午夜AV

Prof. Dr. Inga Schmidt-Ross

Professor of Business Administration with a focus on Marketing

Short Profile

Since 2009 Professor Dr. Inga D. Schmidt-Ross is Professor for business economics (Marketing and Sales) at HSBA. Since February 2020, she is Head of Department Marketing Transformation.

Professor Schmidt-Ross studied business science in Hohenheim and business administration at Portland State University in Portland/Oregon (USA). Afterwards she was working as teaching staff at the Institute for Marketing and Trade at St. Gallen University (Switzerland), where she completed her doctorate about customer behavior in multi-channel-systems.

Working as project leader at the international consultancy Prophet brand Strategy in Z眉rich and Hamburg for several years she was responsible for strategic marketing, customer behaviour and brand strategy. Besides her function at HSBA she is a freelance Marketing Consultant.

Professor Schmidt-Ross鈥檚 research is concentrated on brand strategy and brand implementation, disruptive multi-channel-systems and customer experience as well as interdisciplinary linkage of marketing, sales and IT.

Lectures

  • Customer Management
  • Marketing Management
  • Responsible Marketing
  • Strategic Marketing
  • Science & Trends

Research Areas

  • Interdisciplinary linkage of marketing, sales and IT
  • Omni Channel Management
  • Customer Experience
  • Brand Management and Brand Co-Creation
  • Generation Z
  • Project Based Learning
  • Responsible Marketing

Publications

Journal articles (refereed)

H枚lter, Kaisu; Susanne Hensel-B枚rner, Inga Schmidt-Ross and Johanna Schnurr. 2023. "Lernen au脽erhalb des H枚rsaals. Die Sustainability Challenge als Beitrag zur Bildung f眉r nachhaltige Entwicklung." Zeitschrift f眉r Hochschulentwicklung聽 18 (4): 275-294.

Hensel-B枚rner, Susanne, Schmidt-Ross, Inga and Wolfgang Merkle. 2018. "Digitale Transformation 鈥� Erweiterung der Zusammenarbeit zwischen Marketing und Sales um einen dritten Player." Marketing Review St. Gallen聽 3/2018: 20-26.

Tomczak, Torsten, Marcus Sch枚gel, and Inga Schmidt. 2004. "Book Review: Harris, L and C. Dennis, Marketing the e-Business, London/New York 2002." Journal of Retailing and Consumer Services聽 (11): 331-332.

Monographs and edited books

Schmidt, Inga. 2004. Kunden in Mehrkanalsystemen - eine prozessorientierte Analyse des Kanalwahlverhaltens von Kunden in der Reisebranche. St. Gallen: Universit盲t.

Schmidt, Inga. 2003. Customer Relationship Management. Wie Unternehmen Kundendaten auswerten. D眉sseldorf: Symposion Publishing.

Schmidt, Inga, Marcus Sch枚gel, and Torsten Tomczak. 2003. Nutzung von Distributionskan盲len aus Kundensicht: Eine explorative Analyse der Reisebranche. Thexis Fachbericht f眉r Marketing (2). St. Gallen: Thexis-Verlag.

Schl枚gel, Marcus and Inga Schmidt. 2002. E-CRM - mit Informationstechnologien Kundenpotenziale nutzen. D眉sseldorf: Symposion Publishing.

Inga Schmidt. 2000. E-Commerce - A Plattform for Integrated Marketing: A Case Study on U.S. Retailing. M眉nster: LIT.

Journal articles (non-refereed) / newspaper

Merkle, Wolfgang, Hensel-B枚rner, Susanne and Inga Schmidt-Ross. 2018. "Das Team auf Kurs bringen." 惭补谤办别苍补谤迟颈办别濒听 5/2018: 75-77.

W枚stenfeld, Myriam, and Inga Schmidt. 2007. "Touchpoint-Management - Interaktion zwischen Unternehmen und Kunden." Marketing Journal聽 (11): Dez 15.

Sch枚gel, Marcus, Achim Sauer, and Inga Schmidt. 2002. "Multichannel Marketing - Fokus auf Kunden und Kan盲len." Thexis Fachbericht f眉r Marketing聽 (2): 34-38.

Tomczak, Torsten, and Inga Schmidt. 2002. "eCRM - Eine kritische Dimension der Kundenbeziehung." 笔别谤蝉枚苍濒颈肠丑听 (10): 88-89.

Sch枚gel, Marcus, and Inga Schmidt. 2001. "Roadmap to E-Commerce." Marketing & Kommunikation聽 (2): 20-21.

Book chapters

K枚ster, Svenja, and Inga Schmidt-Ross. 2022. "Customer Centricity im Einkauf." In Sales Enablement als Fundament des Vertriebserfolgs. FOM-Edition, ed. by Westphal, J枚rg, Jobst G枚rne, and Christian Schmitz, . Wiesbaden: Springer Gabler.

