Maximilian Bauer
Doctoral Candidate, WFI – Ingolstadt School of Management,
Catholic University of Eichstätt-Ingolstadt (KU), GermanyInnovation Management | Marketing Strategy | Entrepreneurship[email protected]
About
Maximilian is a Doctoral Candidate at the Chair of Innovation & Creativity at KU Germany.
Explore: Biography, Education, and Academic and Industry Work Experience.
Research
Maximilian uses mixed-method designs to examine how firms build market-facing capabilities to manage innovation credibly and effectively.
Explore: Publications, Job Market Paper, Research Interests and Methods, Research Grants, and Research in Progress.
Teaching
Maximilian teaches courses at the graduate and undergraduate levels focused on innovation, sustainability, and consumer behavior.
Explore: Graduate (Master's level) and Undergraduate (Bachelor's level) Courses
Service
Maximilian's contribution to the field and the university.
Explore: Service to the Field, University Service, and Professional Affiliation
About
Maximilian is a Doctoral Candidate (Ph.D. Candidate) at the Chair of Innovation and Creativity, and the MBA Program Manager, at WFI - Ingolstadt School of Management at the Catholic University of Eichstätt Ingolstadt (KU). He is currently on the 2026–27 academic job market for tenure-track Assistant Professor positions in Marketing and Management. His research sits at the intersection of innovation management and marketing strategy, examining how firms build market-facing capabilities to commercialize innovation credibly and effectively, particularly under constraints related to responsibility, stakeholder expectations, and market access. He employs mixed-method research designs (qualitative inquiry, cross-industry surveys, longitudinal datasets, and consumer experiments) and develops evidence that speaks to both marketing and management audiences. His research has been published in internationally renowned, peer-reviewed academic journals, including the Journal of Product Innovation Management and the Journal of Business Research.Maximilian has a Bachelor’s degree in Business Administration with a major in International Management, and a Master’s degree in Business Administration with a major in Market-oriented Management from WFI. He studied abroad at the Pontificia Universidad Javeriana in Cali, Colombia, during his Bachelor’s, and in the Full-Time MBA Program at the University of California at Davis, USA, during his Master’s degree.His industry experience spans strategic marketing, consulting, and recruitment, equipping him with a solid understanding of real-world business dynamics.Maximilian enjoys being a DJ of EDM and Deep House, is an avid sports fan, and loves to travel.
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1. EDUCATION:
2022 – 2027 (expected) – Ph.D. (Business Administration), WFI-Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt (KU), Germany2019 – 2021 – M.Sc. (Business Administration), WFI-Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt (KU), Germany2015 – 2019 – B.Sc. (Business Administration), WFI-Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt (KU), Germany
2. WORK EXPERIENCE:
2022 – present – Research Associate and Doctoral Candidate, KU, Ingolstadt, Germany2019 – 2022 – Student Research Assistant (Innovation & Creativity), KU, Ingolstadt, Germany2020 Intern (Business Consulting), Achtzig20 GmbH, Ingolstadt, Germany2020 Intern (Internal Business Process Consultant), Deutsche Bahn AG, Berlin, Germany2018 Intern (Strategic Marketing), MediaMarktSaturn Retail Group, Munich, Germany
3. REFERENCES:
Prof. Shashi Matta
Vice Dean for Internationalization, and Professor of Innovation and Creativity
WFI – Ingolstadt School of Management, Catholic University of Eichstätt-Ingolstadt (KU), Germany
[email protected]Prof. David W. Stewart
Emeritus President’s Professor of Marketing
College of Business Administration, Loyola Marymount University, USA
[email protected]Prof. Rao Unnava
Dean, and Professor of Marketing
Graduate School of Management, University of California at Davis, USA
[email protected]
Research
Maximilian's work sits at the intersection of innovation management and marketing strategy. He studies how organizations develop market-facing capabilities and management approaches that enable innovation outcomes while sustaining credibility with customers, partners, and other stakeholders. (Full Research Statement available upon Request.)
His research has been published in internationally renowned, peer-reviewed academic journals, including the Journal of Product Innovation Management and the Journal of Business Research.
