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Center for Research in Sports Administration

Prof. Dr. Martin Natter

Ordinary Member CRSA

Professor of Marketing
Department of Business Administration, University of Zurich


Plattenstrasse 14

Room PLM-G-218

CH-8032 Zürich

+41 (0)44 634 29 62


Short Bio

Martin Natter is Professor of Marketing at the University of Zurich at the Department of Business Administration since 2016.

Between 1986 and 1991 he studied MIS at University of Vienna. He started his academic career in 1990 as a research assistant at the Institute for Advanced Studies in Vienna. In 1993, he became research assistant at the Vienna University of Economics and Business Administration (VUEBA). He received a doctorate in business administration from VUEBA in 1994. In 1999, he received tenure and was Associate Professor at VUEBA until 2005.

From 2005 to 2016 he was at the Hans Strothoff Chair of Retail Marketing at Goethe University Frankfurt.

His interest in research lies in the area of pricing, retailing, digitalization and positioning. His research has been published in leading academic journals such as Management Science, Marketing Science, International Journal of Research in Marketing (IJRM) or Journal of Marketing. Martin Natter is co-editor of Schmalenbach's zfbf and sbr. Martin is in the review board of IJRM.He has participated in numerous research projects including an SFB and a WWTF Project.

Martin Natter has received numerous awards such as the Senator Wilfling Research Award (1999), the VUEBA best paper award of the city of Vienna (2000) and the VHB best-paper award (2009). His research was nominated three times for the ISMS/MSI G. Lilien Practice Prize Final (2005, 2006, 2014) which he won in 2014. Several of his doctoral students received best dissertation prizes or were nominated for best dissertation prizes (Ju-Young Kim, Salome Nies, Jochen Reiner, Ana-Marija Ozimec, Andreas Mild). Martin Natter is a participant of The Piik, an initiative of René Algesheimer that brings together leading Swiss companies and an international group of researchers to advance knowledge in the area of Digital Marketing.

Full CV

Selected Publications

Drechsler, Salome ; Leeflang, Peter S.H. ; Bijmolt, Tammo H.A. ; Natter, Martin (2017). Multi-unit price promotions and their impact on purchase decisions and sales. European Journal of Marketing, 51(5/6):1049-1074.

Kostyra, Daniel S ; Reiner, Jochen ; Natter, Martin ; Klapper, Daniel (2016). Decomposing the effects of online customer reviews on brand, price, and product attributes. International Journal of Research in Marketing, 33(1):11-26.

Natter, Martin ; Kaufmann, Katharina (2015). Voluntary market payments: underlying motives, success drivers and success potentials. Journal of Behavioral and Experimental Economics, 57(C):149-157.

Natter, Martin ; Ozimec, Ana-Marija ; Kim, Ju-Young (2015). ECO: Entega’s profitable new customer acquisition on online price comparison sites. Marketing Science, 34(6):789-803.

Ozimec, Ana-Marija ; Natter, Martin ; Reutterer, Thomas (2010). Geographical Information Systems–based marketing decisions: effects of alternative visualizations on decision quality. Journal of Marketing, 74(6):94-110.

See full list of publications

Weiterführende Informationen

Prof. Dr. Martin Natter

Prof. Dr. Martin Natter