Prof. Dr. Pakize Schuchert-Güler

Department of Business and Economics
Professor for Product and Pricing Policy

T: +49 (0)30 30877-1441
E: psg(at)

Visitor's address
Schöneberg Campus
Building B
Room 549
Badensche Straße 50-51
10825 Berlin

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


Academic and Professional Career

  • 1993: Graduated in Business Administration from the Technical University (TU) Berlin
  • 1992–1995: Krone AG, Berlin
  • 2000: Doctorate (Dr. rer. pol.) from the FU Berlin,
  • 2000–-2004: Research assistant in the Faculty of Economics at the FU Berlin
  • Nov. 2002–March 2003: Visiting Scholar at the University of Florida
  • Since Oct. 2004 Professor of Product and Pricing Policy at the Berlin School of Economics and Law

Key Aspects in Teaching

  • Marketing, Market research
  • Consumer behaviour
  • Behavioral Economics
  • Managing Diversity

Research Projects and Fields

  • Analysis of interaction processes in marketing
  • Personal Selling and Marketing
  • Cross-Cultural-Mentoring
  • Ethnic Marketing

Selected, current Publications

  • Schuchert-Güler, Pakize (2010): Aktive Beteiligung der Hochschulen an der Integrationsdebatte : Theorie und Praxis In: Die gute Hochschule : Ideen, Konzepte und Perspektiven ; Festschrift für Franz Herbert Rieger / Susanne Meyer; Bernd Pfeiffer (Hg.) Berlin: Edition Sigma, 2010, S. 105–124
  • Schuchert-Güler, Pakize (2009): Ethno-Marketing: Erfolg durch Vielfalt?, in: transfer-Werbeforschung und Praxis, S. 31–37
  • Eisend, Martin & Pakize Schuchert-Güler (2008): How Consumers Cope With Buying Counterfeits: Effects of Dissonance Reduction Strategies, in: Robinson, Leroy Jr. (Hrsg.): Developments in Marketing Science. Proceedings of the Academy of Marketing Science, Vol. 31, Vancouver, BC: Omnipress, S. 165.
  • Eisend, Martin & Pakize Schuchert-Güler (2008): Do Consumers Mind Buying Illicit Goods? The Case of Counterfeit Purchases, in: Borghini, Stefania; McGrath, Mary Ann & Cele C. Otnes (Hrsg.): European Advances in Consumer Research, Vol. 8, Duluth, MN: Association for Consumer Research, S 124–125.
  • Schuchert-Güler, Pakize & Martin Eisend (2007): Ethnomarketing: eine kritische Betrachung, in Krell, Gertraude; Riedmüller, Barbara; Sieben, Barbara & Dagmar Vinz (Hrsg.): Diversity Studies, Frankfurt/New York: Campus, S. 217–233.
  • Eisend, Martin & Pakize Schuchert-Güler (2007): How Consumers Cope With Their Own Illicit Behavior When Purchasing Counterfeit Brands, in: Engilbertson, Halldor Örn (Hrsg.): Proceedings of the 36th EMAC Conference, Reykjavik: Reykjavik University, S. 329–330.

  • Reviews:
    • Marketing – Zeitschrift für Forschung und Praxis
    • Management Research News