Prof. Dr. Reinhard Kunz

Professor Dr. Reinhard Kunz has been chair holder of »Innovation Management and Media« at Bauhaus-Universität Weimar since March 2023. As such, he works at the Faculty of Media and is a member of the Department of Media Management.

Research Interests

Professor Kunz's research interests lie in various areas of business administration and media management with a primary focus on innovation. He deals with different aspects of innovation and media management of companies in the media, entertainment, information technology, and telecommunications industries. Following a behavioral science approach, individual and organizational behavior are explained and predicted. In addition, the management of digital change and its impact on customers, companies and society are examined. In addition to theoretical contributions to a wide range of scientific topics in innovation and media management, his studies also aim to derive practical implications for companies, managers and other decision makers.

His research emphases are Business Model Dynamics, Media and Technology User Behavior, Entertainment Science, and Proactive Decision Making.

  • Business Model Dynamics combines digital innovation, strategic orientations, and actor engagement with business model innovation/transformation, and path-dependency of legacy news media.
  • Entertainment Science researches the motion picture, gaming, sports, and esports industries in terms of home video success factors, financing decisions, user engagement, flow experience, etc.
  • Media and Technology User Behavior investigates the influencing factors such as usage motivation of new media services adoption and novel media technologies acceptance.
  • Proactive Decision Making highlights the positive effects of proactivity of managers, entrepreneurs, and other decision makers on their life satisfaction and investigates its role in innovation management.

International Network

Professor Kunz regularly presents his research results at international conferences of the European Academy of Management (EURAM), the European Media Management Association (emma), the World Media Economics and Management Conference (WMEMC) and the International Media Management Academic Association (IMMAA). Professor Kunz is a member of the Scientific Board of the latter association. 

His research results have been published in renowned journals such as the European Journal of Operational Research, International Journal on Media Management, Journal of Economic Surveys, Journal of Media Business Studies, Journal of Media Economics and Technological Forecasting and Social Change.

In 2012, the European Association for Sport Management awarded Professor Kunz with the New Researcher Award. In 2017, his article on “Sport-Related Branded Entertainment” was awarded with the Emerald Literati Network Awards for Excellence. Several of his articles have been among the finalists in best paper awards, such as most recently at the 2022 emma conference, and his work as a reviewer was honored by EURAM's Managing Sports Strategic Interest Group in 2021. 

Professor Kunz has completed international research stays at La Trobe University (Australia), Swinburne University of Technology (Australia) and Sacred Heart University (CT/USA), among others.

Academic Career

Before joining Bauhaus-Universität Weimar, Professor Kunz held a professorship for Media and Technology Management at the WiSo Faculty of the University of Cologne. Prior to that, he was Professor of Marketing & Sales at the Management Center Innsbruck (MCI) in Austria and Junior Professor of Media Management, especially Sports Media at the University of Bayreuth.

Reinhard Kunz studied Business Administration at the Universität Bayreuth and the Universidade do Porto (Portugal). After his studies, he was a research and teaching assistant at the Chair for Services Management at the University of Bayreuth, where he successfully completed his doctorate in 2012.

Selected Publications in Peer-Reviewed Journals

Weber, N.R., Marchand, A., Kunz, R.E. (2023): The global impact of public and private funding on cultural and economic movie success: evidence from German film funding, in: Journal of Cultural Economics,

Santomier, J., Dolles, H., Kunz, R.E. (2023): The National Basketball Association’s (NBA) Digital Transformation: An Explanatory Case Study, in: Quality in Sport, Vol. 11, no. 1, pp. 63-80. Online:

Kleer, N., Kunz, R.E. (2023): The impact of company-generated posts with crisis-related content on online engagement behavior, in: Journal of Business Research, Volume 164, September 2023, 114021. Online:

Roth, A., Kunz, R.E., Kolo, C. (2023): The players’ perspective of value co-creation in esports service ecosystems, in: Journal of Media Business Studies. Online:

Kunz, R.E., Zabel, C., & Telkmann, V. (2022): Content-, system-, and hardware-related effects on the experience of flow in VR gaming, in: Journal of Media Economics, Volume 43, Issue 4, pp. 213-242. Online:

