William Fritz

Doctoral Candidate

  • william.fritz.dphil2017@said.oxford.edu

Saïd Business School
University of Oxford
Park End Street


Bill is a final year candidate for the DPhil in Management (Marketing), working under the supervision of Andrew Stephen and Rhonda Hadi.

Prior to starting his doctorate, Bill received a Master of Science in Negotiation and Conflict Resolution from Columbia University and worked as a Research Fellow at a tech start-up in New York City. Bill also received his BA (cum laude) from the Commonwealth Honors College at the University of Massachusetts Amherst and a Diploma of European Common Law from University College Cork.

In addition to his dissertation work, Bill serves as a researcher as part of the Oxford Future of Marketing Initiative and the Saïd Business School Anti-Racism Initiative Taskforce. Bill was also recently selected to serve as a Screener for XR Projects and Virtual Cinema submissions for the 2021 SXSW Film Festival.

During his DPhil, Bill has served as the doctoral cohort representative, assisted with Economics and Management undergraduate admissions, taught undergraduate marketing tutorials, and served as a research assistant to multiple faculty members. He is a member of Green Templeton College.


Bill’s research focuses on immersive marketing and consumer behaviour. Specifically, he collaborates with industry partners to conduct lab and field experiments exploring how immersive technologies influence judgment and behaviour. His research has received both academic and industry recognition. He received the Saïd Business School Best Doctoral Paper of the Year Award in 2019, he was awarded a competitive research grant from Marketing Science Institute, he was selected as an AMA-Sheth Doctoral Consortium Fellow in 2020, and was awarded the prestigious Facebook Fellowship in 2020 for AR/VR Privacy and Ethics.

His research has also been selected for presentation at the American Marketing Association Winter Conference, the Association for Consumer Research Annual Conference, the Society for Consumer Psychology Annual Conference and Boutique Conference (consumers and technology), the Consumer Culture Theory Annual Conference, and the Trans-Atlantic Doctoral Conference.   


Bill currently teaches Marketing courses for the following programs:

  • BA Economics and Management