**Where do I come from?**

From Munich to Bath in England, via Vienna to Berlin. That's the short version. To be more precise, I studied business administration at Ludwig-Maximilians-Universität, followed by market research and consulting in England, then a PhD in management at the University of Vienna, and now a partner at K'UP. As soon as I arrived in Vienna, I fell in love with research and method development with a focus on branding, destination image and psychology. I have been writing scientific articles and teaching at various international universities for years. I am attracted by research on social developments and the bridge between academia and practice. I am driven to work with exciting people from different backgrounds and corners of the world to come to new, relevant insights.


**What drives me?**

I believe that good strategy must be built on real knowledge. It drives me to always create new approaches, try new methods and find approaches to get real insights from them. At K'UP, I've been leading a team since 2021 that explicitly cares about these new approaches and insights. We develop new methods for research, enable more efficient and better strategy work, and connect ourselves, our partners, clients and bright minds.

My driver in this is my family, my kids and music. I've been playing in different bands for years and love to discover new things.



**What is my strategy?**

Re-thinking, critically weighing, finding the best insight.

### Vita

- Partner researcher, K'UP
- Lecturer and guest speaker at international universities
- Author and ad-hoc reviewer for top international journals
- Analyst, Zenith International Ltd, Great Britain
- PhD Management, University of Vienna
- Diploma in Business Administration, Ludwig-Maximilians-University Munich


### News and Publications

- Arnegger, J. ; Campbell, M., & Herz, M., (2024). Mass ecotourism, media, and wildlife experience. Journal of Outdoor Recreation and Tourism, 45, 100732.
- Herz, M., Diamantopoulos, A., & Riefler, P. (2023). Consumers' use of ambiguous product cues: The case of “regionality” claims. Journal of Consumer Affairs, 57(3), 1395-1422.
- Fricker, M., Herz, M., Ilbertz, T., & Rühl, A. (2023). Preis versus Moral: Wie sich das Konsumverhalten der Generation Z unterscheidet. In Stammkundenbindung versus Neukundengewinnung: Marketing und Vertrieb im Spannungsfeld von Hunting und Farming (pp. 129-147). Wiesbaden: Springer Fachmedien Wiesbaden.
- Herz, M., & Krezdorn, N. (2022). Epic fail: Exploring project failure’s reasons, outcomes and indicators. Review of Managerial Science, 16(4), 1169-1193.
- Herz, M., & Krezdorn, N. (2020). The More You Know–High versus Low Experience Effects on Project Management Decisions. In Forum Markenforschung 2018 (pp. 107-122). Springer Gabler, Wiesbaden.
- Micevski, M.; Halkias, G.; Herz, M. (2019). Multiple consumer identities and the crossover effect of the EU identity in predicting domestic and foreign product preferences. Journal of Business Research
- Herz, M. & Rauschnabel, P. (2019). Understanding the Diffusion of Virtual Reality Glasses: The Role of Media, Fashion and Technology. Technological Forecasting & Social Change, 138, 228-242.
- Herz, M., Arnegger, J., & Mayer, M. (2018). How Stable is Event-Related Country-Image Change?. In Forum Markenforschung 2016 (pp. 141-157). Springer Gabler, Wiesbaden
- Herz, M., & Arnegger, J. (2017). Country Image Formation, Stability and Change – A Longitudinal Assessment of the Image of Azerbaijan. Journal of Travel & Tourism Marketing.
- Herz, M., & Diamantopoulos, A. (2017). I Use it but Will Tell You that I Don’t: Consumers’ Country-of-Origin Cue Usage Denial. Journal of International Marketing.
- Diamantopoulos, A., Herz, M., & Koschate, N. (2017). The EU as Superordinate Brand Origin: An Entitativity Perspective. International Marketing Review.

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**Challenge** </br>

[Lodge](https://www.lodgecastiron.com/), a distinguished manufacturer of cast-iron frying pans based in the USA, aimed to expand into new geographic markets, particularly in the DACH region, in response to steadily increasing demand. Executing this initiative required a thoughtful go-to-market strategy, covering the identification of potential target audiences, selection of an appropriate product portfolio, and determination of suitable distribution channels.

**Strategy** </br>

Following a precise segmentation of the relevant target groups, we developed target audience personas based on the results of a specific customer survey. 
These personas providing detailed insights into drivers, barriers, and purchasing behavior. 
Rather than spreading our focus across highly diverse target groups, we concentrated on one customer persona for our future strategy. To effectively differentiate the product from competitors post-launch, we analyzed competitors' brand landscapes and assessed potential positioning scenarios. Building on the U.S. positioning, we delved into the brand DNA, identified possible brand values, and crafted a fitting brand promise for the DACH market. Consequently, we positioned Lodge as an authentic, family-oriented brand. Simultaneously, after analyzing competition, market trends, and the product portfolio, we outlined the future offering structure for the DACH markets, suggesting a three-phase market entry progressing from premium to mass market gradually
Finally, based on our customer and market analysis, we formulated the distribution channel mix. This involved the necessary distribution infrastructure, encompassing e-commerce platforms, data management, and marketing tools.

<br/>Photo © Lodge


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Globalization of the Lodge brand

THANKS for your interest!