Sascha Raithel

Sascha Raithel is Full Professor of Marketing at the School of Business and Economics, Freie Universität Berlin. Before earning his Ph.D. from Ludwig-Maximilians-Universität in Munich, he gained substantial experience as a consultant for various multinational firms. His research interests primarily focus on the impact of product harm crises on marketplace actors and the effective management of product recalls. Additionally, he explores market-based assets, particularly the creation, monetary evaluation, and vulnerability of assets such as reputation and brand equity. His expertise is frequently featured in leading TV and news media outlets, and he serves as a keynote speaker. His work has been published in renowned academic and practitioner journals, including Management Science, Strategic Management Journal, Journal of Marketing Research, and Harvard Business Review.