Goetz Greve

Prof. Dr. Goetz Greve has been a Professor of General Business Administration with a focus on Marketing and Sales at HSBA Hamburg School of Business Administration since 2007, affiliated with the Department of Marketing Transformation. He previously served as HSBA's Vice President for Research and International Affairs (2012-2021). He holds a PhD from Christian-Albrechts-Universität zu Kiel where he studied under Prof. Dr. Dr. h.c. Sönke Albers, and has professional experience as a consultant at Accenture.

His research focuses on three interconnected domains:

• Customer Relationship Management including Social CRM implementations and influencer relationships
• Sales Management covering multi-actor ecosystems and automation technologies
• Online Marketing spanning performance measurement, social media, and attribution modeling

Recent publications demonstrate strong emphasis on digital transformation in marketing, particularly analyzing social media influencer effectiveness (2022), service ecosystem dynamics (2021), and AI applications in sales (2020). Methodologically, his work combines empirical validation with practical frameworks for marketing technology implementation.

Awards:

• Finalist for the 2023 EMAC-IJRM Jan-Benedict Steenkamp Award for Long-Term Impact (for 2009 CRM implementation research)

Doctoral Supervision: Successfully advised Dr. Felix Wasser (competitive advertising dynamics) and Dr. Patrick Weretecki (experiential value in service ecosystems). Maintains editorial board positions at International Journal of Marketing Studies (since 2011) and International Journal of Internet Advertising and Marketing (since 2013). Actively contributes to Germany's Charta digitale Vernetzung initiative on societal digitalization since 2018.