Dr. Stefan Hattula

External Employee

Dr. Stefan Hattula

Research Interests

  • Services Marketing
  • Brand Management
  • Consumer Behavior
  • Sports Management



About me

Dr. Stefan Hattula is a market analyst at the Robert Bosch GmbH and an external employee at the Goethe University Frankfurt. He was a postdoctoral research fellow at the Marketing Department at Goethe University Frankfurt until October 2018. Before joining the Goethe University, he was an Assistant Professor of Marketing at the University of Stuttgart. He studied Business Administration at the University of Mannheim, Germany, and the University of Western Sydney, Australia, and he holds a PhD from the University of Mannheim, Faculty of Business.

Dr. Hattula's research interests center in the areas of services marketing, brand management, consumer behavior, and sports management. His work has been published nationally and internationally (including Journal of the Academy of Marketing Science, Journal of Service Management and International Business Review) and has been presented on numerous top-conferences. Moreover, Dr. Hattula received several awards for his research. Amongst others, he received the best dissertation award of the Federal Association of German Market and Social Researchers and he has been named the BVM/VMÖ young scientist of the year 2013.

Dr. Hattula also taught at the University of Stuttgart, Germany, the University of Mannheim, Germany, and and the France Business School in Clermont-Ferrand, France. Moreover, he was a visiting researcher at the Institute of Marketing at the University of St. Gallen, Switzerland and the Imperial College London, UK.

Selected Publications

Bornemann, Torsten / Hattula, Cornelia / Hattula Stefan (2019), "Successive Product Generations: Financial Implications of Industry Release Rhythm Alignment", Journal of the Academy of Marketing Science, forthcoming

Wetzel, Hauke / Hattula, Stefan / Hammerschmidt, Maik / van Heerde, Harald (2018), "Building and Leveraging Sports Brands: Evidence from 50 years of German Professional Soccer", Journal of the Academy of Marketing Science, 46(4), 591-611.

Elosge, Corinna / Oesterle, Michael-Joerg / Stein, Christina M. / Hattula, Stefan (2018), "CEO Succession and Firms' Internationalization Processes: Insights from German Companies", International Business Review, 27 (2), 367-379.

Albrecht, Carmen-Maria / Hattula, Stefan / Lehmann, Donald R. (2017), "The Relationship Between Consumer Shopping Stress and Purchase Abandonment in Task-oriented and Recreation-oriented Consumers", Journal of the Academy of Marketing Science, 45 (5), 720-740.

Hettich, Dominik / Hattula, Stefan / Bornemann, Torsten (2017), "Consumer Decision-making of Older People: A 45-Year Review", The Gerontologist, gnx007.

Albrecht, Carmen-Maria / Hattula, Stefan / Bornemann, Torsten / Hoyer, Wayne D. (2016), "Customer Response to Interactional Service Experience: The Role of Interaction Environment", Journal of Service Management, 27 (5), 704-729.

Hattula, Stefan / Walter, Dominick / Bornemann, Torsten (2015), "Consumer Choice Among Product Assortments in Virtual QR Code Stores", Proceedings of the 2015 International Conference on Information Systems (ICIS), Fort Worth, Texas, USA.


  • 2017: Young Economist at the 6th Lindau Meeting on Economic Sciences
  • 2013: Best Dissertation Award (BVM/VMÖ Nachwuchsforscher des Jahres) of the BVM Berufsverband Deutscher Markt- und Sozialforscher e.V.
  • 2012: Finalist for Best Paper Award based on a Doctoral Dissertation of the European Marketing Academy 2012 Conference, Lisbon, Portugal
  • 2009: Best Thesis Award of the Stiftung Marketing of the University of Mannheim