Martin Wrobel

Martin Wrobel serves as Professor of Business Administration & Entrepreneurship at Brandenburg University of Technology and as an Associated Researcher in the Innovation, Entrepreneurship & Society research group at the Alexander von Humboldt Institute for Internet and Society (HIIG) in Berlin. He previously held a professorship in marketing at Berlin School of Economics and Law (2017-2019) and maintains a visiting professorship at TecnoCampus (Pompeu Fabra University) in Barcelona.

His educational background includes a doctorate from Berlin University of the Arts with a thesis on competency profiles for internet-enabled startups, and he holds a Master's degree in International Management from Berlin School of Economics and Law. Before entering academia, Wrobel gained practical experience as Managing Director & Director of Business Development at Meltwater (2008-2012) and as Go-To-Market Consultant at Freshworks (2017-2018).

Wrobel's research focuses on how technology-oriented startups overcome initial challenges and acquire their first customers. His work explores startup-corporate collaborations, digital innovation in SMEs, and entrepreneurial competencies. He has conducted research at prestigious institutions including MIT Media Lab and The New School in New York City.

His recent publications demonstrate a strong focus on practical applications of entrepreneurship theory, with his 2024 book 'Marketing und Vertrieb für Startups' providing case studies from the German startup scene. His research shows consistent emphasis on bridging the gap between academic theory and practical startup challenges, particularly in customer acquisition and business model development.

• Co-author of the standard textbook 'Unternehmensführung' (now in its 5th edition, 2025)
• Host of the 'Marketing From Zero To One' podcast featuring over 100 startup founders
• Project manager for 'How to collaborate with startups?' and 'Digital Innovation in SMEs'

Wrobel regularly advises startups on marketing, sales, and business models, and provides consulting services to international companies entering German and European markets. He designs hands-on workshops for founders and executives covering topics from lean startup methodologies to team dynamics and organizational culture.