معرفی
Christine Falkenreck is a Marketing Professor at Hof University of Applied Sciences within the Faculty of Engineering. Since 2013, she has served as a faculty member and currently leads the Research Group for Marketing innovative IoT Business Models. She acts as departmental advisor for teaching quality and was program head of the International Project Management master's program until 2023. Additionally, she works as a digital Transformation/Internet of Things expert for the European Commission in Brussels.
Education:
- Studied strategic Marketing and Sales at Kassel University
- Doctoral dissertation focused on reputation transfer
Research Interests:
Professor Falkenreck specializes in Business-to-Business (B2B) and Business-to-Government (B2G) Marketing, with a critical focus on Internet of Things (Industry 4.0) implications for relationship marketing. Her expertise spans B2B brand management, loyalty programs' impact on customer commitment, competitive research, and customer-driven sales strategies. Her work bridges traditional marketing frameworks with digital transformation imperatives in industrial contexts, emphasizing practical applications for business excellence.
Publication Trends:
Recent publications (2021-2024) demonstrate consistent focus on IoT-driven business model innovation, B2B relationship dynamics in digital ecosystems, and adaptive strategies for global disruptions (pandemics, trade policy shifts). Key thematic clusters include trust-building through data sharing, co-creation mechanisms in industrial settings, and agile sales transformation. This body of work reveals a methodological shift toward mixed-methods approaches examining both macro-environmental impacts and micro-level interaction patterns in technology-mediated business relationships.
Scientific Awards:
No scientific awards were documented in the source materials.
Advising and Grants:
- Doctoral Supervision: Maximilian Froch, Julia Eschenbacher, and Luisa Habbel
- Major Grant: Principal Investigator for SiPMO Project (INTERREG A, 2024-2027), securing €351,000 from European Union (EFRR) for cross-border project management education between Hof University and Czech partners
Labs and Teams:
Leads the Marketing innovative IoT Business Models research group within the Institute for Information Systems (iisys). Maintains active international collaborations with University of Poznan (Poland) and Kassel University (Germany), focusing on IoT applications in industrial marketing. Her team develops practical frameworks for implementing digital transformation in B2B contexts through joint research initiatives and industry partnerships.
