W. P. Carey School of Business
W. P. Carey School of Business

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Wolfgang Ulaga

AT&T Professor of Services Leadership
Marketing

Co-Executive Director
Center for Services Leadership

Department
Contact
Office:BAC 425
Mailing Address:
Main Campus
PO BOX 874106
Tempe, AZ 85287-4106

Phone: 480-727-9469
Fax: 480-965-8000
Email: Wolfgang.Ulaga@asu.edu
Wolfgang Ulaga

View Vita

Job Title(s)
AT&T Professor of Services Leadership; Co-Executive Director, W. P Carey School of Business, Center for Services Leadership

Education
Doctor of Economics Honoris Causa, Turku School of Economics, Turku University, Finland;
Habilitation Thesis (HDR - Habilitation à Diriger des Recherches), University Paris Dauphine, Paris, France;
Ph.D. (Doctorat en Sciences de Gestion), University of Paris 1, Pantheon Sorbonne; Paris, France.

Recent Consulting
Over the past 20 years, consulted with companies in diverse industries and designed and delivered customized executive programs to international corporations in a broad variety of markets such as aerospace, agricultural and construction equipment, cables, chemicals, energy, industrial gases, material handling, medical equipment, and telecommunications.

Academic Positions Held
Arizona State University: 2015-present; IMD International Institute for Management Development, Lausanne, Switzerland: 2015 – present (Affiliate Professor), 2012 – 2015 (Full-Time Professor); HEC School of Management, Paris, France: 2007 – 2012; ESCP-EAP European School of Management, Paris, France: 2004 – 2007; University of Notre Dame, Indiana: 2002-2004; EDHEC Lille, France: 1995 – 2002.

Career and Recent Professional Awards; Teaching Awards

Doctor of Economics Honoris Causa, Turku School of Economics, Turku University, Finland, 2016

The Case Centre, Annual Awards and Competitions, 2016, Outstanding Case Writer, Case Study GE Healthcare India (A), (B), and (C).

The Case Centre, Annual Awards and Competitions, 2015, Best Marketing Case, Michelin Fleet Solutions: From Selling Tires to Selling Kilometers.

“2011Overall Best Conference Paper" and “Best Track Paper” Award for the article Assessing the Long-Term Effect of Industrial Services on Firm Profitability: The Moderating Impact of Product Innovations with co-authors A. Eggert, J. Hogreve and E. Muenkhoff, AMA Winter Marketing Educators' Conference, 18 – 20 February, Austin, Texas.

“2009 Best Teacher of the Year” Award, HEC School of Management, presented by BNP-PARIBAS to acknowledge excellence in pedagogy;

“2010 Highly Commended Article” Award presented by the Journal of Business and Industrial Marketing for the article ‘Benchmarking the Impact of Customer Share in Key-Supplier Relationships’ with co-authors A. Eggert and S. Hollmann, Journal of Business and Industrial Marketing (2009), Vol.24 (3/4), 154 - 160.

“2012 Research-in-Management Academic Award”, French Association of Management Consulting Firms (SYNTEC), Category “Marketing and Decision Science”, for the article ‘Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully’, published with co-author Werner Reinartz, University of Cologne in the Journal of Marketing in November 2011.

“2012 Research Recognized for Managerial Relevance: Driving Growth Through Services”, 1st Runner-up,presented by European School for Management & Technology (ESMT) Conference Bringing Technology to Market, Berlin, Based on the article ‘Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully’, published with co-author Werner Reinartz, University of Cologne in the Journal of Marketing in November 2011.

Representative Publications

Worm, Stefan, Sundar Bharadwaj, Wolfgang Ulaga, and Werner Reinartz (forthcoming 2018), When and Why Do Customer Solutions Pay Off In Business Markets?, Journal of the Academy of Marketing Science.

Steiner Michael, Andreas Eggert, Wolfgang Ulaga and Klaus Backhaus (2016), Do Customized Service Packages Impede Value Capture in Industrial Markets?, Journal of the Academy of Marketing Science, Vol. 44, 151-165.

Terho, Harri, Andreas Eggert, Alexander Haas, and Wolfgang Ulaga (2015), Implementing Sales Strategy in Business Markets: The Role of Salesperson Customer Orientation and Value-Based Selling, Industrial Marketing Management, Vol. 45, 12-21.

Ulaga, Wolfgang and Stefan Michel (2014), 5 Steps to Create Superior Customer Experience, Harvard Business Review China, February, p. 87-92.

Eggert, Andreas, Jens Hogreve, Wolfgang Ulaga and Eva Münkhoff (2014), Revenue and Profit Implications of Industrial Service Strategies, Journal of Service Research. Vol. 17 (1), February, 23-39.

Ulaga, Wolfgang and James Loveland (2014), Transitioning From Product to Service-led Growth in Manufacturing Firms: Emergent Challenges in Selecting and Managing the Industrial Sales Force, Industrial Marketing Management.,43 (January), 113-125.

Haas, Alexander,  Andreas Eggert, Terho, Harri, and Wolfgang Ulaga (2013), Erfolgsfaktor Value-Based Selling: Erfolgreich Verkaufen, wenn Kundenorientierung nicht zum Erfolg führt, Marketing Review St. Gallen, Issue 4, Trends im Industriegütermarketing, 64-72.

