Prof. Dr. Christoph Fuchs



Academic Career and Research Areas

Prof. Fuchs holds the Chair of Marketing at TUM School of Management. His research interests include customer empowerment and integration, process and production innovation and consumer response to novel marketing strategies and tactics. His research has appeared in premier marketing and management journals such as the Journal of Marketing and Management Science and received prestigious awards including the Thomas P. Hustad Award for the best paper published in the Journal of Product Innovation Management in 2011. Professor Fuchs serves on the editorial review boards of the International Journal of Research in Marketing and the Journal of Product Innovation Management and as a reviewer for other leading journals (including the Journal of Marketing, Journal of Consumer Research, etc.).

Prior to joining TUM School of Management, he was associate professor of marketing (tenured) at the Rotterdam School of Management, Erasmus University, where he still holds a visiting professor position. Professor Fuchs also taught at Aarhus University and the University of Vienna, where he earned his PhD (with distinction). Professor Fuchs has collaborated with several large and small scale firms across a variety of industries.


  • Erasmus Research Institute of Management (ERIM) “High-Performing” Researcher (until 2014)
  • Faculty Fellow at the 2014 PDMA Doctoral Consortium, Chicago (UIC)
  • Runner-up MSI H. Paul Root Award (2012)
  • Thomas P. Hustad Award (2011)
  • Emerald Literati Outstanding Paper Award (2010)

Fuchs C, Schreier M, Stijn MJ, van Osselaer S: „The Handmade Effect: What’s Love Got to Do with It?" Journal of Marketing. 2015; 79(2): 98-110.


Dahl DW, Fuchs C, Schreier M: „When and Why Consumers Prefer Products Developed by User-Driven Firms.” Management Science. Articles in Advance. 2014: 1-11.


Fuchs C, Prandelli E, Schreier M, Dahl DW: „All That Is Users Might Not Be Gold: How Labeling Products as User-Designed Backfires in the Context of Luxury Fashion Brands”. Journal of Marketing. 2013; 77(5): 75-91.


Schreier M, Fuchs C, Dahl DW: “The Innovation Effect of User Design”. Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users. Journal of Marketing. 2012; 76(4): 18-32.


Fuchs C, Prandelli E, Schreier M: “The Psychological Effects of Empowerment Strategies on Consumers' Product Demand”. Journal of Marketing. 2010; 74(1): 65-79.