Department of Strategic Management and Globalization


Room: KIL/14A-2.72
Research directories and social medias
Primary research areas
  • Commercial competence
  • Market strategies
  • Customer insight and segmentation
  • Customer relationship management
  • Customer value modelling
  • Business development
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Thomas Ritter is Professor of Market Strategy and Business Development. Thomas Ritter’s main research interest is in firms’ commercial competence, i.e. the way firms earn profits. This overall interest can be divided into studies on customer insight and market segmentation, customer value creation and value modelling, customer relationship management, and market strategy development. Projects are either on the operational, execution level (how are things done) or on the executive level (how to lead the market-oriented and customer-centric firm). Thomas’ work has been widely published in journals including International Journal of Research in Marketing, Journal of Business Research, Industrial Marketing Management and Journal of Business and Industrial Marketing.

  • Marketing Management (Full-time MBA)
  • Business to Business Marketing (M.Sc. elective)
  • BioBusiness Marketing (M.Sc. BioBusiness)
  • Integrated Strategy Projects (Executive and Full-time MBA)
  • CEMS business project under supervision
Other teaching activities

Executive teaching courses and programs for CBS Executive

Selected publications
  • Ritter, Thomas & Achim Walter (2012): More Is Not Always Better: The Impact of Relationship Functions on Customer-Perceived Relationship Value, Industrial Marketing Management, Vol. 21, pp. 136-144.
  • Ritter, Thomas & Jens Geersbro (2012): Organizational Relationship Termination Competence: A Conceptualization and an Empirical Test. Industrial Marketing Management, Vol. 40, pp. 988-993.
  • Vedel, Mette, Jens Geersbro & Thomas Ritter (2012): “Interconnected Levels of Multi-Stage Marketing: A Triadic Approach”, Journal of Business Market Management, Vol. 5 (1), pp. 1-20.
  • Andersen, Henrik & Thomas Ritter (2008): Inside the Customer Universe: How Unique Customer Insight Drives Profitable Growth and Creates Market Leaders. Chichester, John Wiley & Sons.
Thomas Ritter / Beendigung von Geschäftsbeziehungen
In: Handbuch Business-to-Business-Marketing: Grundlagen, Geschäftsmodelle, Instrumente des Industriegütermarketing. . ed. /Klaus Backhaus; Markus Voeth. Wiesbaden : Springer 2015, p. 249-259
Book chapter
Jens Geersbro; Thomas Ritter / Does Innovating Customer Relationship Management Improve Firm Performance?
Paper presented at The 31st Annual Conference on Industrial Marketing and Purchasing. , 2015
Thomas Ritter / Stimulating Demand-Side Thinking in Strategy Through Business Models
Abstract from The Academy of Management Annual Meeting 2015, 2015
Conference abstract for conference
Stefan Kirkegaard Sløk-Madsen; Thomas Ritter / The 14 Faces of Commercialization
Paper presented at DRUID Academy Conference 2015, 2015
Thomas Ritter / The Impact of a Firm’s Commercialization Capability on Its Competitiveness
Paper presented at 1st International Competitiveness Management Conference, 2015
Thomas Ritter / The Role of Network Capability in Open Business Model Innovation
Abstract from The Academy of Management Annual Meeting 2015, 2015
Conference abstract for conference
Achim Walter; Thomas Ritter; Nicole Coviello; Nora Otte / Who Needs Business Experience? : How Pre-Foundation Innovation Activities Impact Early Exports.
Paper presented at The Academy of Management Annual Meeting 2015, 2015
Thomas Ritter; Henrik Andersen / A Relationship Strategy Perspective on Relationship Portfolios : Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy.
In: Industrial Marketing Management, Vol. 43, No. 6, 2014, p. 1005-1011
Journal article
Jens Geersbro; Thomas Ritter / CASE : Reinventing the Container Shipping Industry.
In: Journal of Business Market Management, Vol. 7, No. 1, 2014, p. 301-305
Journal article
Ulf Andersson; Bent Petersen; Thomas Ritter / Demand-Side Embeddedness and Value Creation of Subsidiaries : Propositions and Further Research Agenda.
Paper presented at The Academy of Management Annual Meeting 2014, 2014
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