Dr. Roland Schroll, MSc

Assistant Professor

Innsbruck University Faculty of Business and Management
Department of Strategic Management, Marketing and Tourism
Universitaetsstr. 15 
6020 Innsbruck 

Email: roland.schroll@uibk.ac.at or roland.schroll@gmail.com
Phone: +43 (0) 512/507 72502
Room: 3.29




Roland Schroll is currently a visiting scholar at Babson College, USA. You can reach him at rschroll@babson.edu


Roland Schroll was an assistant professor of marketing at the University of Innsbruck. Roland's research interests lie at the intersection of marketing/branding and innovation. Current research areas include humanization strategies for brands and products (with Dhruv Grewal, Babson College), new product preannouncements and user-generated brands (with Johann Füller, University of Innsbruck and Eric von Hippel, Massachusetts Institute of Technology). Roland's research has been published in top-tier academic journals such as the Journal of Consumer Research and Research Policy and frequently awarded.

Methodologically, Roland advocates a mixed-method approach. He has gained experience in both qualitative (interviews, netnographies) and quantitative (experimental designs) methods.

Roland's teaching interest include courses in online marketing, innovation, and branding. Roland has won numerous teaching awards at the University of Innsbruck and his courses receive outstanding evaluations.



with Prof. Kotler with Prof. Kumar at the 3rd ESCP Publication Workshop

Current Projects:
  • Effects of Humanization and De-Humanization
  • Rumors and Uncertainty in New Product Preannouncements
  • Consumer-Generated Brands
Awards and Recognitions:
 Research Grants and Funding:
  • MAX KADE Fellowship (2018): $ 51.200,-- 
  • D. Swarovski KG (2016): € 4.000,--
  • Hypo Tirol Bank (2015): € 2.300,--
  • University of Innsbruck Research Funding (2012): € 2.621,--
  • Hypo Tirol Bank (2010): € 2.000,--
  • Strategy & Marketing (Bachelor; english)   Evaluation
  • Strategy, Information- and Value-Creation Processes (Bachelor; english)   Evaluation
  • Online Marketing (Master; english)   Evaluation
Additional Activities:
  • Associate Dean of Studies - Master Program "Strategic Management" (with Karin Teichmann)
  • Reviewer for various journals
  • Conceptualisation of courses (Online Marketing)
  • Guest Lecturer at the University of Applied Sciences Kufstein/Tirol (E-Business and E-Commerce)
  • Supervision of bachelor, diploma, and master thesis candidates
  • Coordination of various business projects (e.g., Teekanne, BOE)

Journal Publications:

  • Schroll, Roland and Reinhard Grohs, "Uncertainty in Prerelease Advertising." forthcoming, Journal of Advertising.
  • Schroll, Roland, Benedikt Schnurr, and Dhruv Grewal (2018), “Humanizing Products with Handwritten Typefaces,” Journal of Consumer Research, 45(3), 648–672. 
  • Füller, Johann, Roland Schroll, and Eric von Hippel (2013), "User Generated Brands and their Contribution to the Diffusion of User Innovations," Research Policy, Vol. 42(6-7), 1197–1209.  

Conference Proceedings:

