Wolfgang Ulaga

AT&T Professor of Services Leadership
Faculty
Tempe Campus
Mailcode
4106
Research Professor, MY
Faculty
TEMPE Campus
Mailcode
4106
Co-Executive Director
Faculty
TEMPE Campus
Mailcode
4106

Biography

Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with business-to-business firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of B2B Products, Services and Customer Solutions. His executive education and teaching activities focus on companies can (co) create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. For more than 20 years, he is a frequent keynote speaker and has consulted with companies in diverse industries and designed and delivered customized executive education programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices.

Wolfgangs research focuses on how B2B companies compete through value-based marketing, sales, and services. He investigates how firms implement service-growth strategies, manage the change from a product-centric to a service-savvy salesforce, design B2B service portfolios, capture more value through value pricing and value-based selling of products and services, and develop new service business models in emerging and mature markets.

Wolfgangs research has been published in leading academic and managerial publications including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS); Journal of Service Research, Journal of Business Research, Industrial Marketing Management, among others. Wolfgang has published multiple cases on customer value, service growth and business model innovation of firms, such as GE Healthcare India, Michelin Fleet Solutions, or Procter & Gamble, among others. 

He has won numerous awards and recognitions, e.g. the 2010 HEC Paris Best Teacher of the Year Award, the 2011 American Marketing Associations (AMA) Winter Educator's Conference Overall Best Paper Award, and The Case Centers Annual Awards for globally best-selling case in Marketing (2015 and 2016), Top 40 Best-Selling Case Authors (2016), and the Outstanding Case Writer Award (2016). In 2016, he received a Honorary Doctorate from Turku School of Economics, Finland.

Prior to joining ASU, he was on the full-time faculties at IMD Lausanne, HEC School of Management Paris, ESCP-EAP Paris, EDHEC Lille, and the University of Notre Dame, Indiana (Visiting Professor). Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associ�s, an international management consulting firm.

Wolfgang holds a PhD from the University of Paris 1, Pantheon-Sorbonne. He defended his Habilitation Thesis (HDR) at the University of Paris, Dauphine.

Education

  • Doctor of Economics Honoris Causa  Turku School of Economics, Turku UniversityFinland;

  • Habilitation Thesis (HDR - Habilitation � Diriger des Recherches), University Paris Dauphine, Paris, France;

  • PhD  (Doctorat en Sciences de Gestion), University of Paris 1, Pantheon Sorbonne; Paris, France.

 

