Phone (switch): +61 2 9850 7800
Fax: +61 2 9850 9019
E-mail: Lars.Groeger@mgsm.edu.au
MSc (UoC), CEMS MIM (HEC/UoC), PhD (UoC)
My 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. I adopt 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. I analyse the different underlying motives that steer the various forms of social interaction that we engage in - online as well as offline.
Research Interest
- Exponential Product Diffusion
- Social Network Perspective in Marketing
- Structure and patterns of referral networks and dynamic evolution over time
- New approaches to the Opinion Leader/Innovator concept
- Word-of-Mouth Marketing: objectives, strategies, and tools to stimulate C2C interaction
- Online Fashion Communities
...More
Timeline & C.V.
Recent Publications
Peer Reviewed Journals
Koppelmann, U./Groeger, L. (2009): Virale Informationsverarbeitung — Mit System den Faktor Zufall minimieren [Viral Diffusion of Information], in: Marketing Review St. Gallen, Vol. 26, Issue 1, 2009, 6-10
Refereed Conference Papers
Groeger, L. (2009): Stimulate Social Interaction between Consumers: A Network oriented Framework, in: ANZMAC Conference Proceedings, Melbourne 2009
Case Study
Groeger, L. (2010): Competitive Positioning in the Australian online apparel Industry: The case of BrandsExclusive, in: Strategic Management: Theory and Practice, Editor: Carter, C., Clegg, S., Kornberger, M. and Schweitzer, J. Sage, London 2010 forthcoming
Book Chapters
Groeger, L. (2010): Markendifferenzierung ohne klassische Werbung? Zur Stimulation sozialer Interaktion zwischen Kunden [Brand Management without classical Advertising?], in: Brand Management, Editor: Voelckner, F., Weber, T., Willers, C., Gabler, Wiesbaden 2010 forthcoming
Wentzel, D./Groeger, L. (2010): Markendifferenzierung durch Mitarbeiterverhalten [Brand Behaviour], in: Brand Management, Editor: Voelckner, F., Weber, T., Willers, C., Gabler, Wiesbaden 2010 forthcoming
Groeger, L. (2008): Business Continuity Management, in: Risiken vermeiden – Krisen bewältigen [Risk Managemen], Editor: Elles, A., Hamburg 2008, 61-74
Monographs
Groeger, L. (2008): Soziale Epidemien. Das Phänomen exponentieller Produktverbreitung. Bezugsrahmen und resultierende Handlungsempfehlungen [Social Epidemics], Cologne 2008, (362 p)
Management Journals
Groeger, L. (2010): Advantage online, in: Business21C, Vol. 1, No. 1, 54-58
Groeger, L./Willers, C. (2009): Gerüchte-Management [Rumour Management], in: GDI Impuls No. 2, 2009, 78-83
Groeger, L./Willers, C. (2009): Mundpropaganda als Chance begreifen [The power of Word of Mouth], in: Markenartikel, Issue 6, 2009, 124-128
Newspapers
Groeger, L./Willers, C. (2009): Gerüchte muss man entschleunigen [Rumours have to be slowed down], in: Frankfurter Allgemeine Zeitung, No. 114, 18.05.2009, p. 12
Projects & Partnerships
Doctoral Students
Courses
Marketing Management
This unit examines the relationship between the needs, behaviour and demands of the marketplace and the objectives, marketing strategies and programs developed by the firm. The unit utilises lectures, a project and a marketing simulation game that is designed to explore the complex interrelationships in marketing within a dynamic setting. The unit commences with an introduction to the marketing concept and then addresses issues such as market segmentation, marketing planning, growth strategies, market research, services marketing and detailed issues involved in marketing program formulation.
