Alexander Bleier December 2017 448 Fulton Hall Phone: 617.552.1870 Boston College Fax: 617.552.6677 Carroll School of Management Email: bleiera@bc.edu Chestnut Hill, MA 02467, USA Current Position 2014 present: Boston College Assistant Professor of Marketing Education 2009 2014: Ph.D., summa cum laude, University of Cologne, Germany Dissertation: Essays on Personalized Online Advertising Committee: Maik Eisenbeiss, Werner Reinartz, Franziska Voelckner 2006 2009: Dipl.-Kfm., Goethe University Frankfurt, Germany 2007 2008: Universidad Nacional de Córdoba, Argentina 2004 2006: Prediploma, University of Paderborn, Germany Honors and Awards Emerald/EFMD Outstanding Doctoral Research Highly Commended Award Winner, 2015 EMAC McKinsey Marketing Dissertation Award Honorable Mention, 2015 DMV (Deutscher Marketing Verband) Dissertation Award Finalist, 2015 EHI-Stiftung and GS1 Dissertation Award Finalist, 2015 AMA-Sheth Foundation Doctoral Consortium Fellow, University of Michigan, 2013 INFORMS Marketing Science Doctoral Consortium Fellow, 2011, 2012, 2013 ISBM scholarship, SMEAL College of Business, Pennsylvania State University, 2010 Goethe University Frankfurt Full-Tuition Scholarship, 2008 RESEARCH Primary Research Interests Digital marketing and e-commerce Targeting and personalization of marketing communications Customer relationship management Field experiments and consumer decision making 1
Journal Articles Bleier, Alexander and Maik Eisenbeiss (2015), Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, Marketing Science, 34 (5), 669 688. - Runner up VHB Best Paper Award 2014/15 (Marketing Group) Bleier, Alexander and Maik Eisenbeiss (2015), The Importance of Trust for Personalized Online Advertising, Journal of Retailing, 91 (3), 390 409. Book Chapters Bleier, Alexander, Arne De Keyser, and Katrien Verleye (2017), Customer Engagement through Personalization and Customization, in: Customer Engagement Marketing, Robert W. Palmatier, V. Kumar, and Colleen M. Harmeling (eds.), London, UK: Palgrave Macmillan. Eisenbeiss, Maik and Alexander Bleier (2013), Customer-Relationship-Management, in: Handbook Retailing, Joachim Zentes, Bernhard Swoboda, Dirk Morschett, and Hanna Schramm-Klein (eds.), 2 nd Edition, Wiesbaden: Gabler. Other Publications Bleier, Alexander, Colleen M. Harmeling, and Robert W. Palmatier (2017), How Firms Can Shape the Customer Experience for Greater Success in Online Retailing, Marketing Science Institute (MSI) Working Paper Series, 17-119. Eisenbeiss, Maik and Alexander Bleier (2017), Lieber nicht zu persönlich werden, Harvard Business Manager, February, 12 13. Working Papers Bleier, Alexander, Colleen M. Harmeling, and Robert W. Palmatier (2017), Creating Effective Customer Experiences in Online Retailing, revising for 2 nd round review at Journal of Marketing Beck, Joshua T., Ryan Rahinel, and Alexander Bleier (2017), Personal Control and the Perpetuation of Preferences for Leading Brands, revising for 3 rd round review at Journal of Consumer Research Venkatesan, Rajkumar, Werner Reinartz, Alexander Bleier, and Nalini Ravishanker (2017), The Role of Attitudinal Information in Managing Customer Profitability Work in Progress Social TV and Ad Avoidance, with Beth Fossen Using Past Browsing Behavior for Improved Bidding Strategies in Search Engine Advertising, with Sebastian Schubach and Jan Schumann The Role of Retargeting in Shaping Consumers Shopping Behavior, with Sylvia Hristakeva and Maik Eisenbeiss Online Reviews of Individual and Joint Service Consumption, with Hristina Nikolova and Rebecca Hamilton Conference Presentations and Invited Talks How Firms Can Shape the Shopping Experience for Greater Success in Online Retailing, Frankfurt School of Finance & Management, November 2017. How the Interplay of Consumption Mode and Time Delay Influences the Persuasiveness and Content of Online Reviews, Association for Consumer Research Conference, San Diego, October 2017. 2
Effective Selling on the Web: How Content Factors Influence the Performance of Online Product Listings, INFORMS Marketing Science Conference, Los Angeles, June 2017. Creating Effective Customer Experiences in Online Retailing, Temple University, June 2017. The Role of Attitudinal Information in Managing Customer Profitability, EMAC, Groningen, May 2017. How Firms Can Shape the Shopping Experience for Greater Success in Online Retailing, Theory + Practice in Marketing Conference, Charlottesville, May 2017. How Content Factors Influence the Performance of Online Product Listings, Northeastern University, November 2016. How Content Factors Influence the Performance of Online Product Listings, Goethe University Frankfurt, November 2016. By the Grace of Brands: The Role of Brand Leadership in the Process