Publications

  • Steiner Michael, Andreas Eggert, Wolfgang Ulaga and Klaus Backhaus (2016), Do Customized Service Packages Impede Value Capture in Industrial Markets?, Journal of the Academy of Marketing Science, Vol. 44, 151-165.
  • Terho, Harri, Andreas Eggert, Alexander Haas, and Wolfgang Ulaga (2015), Implementing Sales Strategy in Business Markets: The Role of Salesperson Customer Orientation and Value-Based Selling, Industrial Marketing Management, Vol. 45, 12-21.
  • Ulaga, Wolfgang and Stefan Michel (2014), 5 Steps to Create Superior Customer Experience, Harvard Business Review China, February, p. 87-92.
  • Eggert, Andreas, Jens Hogreve, Wolfgang Ulaga and Eva Münkhoff (2014), Revenue and Profit Implications of Industrial Service Strategies, Journal of Service Research. Vol. 17 (1), February, 23-39.
  • Ulaga, Wolfgang and James Loveland (2014), Transitioning From Product to Service-led Growth in Manufacturing Firms: Emergent Challenges in Selecting and Managing the Industrial Sales Force, Industrial Marketing Management.,43 (January), 113-125.
  • Haas, Alexander,  Andreas Eggert, Terho, Harri, and Wolfgang Ulaga (2013), Erfolgsfaktor Value-Based Selling: Erfolgreich Verkaufen, wenn Kundenorientierung nicht zum Erfolg führt, Marketing Review St. Gallen, Issue 4, Trends im Industriegütermarketing, 64-72.
  • Terho, Harri, Alexander Haas, Andreas Eggert  and Wolfgang Ulaga (2012), It’s Almost Like Taking the Sales Out of Selling: Towards a Conceptualization of Value-Based Selling in Business Markets, Industrial Marketing Management, January, Vol. 41 (1), 174-185.
  • Ulaga, Wolfgang and Werner Reinartz (2011), Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, Journal of Marketing, Vol. 75 (6) November, 5-23.
  • Eggert, Andreas, Jens Hogreve, Wolfgang Ulaga and Eva Münkhoff (2011). Industrial Services, Product Innovations, and Firm Profitability: A Multiple-Group Latent Growth Curve Analysis. Industrial Marketing Management, Vol. 40 (5), 661-670.
  • Ulaga, Wolfgang (2011), Investigating Customer Value in Global Business Markets: A Commentary Essay, Journal of Business Research, Vol. 64, 928 – 930.
  • Eggert, Andreas and Wolfgang Ulaga (2010), Managing Customer Share in Key Supplier Relationships, Industrial Marketing Management, Vol. 39 (8), November-December, 1346-1355.
  • Lewin, Jeffrey E., Wim Biemans and Wolfgang Ulaga (2010), Firm Downsizing and Satisfaction among United States and European Customers, Journal of Business Research, Vol. 63 (7), 697–706.
  • Eggert, Andreas, Wolfgang Ulaga and Sabine Hollmann (2009), Benchmarking the Impact of Customer Share in Key-Supplier Relationships, Journal of Business and Industrial Marketing, Vol. 24 (3/4), 154 - 160. Winner “Highly Commended Article” Award for the Year 2010 in JBIM.
  • Jacob, Frank and Wolfgang Ulaga (2008), The Transition From Product to Service in Business Markets: An Agenda for Academic Inquiry, Industrial Marketing Management, Vol. 37 (3), 247 - 253.
  • Reinartz, Werner and Wolfgang Ulaga (2008), How to Sell Services More Profitably, Harvard Business Review, Mai, pp. 90 – 96. Article subsequently reprinted in: Special Issue “Growing Your Business”, Harvard Business Review, Fall 2008, 98-107.
  • Ulaga Wolfgang and Andreas Eggert (2006), Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status, Journal of Marketing, Vol. 70 (1), January, 119-136. This article was ranked third among the most frequently cited articles in the Journal of Marketing between 2006 and 2009.
  • Ulaga Wolfgang and Andreas Eggert (2006), Relationship Value and Relationship Quality: Broadening the Nomological Network of Business-to-Business Relationships, European Journal of Marketing, Vol. 40, No. 3/4, 311-327.
  • Eggert, Andreas, Wolfgang Ulaga, and Franziska Schultz (2006), Value Creation in the Relationship Life Cycle: A Quasi-Longitudinal Analysis, Industrial Marketing Management, Vol. 35 (1), 20-27.
  • Cunningham, Lawrence, Clifford E. Young, Moonkyu Lee, and Wolfgang Ulaga (2006), Customer Perceptions of Service Dimensions: Cross-Cultural Analysis and Perspective, International Marketing Review, Vol. 23 (2), 192-210.
  • Ulaga Wolfgang, Jean-Luc Arrègle and Andreas Eggert (2005), The Dynamic Nature of Value in Business Markets: New versus Ongoing Relationships, Finanza Marketing e Produzione, Vol. XXIII, Number 3 (September), 145-152.
  • Ulaga Wolfgang and Andreas Eggert (2005), Relationship Value in Business Markets: The Construct and its Dimensions, Journal of Business-to-Business Marketing, Vol 12 (1) 73-99.
  • Lawrence F. Cunningham, Clifford E. Young, Wolfgang Ulaga and Moonkyu Lee (2004), Consumer Views of Service Classifications in the USA and France, Journal of Services Marketing, Vol. 18 (6), 421-432.
  • Ulaga Wolfgang (2003), Capturing Value Creation in Business Relationships: A Customer Perspective, Industrial Marketing Management, Vol. 32 (8), 677-693.
  • Jean-Luc Arregle and Wolfgang Ulaga (2003), Les modèles linéaires hiérarchiques: une méthode privilégiée d’analyse de données collectées par policy capturing, M@n@gement, Vol. 6 (1), 29-48.
  • Ulaga, Wolfgang, Arun Sharma, and R. Krishnan (2002), Plant Location and Place Marketing : Understanding the Process from the Business Customers’ Perspective, Industrial Marketing Management, Vol. 31 (5), 393-401.
  • Eggert, Andreas and Wolfgang Ulaga (2002), Customer-Perceived Value : A Substitute for Satisfaction in Business Markets?, Journal of Business and Industrial Marketing, Vol. 17 (2/3), 107-118.
  • Ulaga, Wolfgang and Samir Chacour (2001), Measuring Customer-Perceived Value in Business Markets : A Prerequisite for Marketing Strategy Development and Implementation, Industrial Marketing Management, Vol. 30 (6), 525-540.
  • Ulaga, Wolfgang (2001), Customer Value in Business Markets : An Agenda for Inquiry, Industrial Marketing Management, Vol. 30 (4), 315-319.
  • Ulaga, Wolfgang and Arun Sharma (2001), Complex and Strategic Decision-Making in Organizations: Implications for Personal Selling and Sales Management, Industrial Marketing Management, Vol. 30 (5), 427-440.