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1. PUBLICATIONS IN PEER-REVIEWED ACADEMIC JOURNALS:
• Matta, Shashi, Maximilian Bauer, Anna Reith, Tomoko Kawakami, Linda Hamdi-Kidar, and Rajeev Gopalakrishnan (2026), ”Responsible Innovation Management in Profit-driven Firms: A Cross-cultural Analysis in Germany, India, and Japan," Journal of Product Innovation Management, conditionally accepted.
• Bauer, Maximilian, and Shashi Matta (2026), ”Mitigating Vulnerabilities Experienced by Everyday Entrepreneurs in the Informal Economy: A Strength-Based Approach," Journal of Business Research, conditionally accepted.2. OTHER PUBLICATIONS:
Maximilian Bauer, Scott Koslow, Shashi Matta, and David W. Stewart (2024), “The Financial Return on Creativity – The Case for Advertising,” MASB White Paper 13. (Authors listed in alphabetical order.) – Free Download3. JOB MARKET PAPER:
“Innovation Acquisition and Market Impact in M&As,” Working Paper.
Abstract: This paper examines how large firms realize market impact from innovation acquisitions by integrating acquired innovation assets into customer-facing capabilities, commercial channels, and market offerings. Using archival deal-level data and qualitative evidence from the German chemical industry, the study develops an innovation-marketing interface perspective on post-acquisition value realization.
Presented at / Accepted for Presentation: Winter AMA 2026, Summer AMA 2026, EMAC 2026, IPDMC 2026, JPIM Research Forum 2026.4. RESEARCH INTERESTS:
Innovation Management in Firms:
• Innovation-Marketing Interface in Organizations
• Open and Co-Created Innovation
• Responsible Innovation and Sustainable Innovation
Entrepreneurship:
• Customer Value Creation and Entrepreneurial Business Models
• Entrepreneurial Ecosystems and Growth Strategies
• Entrepreneurship in the Informal Economy5. RESEARCH METHODS:
• Quantitative Research - Consumer and Executive Surveys, Consumer Experiments, Longitudinal Dataset
• Qualitative Research - Grounded Theory, Theories-in-Use, Executive and Expert Interviews
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6. COMPETITIVE RESEARCH GRANTS AND STIPENDS:
• Karen Legge Bursary, Society for the Advancement of Management Studies (SAMS), March 2026
• Doctoral Student Stipend, AMA Global Marketing SIG, January 2026
• The Bavarian Research Alliance (BayFOR) BayIntAn Grant for Research Cooperation in India, 2024
• The Bavarian Research Alliance (BayFOR) BayFrance Grant for Research Cooperation in France, 2024
• Erasmus+ Staff Mobility for Teaching (STA) at the Bologna Business School (BBS), Italy (2024, 2025, 2026)7. PAPER DEVELOPMENT WORKSHOPS:
• Selected for the Journal of Product Innovation Development (JPIM), Paper Development Workshop, at Politecnico di Milano, Milan, Italy, May 2026.
• Selected for and attended the Journal of Management Studies (JMS), Professional Development Workshop 2026, at Cambridge University, Cambridge, UK, March 2026.
• Selected for and attended the Journal of Product Innovation Development (JPIM), Paper Development Workshop, at the University of Warwick, Coventry, UK, July 2025.
• Selected for and attended the Journal of Product Innovation Development (JPIM), Paper Development Workshop, at San Francisco State University, San Francisco, CA, USA, March 2025.8. SELECT RESEARCH IN PROGRESS:
• Maximilian Bauer and Shashi Matta, “Innovation Acquisition and Market Impact in M&As.” Working Paper. Job Market Paper
• Maximilian Bauer and Shashi Matta, “Open Innovation Knowledge and its Impact on Innovation Performance,” Working Paper.
• Shashi Matta, Maximilian Bauer, George Joseph, Rajeev Gopalakrishnan, and Somesh Kumar Sinha, “Innovation Pathways to Mitigate Customer Vulnerability,” Working Paper.
• Shashi Matta, Maximilian Bauer, and Rajeev Gopalakrishnan, “Market-Driven Growth Models in Creative Industries,” Working Paper.
