Exploring the human-centered digitalization.
How to make the digital transformation more human? How can organizations and individuals equally benefit from the opportunities of digitalization?

My research focuses on three fields of interest

🚀Digital Transformation and Strategies: What are current trends and developments in digital transformation? What are success factors of the digital transformation? Which strategies yield the best results?

🤖Data-driven Marketing: How can decisions and execution be leveraged by the opportunities of analytics, AI and automation? How do humans and humans, humans and machines and machines and machines best work together?

🙋‍♂️Behavioral Aspects and Change Management: Where is the human touch in digitalization? What are the implications for governance, processes and culture? What are critical competencies that organizations need to develop? What are successful change approaches?

The Cologne Business School (CBS) is a internationally orientated, state-recognised university of applied sciences and counts as one of Germany's top Business Schools. Moreover, the CBS study programs are regularly checked by the tri-national accreditation agency, FIBAA (Foundation for International Business Administration Accreditation) as regards content, topicality and academic feasibility. As a consequence the CBS placed fourth among the top-ranked universities of applied sciences in Germany in the category: Business Administration (survey of „Wirtschaftswoche“ (Business Weekly).