in the International Journal of Research in Marketing, Journal of Retailing, and Journal of the Academy of Marketing Science. Stefan serves as a member of the editorial review board for the Journal of the Academy of Marketing Science.

Publications

Nezami, Mehdi; Worm, Stefan & Palmatier, Robert (2018)

Disentangling the Effect of Services on B2B Firm Value: Trade-Offs of Sales, Profits, and Earnings Volatility

International Journal of Research in Marketing

Worm, Stefan; Bharadwaj, Sundar, Ulaga, Wolfgang & Reinartz, Werner (2017)

When and why do customer solutions pay off in business markets?

Journal of the Academy of Marketing Science, 45(4), s. 490- 512. Doi: 10.1007/s11747-017-0529-6

Manufacturers invest in customer solutions to differentiate their offerings and sustain profitability despite declining margins from goods sales. Notwithstanding strong managerial and academic interest, an examination of whether and explanations for when and why solutions translate into superior performance are lacking. We test hypotheses developed from the resource-based theory and transaction cost economics, supplemented with in-depth theory-in-use interviews, on primary and secondary data collected from 175 manufacturers. From a model that corrects for endogeneity, the findings suggest that, compared with other service offerings, solutions are associated with increased return on sales. This positive profitability effect is enhanced in firms with greater sales capabilities; it is stronger in industries with greater buyer power but weaker in technology-intensive industries. These results caution against the simplistic view of solutions as a universal route to gaining competitive advantage and aid in better identifying the role of solutions in a manufacturer’s offering portfolio.

Watson, George; Worm, Stefan, Palmatier, Robert & Ganesan, Shankar (2015)

The Evolution of Marketing Channels: Trends and Research Directions

Journal of Retailing, 91(4), s. 546- 568. Doi: 10.1016/j.jretai.2015.04.002

Worm, Stefan & Srivastava, Rajendra K. (2014)

Impact of Component Supplier Branding on Profitability

International Journal of Research in Marketing, 31(4), s. 409- 424.

Worm, Stefan (2011)

Branded Component Strategies: Ingredient Branding in B2B Markets

Springer Gabler.

Worm, Stefan (2008)

Ingredient Branding as a Brand-Building Instrument: How Ingredient Brands Gain from Co-Branded Extensions

VDM Verlag Dr. Müller Aktiengesellschaft & Co. KG.

Hanna, Julia; Nezami, Mehdi, Worm, Stefan & Palmatier, Robert (2017)

Is service transition a silver bullet for B2B firms?

Insights from MSI – 2017 Issue 2 (Marketing Science Inst.) [Fagblad]

In the B2B sector, expanding from products into services is often seen as a surefire way to improve firm performance—particularly when commoditization drives down prices. Managers want to follow the successful example of former manufacturers like IBM, who transformed themselves into service providers. With pressure to enter services, or expand them, however, comes an even more critical imperative: Understanding how these changes— which require significant resource investments— affect overall performance.

Worm, Stefan (2015)

Les Echos (French Business Newspaper): Hip-Hop management et pensée chinoise au Prix académique de la recherche en management

[Avis]

Worm, Stefan & Wiersema, Fred (2013)

ISBM B2B Leadership Board Topic Brief # 13-02: B2B Innovation: The Promise of Customer Solutions

[Internett]

Chabanova, Aleksandra; Worm, Stefan & Sotgiu, Francesca (2018)

The Framework of Market-Based Assets – A Meta-Analytical Study

[Academic lecture]. JAMS Thought Leaders’ Conference on Generalizations in Marketing.

Chabanova, Aleksandra; Worm, Stefan & Sotgiu, Francesca (2017)

The Framework of Market-Based Assets – A Meta-Analytical Study

[Academic lecture]. Marketing Strategy Meets Wall Street Conference V.

Worm, Stefan; Bharadwaj, Sundar & Srivastava, Rajendra K. (2016)

Bringing Marketing into the Boardroom: Actionable Drivers of Senior Management’s Marketing Mindset Quotient

[Academic lecture]. TPM Conference 2016.

Nezami, Mehdi; Worm, Stefan & Palmatier, Robert (2016)

Dynamic Effects of Service Transition Strategies on B2B Firm Value: Tradeoffs in Sales, Profits, and Cash Flow

[Academic lecture]. 2016 EMAC Conference.

Nezami, Mehdi; Worm, Stefan & Palmatier, Robert (2016)

Impact of New Service Introduction on B2B Manufacturers’ Firm Value

[Academic lecture]. ISBM Academic Conference.

Mehdi, Nezami; Worm, Stefan & Palmatier, Robert (2016)

Impact of New Service Introduction on B2B Manufacturers’ Firm Value

[Academic lecture]. 2016 AMA Winter Educator’s Conference.

Mehdi, Nezami; Worm, Stefan & Palmatier, Robert (2015)

Impact of New Service Introduction on B2B Manufacturers’ Firm Value

[Academic lecture]. Marketing Strategy Meets Wall Street Conference.

Worm, Stefan; Bharadwaj, Sundar, Shen, Jialie & Srivastava, Rajendra K. (2015)

The Firm Performance Impact of TMT Marketing Attention

[Academic lecture]. Marketing Strategy Meets Wall Street Conference.

Mehdi, Nezami; Worm, Stefan & Palmatier, Robert (2015)

Impact of New Service Introduction on B2B Manufacturers’ Firm Value

[Academic lecture]. EMAC Conference.

Mehdi, Nezami; Worm, Stefan & Palmatier, Robert (2015)

Impact of New Service Introduction on B2B Manufacturers’ Firm Value

[Academic lecture]. AMA Summer Educator’s Conference.

Academic Degrees
Year Academic Department Degree
2009 University of Kaiserslautern Dr.rer.pol
2004 University of Kaiserslautern Master
2000 University of Kaiserslautern Bachelor
2009 University of Kaiserslautern Dr.rer.pol
2004 University of Kaiserslautern Master
2000 University of Kaiserslautern Bachelor
Work Experience
Year Employer Job Title
2016 - Present BI Norwegian Business School Associate Professor
2013 - Present Center for Sales and Marketing Strategy, Foster School of Business, University of Washington Affiliated Faculty
2015 - 2016 Bi Norwegian Business School, Department of Marketing Assistant Professor
2011 - 2015 Singapore Management University Visiting Research Professor
2009 - 2015 HEC Paris, Marketing Department Assistant Professor
2007 - 2009 Emory University, Goizueta Business School Visiting Scholar
2004 - 2007 University of Kaiserslautern, Department of Marketing Lecturer