Terho, Harri, Alexander Haas, Andreas Eggert  and Wolfgang Ulaga (2012), It’s Almost Like Taking the Sales Out of Selling: Towards a Conceptualization of Value-Based Selling in Business Markets, Industrial Marketing Management, January, Vol. 41 (1), 174-185.

Ulaga, Wolfgang and Werner Reinartz (2011), Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, Journal of Marketing, Vol. 75 (6) November, 5-23.

Eggert, Andreas, Jens Hogreve, Wolfgang Ulaga and Eva Münkhoff (2011). Industrial Services, Product Innovations, and Firm Profitability: A Multiple-Group Latent Growth Curve Analysis. Industrial Marketing Management, Vol. 40 (5), 661-670.

Ulaga, Wolfgang (2011), Investigating Customer Value in Global Business Markets: A Commentary Essay, Journal of Business Research, Vol. 64, 928 – 930.

Eggert, Andreas and Wolfgang Ulaga (2010), Managing Customer Share in Key Supplier Relationships, Industrial Marketing Management, Vol. 39 (8), November-December, 1346-1355.

Lewin, Jeffrey E., Wim Biemans and Wolfgang Ulaga (2010), Firm Downsizing and Satisfaction among United States and European Customers, Journal of Business Research, Vol. 63 (7), 697–706.

Eggert, Andreas, Wolfgang Ulaga and Sabine Hollmann (2009), Benchmarking the Impact of Customer Share in Key-Supplier Relationships, Journal of Business and Industrial Marketing, Vol. 24 (3/4), 154 - 160. Winner “Highly Commended Article” Award for the Year 2010 in JBIM.

Jacob, Frank and Wolfgang Ulaga (2008), The Transition From Product to Service in Business Markets: An Agenda for Academic Inquiry, Industrial Marketing Management, Vol. 37 (3), 247 - 253.

Reinartz, Werner and Wolfgang Ulaga (2008), How to Sell Services More Profitably, Harvard Business Review, Mai, pp. 90 – 96. Article subsequently reprinted in: Special Issue “Growing Your Business”, Harvard Business Review, Fall 2008, 98-107.

 Ulaga Wolfgang and Andreas Eggert (2006), Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status, Journal of Marketing, Vol. 70 (1), January, 119-136. This article was ranked third among the most frequently cited articles in the Journal of Marketing between 2006 and 2009.

Ulaga Wolfgang and Andreas Eggert (2006), Relationship Value and Relationship Quality: Broadening the Nomological Network of Business-to-Business Relationships, European Journal of Marketing, Vol. 40, No. 3/4, 311-327.

Eggert, Andreas, Wolfgang Ulaga, and Franziska Schultz (2006), Value Creation in the Relationship Life Cycle: A Quasi-Longitudinal Analysis, Industrial Marketing Management, Vol. 35 (1), 20-27.

Cunningham, Lawrence, Clifford E. Young, Moonkyu Lee, and Wolfgang Ulaga (2006), Customer Perceptions of Service Dimensions: Cross-Cultural Analysis and Perspective, International Marketing Review, Vol. 23 (2), 192-210.

Ulaga Wolfgang, Jean-Luc Arrègle and Andreas Eggert (2005), The Dynamic Nature of Value in Business Markets: New versus Ongoing Relationships, Finanza Marketing e Produzione, Vol. XXIII, Number 3 (September), 145-152.

Ulaga Wolfgang and Andreas Eggert (2005), Relationship Value in Business Markets: The Construct and its Dimensions, Journal of Business-to-Business Marketing, Vol 12 (1) 73-99.

Lawrence F. Cunningham, Clifford E. Young, Wolfgang Ulaga and Moonkyu Lee (2004), Consumer Views of Service Classifications in the USA and France, Journal of Services Marketing, Vol. 18 (6), 421-432.

Ulaga Wolfgang (2003), Capturing Value Creation in Business Relationships: A Customer Perspective, Industrial Marketing Management, Vol. 32 (8), 677-693.

Jean-Luc Arregle and Wolfgang Ulaga (2003), Les modèles linéaires hiérarchiques: une méthode privilégiée d’analyse de données collectées par policy capturing, M@n@gement, Vol. 6 (1), 29-48.

Ulaga, Wolfgang, Arun Sharma, and R. Krishnan (2002), Plant Location and Place Marketing : Understanding the Process from the Business Customers’ Perspective, Industrial Marketing Management, Vol. 31 (5), 393-401.

Eggert, Andreas and Wolfgang Ulaga (2002), Customer-Perceived Value : A Substitute for Satisfaction in Business Markets?, Journal of Business and Industrial Marketing, Vol. 17 (2/3), 107-118.

Ulaga, Wolfgang and Samir Chacour (2001), Measuring Customer-Perceived Value in Business Markets : A Prerequisite for Marketing Strategy Development and Implementation, Industrial Marketing Management, Vol. 30 (6), 525-540.

Ulaga, Wolfgang (2001), Customer Value in Business Markets : An Agenda for Inquiry, Industrial Marketing Management, Vol. 30 (4), 315-319.

Ulaga, Wolfgang and Arun Sharma (2001), Complex and Strategic Decision-Making in Organizations: Implications for Personal Selling and Sales Management, Industrial Marketing Management, Vol. 30 (5), 427-440.


W. P. Carey School of Business

400 E. Lemon St.
Tempe, AZ 85287