Ludwig Bstieler

Ludwig Bstieler

Chair, Marketing
Phone: (603) 862-3306
Office: Marketing, Paul College Rm 326, Durham, NH 03824

Ludwig Bstieler (Ph.D. University of Innsbruck) is Professor and Chair of Marketing at the Paul College of Business and Economics at the University of New Hampshire. Prior to joining the Peter T. Paul College, he was Assistant Professor of Marketing at the University of Innsbruck, and held visiting positions at MIT's Sloan School of Management, the Michael DeGroote School of Business at McMaster University, and the European School of Management (ESCP Europe).

Dr. Bstieler has provided in-house trainings, trainings in manager programs, (international) marketing research and consulting services for various companies and institutions. He studies the design and marketing of new products with a particular emphasis on the influence of close buyer-supplier collaboration and how relational and contractual governance mechanisms facilitate or hinder successful collaborative new product development. Dr. Bstieler’s recent work examines whether sustainability-minded firms can achieve better innovation outcomes and the circumstances that lead to these results. His research is published in leading journals, including the Journal of Product Innovation Management, Journal of Business Research, Technovation, and Journal of World Business, among other journals.

Dr. Bstieler is Associate Editor for the Journal of Product Innovation Management, serves on PDMA’s Board of Directors , and is an active member of the Scientific Committee for the International Product Development and Management Conference (IPDMC), which is hosted by the European Institute for the Advanced Study of Management (EIASM) in Brussels.

Courses Taught

  • ADMN 864: New Product Development


  • Ph.D., Marketing, University of Innsbruck
  • M.S., Human Resources and Strategic Management, University of Innsbruck

Research Interests

  • Innovation
  • Marketing Strategy
  • New Product Development
  • Sustainability

Selected Publications

  • Bstieler, L., Khanlari, M., Du, S., & Yalcinkaya, G. (2023). Configurations of Sustainability-Focused Innovation Practices. In Innovation and Product Development and Management Conference. Lecco, Italy.

  • Bstieler, L., & Noble, C. H. (2023). The PDMA Handbook of Innovation and New Product Development (4th ed.). Hoboken, NJ: John Wiley & Sons. Retrieved from

  • Du, S., Bstieler, L., & Yalcinkaya, G. (2022). Sustainability-focused innovation in the business-to-business context: Antecedents and managerial implications. JOURNAL OF BUSINESS RESEARCH, 138, 117-129. doi:10.1016/j.jbusres.2021.09.006

  • Bstieler, L., Gruen, T., Akdeniz, B., Brick, D., Du, S., Guo, L., . . . Yalcinkaya, G. (2018). Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA-UNH Doctoral Consortium. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 35(3), 300-307. doi:10.1111/jpim.12447

  • Bstieler, L., Hemmert, M., & Barczak, G. (2017). The changing bases of mutual trust formation in inter-organizational relationships: A dyadic study of university-industry research collaborations. Journal of Business Research, 74, 47-54. doi:10.1016/j.jbusres.2017.01.006

  • Du, S., Yalcinkaya, G., & Bstieler, L. (2016). Sustainability, Social Media Driven Open Innovation, and New Product Development Performance. JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 33(S1), 55-71. doi:10.1111/jpim.12334

  • Hemmert, M., Bstieler, L., & Okamuro, H. (2014). Bridging the cultural divide: Trust formation in university–industry research collaborations in the US, Japan, and South Korea. Technovation, 34(10), 605-616. doi:10.1016/j.technovation.2014.04.006

  • Bstieler, L., & Hemmert, M. (2010). Increasing Learning and Time Efficiency in Interorganizational New Product Development Teams*. Journal of Product Innovation Management, 27(4), 485-499. doi:10.1111/j.1540-5885.2010.00731.x

  • Bstieler, L. (2006). Trust Formation in Collaborative New Product Development*. Journal of Product Innovation Management, 23(1), 56-72. doi:10.1111/j.1540-5885.2005.00181.x

  • Bstieler, L. (2005). The Moderating Effect of Environmental Uncertainty on New Product Development and Time Efficiency*. Journal of Product Innovation Management, 22(3), 267-284. doi:10.1111/j.0737-6782.2005.00122.x

  • Most Cited Publications