Prof. Dr. Ann-Kathrin Harms
Professor of Business Administration with a focus on Strategic Management at HSBAShort Profile
Since 2004, Ann-Kathrin Harms has held the position of Professor for General Business Administration Theory, in particular Marketing and Sales. Since February 2022, she is Head of Department Strategy & Leadership.
She studied economics and business administration at Stuttgart-Hohenheim University and Universit盲t Hamburg, and went on to work in the media industry (large publishing house, advertising agency). Professor Harms completed her doctorate at Helmut-Schmidt University on the topic of 鈥淎doption technologiebasierter Self-Service-Innovationen鈥� (adoption of technology-based self-service innovations). At the Institute for Marketing, she focused on online marketing for financial services providers and the media industry. At the same time, she provided advice in the field of online marketing and lectured at different universities in the Hamburg region.
Professor Harms鈥� research interests include consumer behaviour (sustainable consumption, over-60s target groups), online marketing as well as internal and external aspects of entrepreneurial marketing.
Publications
Journal articles (refereed)
Harms, Ann-Kathrin, and Claudia Fatapi茅 Altobelli. 1998. "Online-Distribution im Consumer- und Business-to-Business-Bereich - Eine empirische Analyse am Beispiel der Informationstechnologie- und Telekommunikationsbranche." Der Markt聽 37 (146/147): 146-161.
Harms, Ann-Kathrin. 1998. "Der Markt der 盲lteren Konsumenten - Rahmenbedingungen und marketingstrategische Ansatzpunkte." Werbeforschung & Praxis聽 (1): 20-26.
Monographs and edited books
Harms, Ann-Kathrin. 2002. Adoption technologiebasierter Self-Service-Innovationen. Analyse der Wirkungsmechanismen im Entscheidungsprozess der Konsumenten. Wiesbaden: Deutscher Universit盲tsverlag.
Harms, Ann-Kathrin, and Claudia Fantapi茅 Altobelli. 1998. Online-Marketing 2000: Zielgruppen-Strategien-Prognosen. Die Prim盲ranalyse 眉ber die Innovationsbranchen Informationstechnologie und Telekommunikation. Hamburg.
Journal articles (non-refereed) / newspaper
Harms, Ann-Kathrin. 2003. "Die Bedeutung von Inhibitoren im Adoptionsprozess technologiebasierter Self-Service-Innovationen." Marketing - Zeitschrift f眉r Forschung und Praxis聽 25 (4): 257-272.
Harms, Ann-Kathrin. 1998. "Buchbesprechung zu: Brigitte K枚hler. 1995 'Senioren als Zielgruppe. Kundenorientierung im Handel'." Werbeforschung & Praxis聽 1998 (1): 28.
Harms, Ann-Kathrin. 1998. "Buchbesprechung zu: Gundula Gaube. 1995 'Senioren- der Zukunftsmarkt: umfassende Marktanalyse und Zielgruppenuntersuchung. Ans盲tze der Marktbearbeitung mittels Direktmarketing'." Werbeforschung & Praxis聽 1998 (1): 28.
Book chapters
Harms, Ann-Kathrin and Susanne Fittkau. 2011. "Zielgruppe 60plus - Entwicklung, Akzeptanz und Nutzung ausgew盲hlter Felder aus Online, Social und Mobile Media." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf, and Goetz Greve, 223-242. Wiesbaden: Gabler / Springer.
Harms, Ann-Kathrin, and Susanne Fittkau. 2011. "Silver Surfer - Profile, Nutzungsverhalten und -bed眉rfnisse.." In Die Alten und das Netz: Angebote und Nutzung jenseits des Jugendkults, ed. by Kampmann, Birgit, Bernhard Keller, Michael Knippelmeyer, and Frank Wagner, 52-59. Wiesbaden.
Harms, Ann-Kathrin. 2001. "Marketing und neue Medien." In Gabler Marketing Lexikon, ed. by Bruhn, Manfred, n.a. Wiesbaden: Gabler.
Harms, Ann-Kathrin, and Claudia Fatapi茅 Altobelli. 2000. "Internationales F&E-Management." In Innovatives Management, ed. by Berndt, Ralph, 149-165. Berlin.
Harms, Ann-Kathrin, and Claudia Fatapi茅 Altobelli. 2000. "Customer Value schaffen und steigern durch Einsatz von Online-Medien." In Customer-Lifetime-Value-Management, ed. by Hofmann, Markus, and Markus Mertiens, 89-98. Wiesbaden.
Harms, Ann-Kathrin, Fatapi茅 Altobelli, Claudia, and Susanne Fittkau. 1999. "Electronic Commerce 2000." In Management Strategien 2000, ed. by Berndt, Ralph, 293-297. Berlin.
Conference proceedings
Greve, Goetz and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." In Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, . Lissabon: 22/25.05.2012.
Conference presentations
Greve, Goetz, and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." Presentation held at the 41th EMAC Conference, May, 22nd - 25th, Lisbon.
Other Publications / Presentations
Pawlik, Joachim, Goetz Greve, Ann-Kathrin Harms, and Klaus Uterm枚hl. 2010. "(Vor)Bild Verk盲ufer: Von Krawatten, Koffern und Klischees." Pawlik SC Journal, p: 18-21.
Harms, Ann-Kathrin, and Claudia Fatapi茅 Altobelli. 1998. "Online-Marketing 2000: Zielgruppen-Strategien-Prognosen. Die Prim盲ranalyse 眉ber die Innovationsbranchen Informationstechnologie und Telekommunikation." Universit盲t der Bundeswehr, Hamburg. 聽(Study / Whitepaper)