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Prof. Dr. Barbara Seegebarth

Prof. Dr. Barbara Seegebarth | Professur für Behavioral Science in Business

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E-Mail: Barbara.Seegebarth(at)remove-this.hs-rm.de

Postanschrift:

Postfach 3251
65022 Wiesbaden

Besuchsadresse:

Bleichstraße 3
65183 Wiesbaden

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 Barbara Seegebarth ist Professorin für Behavioral Science in Business. Ihr Forschungsinteresse liegt vor allem in den Bereichen Konsumentenverhalten, Nachhaltigkeit, Technologien und Marketingmanagement. Die in diesen Bereichen untersuchte Forschung umfasst unterschiedliche Sektoren, wie beispielsweise Konsumgüter, Mobilität und Ernährung.

Seegebarth studierte von 2001 bis 2006 an der Leibniz Universität Hannover. Anschließend promovierte Sie am Institut für Marketing und Management von Prof. Dr. Klaus-Peter Wiedmann mit Auszeichnung auf dem Gebiet des nachhaltigen Konsumentenverhaltens. Sie arbeitete von 2006 bis 2007 in der EGGERS & Partner Managementberatung. An der Technischen Universität Braunschweig habilitierte sich Frau Seegebarth am Institut für Marketing von Prof. Dr. Dr. h.c. Wolfgang Fritz 2020 im Themenbereich nachhaltiges Konsumentenverhalten. Von 2020 bis 2022 arbeitete Frau Seegebarth als Privatdozentin am Lehrstuhl für Dienstleistungsmanagement von Prof. Dr. David M. Woisetschläger im Institut für Automobilwirtschaft und Industrielle Produktion an der Technischen Universität Braunschweig. Im Februar 2023 folgte Sie der Berufung auf die Professur für Behavioral Science in Business an der Hochschule RheinMain, Wiesbaden Business School.