Wenzel, S., Kleer, N., & Kunz, R.E. (2022): Customer engagement behavior in the media and technology industry: a quantitative content analysis of content types and COVID-19 context, in: Journal of Media Business Studies. Online:

Herfort, M., Kunz, R.E., & Düren, P. (2022): The dark side of the media agency industry: Value destruction and co-destruction in a B2B context, in: Journal of Media Business Studies. Volume 20, 2023 - Issue 2, pp. 182-203, Online:

Kleer, N. & Kunz, R.E. (2021): The Impact of Actor Engagement on the Business Models of Video Game Developers, in: International Journal on Media Management. Volume 23, Issue 3-4. Online:

Kunz, R.E., Roth, A., & Santomier, J.P. (2021): A Perspective on Value Co-Creation Processes in eSports Service Ecosystems, in: Sport, Business and Management: An International Journal, Vol. 12 No. 1, pp. 29-53. Online:

Herfort, M., Kunz, R.E., & Düren, P. (2021): Value Co-Creation in Knowledge-Intensive Media Businesses: Conceptualizing the Integrative Dyadic-Triadic-Network-Knowledge Shop Framework, in: Nordic Journal of Media Management, Vol. 2, Issue 2, 93-108. DOI: 10.5278/njmm.2597-0445.6948. Online:

Siebert, J., Kunz, R.E., & Rolf, P. (2021). The impact of decision training on individuals’ decision-making proactivity, in: European Journal of Operational Research, Volume 294, Issue 1, 1 October 2021, pp. 264-282. Online:

Kolo, C., Kunz, R.E., & Roth, A. (2021). E-Sport – Überblick aus unterschiedlichen Perspektiven. MedienWirtschaft – Perspektiven der digitalen Transformation, Jahrgang 18 (2021) Heft 1, S. 14-20. Online:

Santomier, J., Söderman, S., & Kunz, R. (2020). Digital Transformation and Strategic Sponsorship: The Case of BBVA, in: Quality in Sport, Vol. 6 No. 4, pp. 54-70. Online:

Kunz, R.E. & Santomier, J. (2020). Sport Content and Virtual Reality Technology Acceptance. Sport, Business and Management: An International Journal, Volume 10, Issue 1, pp. 83-103. Online:

Siebert, J., Kunz, R.E., & Rolf, P. (2020). Effects of Proactive Decision Making on Life Satisfaction. European Journal of Operational Research, Volume 280, Issue 3, pp. 1171-1187. Online:

Mütterlein, J., Kunz, R.E., & Baier, D. (2019). Effects of Lead-Usership on the Acceptance of Media Innovations: A Mobile Augmented Reality Case. Technological Forecasting and Social Change, Volume 145, pp. 113-124. Online:

Mandler, T.,  Seifert, R., Wellbrock, C.-M., Knuth, I., & Kunz, R. (2018). The Impact of National Culture on Mobile Commerce Adoption and Usage Intensity, Proceedings of the 51st Hawaii International Conference on System Sciences (HICSS), Hawaii/HI, USA.

Mütterlein, J. & Kunz, R.E. (2017): Innovate Alone or with Others? Influence of Entrepreneurial Orientation and Alliance Orientation on Media Business Model Innovation. Journal of Media Business Studies, Volume 14, Issue 3, pp. 173-187. Online:

Kunz, R., Mütterlein, J., & Walton, V. (2017). Organizational Choices and Venturing Modes: An Analysis of Corporate Venture Capital Activities in Legacy Media. The Journal of Media Innovations, Volume 4, Issue 1 (March), pp. 26-43. Online:

Kumb, F., Kunz, R., & Siegert, G. (2017). Research on the Motion Picture Industry: State of the Art and New Directions off the Beaten Track away from Theatrical Release. The Journal of Economic Surveys, Volume 31, Issue 2 (April), pp. 577-601. Online:

Siebert, J. & Kunz, R. (2016). Developing and Validating the Multidimensional Proactive Decision-Making Scale. European Journal of Operational Research, Volume 249, Issue 3 (March), pp. 864-877. Online:

Kunz, R., Siebert, J., & Mütterlein, J. (2016). Structuring Objectives of Media Companies: A Case Study Based on Value-Focused Thinking and the Balanced Scorecard. Journal of Media Business Studies, Volume 13, Issue 4, pp. 257-275. Online: http://doi-org/10.1080/16522354.2016.1220114.

