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Sebastian Hohenberg

Assistant Professor

Department:     Marketing

Sebastian Hohenberg



McCombs CBA Foundation Research Excellence Award


Nathalie Harz, Sebastian Hohenberg, and Christian Homburg . Virtual Reality in New Product Development: Insights from Pre-Launch Sales Forecasting for Durables. Journal of Marketing. May 2022, Vol. 86 Issue 3, p157-179. 


Christian Homburg, Theresa Morguet, and Sebastian Hohenberg. 2021. Incentivizing of Inside Sales Units – The Interplay of Incentive Types and Unit Structure. Journal of Personal Selling and Sales Management 41(3), 181-199.


Christian Homburg, Marcus Theel, and Sebastian Hohenberg. 2020. Marketing Excellence: Nature, Measurement, and Investor Valuations. Journal of Marketing 84(4), 1-22.


Yashar Atefi, Michael Ahearne, Sebastian Hohenberg, Zachary Hall, and Florian Zettelmeyer. 2020. Open Negotiation: The Backend Benefits of Seller’s Transparency in The Frontend. Journal of Marketing Research 57(6), 1076-1094.


Christian Homburg, Sina Bohler, and Sebastian Hohenberg. 2020. Organizing for Cross-Selling: Do it Right, or Not at All. International Journal of Research in Marketing 37(1), 56-73.


Sebastian Hohenberg and Christian Homburg. 2019. Enhancing Innovation Commercialization through Supervisor-Sales Rep Fit. Journal of the Academy of Marketing Science 47(4), 681-701.


Christian Homburg, Sebastian Hohenberg, and A. Hahn. 2019. Steering the Sales Force for New Product Selling: Why Is It Different, and How Can Firms Motivate Different Sales Reps? Journal of Product Innovation Management 36(3), 282-304.


Raghu Bommaraju and Sebastian Hohenberg. 2018. Self-Selected Sales Incentives: Evidence of their Effectiveness, Persistence, Durability, and Underlying Mechanisms. Journal of Marketing 82(5), 106-124.


Sebastian Hohenberg and Christian Homburg. 2016. Motivating Sales Reps for Innovation Selling in Different Cultures. Journal of Marketing80(2), 101-120.