Publications

Selected Publications

Journal Articles

• Schade, P., & Schuhmacher, M. C. (2023). Predicting entrepreneurial activity using machine learning. Journal of Business Venturing Insights, 19, e00357.
• Ademi, P., Schuhmacher, M. C., & Zacharakis, A. L. (2023). Evaluating Affordance-Based Opportunities: A Conjoint Experiment of Corporate Venture Capital Managers’ Decision-Making. Entrepreneurship Theory and Practice, 47 (6), 2293-2322.
• Schade, P., & Schuhmacher, M. C. (2022). Digital infrastructure and entrepreneurial action-formation: A multilevel study. Journal of Business Venturing, 37(5), 106232.
• Schuhmacher, M.C., Thieu, H. (2022), The role of students, educators, and educational institutes in entrepreneurship education: A systematic literature review and directions for future research, Entrepreneurship Education and Pedagogy, 5 (3), 279-319.
• Stephan Philippi, Monika C. Schuhmacher und Nicolai Bastian (2021), "Attracting Investors in Initial Coin Offerings: The Relationship between Signals and Fundraising Success" Review of Corporate Finance, 1(3-4), 455-485.
• von Janda, S., Kuester, S., Schuhmacher, M. C. und Shainesh, G. (2020). What frugal products are and why they matter: A cross-national multi-method study. Journal of Cleaner Production, 246, 1-19.
• Welle, M., Kuester, S., and Schuhmacher, M.C. (2020). WHO SHOULD WEAR THE PANTS? AN EMPIRICAL INVESTIGATION OF FUNCTIONAL DECISION-MAKING AUTHORITY IN INNOVATION DEVELOPMENT. International Journal of Innovation Management, 2150019.
• Konya-Baumbach, Elisa, Monika C. Schuhmacher, Sabine Kuester, and Victoria Kuharev (2019), Making a First Impression as a Start-up: Strategies to Overcome Low Initial Trust Perceptions in Digital Innovation Adoption, International Journal of Research in Marketing, 36(3), 386-400.
• Feurer, Sven, Schuhmacher, Monika C., Kuester, Sabine (2019), How Pricing Teams Develop Effective Pricing Strategies for New Products, Journal of Product Innovation Management, 36 (1), 66-86.
• von Janda, Sergej, Monika C. Schuhmacher and Sabine Kuester (2018), Reversing Gears: Inverting the Innovation-Flow Paradigm with Reverse Innovation, Research-Technology Management, 61 (1), 46-57.
• Schuhmacher,  Monika C., Sabine Kuester, and Anna-Lena Hanker (2018), Investigating Antecedents and Stage-Specific Effects of Customer Integration Intensity on New Product Success, International Journal of Innovation Management, 22 (4).
• Kuester, Sabine, Konya-Baumbach, Elisa, Schuhmacher, Monika C. (2018), Get the Show on the Road: Go-to-Market Strategies for E-Innovations of Start-ups, Journal of Business Research, 83C, 65-81.
• Schuhmacher, Monika C., Kuester, Sabine, Hultink, Erik Jan (2018), Appetizer or Main Course: Early Market vs. Majority Market: Go-to-Market Strategies for Radical Innovations, Journal of Product Innovation Management, 35 (1), 106-124.
• Feurer, Sven, Schuhmacher, Monika C., Kuester, Sabine (2015), Divide Tariffs and Prosper? A Focus on the Role of Need for Cognition, Marketing ZFP – Journal of Research and Management, 37 (2), 102-110.
• Kuester, Sabine, Feurer, Sven, Schuhmacher, Monika, Reinartz, Dominik (2015), Comparing the Incomparable? How Consumers Judge the Price Fairness of New Products, International Journal of Research in Marketing, 32 (3), 272-283.
• Schuhmacher, Monika C., von Janda, Sergej, Woodside, Arch (2014), Configural Theory of why People Shop for Clothes: Personal-attribute Explanations of Four Stalwart Segments, Journal of Global Fashion Marketing, 5 (1), 1-25.
• Kuester, Sabine, Schuhmacher, Monika, Broermann, Barbara, Worgul, Andreas (2013), Sectoral Heterogeneity of Service Development: An Exploratory Study of Service Types and Success Factors, Journal of Product Innovation Management, 30 (3), 533-544.
• Schuhmacher, Monika C., Kuester, Sabine (2012), Identification of Lead User Characteristics: Driving the Quality of Service Innovation Ideas, Creativity & Innovation Management, 21 (4), 427-442.

Book

• Schuhmacher, Monika C. (2009) Kundenintegration in die Neuproduktentwicklung - Eine Betrachtung der Konsumgüterindustrie. Wiesbaden: Gabler.

Book Contributions

• Monika C. Schuhmacher, Stephan Philippi, and Tristan Herbold (2020), Die Wirksamkeit von Signalen im Crowdinvesting – Eine qualitative Analyse, in: Hölzle, Katharina, Victor Tiberius, und Heike Surrey (ed.), Perspektiven des Entrepreneurships – Unternehmerische Konzepte zwischen Theorie und Praxis, 1st edition, Schäffer-Poeschel Verlag, Stuttgart, 183-198.
• Schuhmacher, Monika C., Heß, Silke (2013), How Amazon Establishes a Global Reach in E-Tailing, End of Part Case Study, in: Homburg, Ch., Kuester, S. Krohmer, H. (Hrsg.), Marketing Management –
  A Contemporary Perspective, 2. Edition, McGraw-Hill, London, 455-462.