Batten Institute

Lutz Hildebrandt



Bio: Lutz Hildebrandt is professor of marketing and director of the Institute of Marketing at Humboldt-University in Berlin, where he has taught since 1994. He has been a visiting professor at the University of California, Los Angeles, and the Institute of Higher Studies in Vienna, and was a visiting scholar at Harvard Business School. Before joining the faculty at Humboldt-University, he was professor of business administration and marketing at the University of Bielefeld. Professor Hildebrandt’s research areas include quantitative research on strategic success factors, marketing mix management, methods in marketing research, and international marketing. He is president of the European Marketing Academy, head of the Kommission Marketing at the Vergand der Hochschullehrer fur Betriebswirtschaft, and is on the editorial boards of International Journal of Research in Marketing and Marketing ZFP. He earned his doctorate in economics and business administration at Technical University in Berlin.

Expertise: Driving Innovation through Marketing and R&D Synergies 


Fellowship Focus: During his Batten Fellowship, Lutz Hildebrandt will work with his faculty host, Paul Farris, on a study of the relationship between the innovativeness of a company’s R&D efforts and its marketing spending. Higher marketing spending has been associated with higher new-product development activity but not necessarily with greater innovativeness of the new products. Professors Hildebrandt and Farris will use PIMS data and, possibly, Compustat data in addition to a database of patents. They will also begin collaborating on a project on the sources of innovative ideas. This would be in the form of a survey exploring the role of lead users in developing new product ideas. This survey, if successfully implemented, should produce data suitable for a published article. During his fellowship, Professor Hildebrandt will also help finalize Humboldt University’s participation with the Management by the Numbers learning software, which was developed with support from the Batten Institute, and he will give seminars on methods in econometrics and panel data. 

Contact Info

Appointment: 2003–2004

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