Wolfgang Ulaga

10.4k total citations · 6 hit papers
54 papers, 7.2k citations indexed

About

Wolfgang Ulaga is a scholar working on Marketing, Organizational Behavior and Human Resource Management and Strategy and Management. According to data from OpenAlex, Wolfgang Ulaga has authored 54 papers receiving a total of 7.2k indexed citations (citations by other indexed papers that have themselves been cited), including 42 papers in Marketing, 42 papers in Organizational Behavior and Human Resource Management and 12 papers in Strategy and Management. Recurrent topics in Wolfgang Ulaga's work include Customer Service Quality and Loyalty (41 papers), Service and Product Innovation (24 papers) and Consumer Retail Behavior Studies (18 papers). Wolfgang Ulaga is often cited by papers focused on Customer Service Quality and Loyalty (41 papers), Service and Product Innovation (24 papers) and Consumer Retail Behavior Studies (18 papers). Wolfgang Ulaga collaborates with scholars based in Germany, France and United States. Wolfgang Ulaga's co-authors include Andreas Eggert, Werner Reinartz, Frank Jacob, Alexander Haas, Harri Terho, Jens Hogreve, Ajay K. Kohli, James M. Loveland, Gerald Zaltman and Valarie A. Zeithaml and has published in prestigious journals such as Journal of Marketing, Journal of Business Research and Journal of the Academy of Marketing Science.

In The Last Decade

Wolfgang Ulaga

52 papers receiving 6.5k citations

Hit Papers

5 papers align trajectories

What are hit papers?

Hit papers significantly outperform the citation benchmark for their cohort. A paper qualifies if it has ≥500 total citations, achieves ≥1.5× the top-1% citation threshold for papers in the same subfield and year (this is the minimum needed to enter the top 1%, not the average within it), or reaches the top citation threshold in at least one of its specific research topics.

Customer perceived value: a substitute for satisfaction in business markets?

2002 866 citations Andreas Eggert, Wolfgang Ulaga profile →
Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully

2011 641 citations Wolfgang Ulaga, Werner Reinartz Journal of Marketing profile →
Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status

2005 622 citations Wolfgang Ulaga, Andreas Eggert Journal of Marketing profile →
Relationship value and relationship quality

2006 515 citations Wolfgang Ulaga, Andreas Eggert European Journal of Marketing profile →
Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully

2011 449 citations Wolfgang Ulaga, Werner Reinartz Journal of Marketing profile →
A Theories-in-Use Approach to Building Marketing Theory

2019 282 citations Valarie A. Zeithaml, Bernard J. Jaworski et al. Journal of Marketing profile →

Peers

Wolfgang Ulaga

MARKE

OBHRM

SPS

MIS

Arun Sharma United States

Andreas Eggert Germany

Kaj Storbacka New Zealand

Pennie Frow Australia

Adrian Payne Australia

Christian Kowalkowski Sweden

Ravi S. Achrol United States

James A. Narus United States

Nelson Oly Ndubisi Malaysia

Glenn B. Voss United States

Arun Sharma United States

Wolfgang Ulaga

3.8k ×0.8

MARKE

3.2k ×0.7

OBHRM

2.1k ×0.9

2.1k ×1.3

SPS

1.0k ×0.8

MIS

Citations per year, relative to Wolfgang Ulaga Wolfgang Ulaga (= 1×) peers Arun Sharma

Countries citing papers authored by Wolfgang Ulaga

Since Specialization

Citations

This map shows the geographic impact of Wolfgang Ulaga's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by Wolfgang Ulaga with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Wolfgang Ulaga more than expected).

Fields of papers citing papers by Wolfgang Ulaga

Since Specialization

Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Wolfgang Ulaga. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by Wolfgang Ulaga. The network helps show where Wolfgang Ulaga may publish in the future.

