How my research impacts research practice
My work deals with analyzing how digital technologies impact a firm's customer relationship management (CRM) activities. Among others, my research deals with influencer marketing (e.g., Instagram, TikTok), mobile apps (e.g., cross-promotion among casual mobile games), and video games (e.g., Twitch).
On a broader level, I have worked on the concept of managerial importance. I believe research is only valuable when it leads to a meaningful behavior shift among some marketing stakeholders. In this context, I am involved at EMAC as VP Corporate Relationship and in the RRBM Network as Working Board Member.
How I have worked with businesses
I started my career as a strategy consultant for Bain & Company in Munich, London, and Paris before joining ESCP Business School. In the past decade, I have regularly worked with companies. This includes consulting in the field of ROI measurement of CRM activities (specifically loyalty programs) and using data to support marketing decisions (e.g., pricing, customer valuation). I am recently working on a project involving social media and influencer marketing at the Paris Fashion Week.
How I like to collaborate
All of the above. I'd love to be involved in research collaborations (esp. in the field of influencer marketing and measurement of influencer ROI) or speaking engagements on the topics mentioned above. I feel the MSI philosophy is very close to my thinking, so I'm open to other ideas that you think make the most sense.
