معرفی
Lydia Ottlewski serves as Associate Professor in the Department of Business & Management at the University of Southern Denmark, Odense, where she contributes to the Consumption, Culture and Commerce (CCC) research group. Her academic work bridges marketing theory with sociological perspectives on contemporary consumption practices and family dynamics.
Her research focuses on Consumer Research (100% fingerprint weight), Marketization (92%), Extended Family structures (61%), Do-It-Yourself practices (61%), Business Planning (61%), Modularization (61%), Consumer Policy (61%), and Public Sector studies (61%). She investigates how digital platforms transform kinship networks and consumption patterns, particularly examining ritualistic behaviors and the marketization of social spheres through empirical studies of platform-mediated family assembly.
Recent publications reveal a clear trajectory toward existential analyses of consumer rituals and digital family redefinition, with 2024-2026 works emphasizing how platform affordances reshape agapic relationships and sacred family practices. Her scholarship consistently applies critical sociological lenses to marketing phenomena, challenging conventional boundaries between private and public consumption spheres.
Dr. Ottlewski has taught seven university courses including Brand Management and Marketing Communication (2019-2023), Behaviors and Markets (2022-2023), and Advanced Brand Management (2019-2023). Her media engagement includes twelve press contributions such as the 2024 German podcast 'Familienmarketing im Wandel' and The Conversation article 'Family unbound', demonstrating active knowledge dissemination to both academic and public audiences through collaborations with researchers like J. Schouten and J. Rokka.
