Martina Steul-Fischer

Prof. Dr. Martina Steul-Fischer holds the Chair of Business Administration, with a specialized focus on Insurance Marketing, at Friedrich-Alexander University Erlangen-Nuremberg (FAU). She is affiliated with the Institute of Marketing and the FACT Institute, and serves as founding director of the Experimental Lab for Business Insights Nuremberg (ELAN). Additionally, she acts as the women's representative for both the Business, Economics and Social Sciences Department and the Faculty of Law and Economics. She is a board member of Forum V, the North Bavarian Institute for Insurance Science and Economics at FAU, and participates in the 'Consumption and Behavior' research group.

Prof. Steul-Fischer earned her doctorate from Goethe University Frankfurt and completed her habilitation at the University of Wuppertal. Her academic journey includes teaching and research stays at the European Business School, Université Lumière Lyon II in France, and the University of Maryland in the USA. She serves on the Editorial Review Board of 'Marketing ZFP – Journal of Research and Management' and co-edits the Gabler series 'Consumption and Behavior.'

Her research primarily focuses on financial services marketing and consumer behavior within the insurance sector. She investigates how digital transformation affects customer experience management, examines consumer decision-making processes across different devices, and explores psychological factors influencing health risk perception. Her work bridges theoretical insights with practical applications, often collaborating with industry partners to address real-world challenges in insurance marketing.

Analysis of her recent publications reveals a strong emphasis on omnichannel behavior, device effects on customer decisions, referral programs, and health-related insurance products. Her research employs diverse methodologies including experimental designs, systematic literature reviews, and clickstream data analysis, demonstrating methodological versatility in addressing complex consumer behavior questions.

Prof. Steul-Fischer is actively involved in multiple interdisciplinary research focuses at FAU, particularly in Customer Insights, Health, and sustainability-related research. Her contributions to these areas reflect her commitment to addressing contemporary challenges at the intersection of marketing theory and insurance industry practice.