Birte Kemmerling

Birte Kemmerling serves as Professor of Business Administration with a focus on Marketing at Bremerhaven University of Applied Sciences, holding key leadership roles including Program Director for Business Administration (regular and dual/practice-integrated tracks), Director of the Marketing hoch zwei Institute (M2I), and Research Cluster Representative for Tourism and Management. She also chairs the Business Forum and serves on the Business Administration Examination Board.

Her research spans B2B Marketing, Industrial Goods Marketing, Sales Strategies, Negotiation Management, and Sustainable Consumption. Recent work demonstrates an interdisciplinary approach bridging business administration with sustainability science and negotiation theory, particularly examining sustainable agricultural systems in Germany and strategic negotiation dynamics in business contexts.

Publications reveal consistent focus on practical business applications: her 2020 agricultural sustainability report analyzes ecological-economic-social tradeoffs, while 2017-2016 negotiation studies explore package deal composition and concession strategies. This trajectory indicates growing emphasis on sustainability-business integration alongside core expertise in industrial marketing and negotiation science.

She actively leads the Marketing hoch zwei Institute (M2I) and contributes to the Tourism and Management research cluster, driving collaborative projects on sustainable consumer behavior in tourism through initiatives like the ÖKO-GLOW project examining norm-based environmental influence.