• Shashi Matta, Maximilian Bauer, Angela Mathew, Rajeev Gopalakrishnan, George Joseph, and Somesh Sinha, “Customer Value Creation in Informal Entrepreneurship,” Working Paper.
• Tomoko Kawakami, Shashi Matta, Maximilian Bauer, and Linda Hamdi-Kidar, “Market Orientation and Responsible Innovation,” Working Paper.
• Anna Reith, Shashi Matta, and Maximilian Bauer, “Collaboration Networks for Sustainable Innovation,” Working Paper.7. SELECT CONFERENCE PRESENTATIONS (since 2025):
• “Innovation Acquisition and Market Impact in Vertical M&As: Uncovering Drivers of Marketplace Success and Innovation Potential Realization,” Maximilian Bauer and Shashi Matta, in a Special Session on “Translating Innovation into Value: Markets, Capabilities, and Institutions,” Deepa Chandrasekharan, Nandini Nim, and Maximilian Bauer (Session Co-Chairs). EMAC Spring Conference 2026 & EMAC Doctoral Colloquium 2026, Bath, UK, June 2026. (Accepted for Presentation and Attendance)
• “Market Orientation and Corporate Responsible Innovation: Cross-cultural Empirical Study of Germany, Japan and the U.S.,” Maximilian Bauer, Shashi Matta, Tomoko Kawakami, and Linda Hamdi-Kidar. EMAC Spring Conference 2026, Bath, UK, June 2026. (Accepted for Presentation)
• “Open Innovation Knowledge as the Antecedent for Enhanced Innovation Performance,” Maximilian Bauer and Shashi Matta. 2026 EURAM Annual Conference, Kristiansand, Norway, June 2026. (Accepted for Presentation)
• “Bridging the Chasm between Innovation Acquisition and Market Impact: Uncovering Drivers of Marketplace Success of Innovation Acquisitions,” Maximilian Bauer and Shashi Matta. 33rd IPDMC: Innovation and Product Development Management Conference, Stockholm, Sweden, June 2026. (Accepted for Presentation)
• “Market Orientation as the Antecedent of Responsible Innovation: Cross-cultural Comparison between the U.S., Germany, and Japan,” Tomoko Kawakami, Shashi Matta, Maximilian Bauer, and Linda Hamdi-Kidar. 2026 AMA Global Conference & 2026 AMA Global Marketing SIG Doctoral Consortium, Nice, France, May 2026. (Accepted for Presentation and Attendance)
• “Unlocking Innovation Potential: Drivers of Success in Innovation Acquisitions,” Maximilian Bauer and Shashi Matta, in a Special Session on “Beyond Breakthroughs: Capturing and Sustaining Innovation Value”, Deepa Chandrasekharan, Minu Kumar, and Maximilian Bauer (Session Co-Chairs). AMA Winter Academic Conference, Madrid, Spain, February 2026.
• “Mitigating Displaced Consumers’ Vulnerability through Digital Innovation Pathways,” Shashi Matta, Maximilian Bauer, and Rajeev Gopalakrishnan, in a Special Session on “Displaced Consumers – Reimagining Marketing's Role in Inclusion and Well-being (Marketing and Society SIG),” AMA Winter Academic Conference, Madrid, Spain, February 2026.
• “From Knowing to Growing: The Pivotal Role of Open Innovation Knowledge in Driving SME Innovation Performance,” Maximilian Bauer and Shashi Matta. 2025 JPIM Research Forum, Chicago, IL, USA, September 2025.
• “Does Responsible Innovation Management Differ Across Countries? Empirical Evidence from Germany, Japan, and the United States,” Tomoko Kawakami, Shashi Matta, Maximilian Bauer, and Linda Hamdi-Kidar, 2025 JPIM Research Forum, Chicago, IL, USA, September 2025.
