We are delighted that Prof Dr Sascha Alavi has been named the second most productive business economist up to the age of 40 in the DACH region by the magazine "Wirtschaftswoche". You can read the whole article here!

Companies are increasingly making substantial investments in the introduction of new digital technologies to improve their productivity. As various studies have shown, these investments all too often do not pay off to the desired extent. Based on data from +300 industrial goods companies and objective performance indicators, the new MIO study analyses the reasons for the lack of success of new technologies.
A key finding is that the impact of the use of new technologies such as VR or AI depends fundamentally on the complexity of the company's market environment and the specific product offering.
The paper is available here .

Current contribution by MIO on ZDF on the subject of "Pinkwashing"
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Sascha Alavi wins the Marvin Jolson Award together with Dennis Schendzielarz and Jan Helge Guba with the article "The Impact of Salespeople's Social Media Adoption on Customer Acquisition Performance - A Contextual Perspective".

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Second place was awarded to the article "Transactional and Transformational Leadership During a Global Pandemic" by Sascha Alavi, Pia Ehling and Johannes Habel.

We congratulate our colleague Gerrit Sundermann on successfully defending his dissertation "Influencer Marketing - Essays on Impact and Management of Social Media Influencers as Digital Communication Agents"! Gerrit will leave the University of Oldenburg on 16 January and will continue his academic appointment at the Hamburg-based management consultancy Nord.Nord. We would like to take this opportunity to thank him for his dedicated work during his time at the chair and wish him every success and all the best for the future.

Gerrit Sundermann has published an article in the Journal of Interactive Marketing in collaboration with Dr Juha Munnukka from the Oldenburg Partner University in Jyväskylä (Finland). In the article, the authors examine how and in what way consumer knowledge and understanding that posts by social media influencers are advertising influences subsequent advertising success metrics.

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The coronavirus crisis is having a significant impact on the brand management of bricks-and-mortar retailers. Janina Sürken and Dr Sören Sundermann have empirically investigated why this is the case, the role played by digital brand touchpoints and the consequences for the consumer-brand relationship. Their findings have now been published in the "Journal of Emerging Trends in Marketing and Management", where they were honoured with the Best Paper Award. We are delighted to receive this award and look forward to further dialogue on this topic!

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