Prof. Dr. Ralf Wagner

Prof. Dr. Ralf Wagner

Address Mönchebergstraße 1
34125 Kassel
Building: ESW-BK II
Room 4009
Telephone +49 561 804-2133
Telefax +49 561 804-3832
Office Hours:

See Contact Hours.

Picture of Prof. Dr. Ralf  Wagner


University of Bielefeld

2008 - Habilitation,“Complex Patterns in Marketing Management”

2000 - PhD (Dr. rer.pol.),“Modeling Multiple Competitive Interactions”

1995 - German Business Administration Diploma Degree with Emphasis on Marketing



University of Kassel

2019 - present Professor of Marketing/ Chair for Sustainable Marketing

2006 - 2019 SVI-Endowed Professor for International Direct Marketing

2014 - 2017 Coordinator of ERASMUS+ Strategic Partnership MARCIEE (Marketing Communication Innovativeness of European Entrepreneurs)
of 10 European Universities

2013 - 2016 Dean of the Faculty of Economics and Management


University of Bielefeld

2000 - 2006 Assistant Professor (Habilitand) in the Marketing Department

1995 - 2000 Research Assistant and Doctoral Student



Emerald Outstanding Paper Award 2019

Petljak, K., Zulauf, K., Stulec, I., Seuring, S. & Wagner, R. (2018). Green supply chain management in food retailing: survey-based evidence in Croatia. Supply Chain Management: An International Journal, 23(1), 1- 15.

Highly Commended Award 2019

Paolino, C. Ürkmez, T. & Wagner, R. (2019). The stained balance between ubiquity and exclusivity for different levels of luxury, Luxury Brands Conference, Tokyo.

Best Paper Award 2018

Raab, K. & Wagner, R. (2018). Disposal behavior of extreme poor people in
Guatemala living at the base of the pyramid, 20th International Conference on Solid Waste Sydney.

Innovation & Entrepreneurship Teaching Excellence Award 2018

Brockhaus, D., Wagner, R. & Zulauf, K. (2018). Marketing Communication Innovativeness of European Entrepreneurs (MARCIEE), University of Aveiro, Portugal.

Best Paper Award 2016

Ürkmez T. & Wagner, R. (2016). Retail therapy: A Qualitative Study Conducted in Turkey & Poland, International Conference on Marketing & Consumer Psychology, Bangkok.

E-learning Award 2011

Wagner, R. & Bloch, K. (2011). Virtual Negotiation Learning Space, University of Kassel, Germany.

Teaching Innovation Award 2010

Wagner, R. & Bloch, K. (2011). Forschungsseminar zum Verhandlungsmanagement, Virtual Negotiation Learning Space, University of Kassel, Germany.

Emerald Highly Recommended Award 2006

Decker, R.; R. Wagner, R. & Scholz, S. (2005). An Internet-Based Approach to Environmental Scanning in Marketing Planning, Marketing Intelligence and Planning, Vol. 23, No. 2, 189 – 199.

Lise Meitner Habilitation Grant 2003

Young Researcher Award 2002 International Federation of Classification Societies (IFCS)



OR Spectrum

Area Editor 2009-20015

International Journal of E-Entrepreneurship & Innovation (IJEEI)

Editorial Review Board 2014 - present

Management Dynamics in the Knowledge Economy

Editorial Review Board 2016 - present


2001 - 2015 SWP GmbH, Bielefeld, Partner and Founder




Competitive Intelligence (University of Kassel)

Introduction to Statistics (HFH Hamburg)

Marketing Theory and Consumer Behaviour (University of Kassel)


International Marketing (Bielefeld University, University of Kassel)

Marketing Planning (Bielefeld University)

Negotiation Management (University of Kassel)

Strategies and Practices in International Direct Marketing (University of Kassel)

Targeting (University of Kassel)


Marketing Theory and Consumer Behaviour (University of Kassel)

Targeting (University of Kassel)

International Marketing (Hessische Berufsakademie)


Academy of National Economy Moscow & Baikal University Irkusk (Russia)

International Business School, University of Vilnius (Lithuania)

Nankai-University (China)

University of Information Technology & Management in Rzeszow (Poland)

University of Trento (Italy)


Academy of Marketing Science (AMS)

European Marketing Academy (EMAC)

German Academic Association for Business Research (VHB)

German Classification Society (GfKl)

German Society for Operations Research (GOR)

Academic Advisory Board of CMO Council, IBM Inc.



Consumer behaviour-related

Disposal decisions, emotions (incl. measurement of emotions), luxury, nutrition behaviour, sustainable consumption, sustainable tourism, technology adaption.

Marketing management-related:

Competitive interactions, contemporary marketing practices, marketing interactions (incl. negotiations, intercultural dialogs & virtual interactions).

Methodology & IT-related:

Clustering algorithms, data quality, gamification, machine learning, missing value treatment, rough sets, social media mining.


Entrepreneurial marketing, entrepreneurial ecosystems, entrepreneurship at the BoP, social entrepreneurship.