H枚lter, Ann-Kristin and Inga Schmidt-Ross. 2020. "Omni Channel Management und Customer Journey." In F眉hrung von Vertriebsorganisationen: Strategie - Koordination 鈥� Umsetzung. 2nd Edition, ed. by Binckebanck, Lars, Ann-Kristin H枚lter and Alexander Tiffert, 107 - 124. Wiesbaden: Springer Gabler.

De Clair, Nina and Inga Schmidt-Ross. 2018. "Internal Branding: Mitarbeiter zu Markenbotschaftern machen und f眉r das Personalrecruiting nutzen. Eine empirische Analyse am Beispiel des Branding-Tools 鈥濩ulture Club@Loft 06鈥� bei der Otto GmbH & Co KG." In Forum Markenforschung 2016 鈥� Tagungsband der internationalen Konferenz 鈥濪ERMARKENTAG鈥�, ed. by Baumgarth, Carsten and Holger Schmidt, . Wiesbaden: Springer Gabler. 101 - 116.

Schmidt, Inga. 2012. "Wie Stiftungen zu einer attraktiven Marke werden - eine praxisorientierte Erfolgssuche." In Stiftungen bewegen - ein Perspektivenwechsel zur Gestaltung des Sozialen, ed. by Haas, Hanns-Stephan, and J枚rg Verstl, 101-116. Stuttgart: Kohlhammer.

Sch枚gel, Marcus, Jochen Binder, Inga Schmidt, and Achim Sauer. 2011. "Multi-Channel Management im CRM." In Grundlagen des CRM - Strategie, Gesch盲ftsprozesse und IT-Unterst眉tzung, ed. by Hajo Hippner, Beate Hubrich, and Klaus Wilde, 559-597. Wiesbaden.

Sch枚gel, Marcus, Oliver Arndt, and Inga Schmidt. 2008. "E-CRM - Management von Kundenbeziehungen." In Vertrieb. Digitale Fachbibliothek auf USB-Stick, ed. by Albers, S枚nke, Volker Ha脽mann, and Torsten Tomczak, 1-40. D眉sseldorf: Symposium.

Schmidt, Inga, Marcus Sch枚gel, and Matthias Schulten. 2007. "Nutzenbasierte Kundensegmentierung in Mehrkanalsystemen der Reisebranche." In Handbuch Multi-Channel-Marketing, ed. by Wirtz, Bernd, 125-148. Wiesbaden.

Sch枚gel, Marcus, Achim Sauer, and Inga Schmidt. 2004. "Multi-Channel Management - erfolgreich durch die neue Vielfalt in der Distribution." In Handbuch Multi-Channel-Marketing, ed. by Bachem, Christian, and Oliver Merx, 1-27. Berlin/Heidelberg: Springer.

Sch枚gel, Marcus, and Inga Schmidt. 2004. "CRM (Teil II): E-CRM - Management von Kundenbeziehungen." In Verkauf: Kundenmanagement, Vertriebssteuerung, E-Commerce, ed. by Albers, S枚nke, Volker Ha脽mann, and Torsten Tomczak, Sektion 06.11. D眉sseldorf.

Tomczak, Torsten, Thomas Bieger, Marcus Sch枚gel, and Inga Schmidt. 2004. "Nutzung von Distributionskan盲len im Tourismus - eine Analyse des Kundenverhaltens." In Das Verhalten von Konsumenten im Internet, ed. by Bauer, Hans, J眉rgen R枚sger, and Marcus Neumann, 473-495. M眉nchen.

Sch枚gel, Marcus, and Inga Schmidt. 2002. "E-CRM - Management von Kundenbeziehungen im Umfeld neuer Informations- und Kommunikationstechnologien." In E-CRM - mit Informationstechnologien Kundenpotenziale nutzen, ed. by Sch枚gel, Marcus, and Inga Schmidt, 29-86. D眉sseldorf.

Schmidt, Inga, Thomas D枚bler, Thomas, and Birgit Stark. 2001. "E-Commerce - The new challenge in retailing." In Dimensions of internet science, ed. by Reips, Ulf-Dietrich, and Michael Bosnjak, 273-291. Lengerich/Wien.

Tomczak, Torsten, and Inga Schmidt.. 2001. "Handelswerbung." In Vahlens Grosses Marketing-Lexikon, ed. by Diller, Herrmann, 588-592. M眉nchen.

Conference proceedings

Apel, Jan, Andrea Brambilla, Stefano Capolongo, and Inga Schmidt-Ross. 2022. "Evaluating Sustainability in Operating Hospitals 鈥� A Comparative Case Study in Germany." European Health Management Association (EHMA 2022).

Brambilla, Andrea, Jan Apel, Inga Schmidt-Ross, and Stefano Capolongo. 2022. "vidence-informed assessment of hospital facility sustainability and quality. A case study of 14 German hospitals." Congresso Nazionale SITI (SITI2022).

