Maik Hammerschmidt is Professor of Marketing and Chair in Marketing and Innovation Management at the University of Goettingen, Germany. His research focuses on improving the financial performance of marketing activities in the areas of service marketing, channel management, social media and stakeholder management. He has edited 4 books on marketing performance and published in Journal of Marketing, Journal of the Academy of Marketing Science, Journal of the Association for Consumer Research and Journal of Service Research. He received numerous awards for his academic achievements (e.g., an Overall Best Paper Award from the American Marketing Association and The Sheth Foundation).