Stephan Kull

Prof. Dr. Stephan Kull is a tenured Professor of General Business Administration, Marketing, and Retail Management at Jade University of Applied Sciences in Wilhelmshaven, Germany. Since 2002, he has led the Business Administration Online Degree Programs (Bachelor/Master) and served as Deputy Member of the Departmental Council. His research focuses on Omni-channel marketing, Digitalization in retail, and Experience-oriented marketing, with particular emphasis on Smartphone integration and Augmented Retailing.

• Doctorate in Political Science (University of Hanover)
• Graduate Economist (University of Hanover, majors: Marketing, Business Management, Psychology)

Kull's research bridges German-Chinese marketing practices, exploring cross-cultural CRM and Guanxi dynamics. He pioneered studies on RFID technology in retail logistics and Edutainment models combining education and commerce. His 2019 textbook Customer-Centered Retail Marketing (Kohlhammer Verlag) outlines frameworks for offline-online synergy.

Recent publications analyze Facebook's societal impact, gamification in retail, and smartphone-driven consumer behavior. Kull collaborates internationally, including a decade as Visiting Professor at Shanghai University of International Business and Economics. He has received prestigious awards like the 2014 EHI/GS1 Science Prize and 2016 Best Paper Award at the International Marketing Conference in Bucharest.

• Advising: Supervised doctoral student Philipp Hübner (Omnichannel Trade, 2015–2018)
• Grants: Multiple industry-funded projects (Mondelez, EDEKA, Bahlsen)

Kull leads the Institute for Innovative Tourism and Leisure Management, directing research projects on regional marketing and energy edutainment initiatives like the 2014 JadeBay region analysis. His lab teams integrate eye-tracking technology and virtual platforms (Moodle) for empirical shopper studies.