Department of Strategy and Innovation


Room: KIL/14A-3.71

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 sorted by:
Carsten Lund Pedersen; Thomas Ritter / Your Strategy Needs 2 Types of People
In: The European Business Review, No. 51, 2019
Journal article
Thomas Ritter; Carsten Lund Pedersen / Cztery kategorie menedżerów projektów
In: Harvard Business Review Polska, 2.5.2018
Journal article
Carsten Lund Pedersen; Thomas Ritter / Die Vier Typen von Projektmanagern
In: Harvard Business Manager, Vol. 40, No. 5, 2018, p. 56-61
Journal article
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 > peer review
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 > peer review
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 > peer review
Carsten Lund Pedersen; Thomas Ritter / The 4 Types of Competition : 2x2 Matrix for HBR’s Visual Library.
Boston : Harvard Business School Publishing 5.6.2018
Net publication - Internet publication
Carsten Lund Pedersen; Thomas Ritter / The Four Executive Challenges of Project-based Strategy
In: Strategy & Leadership, Vol. 46, No. 6, 2018, p. 44-49
Journal article > peer review
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 > peer review
More results... (total 144 results)