Prof. Dr. Mirja Kroschke

• Marktforschung (B.Sc.)
• Kommunikation und Verkaufsmanagement (M.Sc.)
• Case Study Marketing und Innovationsmanagement (M.Sc.)

• Innovation & Market Research
• Data Intelligence Strategy
• Retail Management
• Customer Experience
• Customer Relationship Management

Seit 2024: Professorin für Marketing an der HAW Hamburg
Department Head Digital & Consulting bei der Otto Group
Promotion an der Universität Münster bei Prof. Dr. Manfred Krafft und Master an der ESCP Europe Business School in London, Paris, Berlin

Ausgewählte Publikationen:

Breugelmans, E., Hermans, M., Krafft, M., Kroschke, M., Lehmkuhle F. & Mantrala M. (2023), “What is Happening to My Nearby Stores? The Own- and Cross-Effect of a Radical Store Transformation on Existing Customers”, Journal of the Academy of Marketing Science.

Lobschat, L., Eggers, F., Mueller, B., Diefenbach, S., Kroschke, M., & Wirtz, J. (2021), “Corporate Digital Responsibility (CDR), Journal of Business Research, 122, 875–888.

Hoyer, W., Kroschke, M., Schmitt B., Kraume, K. & Shankar, V. (2020), „Transforming the Cus-tomer Experience Through New Technologies”, Journal of Interactive Marketing, 51 (1), 57–71

Grewal, D., Kroschke, M., Mende, M., Roggeveen, A., & Scott, M. (2020) „Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect customer Experience in Retail, Sales and Service Settings“, Journal of Interactive Marketing, 51 (1), 9–25