Kunz, R., Elsässer, F., & Santomier, J. (2016). Sport-Related Branded Entertainment: The Red Bull Phenomenon. Sport, Business and Management: An International Journal, Volume 6, Issue 5 (September), pp. 520-541. Elected as Outstanding Paper in the 2017 Emerald Literati Network Awards for Excellence. Online:

Kunz, R., Siebert, J., & Mütterlein, J. (2016). Combining Value-Focused Thinking and Balanced Scorecard to Improve Decision-Making in Strategic Management. Journal of Multi-Criteria Decision Analysis, Volume 23, Issue 5-6 (September-December), pp. 225–241. Online:

Santomier, J., Hogan, P., & Kunz, R. (2016). The 2012 London Olympics: Innovations in ICT and Social Media Marketing. Innovation: Management, Policy & Practice, Volume 18, Issue 3, pp. 251-269. Online:

Siebert, J. & Kunz, R. (2016). Entwicklung einer Balanced Scorecard mit Value-focused Thinking am Beispiel eines Medienunternehmens. Controlling – Zeitschrift für erfolgsorientierte Unternehmenssteuerung, Jahrgang 28, Heft 3, S. 209-214. Online:

Peer-Reviewed Book Chapters

Mütterlein, J. & Kunz, R. (Publication expected for 2022). The Impact of Market and Technology Orientation on Business Model Innovation in the Media Industry. In: Scholz, C. & Wildman, S. (Eds.), Media Business Models – Connecting Media to their Markets.

Kolo, C.,  Kunz, R., & Grasemann, L. (Publication expected for 2022). Country Report – Media Business Models in Germany. In: Scholz, C. & Wildman, S. (Eds.), Media Business Models – Connecting Media to their Markets.

Kunz, R.E. & Roth, A. (2022). Value Co-Creation in ESports Service Ecosystems. In: Baumann, S. (Ed.): Handbook on Digital Business Ecosystems, Edward Elgar Publishing, pp. 596-613. Online:

Kunz, R. & Elsässer, F. (2015). Crossmediale Markenführung durch ‚Branded Entertainment’ – Fallstudiengestützte Überlegungen zum markenpolitischen Konzept. In: Regier, S., Schunk, H., & Könecke, T. (Eds.), Marken und Medien, Springer Gabler, Wiesbaden, pp. 53-77. Online:

Kunz, R. & Werning, S. (2013). New Forms of Value Creation in the Context of Increasingly Interconnected Media Applications. In: Friedrichsen, M. & Mühl-Benninghaus, W. (Eds.), Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets, Springer, Wiesbaden, pp. 253-268. Online:

Werning, S. & Kunz, R. (2012). Wertschöpfung in vernetzten Medienunternehmen – Praxisrelevante Phänomene und strategische Implikationen für Geschäftsmodelle der neuen Medien. In: Kolo, C., Döbler, T., & Rademacher, L. (Eds.), Wertschöpfung durch Medien im Wandel, Reihe „Medienökonomie“ (Vol. 3), Nomos, Baden-Baden, pp. 67-84. Online:

Woratschek, H., Kunz, R., & Ströbel, T. (2008). Co-Branding zwischen Sport und Medien: Eine Analyse des Fallbeispiels Schalke 04 TV. In: Bruhn, M. & Stauss, B. (Eds.), Dienstleistungsmarken, Reihe “Forum Dienstleistungsmanagement“, Springer Gabler, Wiesbaden, pp.139-161. Online:

Invited and Other Publications

Herfort, M., Kunz, R.E., & Düren, P. (Publication expected for 2022): Conceptualisation of a co-dyadic-triadic-network value shop framework: Combining media companies' problem-solving and value co-creation stages, in: Khajeheian, D. & Krueger, N. (Eds.): Platform Business Models and Strategies: Co-Creation of Business Value in the Sharing Economy, Springer.