  • Labrecque, L., Sohn, S., Seegebarth, B., Ashley, C. (2024): Color Me Effective: The Impact of Color Saturation on Product Efficacy, Journal of Marketing, Online first, https://doi.org/10.1177/00222429241296392.
  • Sohn, S., Schnittka, O., Seegebarth, B. (2024): Consumer responses to firm-owned devices in self-service technologies: Insights from a data privacy perspective, International Journal of Research in Marketing, 41 (1), https://doi.org/10.1016/j.ijresmar.2023.08.003.
  • Seegebarth, B., Woisetschläger, D., Sohn, S., Frenser, V. (2024): Determinants of Consumers' Intentions to Reduce Air Travel, Journal of Travel Research, 63 (2), https://doi.org/10.1177/00472875231159044.
  • Sohn, S., Seegebarth, B., Woisetschläger, D. (2022): The same only different? how a pandemic shapes consumer organic food purchasing, Journal of Consumer Behaviour. 21, 5, p. 1121-1134. https://doi.org/10.1002/cb.2060
  • Hagebölling, M., Seegebarth, B., Woisetschläger, D. (2021): Tactical termination of contractual services – An analysis of the phenomenon and the determinants, Journal of Business Research, 137, 170-181. https://doi.org/10.1016/j.jbusres.2021.08.015
  • Balderjahn, I., Lee, M. S. W., Seegebarth, B. (2021): Less is more! The Rationale behind the Decision-Making Style of Voluntary Simplifiers, Journal of Cleaner Production, 284, https://doi.org/10.1016/j.jclepro.2020.124802
  • Sohn, S., Seegebarth, B., Kissling, M., Sippel, T. (2020): Social Cues and the Online Purchase Intentions of Organic Wine, Foods, 9, 643-657. https://doi.org/10.3390/foods9050643
  • Balderjahn, I., Lee, M. S. W., Seegebarth, B., Peyer, M. (2020): A Sustainable Pathway to Consumer Wellbeing. The Role of Anticonsumption and Consumer Empowerment, Journal of Consumer Affairs, 54 (2), 456-488. https://doi.org/10.1111/joca.12278
  • Seegebarth, B., Backhaus, C., Woisetschläger, D. (2019): The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario-based investigation in the context of nanotechnology, Psychology & Marketing, 36 (9), 844-862. https://doi.org/10.1002/mar.21228
  • Balderjahn, I., Peyer, M., Seegebarth, B., Wiedmann, K.-P./Weber, A. (2018): The many faces of sustainability-conscious consumers: A category-independent typology, Journal of Business Research, 91, 83-93. https://doi.org/10.1016/j.jbusres.2018.05.022
  • Hoffmann, S., Balderjahn, I., Seegebarth, B., Mai, R., Peyer, M. (2018): Under Which Conditions Are Consumers Ready to Boycott or Buycott? The Roles of Hedonism and Simplicity, Ecological Economics, 147, 167-178. https://doi.org/10.1016/j.ecolecon.2018.01.004
  • Fritz, W., Sohn, S., Seegebarth, B. (2017): Broadening the Perspective on Mobile Marketing: An Introduction, Psychology & Marketing, 34 (2), 113–118 [Guest Editorial]. https://doi.org/10.1002/mar.20978
  • Sohn S., Seegebarth, B., Moritz, M. (2017): The Impact of Perceived Visual Complexity of Mobile Online Shops on User’s Satisfaction, Psychology & Marketing, 34 (2), 195–214. https://doi.org/10.1002/mar.20983
  • Peyer, M., Balderjahn, I., Seegebarth, B., Klemm, A. (2017): The Role of Sustainability in profiling voluntary simplifiers, Journal of Business Research, 70 (1), 37-43. https://doi.org/10.1016/j.jbusres.2016.07.008
  • Seegebarth, B., Peyer, M., Balderjahn, I., Wiedmann, K.-P. (2016): The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers' Well-Being, Journal of Consumer Affairs, 50 (1), 68-99. https://doi.org/10.1111/joca.12077
  • Seegebarth, B., Behrens, S. H., Klarmann, C., Hennigs, N., Scribner, L. L. (2016): Customer value perception of organic food: cultural differences and cross-national segments, British Food Journal, 118 (2), 396-411. https://doi.org/10.1108/BFJ-07-2015-0235
  • Balderjahn, I., Buerke, A., Kirchgeorg, M., Peyer, M., Seegebarth, B., Wiedmann, K.-P. (2013): Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers' sustainability. AMS Review, 3 (4), 181-192.
  • https://doi.org/10.1007/s13162-013-0057-6
  • Wiedmann, K.-P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B. (2011): Adoption Barriers and Resistance to Sustainable Solutions in the Automotive Sector. Journal of Business Research (Special Issue on "Innovation, Diffusion, and Adaption"), 64 (11), 1201-1206. https://doi.org/10.1016/j.jbusres.2011.06.023
