Wolfgang ULAGA is Associate Professor of Marketing at HEC School of Management. He holds a doctoral degree in marketing from the University of Paris 1, Pantheon-Sorbonne. Prior to his current appointment, Dr. Ulaga was on the faculties at the University of Notre Dame (Indiana, USA), ESCP-EAP (Paris) and EDHEC (Lille).
Before starting his career in academia, Dr. Ulaga worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm. Over the past 15 years, he has consulted with companies in diverse markets such as food ingredients, specialty chemicals, technical textiles, railway equipment, refrigerators and manufacturers of fast moving consumer goods.
At HEC, Dr. Ulaga teaches business-to-business marketing and marketing management at all levels (Program ‘Grande Ecole', Full-Time & Executive MBA's, Corporate Education programs). In addition, he designs and delivers customized executive programs to companies such as Air Liquide, AREVA, Nexans, Merck Chimie, Siemens, or Snecma.
His research interests are in the areas of buyer-seller relationships and customer value management in business markets. Dr. Ulaga's current research focuses on how B2B firms develop profitable services and become solution providers in industrial markets. In addition, he investigates the drivers of customer share-of-wallet in business markets.
Dr. Ulaga's research has been published in Journal of Marketing, European Journal of Marketing, Journal of Services Marketing, International Marketing Review, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Business-to-Business Marketing, M@anagement, and Finanza Marketing e Produzione, among others.
He also writes in the business press, such as Les Echos and Financial Times. He co-authored a book on Value-Based Management (Original Title “Introduction au Management de la Valeur”) published at Dunod, Paris, France.
Dr. Ulaga is a member of the Editorial Boards of Industrial Marketing Management and Qualitative Market Research: An International Journal.
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