![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# KRÄMER Martin { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://neoma-bs.com/" }, { "@type": "ListItem", "position": 2, "name": "KR\u00C4MER\u0020Martin", "item": "https://neoma-bs.com/node/9605067.md" } ] } - [Home](https://neoma-bs.com/) - KRÄMER Martin ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/674686-krmer-martin.jpg?itok=Vxeruow1)KRÄMER Martin Assistant Professor - About - Academic publications [Marketing](https://neoma-bs.com/departements/marketing) PhD in Marketing and Sales Martin Krämer is an Assistant Professor of Marketing at Neoma Business School. He specializes in sales force effectiveness and innovative technologies at organizational frontlines. His work has been published in the International Journal of Research in Marketing and the Journal of Retailing and has received multiple Young Scholar Awards from the Organizational Frontlines Special Interest Group of the American Marketing Association (2022, 2023, 2026), as well as the IMU Research for Practice Award. He teaches foundational marketing theory and methods courses across undergraduate and graduate programs. Martin holds a doctoral degree in Marketing from Ruhr-University Bochum, Germany. ### Areas of research - Sales Force Effectiveness - Incentives and Motivation - AI and Innovative Technologies in Sales - Organizational Frontlines ## Recent academic contributions KRÄMER, M., "Hidden in Plain Sight: Mining Website Language to Predict B2B Customer Potential" in *AMA Winter Academic Conference*, 2026, Madrid KRÄMER, M., "Compensatory Incentives in Multi-Channel Conflicts: Resolving Tensions or Introducing Performance Risks" in *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*, June 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*, June 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*, December 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" in *AMA Winter Academic Conference*, 2026, Madrid KRÄMER, M., "Compensatory Incentives in Multi-Channel Conflicts: Resolving Tensions or Introducing Performance Risks" in *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" in *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" in *AMA Winter Academic Conference*, 2025, Phoenix KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" in *AMA Winter Academic Conference*, 2025, Phoenix KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" in *Frontiers in Service Conference*, 2024 KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" in *AMA Winter Academic Conference*, 2024, St. Pete Beach KRÄMER, M., "Multi-Goal Incentives in B2B Sales" in *Enhancing Sales Force Productivity Conference*, 2024, Tampere KRÄMER, M., "Frontline Employee Performance Quality Following Pay-for-Performance Reductions" in *023, Marketing Strategy Consortium*, 2023 KRÄMER, M., "Multi-Goal Incentives in B2B Sales" in *AMA Winter Academic Conference*, 2023, Nashville KRÄMER, M., "Supporting Strategic Shifts in the Sales Force with Innovative Incentives – Field Experimental Approaches" in *IMU Frühjahrstagung des Mannheimer Institut für Marktorientierte Unternehmensführung*, 2023 KRÄMER, M., "Frontline Employee Performance Quality Following Pay-for-Performance Reductions" in *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" in *AMA Winter Academic Conference*, 2022, Las Vegas KRÄMER, M., "Variable Compensation Structure Differences in Sales Teams: Tensions Between Team Performance and Cohesion" in *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" in *AMA Winter Academic Conference*, 2022, Las Vegas KRÄMER, M., "Frontline Employee Performance Quality Following Pay-for-Performance Reductions" in *2020, AMA Winter Academic Conference*, 2020