  • Wiedmann, K.-P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B., Reeh, M.-O. (2010): Online Distribution of Pharmaceuticals: Investigating Relations of Consumers' Value Perception, Online Shopping Attitudes and Behaviour in an E-Pharmacy Context. Journal of Customer Behaviour, 9 (2), 175-199. https://doi.org/10.1362/147539210X511362
  • Wiedmann, K.-P., Hennigs, N., Seegebarth, B. (2010): Corporate social capital as essential driver of corporate identity: impact upon stakeholder perceptions and transfer to related behaviour. Journal of Global Business Advancement, 3 (2), 112-132. https://doi.org/10.1504/JGBA.2010.033198
  • Hennigs, N., Wiedmann, K.-P., Seegebarth, B., Pankalla, L., Kassubek, M. (2010): The Influence of Consumers’ Risk Attitudes and Behavior on the Adoption of Online Banking Services. Journal of Marketing Trends, 1 (5), 7-16.
  • Woisetschläger, D. M., Pingel, R., Seegebarth, B. (2023): Kooperationen zwischen Wissenschaft und Praxis auf dem Prüfstand – die Rolle von partner- und projektbezogenen Faktoren, in: von der Oelsnitz, D., Wagner, U. (Hrsg.): Marketing - Eine Bilanz: Erfolgsfaktorenforschung - Internet Marketing - Internationales Marketing - Digitalisierung, 53-78, SpringerGabler.
  • Fritz, W., von der Oelsnitz, D., Seegebarth, B. (2019): Marketing: Elemente marktorientierter Unternehmensführung], 5th edition, Kohlhammer, Stuttgart.
  • Hennigs, N., Seegebarth, B. (2015): Anti-consumption, in: Cooper, Cary L. (Ed.): Wiley Encyclopedia of Management, 3rdEdition, Vol. 9: 1-2, Wiley.
  • Hennigs, N., Seegebarth, B. (2015): Anti-consumption, in: Cooper, Cary L. (Ed.): Wiley Encyclopedia of Management, 3rdEdition, Vol. 9: 1, Wiley.
  • Hof, H., Seegebarth, B. (2013): Technikfolgenabschätzung und Risikoforschung am Beispiel der Nanotechnologie. In: Ekardt, F.; Kuckartz, U.; Schneidewind, U.; Vogt, M. (Hrsg.): Wo steht die Umweltethik: Argumentationsmuster im Wandel. Beiträge zur sozialwissenschaftlichen Nachhaltigkeitsforschung. Metropolis.
  • Seegebarth, B. (2011): Die multidimensionale Motivationsstruktur konsumentenseitiger Boykottpartizipation, Verlag Dr. Kovac, Hamburg.
  • Wiedmann, K.-P., Hennigs, N., Aigner-Hof, T., Seegebarth, B., Kassubek, M., Pankalla, L., Venghaus, S. (2010): Risikomanagement: Konzeptionelle Grundlagen und Szenarien aus der Praxis. Südwestdeutscher Verlag für Hochschulschriften. In: Wiedmann, K.-P. (Hrsg.): Ganzheitliches Marketing und Management, Saarbrücken.
  • Labrecque, L., Sohn, S., Seegebarth, B., Ashley, C. (2024): The Impact of Color Saturation on Potency and Efficacy Perceptions, Conference Proceedings of the 2024 ACR (Association for Consumer Research) Annual Conference, 2024, Paris, France.
  • Pingel, R., Woisetschläger, D., Backhaus, C., Seegebarth, B. (2024): The Impact of Thought-World-Differences on University-Business-Collaboration – an Analysis on Collaboration Formation and Success. Proceedings of the 31st Innovation & Product Development Management Conference, Dublin, Ireland.
  • Backhaus, C., Seegebarth, B., Tjandra, N., Aurora, B. (2024): Do Green Innovations Make a Difference for the Better? A Consumer-Based Perspective, Proceedings of the 17th Global Brand Conference, Edinburgh, Scotland.
  • Tjandra, N. C., Feri, A., Ind, N., Seegebarth, B., Backhaus, C., Iglesias, O., Woisetschläger, D. (2024): Can a brand be conscientious? A study of consumer perceptions, Proceedings of the 17th Global Brand Conference, Edinburgh, Scotland.
  • Gremmel, J. N., Woisetschläger, D. M., Seegebarth, B., Heussler, T. (2023): Understanding platform owner assortment strategy to foster customer activity metrics. Proceedings of the 83rd Annual Meeting of the Academy of Management, Boston, USA.
  • Pingel, R., Woisetschläger, D. M., Backhaus, C., Seegebarth, B. (2023): Exploring the Role and Dimensionality of Thought World Differences in Explaining the Motivation of University-Business-Collaboration. In Proceedings of the 2023 JPIM Research Forum, New Orleans, Louisiana, United States.
  • Gremmel, J. N., Woisetschläger, D. M., Seegebarth, B., Heussler, T. (2023): Customer activity on platforms – An analysis of the breadth and depth of the assortment. Poster at the 2023 EMAC Annual Conference, Odense, Denmark.
  • Tjandra, N. C., Feri, A., Seegebarth, B., Ind, N., Backhaus, C., Iglesias, O., Woisetschläger, D. (2023): The Characteristics of Brands with a Conscience: A Multi-stakeholder Perspective”, Proceedings of the Global Brand Conference 2023, Bergamo, Italien.
  • Labreque, L., Ashley, C., Sohn, S., Seegebarth, B. (2023): The Impact of Color Saturation on Consumer Perceptions of Product Efficacy, Proceedings of the AMS Annual Conference, New Orleans, LA, USA.
  • Frenser, V., Seegebarth, B., Woisetschläger, D., Robra-Bissantz, S. (2022): How self- and other-oriented benefits and sacrifices shape anticonsumption in leisure air travel. Proceedings of the European Marketing Academy Conference, Budapest, Ungarn.
  • Pingel, R., Seegebarth, B., Woisetschläger, D., Backhaus, C. (2022): A Fresh Perspective on Academic Engagement: Exploring the Role of Partner- and Task-related Factors on Academic Engagement. 2022 AMA Winter Academic Conference, Las Vegas, USA.
  • Backhaus, C., Seegebarth, B., Tjandra, N., Menon, P., Aurora, B. (2021): Signalling environmental impact through green innovations: A stakeholder-based analysis at the firm level, Paper Deveopment Workshop Journal of Product Innovation Management, Boston, USA.
  • Labreque, L., Ashley, C., Sohn, S., Seegebarth, B. (2021): The Impact of Color Saturation on Consumer Perceptions of Product Efficacy, Conference Proceedings of the Association for Consumer Research 2021 Conference, Seattle, USA.
  • Hagebölling, M., Seegebarth. B., Woisetschläger, D. (2021): Tactical Churn of Contractual Services – An Analysis of the Phenomenon and the Determinants, Proceedings of the 2021 AMS Conference.
  • Sohn, S., Seegebarth, B. (2020): Private or Provided? Consumer Acceptance of Different Types of In-Store Mobile Self-Scanning Technology, Proceedings of the 2020 Global Marketing Conference, Seoul, South Korea.
  • Seegebarth, B., Sohn, S., Blankenberg, A-K. (2020): Structured Abstract: The power of consumers’ sustainable product purchasing, Academy of Marketing Science, Proceedings of the Annual Conference, Miami, USA.
  • Hagebölling, M., Woisetschläger, D., Seegebarth, B. (2020): Tactical Churn in Contractual Service Relationships: When Customers Break up Without Leaving, Proceedings of the European Marketing Academy Conference, Corvinus University of Budypest, Hungary.
  • Sohn, S., Seegebarth, B. (2019): Does Green Equal Green? Consumer Responses towards Different Shades of Green, Conference Proceedings of the 50th Association for Consumer Research, 2019, October 17 – 20, Atlanta, USA.
  • Seegebarth, B., Sohn, S., Fritz, W. (2019): How Does the Content of My Shopping Basket Contribute to My Well-being? Evidence from (Organic) Food Purchases, paper accepted for presentation at the 10th EMAC Regional Conference, September 25 -29, Saint Petersburg, Russia.
  • Sohn, S., Seegebarth, B., Kissling, M., Sippel, T., Fritz, W. (2018): Consumer Purchasing of Green Products: The Role of Social Presence in Online Retailing, in Gounaris, S. (Ed.), People Make Marketing: Conference Proceedings, Glasgow, UK, May 29 - June 1, European Marketing Academy; University of Starthclyde.
  • Jahns, M., Woisetschläger, D., Seegebarth, B. (2018): Never Trust A Stranger - Even If (s)he Is Beautiful? - How Attractiveness, Gender, And Role of Associates Influence Ridesharing Intention, in Gounaris, S. (Ed.), People Make Marketing: Conference Proceedings, Glasgow, UK, May 29 – June 1, European Marketing Academy; University of Starthclyde.
  • Knudson, D., Kalafatis, S., Kleiner, C., Seegebarth, B., Zahos, S., Detterfelt, J., Avazpou, I., Sandahl, K., Gorder, P., Ginige, J., Radermacher, A., Caballero, H., Gomez, H., Roos, M. (2018):
  • Global Software Engineering Experience through International Capstone Project Exchanges, paper presented at the 13th IEEE/ACM International Conference on Global Software Engineering, May 28-29, 2018, Gothenburg, Sweden.
