Dr. Patrick Weretecki
Short Profile
In the context of his doctoral thesis, Dr. Weretecki conducted research on value co-creation in multi-actor ecosystems and the resulting implications for theory and practice. He presented results of his research at conferences in Germany, Great Britain and the USA. In the context of a transatlantic research project, he was a visiting researcher at the University of San Diego for several months. His supervisors were Prof. Dr. Goetz Greve, HSBA, and Prof. Dr. J枚rg Henseler, University of Twente.
Mr. Weretecki is Manager for strategic and group-wide projects and concepts at Deutsche Telekom AG. Previously, he worked for Deutsche Telekom as a Marketing Manager responsible for nationwide customer engagement initiatives and as a Senior Expert for the planning and execution implementation of major national and international trade fairs. His career began in the Board Member Support at Deutsche Telekom.
Publications
Journal articles (refereed)
Weretecki, Patrick and Kristal, Samuel. 2024. "Social first? Not always! 鈥� Brand co-creation through regional marketing at Deutsche Telekom." transfer- Zeitschrift f眉r Kommunikation und Markenmanagement聽 1/2024: 67-71.
Weretecki, Patrick, Goetz Greve, Kenneth Bates, und J枚rg Henseler. 2021. "Information management can鈥檛 be all fun and games, can it? How gamified experiences foster information exchange in multi-actor service ecosystems." International Journal of Information Management聽 61 (December), 102391: in print. 10.1016/j.ijinfomgt.2021.102391.
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2021. "Experiential value in multi-actor service ecosystems: Scale development and its relation to inter-customer helping behavior." Frontiers in Psychology聽 11,3819: 593390. 10.3389/fpsyg.2020.593390.
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2020. "Selling Actors in Multi-Actor Sales Ecosystems: Who They are, What They Do, and Why It Matters." Journal of Business and Industrial Marketing聽 36 (4): 641-653. 10.1108/JBIM-03-2020-0145.
Book chapters
Weretecki, Patrick and Kristal, Samuel. 2023. "Brand Value Co-Creation bei der Deutschen Telekom- Das (neu) entdeckte Potential der regionalen Marketingkommunikation." In Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien. 16, ed. by Kotler, P., Keller, K. L., Chernev, A. & Opresnik, M. O., Pearson., . Pearson.
Conference proceedings
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2019. "Conceptualization and development of a multi-item experiential value measurement scale for experiential marketing.." Proceedings of the European Marketing Academy, 48th.
Weretecki, Patrick, Greve, Goetz and J枚rg Henseler. 2018. "Salespersons鈥� missing perspective on Customer participation behavior in value co-creation: an exploratory study." Proceedings of the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.
Conference presentations
Weretecki, Patrick, Goetz Greve, and J枚rg Henseler. 2020. "Experiential value of experiential marketing: Multi-item scale development and validation." Presentation held at the Winter Conference of the American Marketing Association, San Diego, California, USA, 14-16 February 2020.
Weretecki, Patrick, Goetz Greve and J枚rg Henseler.. 2018. "Salespersons鈥� missing perspective on customer participation behavior in value co-creation: An exploratory study." Presentation held at the 47th European Marketing Academy Conference, Glasgow, 29 May - 01 June 2018.