Janina M. Schaumann

Janina M. Schaumann is an Assistant Professor at the University of Twente, affiliated with the Faculty of Engineering Technology, Department of Design, Production and Management, and the Research Chair of Product–Market Relations (ET-DPM-PMR). Her research focuses on stakeholder-driven brand development and market transformation through dynamic interactions between brands, consumers, and diverse stakeholders.

Her research interests lie at the intersection of branding, stakeholder theory, and qualitative methodologies. She investigates how organizations can build brand equity by engaging with social, political, and business stakeholders across transnational contexts. Her work particularly emphasizes emerging markets and the role of non-market actors in economic and social development. This interdisciplinary approach bridges business administration with societal impact.

While no specific publications are listed, her research trajectory suggests strong engagement with qualitative studies on brand equity, stakeholder collaboration, and international market dynamics, particularly in diverse geopolitical and industrial contexts.

• Stakeholder-Based Brand Equity (SBBE) framework development
• International research collaboration across Sweden, Brazil, Russia, India, and China
• Industry partnerships with TetraPak, Thule, and Axis Communications

Dr. Schaumann has extensive experience in managing and conducting international research projects and has contributed to both academic and industry advancements in marketing and branding strategy. She has worked across sectors including cosmetics, automotive, and industrial products, applying her expertise in both B2B and B2C environments. Though no formal advising or grant details are provided, her active research role and industry collaborations suggest ongoing project leadership.

She is part of the Product–Market Relations research group within the Design, Production and Management department, contributing to the broader goals of the Digital Society Institute at the University of Twente. This team likely focuses on the socio-technical aspects of product-market interactions in digital and globalized economies.