  • Roland Schroll (2018), "'Eww, It Has a Face!' Anthropomorphizing Food Products Deteriorates Consumption Experience“ in NA - Advances in Consumer Research.
  • Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2018),"Humanizing Products with Handwritten Typefaces“, European Marketing Academy (EMAC) Conference, Glasgow, Schottland.
  • Roland Schroll and Reinhard Grohs (2017), "Differential Effects of Uncertainty in New Product Preannouncements“ 2017 Summer AMA Conference, San Francisco
  • Reinhard Grohs und Roland Schroll (2017) ,"Construal Level Theory Explains Consumer Response to Uncertainty in New Product Preannouncements“, European Marketing Academy (EMAC) Conference, Groningen, Niederlande.
  • Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2017), "Humanizing Products With Typeface: Effects Of Handwritten Typefaces On Consumers’ Product Evaluations“, European Marketing Academy (EMAC) Conference, Groningen, Niederlande.
  • Roland Schroll, Benedikt Schnurr, and Dhruv Grewal (2017), "Humanizing Products Through Handwritten Typefaces“, FAG Workshop 2017, Wien
  • Roland Schroll and Reinhard Grohs (2016) ,"Positive Effects of Uncertainty In New Product Preannouncements", AMA Winter Marketing Educator's Conference, Las Vegas.
  • Roland Schroll and Reinhard Grohs (2015) ,"Reconsidering Uncertainty in Preannouncements", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 684-685.
  • Schroll, Roland and Reinhard Grohs (2015), "Positive effects of uncertainty in preannouncements," 44th European Marketing Academy (EMAC) Conference, Leuven.
  • Schroll, Roland and Reinhard Grohs (2014), "Reconsidering Uncertainty in Preannouncements," AMA Summer Marketing Educators Conference, San Francisco.
  • Schroll, Roland, Anna Hribar, Liliane Wieder, and Reinhard Grohs (2014), "An Investigation of the Positive Effects of Uncertainty in Preannouncements," 21st International Product Development Management Conference (IPDMC), Limerick.
  • Schroll, Roland and Reinhard Grohs (2014), "Come and See What We‘ve Found: Reconsidering Uncertainty in Preannouncements," 43rd European Marketing Academy (EMAC) Conference, Valencia.
  • Schroll, Roland (2014), "The Value of Consumer Brands: How Producers can Benefit from Brands Created by Consumers," French-Austrian-German Workshop on Consumer Behavior, Paris. 
  • Schroll, Roland (2013), "Does community participation pay off on the job market? Empirical evidence of the career concern incentive," "Lost in Translation: Marketing in an interconnected world", 42nd European Marketing Academy (EMAC) Conference, Istanbul. 
  • Schroll, Roland (2013), "I have been dreaming about this”: A Netnographic Study of Consumers’ Collective Pre-purchase Consumption Activities," AMA Winter Marketing Educator's Conference, Las Vegas.
  • Füller, Johann, Severin Denhardt, Roland Schroll, and Katja Hutter (2012), "The Value-Enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value," 2012 Consumer Brand Relationships Conference, Boston.
  • Schroll, Roland (2012), "Beyond co-creating brands: Evidence and implications of user-generated brands," 25th EMAC Doctoral Colloquium, Lissabon.
  • Füller, Johann, Roland Schroll, Severin Dennhardt, and Katja Hutter (2012),"Social Brand Value and the Value enhancing Role of Social Media Relationships for Brands," Proceedings of the Fourty-First Annual Hawaii International Conference on System Sciences - HICSS.
  • Füller, Johann, Roland Schroll, and Eric von Hippel (2011), "User-Generated Brands: Towards a user-driven brand management?," presented at Open and User Innovation (OUI) Workshop 2011, Vienna.
  • Schroll, Roland and Johann Füller (2011), "Stakeholder branding interactions in social networks," "The Day After", 40th European Marketing Academy (EMAC) Conference, Ljubliana.
  • Schroll, Roland, Andrea Hemetsberger and Johann Füller (2011), “Fine feathers make fine birds” – community brands and branded communities," Advances in Consumer Research, Vol. 38.
  • Pfeiffer, Markus, Johann Füller, Roland Schroll and Markus Zinnbauer (2009), "Social Brand Value – An Extended Perspective on How Brands Create Value," paper presented at INFORMS Marketing Science Conference, Cologne.

 Invited Keynote Talks

  • "Positive Effects of Uncertainty In New Product Preannouncements", Trends in Business Communication (TIBCOM) 2016, FH Kufstein/Tirol , 12.03.2016
  • American Marketing Association (AMA)
  • European Marketing Academy (EMAC)
  • Association for Consumer Research  (ACR)
Practical Experience:
  • Vivaldi Partners, Munich
  • Hilti, Vienna
  • Siemens, Munich