Faculty

Dr Lars Groeger

Lecturer in Management (Marketing)

MSc (UoC), CEMS MIM (HEC/UoC), PhD (UoC)

Teaching Areas

• Marketing & Strategic Management

Research Area Affiliations

• Marketing

Contact Details
Phone:  +61 2 9850 9093
Email:    Lars.Groeger@mgsm.edu.au

Research Statement

Dr Groeger’s research aims to help managers gain an increased understanding of the various forms of social interaction between customers and the firm’s power to stimulate these interactions in a systematic and value creating way. He adopts a network perspective, which acts as the foundation for the integration of theories from a wide range of disciplines including sociology, social-psychology, consumer behaviour, epidemiology, economy and complex network analysis.

Contribution to Management Education

Dr Groeger sees himself as an information broker in the classroom, engaging students with latest research and cutting edge marketing practice. He is committed to flexible learning approaches, from appealing lectures and classical to multimedia case studies, to online simulations, consulting projects and new online pre-course testing assessments.

Contribution to Management Practice

Managerial interest in consumer-to-consumer interactions is tied to the ability to demonstrate the contribution of such interactions to the firm. Current research covers topics such as, measuring the reach and impact of word of mouth marketing campaigns, optimising acquisition and retention efforts in the space of social commerce and analysing the use of social media during an emergency situation.

Media Topics

• Social Network Perspective in Marketing
• Social Network Analysis (SNA)
• Referral Behavior
• Social Interaction
• Word-of-Mouth Marketing
• Social Commerce
• CRM
• Online Impulse Buying

 

Publications

journal articles

• Koppelmann, U. & Groeger, L. (2009). Viral Diffusion of Information. Marketing Review, 1, 6-10.

book chapters

• Groeger, L. (2011). "Branding without mass communication?", In Voelckner, F., Willers, C., Weber. T., (Ed.) Brand Management, (pp. 197-217). Wisebaden: Gabler. 
• Wentzel, D. & Groeger, L. (2011). "Brand Behaviour", In Voelckner, F., Willers, C., Weber, T., (Ed.) Brand Management, (pp. 77-93). Wisebaden: Gabler.
• Groeger, L. (2008). "Business Continuity Management", In Elles, A. (Ed.) Risk Management, (pp. 61-74). Hamburg.

conference papers

• Groeger, L. & Buttle, F. (2011). Embedding offline product seeding referrals into the Facebook friendship network: a field study. Australian and New Zealand Marketing Academy Conference, Perth, Australia.
• Groeger, L. (2010). Stimulate Social Interaction between Consumers: A Network-oriented Framework. Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.