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Personal profile

Personal information

Nico studied business administration at the University of Muenster, Germany, and the University of Rome “La Sapienza”, Italy. He obtained his doctoral degree at the Marketing Center Muenster, Institute of Business-to-Business Marketing (Prof. Klaus Backhaus), in 2014 with work on network effects in hardware-software platform markets. During this time, Nico also engaged in several consulting projects for mid-sized B2B and B2C companies.

After his PhD, Nico obtained practical experience at the e-commerce start-up Mister Spex in Berlin and at Vodafone Germany in Duesseldorf. In September 2016, he took up research again at the University of Cologne, Department of Retailing and Customer Management (Prof. Werner Reinartz). Nico joined Vrije Universiteit Amsterdam as an assistant professor of marketing in 2020.


Research Interests: Technology and Innovation Marketing - Digital Platforms, Omnichannel Retailing, Brand Communications

In his research, Nico focuses mainly on topics related to technology and innovation marketing. His research is mainly quantitative, applying marketing models on observational company data or data generated through field experiements. His work on digital platforms includes the dynamics of hardware-software and software-software systems, such as gaming systems or automobiles, but also matchmaking and brand platforms like branded apps. Related to the latter, Nico has also been studying innovations in retailing (e.g., disruption of the retailing value chain, mobile commerce) and brand communications (e.g., impact of privacy regulations, media channel orchestration) both conceptually and empirically. His work has been published in several academic outlets such as Journal of Marketing, International Journal of Research in Marketing, and International Journal of Innovation Management as well as in practitioner and transfer magazines like Harvard Business Manager and Marketing Intelligence Review.


Marketing Strategy, Value-Based Marketing, Thesis Work

Ancillary activities

No ancillary activities

Ancillary activities are updated daily


  • Marketing
  • Innovation Management

Fingerprint Dive into the research topics where Nico Wiegand is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Industry Engineering & Materials Science
Innovation Engineering & Materials Science
Retailing Business & Economics
Software Business & Economics
Sponsor Business & Economics
Value chain Business & Economics
Authenticity Business & Economics
Confidence Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2013 2019

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Becker, M., Wiegand, N. & Reinartz, W. J., 1 Jan 2019, In : Journal of Marketing. 83, 1, p. 24-50 27 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Consumer behaviour
Purchase decision
Product characteristics

The impact of digital transformation on the retailing value chain

Reinartz, W., Wiegand, N. & Imschloss, M., 1 Sep 2019, In : International Journal of Research in Marketing. 36, 3, p. 350-366 17 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Value creation
Value chain

The Perils of Retail Price Differentiation: Why Nobody Wins When Customers Lose

Reinartz, W. & Wiegand, N., 1 May 2019, In : NIM Marketing Intelligence Review. 11, 1, p. 30-35 6 p.

Research output: Contribution to JournalArticleProfessional

Order Financing and Financial Engineering

Backhaus, K., Hupka, P. & Wiegand, N., 2016, Business Project Management and Marketing. Kleinaltenkamp, M., Plinke, W. & Geiger, I. (eds.). p. 127-158 32 p.

Research output: Chapter in Book / Report / Conference proceedingChapterAcademic

Platform adoption in system markets: The roles of preference heterogeneity and consumer expectations

Steiner, M., Wiegand, N., Eggert, A. & Backhaus, K., 1 Jun 2016, In : International Journal of Research in Marketing. 33, 2, p. 276-296 21 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Consumer expectations
Preference heterogeneity
Network effects
Empirical study