午夜AV

Prof. Dr. Susanne Hensel-B枚rner

Professor of Business Administration with a focus on Marketing

Short Profile

Susanne Hensel-B枚rner has been Professor for Business Administration Theory, in particular Marketing and Sales,  since 2009 and has been appointed Head of Department Marketing & Sales in 2012. She is instigator of the innovative master programme MSc Digital Transformation & Sustainability.

She earned a degree in business administration at University of Stuttgart and Kiel University and worked as Unilever endowed chair of Business Administration and Marketing at Friedrich-Schiller University in Jena. There, she alsocompleted her doctorate studies with distinction in 2000 on the topic of the validity of computerised hybrid conjoint analyses.
Before joining HSBA, Professor Hensel-B枚rner held positions at fluxx.com e-commerce GmbH and the market research institute KANTAR TNS.

The digital transformation in the fields of marketing and sales and the resulting changes for higher education teaching and research is one of Prof. Hensel-B枚rner鈥檚 focal points. She is member of the scientific advisory board at the German Direct Selling Association (Bundesverband Deutscher Direktvertrieb鈥�).

Lectures

  • Data-based Decision-Making
  • Data Science
  • Applied Quantitative Analysis
  • Project- and Research-based Learning
  • Learning Journey
  • Personal Selling
  • B2B-Marketing
  • Marketing Research

Research Areas

  • Interdisciplinary collaboration between Marketing, Sales and IT
  • Digitalization in personal selling
  • Digitalization & Sustainability: From competition to collaboration
  • Preference Measurement / Conjoint Analysis
  • Problem-based Learning (PBL)

Doktoranden

Publications

Journal articles (refereed)

H眉bscher, Chiara, Susanne Hensel-B枚rner, and J枚rg Henseler. 2024. "Marketing education for sustainable development." Spanish Journal of Marketing - ESIC聽 28(3): 310-333. https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2022-0131/full/html.

Graesch, Jan Philipp, Hensel-B枚rner Susanne, Henseler, J枚rg. 2024. "Customer success management through alignment of marketing, sales and IT." Industrial Marketing Management聽 120: 1-14. https://doi.org/10.1016/j.indmarman.2024.05.004.

Susanne Hensel-B枚rner, Heinz L. Kretzenbacher. 2024. "Pronominal Adress in German Sales Talk: Effects on the Perception of the Salesperson." 尝补苍驳耻补驳别蝉听 10: 316. 10.3390.

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.

H眉bscher, Chiara, Susanne, Hensel-B枚rner, and J枚rg Henseler. 2021. "Social marketing and higher education: partnering to achieve sustainable development goals." Journal of Social Marketing聽 12 (1): 76-104. https://doi.org/10.1108/JSOCM-10-2020-0214.

Hensel-B枚rner, Susanne, und Udo Kords. 2021. "Kundenansprache im pers枚nlichen Verkauf - Duzen bringt keine Vorteile." Marketing Review St. Gallen, Direct-to-Consumer-Strategien聽 6.2021: 57-63.

link to Publication

Graesch, Jan Philipp; Hensel-B枚rner, Susanne; Henseler, J枚rg. 2020. "Information technology and marketing: an important partnership for decades." Industrial Management & Data Systems聽 121 (1): 123鈥�157. 10.1108/IMDS-08-2020-0510.

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.

Sattler, Henrik, Karen Gedenk, and Susanne Hensel-B枚rner. 2002. "Bandbreiten-Effekte bei multivariaten Entscheidungen: Ein empirischer Vergleich von alternativen Verfahren zur Bestimmung von Eigenschaftsgewichten." Zeitschrift f眉r Betriebswirtschaft (ZfB)聽 72 (9): 953-977.

Sattler, Henrik, Susanne Hensel-B枚rner, and Beate Kr眉ger. 2001. "Einflu脽 der Probanden-Charakteristika auf die Validit盲t von Conjoint-Analysen: Neue empirische Befunde." Zeitschrift f眉r Betriebswirtschaft (ZfB)聽 71 (7): 771-787.

