Theo Schöller-Preis 2011

The Theo Schöller Award - Munich Best Paper Award Innovation Management was awarded by Prof. Joachim Henkel on 25.11.2011 on the "Tag der Fakultät für Wirtschaftswissenschaften" at the TU München. It was awarded to Prof. Dr. Franke, Prof. Dr. Schreier and Dr. Kaiser.


1st Place:

Prof. Dr. Franke, Prof. Dr. Schreier and Dr. Kaiser

for their article: „The 'I Designed It Myself' Effect in Mass Customization” published in Management Science, 2010.

The award-winners analyzed the influence of the "I designed it myself" effect on the economical value of a product. This effect appears when the consumer is the "creator" of a certain product design.

The results show that willingness to pay of consumers is especially high with products they designed themselves. As a consequence it is important to keep in regard the maximization of conformance with customer preferences and the minimization of design cost when creating toolkits for individual and customized mass production. To make the most out of individual and customized mass production the toolkits must elicit "I designed it myself" emotions.


You can find the complete article here.


The selection of award winners was made by a scientific panel. This committee included the following: 

Ann-Kristin Achleitner (TUM), Carliss Y. Baldwin (Harvard Business School), Dominique Foray (Ecole Polytechnique Fédérale de Lausanne), Alfonso Gambardella (Università Commerciale Luigi Bocconi), Dietmar Harhoff (LMU), Joachim Henkel (TUM), Eric von Hippel (Massachusetts Institute of Technology), Tobias Kretschmer (LMU), Holger Patzelt (TUM), Arnold Picot (LMU)