Dominik Mahr

My research & practice interest: Human-centered Innovation within a Digitized World. My research centers on innovation processes and outcomes when collaborating with one or multiple external partners. In line with the Service-Dominant logic, I view customers as such a partner, who acts as a knowledge resource for firms and is empowered to co-create value with firms.

Firms need to develop a special set of co-creation capabilities to stimulate, select and integrate external knowledge. My research often integrates complex networks and technology-based media such as user communities, robotics, expert networks, Augmented Reality or other connected IoT devices. Human-centered innovation processes such as service design are particular useful in co-creation with multiple stakeholders and developing successful innovations.

In this context, my different research studies probe innovative value creation in a digital world, both opportunities and limitations. The studies typically involve purposefully collected data which combine survey, experimental, interview and/or ethnographic data with secondary data. The aim is to shed light on emerging phenomena, extend and develop theories as well as to empirically validate them.

The target journals and research conferences deal with strategic marketing, marketing research, management, innovation management, technology, organizational behavior, service design, and service research. My research has been published in high-impact journals such as Journal of Marketing, Journal of Consumer Research, Research Policy, MIS Quarterly, Journal of Product Innovation Management, Journal of Service Research, Journal of Service management, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research and others.