Kunz, R.E., Woratschek, H., & Santomier, J.P. (2021): Sport and Mobile TV: Conceptualization and Empirical Analysis of a Mobile TV Usage Model, in: Journal of Creative Industries and Cultural Studies. Vol. 7 (1), 2021, pp. 22-57. Online:

Kunz, R., Telkmann, V., & Zabel, C. (2021): XR aus Nutzersicht. In: Zabel, C., Telkmann, V. & Heisenberg, G. (Hrsg.): Cross Reality (XR) in Deutschland, S. 97-110. Online:

Kunz, R. & Kleer, N. (2020): Das Management von Medienunternehmen im Wandel. In: Roth, S., Horbel, C., & Popp, B. (Eds.), Perspektiven des Dienstleistungsmanagements. Springer Gabler, pp. 571-592. Online:

Kumb, F. & Kunz, R. (2017): Interorganizational Film Financing Networks in Germany, Working Paper Series No. 03-17, Universität Bayreuth, Rechts- und Wirtschaftswissenschaftliche Fakultät, Wirtschaftswissenschaftliche Diskussionspapiere, Bayreuth.

Kumb, F. & Kunz, R. (2017): Signaling and Public Film Funding in Germany, Working Paper Series No. 02-17, Universität Bayreuth, Rechts- und Wirtschaftswissenschaftliche Fakultät, Wirtschaftswissenschaftliche Diskussionspapiere, Bayreuth.

Kumb, F. & Kunz, R. (2017): Influencing Factors of Movie Supply in Germany, Working Paper Series No. 01-17, Universität Bayreuth, Rechts- und Wirtschaftswissenschaftliche Fakultät, Wirtschaftswissenschaftliche Diskussionspapiere, Bayreuth.

Kunz, R. & Elsässer, F.: Wenn Werbung und Inhalt eins werden, Springer for Professionals: Marketing, Online: onlinemarketing/wenn-werbung-und-inhalt-eins-werden-/7502494.

Lehmann, C., Kunz, R. & Mütterlein, J. (2015): Geschäftsmodellinnovationen in der deutschen Medienwirtschaft – Zwischenbericht. In: Bayreuth Reports on Strategy (BaRoS), Universität Bayreuth, No. 9, Bayreuth, pp. 1-13. Online:

Kunz, R. & Schnellinger, F. (2014): Branded Entertainment in Extreme and Niche Sports – A Paradigm Shift in Media Marketing of Sports. In Pedersen, P.M. & Thibault, L. (Eds.), Contemporary Sport Management, 5th ed., Sidebar Chapter 14. Communication in the Sport Industry, authored by Stoldt, C., Dittmore, S., & Pedersen, P.M., Human Kinetics, pp. 348-349.

Woratschek, H., Kunz, R., & Ströbel, T. (2009): Sportmedien Marketing – Rahmenbedingungen und Geschäftsmodelle für Fernsehen und Internet TV. In: Gröppel-Klein, A.& Germelmann, C. C. (Eds.), Medien im Marketing – Optionen der Unternehmenskommunikation, Gabler, Wiesbaden, pp. 529-547. Online:

Woratschek, H., Kunz, R., & Brehm, P. (2008): International Marketing of the German Football Bundesliga: Exporting a National Sport League to China, Working Paper No. 01-08, Universität Bayreuth, Rechts- und Wirtschaftswissenschaftliche Fakultät, Wirtschaftswissenschaftliche Diskussionspapiere, Bayreuth.

Woratschek, H., Hannich, F., Kunz, R., & Sanktjohanser, M. (2007): Ist der Ausbeutungsverdacht im Handel heute noch existent?. In: Schuckel, M. & Toporowski, W. (Eds.), Theoretische Fundierung und praktische Relevanz der Handelsforschung, Springer, Wiesbaden, pp. 5-22. Online:


Kunz, R. (2014): Sportinteresse und Mobile TV – Eine empirische Analyse der Einflussfaktoren des Nutzungsverhaltens, Reihe “Fokus Dienstleistungsmarketing“, Springer Gabler, Wiesbaden 2014. Online: