Inga Schmidt-Ross

Professor Inga Schmidt-Ross is a full-time faculty member at the Hamburg School of Business Administration (HSBA), where she has held the Professorship of Business Administration with a focus on Marketing and Sales since 2009. She served as Vice President for Teaching, Quality Assurance, and Further Education from 2012 to 2019 and has been Head of Department Marketing Transformation since February 2020. Her academic background includes studies at the University of Hohenheim and Portland State University, followed by a doctoral degree at the University of St. Gallen on customer behavior in multi-channel systems.

• Education: Wirtschaftswissenschaften (University of Hohenheim), Business Administration (Portland State University), PhD in Marketing (University of St. Gallen)

Her research focuses on brand strategy implementation, omni-channel management, customer experience, and interdisciplinary collaboration between marketing, sales, and IT. Recent publications and presentations highlight her work on sustainability education through project-based learning, healthcare facility assessment tools, and Generation Z consumer behavior. She also contributes to practical applications in employer branding for SMEs and nonprofit branding.

Key trends in her publications include:

• Integration of sustainability into educational frameworks
• Evolution from e-CRM to omni-channel systems
• Interdisciplinary approaches to marketing-sales-IT alignment
• Generational consumer behavior analysis
• Healthcare quality assessment methodologies
• Project-based learning innovations

As a consultant, she provides marketing strategy expertise to corporations while maintaining her academic role at HSBA. Her department leadership focuses on transforming marketing practices through technology and cross-functional collaboration.