  • Seegebarth, B., Backhaus, C., Woisetschläger, D. (2017): How Emotions Shape Buying Intentions For Innovations Using Emerging Technologies, paper accepted for presentation at the 77th Annual Meeting of the Academy of Management, August, 4-8, Atlanta, Georgia, USA.
  • Peyer, M., Seegebarth, B., Balderjahn, I., Lee, M.S.W. (2016): The role of consumer empowerment in the relationship between Anticonsumption and Consumer Well-Being, in: Proceedings of the ICAR symposium 2016, Melbourne, Australia.
  • Seegebarth, B., Balderjahn, I., Peyer, M., Wiedmann, K.-P. (2016): Who are Sustainable Conscious Consumers? A Segmentation Approach to Identify and Profile Patterns of Un-/Sustainable Conscious Consumers, in: Marketing Theory and Applications: Proceedings of the Annual AMA Winter Marketing Educators’ Conference 2016, February 26-28, Las Vegas, USA.
  • Sohn, S., Seegebarth, B., Schulte, M. (2016): Time to Entertain Digital Immigrants? Extrinsic and Intrinsic Motivations for Branded Mobile App Use – The Role of Digital Origin and Content Orientation, in: Marketing Theory and Applications: Proceedings of the Annual AMA Winter Marketing Educators’ Conference 2016, February 26-28, Las Vegas, USA.
  • Seegebarth, B., Peyer, M. (2015): Do relationships lead to more sustainability? Identifying sustainable citizen-consumers and their role to promote sustainability, Paper accepted for presentation at the 23rd International Colloquium on Relationship Marketing (ICRM) 2015, September 15-17, Helsinki, Finland.
  • Peyer, M., Balderjahn, I., Seegebarth, B. (2015): Is the voluntary simplicity consumption style truly voluntary? Identification and specification of a downshifted consumption style from a sustainable perspective, Paper presented at the EMAC Conference 2015, May 26-29, Leuven, Belgium.
  • Seegebarth, B., Wiedmann, K.-P., Klarmann, C., Hernández, A. (2015): The Green Value: Measuring Cross - National Customer Perceptions of Organic Food, Poster presented at AMA Winter Marketing Educators’ Conference 2015, February 13-15, San Antonio, Texas.
  • Seegebarth, B., Peyer, M., Balderjahn, I., Wiedmann, K.-P. (2014): Are Consumption Opponents the Happier People? Insights into the Relationship Between Sustainable-Rooted Anti-Consumption Practices and Personal Well-Being, in: Proceedings of the EMAC Conference 2014, June 2-5, Valencia, Spanien.
  • Peyer, M., Seegebarth, B., Buerke, A., Balderjahn, I., Kirchgeorg, M., Wiedmann, K.-P. (2014): Consciousness for Sustainable Consumption: Scale Development and New Insights in the Economic Dimension of Consumers’ Sustainability. 2014 AMA Winter Marketing Educators’ Conference, Orlando, USA.
  • Sohn, S., Schulte, M., Seegebarth, B. (2014): How Do Men and Women Assess Branded Mobile Apps? A Comparison Between Hedonic and Utilitarian Apps. 2014 AMA Winter Marketing Educators’ Conference, Orlando, USA.
  • Seegebarth, B., Peyer, M., Balderjahn, I., Wiedmann, K.-P. (2014): The Sustainable Roots of Anti-Consumption Lifestyles and their Impacts on Consumers’ Financial Well-Being, in: Proceedings of the ICAR symposium 2014, July 4-5, Kiel, Germany.
  • Seegebarth, B., Wiedmann, K.-P., Behrens, S., Klarmann, C./Scribner, L. (2014): Customer Value Perception: Cross-National Preferences for Organic Food, Proceedings of the Global Marketing Conference 2014, July 15-18, Singapore
  • Klarmann, C., Seegebarth, B., Wiedmann, K.-P., Behrens, S. (2013): Green Consumption: Customer Value Perception of Organic Food Products. 2013 Australia New Zealand Marketing Academy Conference (ANZMAC) Conference, Auckland, New Zealand.
  • Peyer, M., Buerke, A., Seegebarth, B., Balderjahn, I., Kirchgeorg, M., Wiedmann, K.-P. (2013): Development of a Measurement Model for Consciousness for Sustainable Consumption. Corporate Responsibility Research Conference CRRC 2013, Graz, Austria.
  • Seegebarth, B., Peyer, M., Buerke, A., Balderjahn, I., Kirchgeorg, M., Wiedmann, K.-P. (2013): What does sustainable consumption really mean? A three-dimensional measurement approach. AMS 16th Biennial World Marketing Congress, Melbourne, Australia.
