معرفی
Prof. Dr. Reinhold Decker is a full professor of business administration with a focus on marketing and market research at Bielefeld University's Faculty of Economics, where he has been affiliated since 1997. He currently serves as the Rector's Representative for Cooperation with Business, BRIC, and Research Transfer (since October 2023), following previous roles as Vice Rector for Information Infrastructure and Business (2019-2023), Vice Rector for Information Management (2015-2019), and Vice Rector for Financial Affairs and Resources (2012-2015). He is also the Scientific Director of BI2000plus - Research Projects on the Region since 2005 and a member of the Bielefeld Graduate School of Economics and Management (BiGSEM).
Decker earned his degree in industrial engineering with a focus on OR/Computer Science in 1988, received his doctorate in 1993, and completed his habilitation in 1997, all from the University of Karlsruhe (KIT). His academic career includes visiting professorships at the University of Vienna, Moscow Academy of Economics, University of Veliko Turnovo, Universidade NOVA de Lisboa, Université Paris III – Sorbonne Nouvelle, and the University of Maryland.
His research focuses on the development and empirical testing of methods and models for acquiring and analyzing consumer data, particularly from social media, and data-driven, consumer-centric development of intelligent products and services. His work spans social media analysis, buyer behavior modeling, brand image analysis, web mining in marketing, and internet-based preference measurement. Decker's interdisciplinary approach bridges marketing, data science, and consumer behavior, with increasing emphasis on intelligent systems and digital transformation in marketing contexts.
Analysis of his 15 most recent publications reveals a strong focus on emerging technologies in marketing, including augmented reality, voice assistants, and social media analytics. His research increasingly examines privacy concerns in the digital age, sustainability communication, and the integration of AI in consumer decision-making processes. The interdisciplinary nature of his work is evident in publications spanning marketing journals, data science publications, and technology-focused outlets.
- Member of the Scientific Council of the journal Argumenta Oeconomica Cracoviensia (since 2013)
- Associate Editor of the journal Behaviormetrika (since 2012)
- Member of the Editorial Board of the Springer series Studies in Classification, Data Analysis, and Knowledge Organization (since 2004)
- Vice President of the European Association for Data Science – EuADS (2018-2022)
Decker has served on numerous editorial boards and scientific program committees, including for the International Federation of Classification Societies. His extensive reviewing work spans prestigious journals such as Journal of Business Research, Journal of Product Innovation Management, and Review of Managerial Science. His leadership extends to project management, including BiLinked (2025), Bielefeld 2000plus (2024), and Bielefelder DatenNarrative (2022). Decker has also edited multiple volumes and special issues on data analysis and marketing, demonstrating his commitment to advancing methodological approaches in business research.
As Scientific Director of BI2000plus, Decker leads interdisciplinary research projects focused on regional development. His work bridges academia and industry through initiatives like the Bielefeld Center for Data Science (BiCDaS) and the Bielefeld Graduate School in Theoretical Sciences. His recent projects emphasize data narrative techniques, linking data analysis with effective communication strategies for diverse audiences.
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