of Restoring Control, Association for Consumer Research Conference, Berlin, October 2016. How Content Factors Influence the Performance of Online Product Listings, Rotterdam School of Management, September 2016. A Cross-Firm, -Channel, and -Product Analysis of the Effects of Online Content Factors on Business Performance, INFORMS Marketing Science Conference, Shanghai, June 2016. Brands as Stewards: The Role of Brand Leadership in the Process of Restoring Control, EMAC, Oslo, May 2016. Online Content Adaptation, Stanford Graduate School of Business, May 2016. Elevating Brands: How Low Control Perpetuates Preferences for Brand Leaders, Boston Judgment and Decision Making Day, Boston College, April 2016. A Cross-Channel Analysis of Personalized Advertising on Facebook, 2. Passauer Digital-Marketing- Konferenz, University of Passau, March 2016. Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, University of Passau, March 2016. Retargeting in Context: How Motive Congruence Drives the Effectiveness of Personalized Online Ads, INFORMS Marketing Science Conference, Baltimore, June 2015. Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, Boston University, February 2015. Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, MIT Sloan School of Management, December 2014. The Role of Message and Sender in Personalized Online Advertising, INFORMS Marketing Science Conference, Atlanta, June 2014. When More Isn t Always Better: Determinants of Effectiveness in Personalized Online Advertising, 1. Passauer Digital-Marketing-Konferenz, Passau, January 2014. Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, HEC Paris, November 2013. Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, Arizona State University, October 2013. 3
Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where, Boston College, October 2013. The Importance of the Source in Personalized Online Banner Advertising, INFORMS Marketing Science Conference, Istanbul, July 2013. Successful Advertising with Retargeting: An Analysis of Relevant Factors, Network Meeting, AlumniClub University of Passau, April 2013. Right Ad, Wrong Time? A Field Experiment on the Effects of Retargeting on Online Shopping Behavior, INFORMS Marketing Science Conference, Boston, June 2012. Retargeting Investigating the Influence of Personalized Banner Advertising on Online Purchase Behavior, INFORMS Marketing Science Conference, Houston, June 2011. Grants Marketing Science Institute Grant 4-1963 ($16,500), Optimizing Online Product Marketing for Enhanced Performance, 2015 Research Cooperations Belkin, Content26, Nature s Bounty, Schneider Electric, SC Johnson, XAD, xplosion interactive (Otto Group) TEACHING Teaching Interests Marketing Information Analytics, Customer Relationship Management, E-Commerce, International Marketing Management, Marketing Management and Strategy, Marketing Communications Teaching Experience at Boston College Marketing Information Analytics, 2015 present Teaching Experience at the University of Cologne (Teaching Assistant at Graduate Level) Quantitative Applications in Marketing (elective course), 2009 2013 Current Marketing Challenges in E-Commerce Practice Seminar with Mister Spex (seminar), 2013 Exporting Energy A Real-Life Case Competition with A.T. Kearney (seminar), 2012 Sustainability in SMEs A Real-Life Case Competition with A.T. Kearney (seminar), 2011 ROI of Marketing Expenditures (seminar), 2010 Supervision of more than 30 bachelor and master theses SERVICE To the University Organization of Rey Keyes Distinguished Scholar Series, 2014 present Faculty Recruiting Committee, 2015, 2017 MBA mentor and judge for Diane Weiss Consulting Competition, 2015, 2016 4
To the Community Reviewing for Journals Journal of Marketing Research Management Science Journal of the Academy of Marketing Science International Journal of Research in Marketing Journal of Retailing Journal of Interactive Marketing Journal of Marketing Behavior Current Psychology Telematics and Informatics Reviewing for Conferences Winter AMA 2012, 2013, 2015 International Conference on Information Systems 2016 BUSINESS EXPERIENCE 03 05/2009 Simon-Kucher & Partners Strategy & Marketing Consultants, Bonn, Germany 08 10/2008 goetzpartners MANAGEMENT CONSULTANTS, Düsseldorf, Germany 01 03/2008 German-Argentine Chamber of Industry and Commerce, Buenos Aires, Argentina 03 09/2006 Wincor Nixdorf International, Paderborn, Germany 10 11/2001 Düsseldorf Chamber of Small Industries and Skilled Trades, Düsseldorf, Germany AFFILIATIONS American Marketing Association (AMA), Association for Consumer Research (ACR), Institute for Operations Research and the Management Sciences (INFORMS), Marketing Science Institute (MSI), Marketing between Theory and Practice (MTP) 5