Prof. Simone Wies, Ph.D.

Research Interests
Empirical modeling of marketing effectiveness and financial dynamics of marketing strategies |
Strategic innovation management |
New ventures and business models |
Creator Economy |
Management and valuation of marketing assets |
About
Simone Wies is Professor of Marketing Strategy & Performance at Goethe University Frankfurt. Prior to her appointment, she was an Assistant Professor of Marketing and Finance at the Leibniz Institute for Financial Research SAFE at Goethe University Frankfurt and a Post-Doctoral Researcher in Marketing at the Fuqua School of Business, Duke University. She received her M.Sc. in Marketing and Finance and Ph.D. in Finance from Maastricht University.
Simone Wies is an empirical modeler who focuses on firm-level marketing strategy questions with an emphasis on the financing dynamics and performance effectiveness of such strategies that help firms compete and differentiate their offerings in sustainable ways. A substantial part of her work focuses on firm innovation as a particularly important type of marketing strategy. This includes innovation efforts resulting from digitalization opportunities, such as in the creator economy, the creation of new ventures and business models, product introductions, brand capitalization, or marketing innovations. Her work has been published in outlets such as Marketing Science, the Journal of Marketing, the Journal of Marketing Research, and Management Science. Besides her research, she teaches in undergraduate, graduate, and MBA programs, and is Director of the Ph.D. Marketing Track of the Graduate School of Economics, Finance, and Management.