Welcome to the Digital Transformation and Value Creation Research Initiative
We are the digital transformation research initiative at the University of Cologne.
Our interdisciplinary team consists of researchers from the marketing, information systems, psychology, and economics areas. Together we seek to advance knowledge about the digital transformation of businesses and society.
Students can find our teaching offerings on digital topics here.
Prof. Marchand moves to Leipzig University
Prof. Dr. André Marchand, currently Associate Professor (W2) at the University of Cologne, accepts the offer from Leipzig University for a Full Professorship (W3) as of October 1, 2020. He will also become director of the Institute for Service and Relationship Management at Leipzig University. We thank Professor Marchand for his excellent work and wish him a great start in his new position. More information will soon be available on this website: www.marketing.uni-leipzig.de
Two new publications by Prof. Marchand
The first publication deals with a newly developed hybrid recommendation system that automatically generates explanations for recommendations generated by machine learning. It has now been published in the Journal of Retailing (JR): Marchand, André and Paul Marx (2020), “Automated Product Recommendations with Preference-Based Explanations,” Journal of Retailing, 96 (3), 328-343.
Another manuscript by Prof. Marchand and colleagues has just been accepted for publication at the International Journal of Research in Marketing (IJRM). The paper will soon be available online: Marchand, André, Thorsten Hennig-Thurau, and Jan Flemming (2021) “Social Media Resources and Capabilities as Strategic Determinants of Social Media Performance,” International Journal of Research in Marketing, 38, forthcoming.
Open positions as doctoral students
Prof. Marchand is looking for several research assistants with the opportunity for a dissertation. Click here for more information.
Ongoing study on hoarding during the corona crisis
Prof. Marchand, Asst. Prof. Martin P. Fritze, & Friederike Gobrecht investigate the causes of changing consumer behavior. Click here for more information about the study.
New publication in the JSR by Asst.Prof. Fritze and Prof. Marchand
Access-based services as substitutes for material possessions: The role of psychological ownership. Click here for more information about the article.
Guest Lecture by Pernod Ricard with Rafael Mroz and Patrick Erbacher
Within the course Marketing of Digital Innovations we welcome Rafael Mroz and Patrick Erbacher from Pernod Ricard in our lecture. We are looking forward to discussing their opinions on influencer marketing. The guest lecture will take place on Thursday, January 9th starting at 12:00 p.m. in seminar room -1.501, Sibille-Hartmann-Straße 2-8. If you are interested in Pernod Ricard or influencer marketing but not a registered course participant, you are more than welcome to join the lecture as well.
Guest Lecture by Johanna Hoffmann and Felix Harmuth from Capgemini invent
Within the course Marketing of Digital Innovations we are looking forward to welcoming Johanna Hoffmann and Felix Harmuth from Capgemini invent in our lecture and are anticipating their talk about design thinking. The guest lecture will take place on Wednesday, December 18th starting at 4:00 p.m. in Hörsaal XVIII. If you are interested in Capgemini invent or anything design thinking but not attending the course, you are more than welcome to join the lecture.
Prof. Marchand at WDR Lokalzeit
Prof. Marchand gave a short interview for WDR Lokalzeit about influencer marketing and the importance of authenticity. Please click here to be redirected to the WDR media library.
New publication in the IJRM by Prof. Marchand and Asst.Prof. Fritze
Hooks vs. hope: How to enhance customer engagement through gamification. Click here for more information about the article and a link to download it.
Student Assistants wanted (SHK/WHB)
Prof. Marchand (Marketing & Digital Environment) is searching for student assistants. Click here for more information on the position and the application.
Guest Lecture by Christian Reuschenbach about the marketing strategy at Klosterfrau
Within the course Principles of Marketing we are looking forward to welcoming Christian Reuschenbach in our lecture and are anticipating his talk about Klosterfrau's marketing strategy. The guest lecture will take place on Wednesday, April 17th starting at 2:00 p.m. in Hörsaal XVIII. If you are interested in the marketing principles of Klosterfrau but not attending the course Principles of Marketing, you are more than welcome to join the guest lecture.
Vacancy as Research Assistant at the Department of Marketing and Digital Environment
Prof. Marchand (Marketing and Digital Environment) is searching for a research assistant, as from September first 2019. Application deadline is April 20th. For more information please see: https://www.stellenwerk-koeln.de/sites/default/files/pdf/university/wiss1902-12_prof.marchand_wiso.pdf
Diana zur Löwen about the Creation of Social Media Content - Guest Lecture
Within the course Marketing of Digital Innovations we are awaiting Diana zur Löwen to give an interesting talk on the creation of content on Social Media. She will give practical insights and demonstrate important aspects for a successful Social Media Marketing. The guest lecture will take place on Wednesday, January 30th from 4:00 to 5:30 p.m. in Aula 2 (main building). Everyone interested in this topic is welcome to attend the guest lecture.
Guest lecture by Dr. Philipp Marchand (Vossius & Partner) about patents
We are looking forward to the first guest lecture within this year’s course of Marketing of Digital Innovations. Dr. Philipp Marchand, patent attorney at Vossius & Partner, will discuss the significance of patents and protection of digital innovations from an European perspective. It will take place on Wednesday, December 19th from 2:00 to 3:30 p.m. in Aula 2 (main building). If you are interested in this topic but not attending the Marketing and Digital Innovations course, you are also welcome to attend.
Prof. Marchand discusses the digital future of education at ZEIT Science Camp
A key statement of this discussion was that simply memorizing lecture content will no longer be sufficient in times of machine learning. Instead, today’s business environment requires learning as a means to consider novel trends and directions (e.g., impact of digitalization on innovation and marketing including artificial intelligence). Students should thus be encouraged to think in rational ways so that they can apply their obtained knowledge in other, unfamiliar situations. Furthermore, electronic exams should not simply be a digitized version of former paper and pencil exams but extensions with new types of tasks including complex big data analytics, which cannot be solved with pocket calculators anymore.
More information about the ZEIT Science Camp can be found here: https://verlag.zeit.de/veranstaltungen/ausblick/zeit-veranstaltungen/sciencecamp/