Co-authorship network of co-authors of Wolfgang Ulaga

This figure shows the co-authorship network connecting the top 25 collaborators of Wolfgang Ulaga. A scholar is included among the top collaborators of Wolfgang Ulaga based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with Wolfgang Ulaga. Wolfgang Ulaga is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

Sort: Min cites: Since: Top N: Style:

20 of 20 papers shown

Wirtz, Jochen, et al.. (2025). Customer experience management in B2B markets: CXM value propositions and archetypical CXM strategies. Journal of Business Research. 189. 115165–115165. 3 indexed citations

Schumann, Jan H., et al.. (2025). Different roads lead to Rome: A configurational investigation of solution Salespeople's sales success in business-to-business markets. Industrial Marketing Management. 126. 251–265. 1 indexed citations

Kowalkowski, Christian, et al.. (2025). Selling and sales management for successful servitization: a systematic review and research agenda. Journal of Personal Selling and Sales Management. 45(4). 319–345. 2 indexed citations

Reinartz, Werner, et al.. (2024). Navigating the future of B2B marketing: The transformative impact of the industrial metaverse. Journal of Business Research. 188. 115057–115057. 4 indexed citations

Kowalkowski, Christian & Wolfgang Ulaga. (2024). Subscription offers in business-to-business markets: Conceptualization, taxonomy, and framework for growth. Industrial Marketing Management. 117. 440–456. 11 indexed citations

Worm, Stefan, et al.. (2023). Service strategy’s effect on firm performance: A meta-analysis of the servitization literature. Journal of the Academy of Marketing Science. 52(4). 1018–1044. 11 indexed citations

Ulaga, Wolfgang, Michael Kleinaltenkamp, Vishal Kashyap, & Andreas Eggert. (2021). Advancing marketing theory and practice: guidelines for crafting research propositions. AMS Review. 11(3-4). 395–406. 33 indexed citations

Böhm, Eva, Andreas Eggert, Harri Terho, Wolfgang Ulaga, & Alexander Haas. (2020). Drivers and outcomes of salespersons’ value opportunity recognition competence in solution selling. Journal of Personal Selling and Sales Management. 40(3). 180–197. 25 indexed citations

Zeithaml, Valarie A., Bernard J. Jaworski, Ajay K. Kohli, et al.. (2019). A Theories-in-Use Approach to Building Marketing Theory. Journal of Marketing. 84(1). 32–51. 282 indexed citations breakdown →

10.

Ulaga, Wolfgang & Ajay K. Kohli. (2017). The role of a solutions salesperson: Reducing uncertainty and fostering adaptiveness. Industrial Marketing Management. 69. 161–168. 87 indexed citations

11.

Worm, Stefan, Sundar G. Bharadwaj, Wolfgang Ulaga, & Werner Reinartz. (2017). When and why do customer solutions pay off in business markets?. Journal of the Academy of Marketing Science. 45(4). 490–512. 82 indexed citations

12.

Eggert, Andreas, et al.. (2013). Revenue and Profit Implications of Industrial Service Strategies. Journal of Service Research. 17(1). 23–39. 242 indexed citations

13.

Ulaga, Wolfgang, et al.. (2013). From product to service: navigating the transition. DORA Eawag (Swiss Federal Institute of Aquatic Science and Technology (Eawag)). 1–4. 4 indexed citations

14.

Lewin, Jeffrey E., Wim G. Biemans, & Wolfgang Ulaga. (2009). Firm downsizing and satisfaction among United States and European customers. Journal of Business Research. 63(7). 697–706. 9 indexed citations

15.

Reinartz, Werner & Wolfgang Ulaga. (2008). Cómo vender servicios rentablemente. Harvard business review. 86(5). 69–75. 5 indexed citations

16.

Ulaga, Wolfgang & Andreas Eggert. (2006). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status. Journal of Marketing. 70(1). 119–136. 164 indexed citations

17.

Ulaga, Wolfgang & Andreas Eggert. (2006). Relationship value and relationship quality. European Journal of Marketing. 40(3/4). 311–327. 515 indexed citations breakdown →

18.

Eggert, Andreas, et al.. (2005). Value creation in the relationship life cycle: A quasi-longitudinal analysis. Industrial Marketing Management. 35(1). 20–27. 260 indexed citations

19.

Ulaga, Wolfgang & Andreas Eggert. (2005). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status. Journal of Marketing. 70(1). 119–136. 622 indexed citations breakdown →

20.

Ulaga, Wolfgang, Arun Sharma, & R. Krishnan. (2002). Plant location and place marketing: understanding the process from the business customer's perspective. Industrial Marketing Management. 31(5). 393–401. 29 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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