Ludwig Bstieler

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

Ludwig Bstieler studies the design and marketing of new products with a particular emphasis on the influence of close buyer-supplier collaboration on product development. His research interests include the formation of trust in such ventures and, more specifically, how governance mechanisms facilitate or hinder successful collaborative new product development. In a multi-country research project funded by the Volkswagen Foundation he examines how relational and contractual governance mechanisms can facilitate productive research collaborations between academia and industry. In his latest research, he studies the question of whether sustainability-minded firms can achieve better innovation outcomes and the circumstances that lead to these outcomes.

His research is published in Journal of Product Innovation Management, Technovation, Journal of Business Research, Journal of World Business, Journal of Business & Industrial Marketing, and Asia Pacific Journal of Management, among others. He is Vice President for Publications at the Product Development and Management Association, Associate Editor of the Journal of Product Innovation Management, and a member of the Scientific Committee for the Innovation and Product Development and Management Conference of the European Institute for Advanced Studies in Management. He recently served as co-chair of the PDMA Academic Research Forum and the PDMA-UNH Doctoral Consortium.

Prior to joining the Peter T. Paul College, Professor Bstieler was Assistant Professor of Marketing at the University of Innsbruck, Austria, 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) in Paris.


  • 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

Courses Taught

  • 864: New Product Development
  • ADMN 864: New Product Development

Selected Publications

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

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

Bstieler, L., Hemmert, M., & Barczak, G. (2015). Trust Formation in University–Industry Collaborations in the U.S. Biotechnology Industry: IP Policies, Shared Governance, and Champions*,†. Journal of Product Innovation Management, 32(1), 111-121. doi:10.1111/jpim.12242

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