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Prof. Dr. Carsten Baumgarth

Department of Business and Economics
Professor for Business Administration
Specialist area: Marketing

T: +49 (0)30 30877-1481
E: carsten.baumgarth(at)hwr-berlin.de

Visitor's address
Schöneberg Campus
Building E
Room 2.17
Babelsberger Straße 14-16
10715 Berlin

Postal address
Hochschule für Wirtschaft und Recht Berlin
Schöneberg Campus
Badensche Straße 52
10825 Berlin


Academic and Professional Career

  • 1989–1994: Studying Business Administration at the University of Siegen.
  • 1998: PhD in Business Administration at the University of Siegen, Germany (summa cum laude).
  • 2003: Post-Doctorate (i.e., „Habilitation“) in Business Administration (2003), University of Siegen, Germany.
  • 2002–2004: Visiting Professorships at the University of Paderborn.
  • 2006–2010: Associate Professor („DAAD-Langzeitdozent“) at the Marmara University Istanbul, Turkey.
  • since 2005: Lecturer in the Master programme “Brand Management” at the University of Applied Science Lucerne, Switzerland.
  • since 2008: Program Manager „Marketing“ and Lecturer in the Executive MBA-Program „Business Integration” at the University of Wurzburg.

Key Aspects of practise

  • 2005: Founder and chair of the advisory board of Baumgarth & Baumgarth – Brandconsulting, Germany (2005–present): This consulting company is specialised in the management of b-to-b brands. Clients include leading b-to-b companies, e.g. Bayer Material Science, Keiper, Ritto, Ejot, Stauf.
  • Seminars and workshops for various companies (e.g., Bayer, Vodafone, Qiagen, Schwäbisch Hall).
  • Regularly presenter at professional conferences.

International contacts (e. g.)

  • Marmara University Istanbul, Turkey.
  • Griffith University, Australia.
  • Vienna University of Economics and Business, Austria.
  • Lund University, Sweden.
  • KTH Stockholm, Sweden.
  • Member of different scientific organisations (e.g., AMA, VHB, DWG, AM).


  • 2007: Best Presentation at the II. International Brand Conference Istanbul.
  • 2009: Best Paper Award in the track „Marketing“ and Overall Best Paper Award „10th International Conference on Arts and Cultural Management (AIMAC)”, Dallas/USA.
  • 2009: Best Paper Award at the “III. International Brand Conference”, Vienna/Austria.

Expert for

  • Brand Management.
  • B-to-B Marketing and B-to-B Brand Management.
  • Cultural and Arts Marketing and Branding.
  • Empirical Research Methods and Empirical Master Techniques.

Key Aspects in Teaching

  • Principles of Marketing.
  • Market Research.
  • Brand Management.

Research Projects and Fields

  • B-to-B Brand Management.
  • Personal Communication as Brand Communication.
  • CSR Branding.
  • Brand Orientation.
  • Brand Management of Cultural Institutions.

Selected, current Publications

  • Baumgarth, C. (2004): Evaluations of c-brands and spill-over effects: further empirical results, in: Journal of Marketing Communications, Vol. 10, No. 2, pp. 115–131.
  • Freter, H.; Baumgarth, C. (2005): Ingredient Branding: Begriff und theoretische Begründung [Ingredient Branding: Definition and theorectical foundation], in: Moderne Markenführung, Hrsg.: Esch, F.-R., 4. Edition., Wiesbaden: Gabler, pp. 455–480.
  • Evanschitzky, H.; Baumgarth, C.; Hubbard, R.; Armstrong, J. S. (2007): Replication Research’s Disturbing Trend, in: Journal of Business Research, Vol. 60, No. 4, pp. 411–415.
  • Baumgarth, C. (2008): Markenpolitik [Brand Management], 3. Edition, Wiesbaden: Gabler.
  • Baumgarth, C. (2008): Integrated model of Marketing Quality (MARKET-Q) in the b-to-b sector, in: Journal of Business Market Management, Vol. 2, No. 1, pp. 41–57.
  • Baumgarth, C.; Eisend, M.; Evanschitzky, H. (2009) (Ed.): Empirische Mastertechniken [Empirical Master Techniques], Wiesbaden: Gabler.
  • Baumgarth, C. (2010) (Hrsg.): B-to-B-Markenführung [B-to-B- Brand Management], Wiesbaden: Gabler.
  • Baumgarth, C. (2009): Brand Orientation of Museums: Model and Empirical Results, in: International Journal of Arts Management, Vol. 11, No. 3, pp. 30–45.
  • Baumgarth, C. (2010): “Living the Brand”: brand orientation in the business-to-business sector, in: European Journal of Marketing, Vol. 44, No. 5, pp. 653–671.
  • Baumgarth, C.; Schmidt, M. (2010): How strong is the business-to-business brand in the workforce?, in: Industrial Marketing Management, Vol. 39, No. 5 (in press).