Humboldt-Universität zu Berlin - School of Business and Economics

Prof. Dr. Lutz Hildebrandt, Dipl.-Kfm.

Prof. Dr. Lutz Hildebrandt Dipl.-Kfm.
hildebr (at)








  • Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management. Annual Review of Resource Economics, 10 (2018), Forthcoming, zusammen mit A. Heiman.

  • Does umbrella branding really work? Investigating cross-category brand loyalty. Journal of Business Economics, Vol. 87 (2017)3: 397-420, zusammen mit N. Silberhorn und Y. Boztuğ.

  • Measuring Changes in Preferences and Perception due to the Entry of a New Brand with Choice Data (2015). Marketing ZFP, 37 (1): 57-66, zusammen mit L. Kalweit.
  • Detecting Price Thresholds in Choice Models using a Semi-parametric Approach (2014). OR Spectrum, 135: 187-207, zusammen mit Y. Boztuğ u. K. Raman.
  • Linking Corporate Reputation and Shareholder Value using the Publication of Reputation Rankings (2014). Journal of Business Research, 67, Issue 5: 1007-1017, zusammen mit S. Tischer.

  • Antecedents of the Negative Attraction Effect (2014). Marketing ZFP 36 (1): 5-21, zusammen mit N. Wiebach.
  • The Impact of Promotions on Consumer Choices and Preferences in Out-of-Stock Situations (2013). Journal of Retailing and Consumer Services, Vol. 20 (6), pp. 587-598, zusammen mit J. L. Diels und N. Wiebach.

  • Explaining customers switching patterns to brand delisting (2012). Journal of Retailing and Consumer Services, Vol. 19 (1), 1-10, zusammen mit N. Wiebach.

  • Brand equity – how is it affected by critical incidents and what moderates the effect (2012). SFB 649 Discussion Paper 2012-062, Humboldt Universität zu Berlin, zusammen mit S. Tischer.

  • Does umbrella branding really work? Investigating crosscategory brand loyalty (2012). SFB 649 Discussion Paper 2012-028, Humboldt Universität zu Berlin, zusammen mit N. Silberhorn.

  • Der Einfluss von intagiblen Faktoren auf die Profitabilität von Unternehmen (2011). in: Wagner, U. et al.: Das Internet der Zukunft - Bewährte Erfolgstreiber und neue Chancen, Wiesbaden: Gabler, zusammen mit H. Kreis.

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  • Habilitation, Technische Universität Berlin, 1989.
  • Visiting Scholar, Harvard Business School, Harvard University, USA, 1987.
  • Visiting Assistant Professor, Auburn University (Alabama, USA), 1985.
  • Research Fellow, Wissenschaftszentrum Berlin (WZB), 1982-1985.
  • Doctorate, Technische Universität Berlin, 1982.
  • Dipl.-Kfm. Degree in Business Administration, Technische Universität Berlin.
Teaching and professional experience


  • Professor for Business Administration, Humboldt-Universität zu Berlin, Director of Institute of Marketing since 1994.
  • Visiting Professor, University of Otago, New Zealand 1999.
  • Visiting Professor, University of California Los Angeles, USA 1996.
  • Professor for Business Administration and Marketing, Universität Bielefeld, 1990-1994.
  • Visiting Professor, Faculty for Higher Studies, Vienna, 1992.
Academic activities


  • Representative spokesperson of the Collaborative Research Center 649: “Economic risk”.
  • President, European Marketing Academy (EMAC), 2002-2004.
  • Chairman, Marketing Commission, Federation of University Professors for Marketing and Management, 2002–2003.
  • Dean, School of Business and Economics, Humboldt-Universität zu Berlin, 2000-2002.
  • Member of the Research Group, Consumption and Behaviour, since 1990.



  • Editor, Marketing JRM and Marketing ZfP until 2007
  • Special Issue Editor, Journal of Business Research
  • Co-Editor, OR-Spektrum
  • Editorial Board, International Journal of Research in Marketing
  • Editorial Board, Marketing Marketing ZfP
  • Editorial Board, Marketing Bur - Business Research
  • Member in the Scientific Committee, Recherche et Application en Marketing

Selected awards


  • Fellow of the European Marketing Academy, since 2004
  • Batten Fellow, Darden School of Business Administration (University of Virginia, USA), 2003.
  • William Evans Fellow, University of Otago, New Zealand, 1999.
  • Faculty Group, European Marketing Academy, Doctorial Colloquium, 1993-1997.

Fields of research


  • Quantitative analysis of key success factors
  • Marketing-Mix-Management
  • Application of quantitative models in marketing research
  • Panel data analysis in international marketing 

Selected Services


  • Board member, Society for Economics and Management, Humboldt-Universität zu Berlin
  • Chairman, Program Committee of the annual conference of the Association of University Professors of Management, 2007
  • Chairman, Modelling and Forecasting, EMAC Conferences, 2006, 2007, 2008
  • Chairman, EMAC Conference, 1999
  • Co-Organizer French German Workshop on Quantitative Methods in Marketing, 1996, 1998, 2007