Dr Lars Groeger

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Dr Lars Groeger

Lecturer in Management (Marketing)

MGSM

Contact Details

Tel: +61 2 9850 9093

Email: lars.groeger@mgsm.edu.au

Expertise

Marketing

Bio

About Dr Lars Groeger

Lecturer in Management (Marketing)

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

Teaching Areas

Marketing & Strategic Management

Research Area Affiliations

  • Marketing

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 Behaviour
  • Social Interaction
  • Word-of-Mouth Marketing
  • Social Commerce
  • CRM
  • Online Impulse Buying

Publications

Journal articles

  • Groeger, L., & Buttle, F. (2016). Deciphering word-of-mouth marketing campaign reach: Everyday conversation versus institutionalized word of mouth. Journal of Advertising Research, 56(4), 368-384. DOI: 10.2501/JAR-2016-043
  • Schweitzer, J., Groeger, L., & Sobel, L. (2016). The Design thinking mindset: an assessment of what we know and what we see in practice. Journal of design, business & society, 2(1), 71-94. DOI: 10.1386/dbs.2.1.71_1
  • Groeger, L., Moroko, L., & Hollebeek, L. D. (2016). Capturing value from non-paying consumers’ engagement behaviours: field evidence and development of a theoretical model. Journal of Strategic Marketing, 24(3-4), 190-209. DOI: 10.1080/0965254X.2015.1095223
  • Groeger, L., & Buttle, F. A. (2014). Word-of-mouth marketing: towards an improved understanding of multi-generational campaign reach. European Journal of Marketing, 48(7/8), 1186-1208.
  • Groeger, L., & Buttle, F. A. (2014). Word-of-mouth marketing influence on offline and online communications: evidence from case study research. Journal of Marketing Communications, 20(1-2), 21- 41.
  • Sobel, L., & Groeger, L. (2013). The Future of design thinking in Australia: barriers and opportunities. Design Management Review, 24(2), 26-31.
  • Koppelmann, U., & Groeger, L. (2009). Viral Diffusion of Information. Marketing Review, 1, 6-10.

Book chapters

  • Groeger, L., & Buttle, F. (2015). "Word-of-mouth marketing influence on offline and online communications: evidence from case study research". In A. J. Kimmel, & P. J. Kitchen (Eds.), Word of mouth and social media (pp. 20-40). Abingdon, Oxon ; New York: Routledge.
  • Groeger, L., & Buttle, F. (2014). “Co-production”, In C. Cooper (Ed.), Wiley Encyclopedia of Management, Volume 9 Marketing,Richmond, Australia: Wiley.
  • Groeger, L., & Buttle, F. (2014). “Customer Lifetime Value”, In C. Cooper (Ed.), Wiley Encyclopedia of Management, Volume 9 Marketing, Richmond, Australia: Wiley.
  • Groeger, L., & Buttle, F. (2014). “Customer Equity”, In C. Cooper (Ed.), Wiley Encyclopedia of Management, Volume 9 Marketing,Richmond, Australia: Wiley.
  • Groeger, L. (2011). "Branding without mass communication?", In F. Volckner, C. Willers & T. Weber (Eds.), Brand Management(pp. 197-217). Wisebaden, Germany: Gabler.
  • Wentzel, D., & Groeger, L. (2011). "Brand Behaviour", In F. Volckner, C. Willers & T. Weber (Eds.), Brand Management (pp. 77-93). Wisebaden, Germany: Gabler.
  • Groeger, L. (2011). “Competitive positioning in the Australian online apparel industry: the case of Brands Exclusive”, In S. Clegg, C. Carter, M. Kornberger, & J. Schweitzer (Eds.),Strategy: Theory and Practice (pp. 78-82). London, UK: Sage Publications.
  • Groeger, L. (2008). "Business Continuity Management", In A. Elles (Ed.), Risk Management (pp. 61-74). Hamburg, Germany.

Conference papers

  • Sievers, S., Valor, C., Groeger, L. & Moroko, L., (2015). Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective. Australian and New Zealand Marketing Academy Conference 2015 (pp, 653-660). Sydney, Australia: ANZMAC.
  • Groeger, L., & Buttle, F. (2015). How everyday conversation promotes WOM-marketing campaign reach: a mixed methods investigation. EMAC 44th Conference (pp. 1-7). Leuven, Belgium: KU Leuven.
  • Rolfe, I., Bruce, K., & Groeger, L. (2014). Firms Do Not Choose Business Models: Business Models Choose Firms. 34th SMS Annual International Conference: Strategies in a World of Networks (pp. 1-8). Madrid, Spain: Strategic Management Society.
  • Groeger, L., & Schweitzer, J. (2014). Transformational leadership, design thinking and the innovative organization. Papers from the 30th EGOS Colloquium 2014 (pp. 1-12). Rotterdam, The Netherlands: European Group for Organizational Studies EGOS.
  • Moroko, L., Hollebeek, L., & Groeger, L. (2014). How Do Brands Capture Value through Engaging Non-Paying Consumers?. Australian and New Zealand Marketing Academy Conference 2014 (pp, 161-181). Brisbane, Australia: ANZMAC.
  • Groeger, L., & Moroko, L. (2014). Formation of expectations for online MBA units and its impact on satisfaction, 43rd European Marketing Academy Conference (pp. 107-107), Valencia, Spain: EMAC.
  • Sobel, L., & Groeger, L. (2013). Design thinking in Australia : a pathway to the future of innovation?. Australia New Zealand Marketing Academy Conference 2013 (pp. 1-7). Auckland, New Zealand: The University of Auckland Business School, University of Auckland.
  • Groeger, L., & Buttle, F. A. (2013). Understanding word-of-mouth communication: can Rules Theory help?. Australia New Zealand Marketing Academy Conference 2013 (pp. 1-8). Auckland, New Zealand: ANZMAC.
  • Groeger, L., & Buttle, F. (2012). Influencers and their circle of friends : enriching social network analysis with qualitative data. Australian and New Zealand Marketing Academy Conference 2012 (pp. 1-7). Adelaide, Australia: ANZMAC.
  • Groeger, L., & Buttle, F. (2012). Leveraging Facebook data to map and analyse the diffusion of offline word-of-mouth. Academy of Marketing Conference (pp. 1-9). Southampton, UK: Academy of Marketing.  Won Best Paper in Track Award.
  • Groeger, L., & Taylor, S. (2012). Making sense of conversations: using Facebook friendship networks and social network analysis to demystify word-of-mouth. ESOMAR Asia Pacific 2012 Conference (pp. 140-152). Shanghai, China: ESOMAR.
  • 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 (pp. 1-8), Perth, Australia: ANZMAC.
  • Groeger, L. (2009). Stimulate Social Interaction between Consumers: A Network-oriented Framework. Australian and New Zealand Marketing Academy Conference (pp. 1-8), Melbourne, Australia: ANZMAC.
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