Biography

Wolfgang ULAGA
Associate Professor
Department Marketing
Date of arrival at HEC Paris: 2007

CENTERS OF INTEREST
Business-to-Business Marketing.
Marketing Strategy.
Customer Value.
Customer-Supplier Relationships.
B2B Services Marketing.

RESEARCH AND PUBLICATIONS
Articles:
“Benchmarking the Impact of Customer Share in Key-Supplier Relationships” - forthcoming, Journal of Business and Industrial Marketing, 2009, vol. 24, n° ¾, pp. 154-160 (in coll. with A. Eggert, S. Hollmann).
"The Transition from Product to Service in Business Markets: An Agenda for Academic Inquiry", Industrial Marketing Management, May 2008, vol. 37, n° 3, pp. 247-253 (in coll. with F. Jacob).
?How to Sell Services MORE Profitably?, Harvard Business Review, May 2008, vol. 86, n° 5, pp. 90-96 (in coll. with W. Reinartz).
«Value-based differentiation in business relationships: Gaining and sustaining key supplier status», Journal of Marketing, January 2006, vol. 70, n° 1, pp. 119-136 (in coll. with A. Eggert).
«Value creation in the relationship life cycle: A quasi-longitudinal analysis.», Industrial Marketing Management, January 2006, vol. 35, n° 1, pp. 20-27 (in coll. with A. Eggert, F. Schultz).
«Customer perceptions of service dimensions: cross-cultural analysis and perspective», International Marketing Review, 2006, vol. 23, n° 2-3, pp. 192-210 (in coll. with Cunningham LF, Young CE, Lee M).
«Relationship value and relationship quality», European Journal of Marketing, 2006, vol. 40, n° 3/4, pp. 311-327 (in coll. with A. Eggert).
«Relationship Value in Business Market: The Construct and its Dimension», Journal of Business to Business Marketing, 2005, vol. 12, n° 1, pp. 73-99 (in coll. with Andreas Eggert).
«Consumer Views Of Service Classification in the USA and France», Journal of Services Marketing, 2004, vol. 18, n° 6, pp. 421-432 (in coll. with L.F Cunningham, C.E Young, M. Lee).
«Capturing value creation in business relationships: A customer perspective», Industrial Marketing Management, 2003, vol. 32, n° 8, pp. 677-694.
«Customer-Perceived Value: A Substitute for Satisfaction in Business Markets ?», Journal of Business and Industrial Marketing, 2002, vol. 17, n° 2/3, pp. 107-118 (in coll. with A. Eggert).
«Plant Location and Place Marketing: Understanding the Process from the Business Customers' Perspective», Industrial Marketing Management, 2002, vol. 31, n° 5, pp. 393-401 (in coll. with A. Sharma, R. Krishnan).
«Measuring Customer-Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Developement and Implementation», Industrial Marketing Management, 2001, vol. 30, n° 6, pp. 525-540 (in coll. with S. Chacour).
«Complex and Strategic Decision-Making in Organizations: Implications for Personal Selling and Sales Management», Industrial Marketing Management, 2001, vol. 30, n° 5, pp. 427-440 (in coll. with A. Sharma).
«Customer Value in Business Markets: An Agenda for Inquiry», Industrial Marketing Management, 2001, vol. 30, n° 4, pp. 315-319.

Books:
Introduction au management de la valeur, Dunod, Paris, 2001 (in coll. with O. Jukung, J.-L Arregle, Y. Ronge).
Chapters in collective books :

Chapters in collective books:
«Customer Value Analysis - Case Of Study of an International Food Ingredient Supplier» in Designing and Delivering Superior Customer Value: Concepts, Cases and Applications, A.T Weinstein, W.C Johnson (eds), CRC St. Lucie Press, 1999.
«Le Management de la valeur en marketing» in L'ingénierie de projet, J. J. Pluchard (Ed.), Editions d'Organisation, Paris, 2001 (in coll. with G. N'Goala, P.-L Dubois).

Published proceedings:
«Conceptualizing, Measuring and Managing Customer Share in Key Supplier Relationships», Proceedings of the Annual Conference of the Academy of Marketing Science, Sharma D.; Borna, S. (Hrsg.), 2007, USA (in coll. with A. Eggert).
«Customer Share Marketing from the Customer's Perspective», Enhancing Knowledge Development in Marketing, 2007 AMA Summer Educators' Proceedings, Washington, D.C, Mohr, J.; Fisher, R. (Hrsg.), 2007, USA (in coll. with A. Eggert, S. Hollmann).
«Customer Share in Business-to-Business Markets:Antecedent, Outcome, Contingency», Enhancing Knowledge Development in Marketing, 2006 AMA Summer Educators' Proceedings, Chicago, S. 172-173., Grewal, D.; Levy, M.; Krishnan, R. (Hrsg.), 2006, USA, pp. 172-173 (in coll. with A. Eggert).
«Relationship Value as a Driver of Customer ShareSustainable Marketing Leadership», Sustainable Marketing Leadership, Proceedings of the 35th EMAC Conference, Athens, S. 230., Avlonitis, G.; Papavassiliou, N.; Papastathopoulou, P. (Hrsg.), 2006, Greece (in coll. with A. Eggert, F. Schultz).
«Value Creation and Value Claiming in Business Relationships: The Role of Specific Investments», Thinking Big, Thinking Different: Contributions and Challenges in B-to-B Research, Institute of the Study of Business Markets (Hrsg.), August 3rd-4th 2006, USA (in coll. with A. Eggert, B. Ivens).
«Value-Based Differentiation in Business Relationships: Gaining and Maintaining Key Supplier Status», AMA Winter Educators Conference Proceedings, 2005, USA, pp. 294-295.
«Integrating Value into the Nomological Network of Relationship Marketing», AMA Winter Educators Conference Proceedings, 2004, USA, pp. 139-140.
«Exploring the Key Dimensions of Relationship Value and Their Impact on Buyer-Supplier Relationships», AMA Winter Educators Conference Proceedings, 2002, USA, pp. 411-413 (in coll. with A. Eggert).«Customer-Perceived Value: A Substitute for Satisfaction in Business Markets?», AMA Winter Educators Conference Proceedings, 2000, USA, pp. 338-340 (in coll. with A. Eggert).

MAIN COURSE TAUGHT AT HEC
Marketing Management
B2B Marketing

CURSUS
Doctorat en Sciences de Gestion, Paris I Panthéon-Sorbonne, France.
DEA, Université Paris I Panthéon-Sorbonne, France.
Diplom-Betriebswirt, Pforzheim University of Applied Sciences, Allemagne.
General Management Certificate, EDHEC Lille, France.
Languages: English, German.

SCIENTIFIC ACTIVITIES
Membership of scientific or professional organisation:
Member, Academy of Marketing Science.
Member, American Marketing Association.
Member, Association Française du Marketing.

Editorial activities:
Reviewer, the International Marketing Review, Journal of Relationship Marketing, International Business Review, Journal of Business Research, Revue Politique et Management Public et Décisions Marketing, International Journal of Research in Marketing, Journal of the Academy of Marketing Science.
Member, Editorial Board, Qualitative Market Research: An International Journal (since 1998) and Industrial Makerting Management (since 2004).