Introduction
Frank Germann is a PhD Candidate in Marketing at the Smeal College of Business and a Master of Applied Statistics Candidate at the Eberly College of Science at the Pennsylvania State University. His research interests are in the area of marketing strategy. More specifically, Frank is interested in how marketing assets (e.g., brand equity) and marketing actions (e.g., the use of marketing analytics) influence firm performance. One of Frank's current research projects won the "Overall Best Conference Paper" award at the 2010 AMA Winter Marketing Educators' conference. Prior to joining Penn State, Frank held various finance, marketing, and management positions at Hewlett-Packard and Johnson&Johnson.
Education
Frank's undergraduate degrees are from the University of Savoy (France) and the European School of Business at Reutlingen University (Germany). He also holds an M.B.A. from the University of Notre Dame (USA).
Working papers
"Assessing Brand Efficiency: A Two-Stage Benchmarking Approach," with Tomas Falk, Maik Hammerschmidt, and William T. Ross, Jr. (paper won the "Overall Best Conference Paper" award and the "Best Paper in Brand Marketing and Communication Track" award at the AMA Winter Educators' Conference, New Orleans, LA, February 2010).
"When Bad Things Happen to Good Brands: Product Recalls and the Moderating Role of Brand Equity," with Rajdeep Grewal, William T. Ross, Jr, and Rajendra K. Srivastava.
"Performance Implications of Deploying Marketing Analytics," with Gary L. Lilien and Arvind Rangaswamy.
"Does Hitting the Ceiling Hurt? The Effects of Career Plateauing on Salespeople Involved in Team Selling," with Matti Aistrich.
Contact
Department of Marketing
Smeal College of Business
Pennsylvania State University
457 Business Building
University Park, PA 16802
Phone: +1 (814) 359-6201
E-mail: fgermann@psu.edu