Department of Strategic Management and Globalization


Room: KIL/14A-2.72

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.

Primary research areas
  • Commercial competence
  • Market strategies
  • Customer insight and segmentation
  • Customer relationship management
  • Customer value modelling
  • Business development
Social media
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  • 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.
Publications & dissemination
Thomas Ritter; Jens Geersbro / Multidexterity in Customer Relationship Management : Managerial Implications and a Research Agenda.
In: Industrial Marketing Management, Vol. 69, 2.2018, p. 74-79
Journal article
Petra Dickel; Jacob Hörisch; Thomas Ritter / Networking for the Environment : The Impact of Environmental Orientation on Start-ups’ Networking Frequency and Network Size .
In: Journal of Cleaner Production, Vol. 179, 4.2018, p. 308-316
Journal article
Adam Lindgreen; C. Anthony Di Benedetto; Jens Geersbro; Thomas Ritter / Past, Present, and Future Business-to-Business and Industrial Marketing Research
In: Industrial Marketing Management, Vol. 69, 2018, p. 1-4
Carsten Lund Pedersen; Thomas Ritter / Stress Test Your Company’s Competitive Edge with These 4 Questions
In: Harvard Business Review Digital Articles, 5.6.2018
Journal article
Thomas Ritter; Christopher Lettl / The Wider Implications of Business-model Research
In: Long Range Planning, Vol. 51, No. 1, 2.2018, p. 1-8
Journal article
Thomas Ritter; Carsten Lund Pedersen / A Project-based Lens for Customer Relationship Strategy
Abstract from 8th Biennial International Conference on Business Market Management , 2017
Conference abstract for conference
Thomas Ritter; Carsten Lund Pedersen; Hans Eibe Sørensen / Capabilities for Data-driven Growth in B2B Firms
Abstract from 22nd CBIM Academic Workshop, 2017
Conference abstract for conference
Stefan Kirkegaard Sløk-Madsen; Thomas Ritter; Henrik Sornn-Friese / Commercialization in Innovation Management : Defining the Concept and a Research Agenda.
Paper presented at The Academy of Management Annual Meeting 2017, 2017
Thomas Ritter; Carsten Lund Pedersen; Hans Eibe Sørensen / DataProfit : Kompetencekort for datadreven vækst.
København : The CBS Competitiveness Platform 2017, 27 p.
Thomas Ritter; Carsten Lund Pedersen; Hans Eibe Sørensen / Dataprofit : A Capability Map for Data-driven Growth.
København : The CBS Competitiveness Platform 2017, 27 p.
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