  • Sohn, S., Schulte, M., Seegebarth, B. (2013): Branded Mobile Apps – A Multi-Dimensional View on Value-Based Drivers for Behavioral Intentions. 12th International Conference on Research in Advertising (ICORIA), Zagreb, Croatia.
  • Buerke, A., Seegebarth, B., Peyer, M., Balderjahn, I., Kirchgeorg, M., Wiedmann, K.-P. (2013): Consciousness for Sustainable Consumption: Conceptualization, Measurement and Empirical Validation. 2013 AMA Winter Marketing Educators' Conference, Las Vegas, USA.
  • Seegebarth, B., Wiedmann, K.-P. (2012): Cultural influences on consumers boycott behaviour toward nanotechnology. 2012 S.Net conference, Twente, Netherlands.
  • Wiedmann, K.-P., Seegebarth, B., Hennigs, N., Pankalla, L., Kassubek, M. (2011): A Customer Perceived Value Perspective on Motivations Underlying Boycott Participation. In: Noble, St. M.; Noble, Ch. H. (Ed.): Marketing 2011: Delivering value in Turbulent Times. 2011 AMA Summer Educators’ Proceedings, pp. 117f.
  • Kassubek, M., Wiedmann, K.-P., Pankalla, L., Hennigs, N., Seegebarth, B. (2011): The Adoption of Sustainable Solutions in the Automotive Sector, 10th International Marketing Trends Conference, Paris, Frankreich.
  • Wiedmann, K.-P., Seegebarth, B., Hennigs, N., Pankalla, L., Kassubek, M. (2011): Exploring The Boycott Phenomena From A Customer Value-Based Perspective: What Are The Reasons For Consumers Non-Consumption? 2011 AMS World Marketing Congress, Reims, France.
  • Wiedmann, K.-P., Kassubek, M., Pankalla, L., Hennigs, N., Seegebarth, B. (2010): Green Solutions in the Automotive Sector: Exploring Consumer's Attitude and Risk Perception of Natural Gas Vehicles. Korean Academy of Marketing Science Fall International Conference, Seoul, Republic of Korea.
  • Wiedmann, K.-P., Seegebarth, B., Hennigs, N., Aigner-Hof, T., Cortekar, J., Pankalla, L., Kassubek, M. (2010): Acceptance of Nanotechnology: A risk-oriented management perspective to the diffusion of innovative nanotechnology products, 2nd Annual Conference Society for the Study of Nanoscience and Emerging Technologies, Darmstadt, Germany.
  • Wiedmann, K.-P., Seegebarth, B., Hennigs, N., Pankalla, L., Kassubek, M. (2010): Motivation of Consumer Boycott: The Case of Nano-Technology. 2010 Global Marketing Conference, Korean Academy of Marketing Science et al., Tokyo, Japan.
  • Wiedmann, K.-P., Hennigs, N., Kassubek, M., Pankalla, L., Seegebarth, B. (2010): The Adoption of Sustainable Solutions in the Automotive Sector: The Case of Natural Gas Vehicles, paper presented at 2010 Global Marketing Conference, Korean Academy of Marketing Science et al., Tokyo, Japan.
  • Wiedmann, K.-P., Hennigs, N., Pankalla, L., Kassubek, M., Seegebarth, B. (2010): Consumer Resistance to Green Innovations: The Case of Natural Gas Vehicles, in: Lee, M. S. W./Roux, D./Cherrier, H./Cova, B. (eds.): Anti-Consumption and Consumer Resistance: Concepts, Concerns, Conflicts, and Convergence, The University of Auckland Business School, New Zealand.
  • Wiedmann, K.-P., Hennigs, N., Seegebarth, B. (2009): Exploring Risk Attitudes and the Adoption of Online Banking Services. 11th Quis, The Service Conference, Wolfsburg, Germany.
  • Wiedmann, K.-P., Hennigs, N., Seegebarth, B. (2008): Examining the Influence of Social Capital on Corporate Reputation, in: Brown, T.; Gurhan-Canli, Z. (Ed.): Marketing Theory and Applications, 2008 AMA Winter Educators’ Conference, 19/2008, pp. 199 ff.
  • Wiedmann, K.-P., Hennigs, N., Seegebarth, B. (2008): An Empirical Investigation of the Influence of Corporate Social Capital on Consumers’ Company and Product Perception, in: Brown, T.; Gurhan-Canli, Z. (Ed.): Marketing Theory and Applications, 2008 AMA Winter Educators’ Conference, Vol. 19/2008, pp. 324 ff.

Lehrveranstaltungen in Bachelor of Business Administration

  • Marketing 1 und Marketing 2 (Vertretung)

Lehrveranstaltungen in Master Sales and Marketing Management

  • Consumer Behavior
  • Business Ethics & Responsible Management

Lehrveranstaltungen in Master Digital Business Management

  • Data driven Marketing