 

Courses

Fall 2016
Course NumberCourse Title
MKT 555Business-to-Business Marketing
Fall 2015
Course NumberCourse Title
MKT 555Business-to-Business Marketing

Honors/Awards

  • Doctor of Economics Honoris Causa, Turku School of Economics, Turku UniversityFinland, 2016
  • The Case Centre, Annual Awards and Competitions, 2016, Outstanding Case Writer, Case Study GE Healthcare India (A), (B), and (C).
  • The Case Centre, Annual Awards and Competitions, 2015, Best Marketing Case, Michelin Fleet Solutions: From Selling Tires to Selling Kilometers.
  • 2011Overall Best Conference Paper" and Best Track Paper Award for the article Assessing the Long-Term Effect of Industrial Services on Firm Profitability: The Moderating Impact of Product Innovations with co-authors A. Eggert, J. Hogreve and E. Muenkhoff, AMA Winter Marketing Educators' Conference, 18  20 February, Austin, Texas.
  • 2009 Best Teacher of the Year Award, HEC School of Management, presented by BNP-PARIBAS to acknowledge excellence in pedagogy;
  • 2010 Highly Commended Article Award presented by the Journal of Business and Industrial Marketing for the article Benchmarking the Impact of Customer Share in Key-Supplier Relationships with co-authors A. Eggert and S. Hollmann, Journal of Business and Industrial Marketing (2009), Vol.24 (3/4), 154 - 160.
  • 2012 Research-in-Management Academic Award, French Association of Management Consulting Firms (SYNTEC), Category Marketing and Decision Science, for the article Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, published with co-author Werner Reinartz, University of Cologne in the Journal of Marketing in November 2011.
  • 2012 Research Recognized for Managerial Relevance: Driving Growth Through Services, 1st Runner-up,presented by European School for Management & Technology (ESMT) Conference Bringing Technology to Market, Berlin, Based on the article Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, published with co-author Werner Reinartz, University of Cologne in the Journal of Marketing in November 2011.

Work History

Arizona State University: 2015-present; IMD International Institute for Management Development, Lausanne, Switzerland: 2015  present (Affiliate Professor), 2012  2015 (Full-Time Professor); HEC School of Management, Paris, France: 2007  2012; ESCP-EAP European School of Management, Paris, France: 2004  2007; University of Notre Dame, Indiana: 2002-2004; EDHEC Lille, France: 1995  2002.

Consulting

Over the past 20 years, consulted with companies in diverse industries and designed and delivered customized executive programs to international corporations in a broad variety of markets such as aerospace, agricultural and construction equipment, cables, chemicals, energy, industrial gases, material handling, medical equipment, and telecommunications.