Brambilla, Andrea, Jan Marvin Apel, Inga Schmidt-Ross, Maddalena Buffoli, and Stefano Capolongo. 2022. "Testing of a Multiple Criteria Assessment Tool for Healthcare Facilities Quality and Sustainability: The Case of German Hospitals." Sustainability. https://doi.org/10.3390/su142416742.

Schwertfeger, Vanessa and Inga Schmidt-Ross. 2019. "Marketing to Children Better Understand the Customer Journey of Children in an Omni-Channel-Environment." Proceedings of the 20th European Association for Education and Research in Commercial Distribution (EAERCD), Zaragoza, 2 鈥� 4 July 2019.

Conference presentations

Hensel-B枚rner, Susanne, and Inga Schmidt-Ross. 2023. "Sustainability Challenge - ein flexibles und wertvolles Lern-Lehr-Format f眉r Bildung f眉r nachhaltige Entwicklung (BNE)." Presentation held at the Jahrestagung des Hochschulnetzwerkes Bildung durch Verantwortung an der Hochschule f眉r Nachhaltige Entwicklung, Eberswalde, 21.-22.09.2023.

Schmidt-Ross, Inga and Michael Schellenberg. 2021. "Erh枚hung von G眉te und Wertigkeit von dualen Abschlussarbeiten 鈥� das Potenzial steckt in der Betreuung." Presentation held at the Konferenz Zukunft duales Studium, Hochschule Osnabr眉ck, 22-23 April 2021.

K枚ster, Svenja, and Inga Schmidt-Ross. 2021. "Customer Centricity im Einkauf 鈥� Eine theoretische und explorative Betrachtung anhand der Finanzdienstleistungsbranche." Presentation held at the Sales Conference 2021. Sales Enablement 鈥� Fundament des Vertriebserfolgs, FOM Hochschulzentrum Bonn, 25 Februar 2021.

Schwertfeger, Vanessa and Inga Schmidt-Ross. 2019. "Marketing to Children Better Understand the Customer Journey of Children in an Omni-Channel-Environment." Presentation held at the 20th European Association for Education and Research in Commercial Distribution (EAERCD), Zaragoza, 3 July 2019.

Schmidt-Ross, Inga and Hensel-B枚rner, Susanne. 2019. "Ansteigende Aggregationsstufen im Pr眉fungsformat f眉r Project Based Learning." Presentation held at the Pr眉fen Hoch鲁 - Fachtagung an der Universit盲t Hamburg, Hamburg, 16 - 17 May.

Nickol, Jasmo and Inga Schmidt-Ross. 2019. "Fresh pespectives on established FMCG brands through the lens of Generation Z customers - analysis of customer values and expectations towards brands." Presentation held at the 14th Global Brand Conference: Start-ups, Arts and Creative Industries: Fresh Perspectives on Brands, Berlin, 08/10 May 2019.

De Clair, Nina, and Inga Schmidt-Ross. 2018. "Internal Branding: Mitarbeiter zu Markenbotschaftern machen und f眉r das Personalrecruiting nutzen. Eine empirische Analyse am Beispiel des Branding-Tools." Presentation held at the "Culture Club@Loft 06鈥� bei der Otto GmbH & Co KG." DERMARKENTAG, Berlin, 29. - 30. September 2016.

Schmidt, Inga. 2004. "Channel Hopping: Wieso Kunden Kan盲le wechseln." Presentation held at the 1. Europ盲ische Channels-Tagung, Z眉rich, 14.05.2004.

Schmidt-Ross, Inga. 2003. "Customers in Multi-Channel Systems - a Process-Oriented Analysis of Customer preferences, an Exploratory Study based on the Travel & Tourism Industry." Presentation held at the 10th Recent Advances in Retailing & Service Science Conference (EIRASS), Portland/Oregon, USA, 09.08.2003.

Other Publications / Presentations

Schwertfeger, Vanessa and Inga Schmidt-Ross. 2019. "Marketing to Children: A Customer Journey Analysis Using the Example of a Toy Manufacturer." Poster presentation held at 48. European Marketing Academy Conference (EMAC). 29 - 31 May 2019, Hamburg.

Schmidt-Ross, Inga. 2017. "IT-Perspektive auf den Dreikampf Marketing - Sales - IT." MID Marketing Innovation Day 2017. Hamburg, 12.07.2017.

Schmidt, Inga. 2014. "Employer Branding - Chance f眉r die KMU in der Metropolregion Hamburg?." Regionalkonferenz der Metropolregion Hamburg. Buchholz/ Nordheide, 04. Dezember 2014.

Schmidt, Inga. 2014. ""Fachkr盲fte finden und binden"." Moderation Podiumsdiskussion Regionalkonferenz der Metropolregion Hamburg 2014. Buchholz/ Nordheide, 04.12.2014.

Other Activities

Stark Birgit, Thomas D枚bler und Inga Schmidt. 1999. "ou'll find it at Fred Meyer - ein Fallbeispiel f眉r strategisches Online-Marketing." Poster presentation held at the 3. German Online Research (GOR) 1999, N眉rnberg, 28 鈥� 29 October 1999.