Professor Ulrich Orth
Chair of Marketing – Consumer Psychology, Kiel University, Germany
Part-time Lecturer at IMC Krems and Eisenstadt University in Austria.
Professor and Chair of Marketing – Consumer Psychology at Kiel University, he has also held positions at the Oregon State University in the US, Mendel University in the Czech Republic and at the Munich University of Technology in Germany. He has a passion for research into buyer behaviour and psychology, specifically consumer-brand relations, package design, retailing, experiential marketing, and cross-cultural issues. Ulrich has 23 years’ experience in applied wine marketing research and has consulted with numerous wine industry organizations and individual businesses in Australia, Austria, Czech Republic, Germany, France, Oregon, and Washington, amongst others.
Ulrich has presented over 120 times at national and international academic and practitioner conferences, and has published over 220 articles in trade and academic outlets including the Journal of Advertising, Journal of Marketing, Journal of Service Research, Journal of Retailing, Journal of Business Research, Journal of International Marketing, International Journal of Research in Marketing, Psychology & Marketing.
As an internationally recognized expert, Ulrich serves on the editorial boards of the European Journal of Marketing (Associate Editor) and Journal of Business Research (Area Reviewer) and is past editor-in-chief of the International Journal of Wine Business Research.