![](https://neoma-bs.fr/sites/default/files/uploaded_images/profs-neoma_0.png)# KRÄMER Martin { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Accueil", "item": "https://neoma-bs.fr/" }, { "@type": "ListItem", "position": 2, "name": "KR\u00C4MER\u0020Martin", "item": "https://neoma-bs.fr/node/9605067.md" } ] } - [Accueil](https://neoma-bs.fr/) - KRÄMER Martin ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/674686-krmer-martin.jpg?itok=Vxeruow1)KRÄMER Martin Professeur assistant - À propos - Publications académiques [Marketing](https://neoma-bs.fr/departements/marketing) PhD in Marketing and Sales Martin Krämer est Professeur Assistant au sein du département Marketing de NEOMA Business School. Il est spécialisé dans l'efficacité des forces de vente et les technologies innovantes en première ligne organisationnelle. Ses travaux ont été publiés dans International Journal of Research in Marketing et Journal of Retailing, et ont reçu plusieurs Young Scholar Awards de l'Organizational Frontlines Special Interest Group de l'American Marketing Association (2022, 2023, 2026), ainsi que l'IMU Research for Practice Award. Il enseigne des cours fondamentaux de théorie et de méthodes marketing dans des programmes de licence et de master. Martin est titulaire d'un Ph.D. en Marketing de la Ruhr-University Bochum, Allemagne. ### Domaines de recherche - Efficacité de la force de vente - Incitations et motivation - IA et technologies innovantes dans les ventes - Lignes de front organisationnelles ## Récentes contributions académiques KRÄMER, M., "Hidden in Plain Sight: Mining Website Language to Predict B2B Customer Potential" dans *AMA Winter Academic Conference*, 2026, Madrid KRÄMER, M., "Compensatory Incentives in Multi-Channel Conflicts: Resolving Tensions or Introducing Performance Risks" dans *AMA Winter Academic Conference*, 2026 UYSAL, E., D. FINKEN, M. KRÄMER, S. ALAVI, Y. JUN, D. SCHENDZIELARZ, "Virtually mine: Understanding consumer responses to virtual reality product presentations", *Journal of Retailing*, Juin 2026, vol. 102, no. 2, pp. 461-481 DOI : [ 10.1016/j.jretai.2025.04.007 ](https://dx.doi.org/10.1016/j.jretai.2025.04.007) ## Publications UYSAL, E., D. FINKEN, M. KRÄMER, S. ALAVI, Y. JUN, D. SCHENDZIELARZ, "Virtually mine: Understanding consumer responses to virtual reality product presentations", *Journal of Retailing*, Juin 2026, vol. 102, no. 2, pp. 461-481 DOI : [ 10.1016/j.jretai.2025.04.007 ](https://dx.doi.org/10.1016/j.jretai.2025.04.007) KRÄMER, M., C. DESERNOT, S. ALAVI, C. SCHMITZ, F. BRÜGGEMANN, J. WIESEKE, "The role of salespeople in industrial servitization: How to manage diminishing profit returns from salespeople’s increasing industrial service shares", *International Journal of Research in Marketing*, Décembre 2022, vol. 39, no. 4, pp. 1235-1252 DOI : [ 10.1016/j.ijresmar.2022.03.001 ](https://dx.doi.org/10.1016/j.ijresmar.2022.03.001) ## Conferences KRÄMER, M., "Hidden in Plain Sight: Mining Website Language to Predict B2B Customer Potential" dans *AMA Winter Academic Conference*, 2026, Madrid KRÄMER, M., "Compensatory Incentives in Multi-Channel Conflicts: Resolving Tensions or Introducing Performance Risks" dans *AMA Winter Academic Conference*, 2026 KRÄMER, M., "What is the Role of the Social Context for Status Award Effectiveness? Evidence from a Randomized Field Experiment" dans *Thought Leadership on the Sales Profession Conference*, 2025, Los Angeles KRÄMER, M., "What is the Role of the Social Context for Status Award Effectiveness? Evidence from a Randomized Field Experiment" dans *AMA Winter Academic Conference*, 2025, Phoenix KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" dans *AMA Winter Academic Conference*, 2025, Phoenix KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" dans *Frontiers in Service Conference*, 2024 KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" dans *AMA Winter Academic Conference*, 2024, St. Pete Beach KRÄMER, M., "Multi-Goal Incentives in B2B Sales" dans *Enhancing Sales Force Productivity Conference*, 2024, Tampere KRÄMER, M., "Frontline Employee Performance Quality Following Pay-for-Performance Reductions" dans *023, Marketing Strategy Consortium*, 2023 KRÄMER, M., "Multi-Goal Incentives in B2B Sales" dans *AMA Winter Academic Conference*, 2023, Nashville KRÄMER, M., "Supporting Strategic Shifts in the Sales Force with Innovative Incentives – Field Experimental Approaches" dans *IMU Frühjahrstagung des Mannheimer Institut für Marktorientierte Unternehmensführung*, 2023 KRÄMER, M., "Frontline Employee Performance Quality Following Pay-for-Performance Reductions" dans *2022, Enhancing Sales Force Productivity Conference*, 2022, Lawrence KRÄMER, M., "What is the Role of the Social Context for Status Award Effectiveness? Evidence from a Randomized Field Experiment" dans *AMA Winter Academic Conference*, 2022, Las Vegas KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" dans *83rd Annual Scientific Conference of the Association of University Professors of Management (VHB)*, 2022 KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" dans *AMA Winter Academic Conference*, 2022, Las Vegas KRÄMER, M., "Frontline Employee Performance Quality Following Pay-for-Performance Reductions" dans *2020, AMA Winter Academic Conference*, 2020