• “The Transformative Power of Technology: Mitigating Displaced Consumers’ Vulnerability through Digital Innovation Pathways,” Shashi Matta, Maximilian Bauer, George Joseph, Rajeev Gopalakrishnan, and Somesh Sinha, 30th Annual IAJBS World Forum, Bogotá, Colombia, June 2025. (Winner, Best Conference Paper Award)
• “Innovation in Service Ecosystems to Reduce Marketplace Vulnerability,” Shashi Matta, Maximilian Bauer, George Joseph, Rajeev Gopalakrishnan, and Somesh Sinha. 32nd IPDMC: Innovation and Product Development Management Conference & 2025 IPDMC Doctoral Workshop, Porto, Portugal, June 2025.
• “Sustainability Transparency and its Effect on Firm Innovation,” Anna Reith, Shashi Matta, and Maximilian Bauer. 32nd IPDMC: Innovation and Product Development Management Conference, Porto, Portugal, June 2025.
• “Investigating Responsible Innovation Management in For-Profit Firms: Evidence from a Multi-Country Study,” Shashi Matta, Maximilian Bauer, Anna Reith, Tomoko Kawakami, Linda Hamid-Kidar, and Rajeev Gopalakrishnan, in a Special Session on “The Ripple Effect of Innovation: Outcomes and Impact,” Deepa Chandrasekharan, Minu Kumar, and Shashi Matta (Session Co-Chairs). AMA Winter Academic Conference, Phoenix, AR, USA, February 2025.(Please find a full list of Conference Presentations in my CV.)
Teaching
Maximilian teaches across undergraduate and graduate levels in English. His teaching emphasizes concept-to-application learning through real-world case studies, structured discussions, and evidence-based managerial decision tools. His goal is rigorous conceptual grounding with applied, research-informed action-learning. Students constantly evaluate his classes with the highest scores. (Full Teaching Statement, Course Syllabi, and Teaching Evaluations are available upon Request.)
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1. GRADUATE / MASTER'S LEVEL CLASSES:
• Innovation & Creativity in Individuals, Teams, and Organizations
• Transformative Service Innovation
• Innovation Immersion in Retail2. UNDERGRADUATE / BACHELOR'S LEVEL CLASSES:
• Innovating for Sustainability
• Consumer Psychology3. BRIEF DESCRIPTION OF CLASSES TAUGHT:
• Innovation & Creativity in Individuals, Teams, and Organizations (Master's Level):
This course on Innovation & Creativity uses action-based learning and innovative teaching concepts. The course examines the role of individuals, teams, and organizations in facilitating and fostering innovation, the processes to develop innovations, characteristics that affect the success of innovations, disruptive versus incremental innovations, and the latest developments in the field of innovation. Additionally, this course examines the latest research on creativity to understand what makes individuals and teams more creative than others and how creativity leads to problem-solving and, consequently, to innovation.
• Transformative Service Innovation (Master's Level):
In an era of rapid technological advancements and evolving consumer expectations, transformative services have emerged as a critical force driving innovation across industries. This course serves as a gateway to exploring the dynamic landscape of services that go beyond conventional offerings, challenging traditional norms, and shaping the future of customer experiences.
• Innovation Immersion in Retail (Master's Level):
Innovation has transformed the retail industry in numerous ways. Everything from retail formats, the type and number of available channels, omnichannel strategies, payment methods, and the entire retail customer experience has been disrupted, and innovations continue at a rapid pace. This course aims to equip students with the knowledge, deep understanding, and critical thinking skills required to analyze retail innovation in today’s age. This unique course is in collaboration with the University of Bologna’s BBS (Bologna Business School).
• Innovating for Sustainability (Bachelor's Level):
This course on Innovating for Sustainability is designed to teach students frameworks and processes that are aimed at establishing and fostering sustainability-oriented innovation in global and local organizations. Through a focus on sustainable innovation, companies can build more sustainable products, processes, and practices that benefit the firm and society.
• Consumer Psychology (Bachelor's Level):
This course on Consumer Psychology delves into the mind of the consumer to uncover processes that influence consumers' behavior. Consumer psychology is the study of the cognitive and social psychological principles that help us understand and predict how we behave as consumers. This course is designed not only to provide knowledge of consumer psychology but also to enhance the understanding of how we, as consumers, can make smarter choices in the marketplace, and how we, as marketers, can design and execute successful marketplace strategies.
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