Désirée Wieland

Désirée Wieland, M.Sc., MBA is a Researcher at the Chair of Sales & Marketing within the Faculty of Social Sciences, Economics, and Business Administration at the University of Bamberg. Her academic focus spans modern marketing technologies and strategic business practices. She holds a Master of Science and an MBA, positioning her at the intersection of academic research and practical business knowledge.

Her research interests emphasize Augmented Reality/Virtual Reality in B2B contexts, supplier relationship management, and technostress mitigation in e-commerce. She explores how digital tools like AI and immersive technologies reshape marketing strategies, particularly in B2B environments.

Her recent publications highlight work on AI-driven marketing innovations, B2B supply chain dynamics, and the ethical use of digital nudging for sustainable consumer choices. She contributes to top-tier journals like Industrial Marketing Management and conferences such as the Americas Conference on Information Systems.

Wieland collaborates closely with Professors Björn S. Ivens and Philipp Rauschnabel, reflecting her engagement in interdisciplinary research. Her office is located in F21/02.28b, and she is reachable via desiree.wieland@uni-bamberg.de.