معرفی
Prof. Dr. Jürgen Franke is a Professor of Business Administration and Marketing at the Faculty of Economics and Social Sciences at Osnabrück University of Applied Sciences. He specializes in strategic marketing, business-to-business (B2B) marketing, retail management, and service management, with a focus on resilience and digitalization in small and medium-sized enterprises (SMEs).
Education:
- Diplom in Business Administration (Fachhochschule Gießen-Friedberg, 1988)
- Advanced Study in Economics (University of Kassel, 1991)
- PhD in Economics (Dr. rer. pol., University of Kassel, 1994)
Research Interests: His work emphasizes international service management in B2B contexts, retail management, shopper marketing, and the digital transformation of SMEs. He also explores customer experience (CX) management and strategic marketing frameworks.
Research Trends in Articles: Recent publications focus on product portfolio strategies, brand management, and the planning of product and brand success in B2B environments. These studies highlight strategic frameworks for optimizing market positioning and organizational resilience.
Collaborations and Grants: Prof. Franke leads applied research projects with industry partners (e.g., CARL SCHÄFFER GmbH, BOGE Elastmetall) and has secured Third-Party funding for initiatives like "Innovative Service Strategies in International B2B Marketing" (BMBF-funded). His work bridges academic research and practical consulting for SMEs.
Labs/Teams: Active within the Faculty’s research networks, contributing to projects on digital transformation in retail and strategic marketing solutions for SMEs.
