**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.

small_KUP_2021_367_Marc_01.jpg

thumbnail_KUP_2021_367_Marc_01.jpg

KUP_2021_367_Marc_01.jpg

### Challenge
K’UP was approached by the Museum of Natural History Berlin, one of the world's most important research institutions in the field of biological, geoscientific evolution and biodiversity. The museum was to be successfully set up for the future in the long term, involving a wide range of stakeholders from the public, science, business and politics.

### Strategy
To successfully set up the Museum of Natural History long term, the brand and corporate strategy was realigned, which served as a foundation for a revised business model for the museum. The foundation for the new positioning lies in the paradigm shift from a static, passive showroom with dead exhibits to actively preserving nature. This paradigm shift applies to both the digitalization of product development and marketing. K’UP also not only accompanied numerous marketing measures and conceived digital offer innovations, but also initiated the cooperation of the largest international natural history museums on the topic of biodiversity. In addition, care had to be taken to ensure that the many different stakeholders of the Natural History Museum were considered in the development of the strategy.

**From exhibition to digital driver of biodiversity.**


medium_k'up_Naturkund.jpg

small_k'up_Naturkund.jpg

thumbnail_k'up_Naturkund.jpg

k'up_Naturkund.jpg

large_k'up_Naturkundemuseum_2560x1080px_bild1.jpg

medium_k'up_Naturkundemuseum_2560x1080px_bild1.jpg

small_k'up_Naturkundemuseum_2560x1080px_bild1.jpg

thumbnail_k'up_Naturkundemuseum_2560x1080px_bild1.jpg

xlarge_k'up_Naturkundemuseum_2560x1080px_bild1.jpg

k'up_Naturkundemuseum_2560x1080px_bild1.jpg

Museum für Naturkunde Berlin - Von der Ausstellung zum digitalen Treiber der Biodiversität

Museum of Natural History Berlin - From exhibition to digital driver of biodiversity

THANKS for your interest!

Are you curious and would like to know more? I would be happy to contact you to arrange an appointment to get to know each other.

16.02.2024 VIRTUAL LUNCH WEBINAR: Herausforderungenund Chancen in der Gebrauchs- und Konsumgüterbranche