Hensel-B枚rner, Susanne, and Henrik Sattler. 2000. "Ein empirischer Validit盲tsvergleich zwischen der Customized Computerized Conjoint Analysis (CCC), der Adaptive Conjoint Analysis (ACA) und Self-Explicated-Verfahren." Zeitschrift f眉r Betriebswirtschaft (ZfB)聽 70 (6): 705-727.

Monographs and edited books

Hensel-B枚rner, Susanne. 2000. Validit盲t computergest眉tzer hybrider Conjoint-Analysen. Wiesbaden: Deutscher Universit盲tsverlag.

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.

Book chapters

Graesch, Jan Philipp, Susanne Hensel-B枚rner and J枚rg Henseler. 2022. "Digital Transformation in Sales and Marketing Departments: An Integrated Overview and Directions for Organizations and Further Research." In Sales Enablement als Fundament des Vertriebserfolgs. FOM-Edition, ed. by Westphal, J枚rg, Jobst G枚rne, Christian Schmitz, . Wiesbaden: Springer Gabler.

Geringer, Tim, Sonja Wendt, and Susanne Hensel-B枚rner. 2021. "Corporate Social Responsibility Online: Designing high-performance Websites simultaneously reducing their CO2-Emission Impact." In Handbook of Climate Change Management, ed. by Leal Filho, Walter, Johannes Luetz, and Desalegn Ayal, . Basel: Springer Gabler Verlag..

Jacobs, Luise and Susanne Hensel-B枚rner. 2020. "Die Kraft effektiver Daten-Visualisierung 鈥� CLEAR(I): Ein Leitfaden zur wirkungsvollen Dashboard-Gestaltung." In Data-driven Marketing. Insights aus Wissenschaft und Praxis, ed. by Bo脽ow-Thies, Silvia, Hofmann-St枚lting, Christina and Heike Jochims, 43 - 75. Wiesbaden: Spinger Gabler.

Sattler, Henrik, and Susanne Hensel-B枚rner. 2007. "Comparison of Conjoint Measurement with Self-Explicated Approaches." In Conjoint Measurement: Methods and Applications, ed. by Gustafsson, A., A. Herrmann, and F. Huber, 147-159. Berlin.

Conference proceedings

Graesch, Jan Philipp, Susanne Hensel-B枚rner, and J枚rg Henseler. 2023. "Alignment throughout the Customer Journey - Shaping the Marketing, Sales, IT interface." Paper presented at the AMA Winter Academic Conference, Nashville, TN, 10-12 February, 2023.

Greve, Goetz, and Susanne Hensel-B枚rner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Proceedings of the 9th SIMSR Global Marketing Conference.

Hensel-B枚rner, Susanne, and Henrik Sattler. 1999. "Validity of the Customized Computerized Conjoint Analysis (CCC)." Paper presented at the Proceedings of the 28th Annual Conference of the European Marketing Academy.

Hensel-B枚rner, Susanne, and Henrik Sattler. 1999. "Validity of Customized and Adaptive Hybrid Conjoint Analysis: Classification and Information Processing at the Turn of the Millenium." Paper presented at the Proceedings of the 23. Annual Conference of the Gesellschaft f眉r Klassifikation e.V..

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.

脰sterle, Benjamin, Chiara H眉bscher, Susanne Hensel-B枚rner, and J枚rg Henseler. 2023. "A Research Agenda on the UN Sustainable Development Goals in B2B Branding: An Abstract." Presentation held at the Academy of Marketing Science Annual Conference, New Orleans, USA, 17-19 May 2023.

Hensel-B枚rner, Susanne. 2020. "Hochwertige Bildung f眉r eine digitale Welt 鈥� wie kann sie aussehen und was sich 盲ndern muss." Presentation held at the DIV 2020 und nachhaltig digital Jahreskonferenz, Online Konferenz, 09-12 November 2020.

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.

Kretzenbacher, Leo and Susanne Hensel-B枚rner. 2019. "Sales encounters and pronominal address in German: a survey." Presentation held at the 5th Conference of the International Network of Address Research, Sheffield, Yorkshire, England, 5/7 June 2019.

Greve, Goetz, and Susanne Hensel-B枚rner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Presentation held at the 9th SIMSR Global Marketing Conference, Januar, 6th 鈥� 8th, Mumbai, India.

Working papers

Boll, Christina, Hensel-B枚rner, Susanne, Hoffmann, Malte, and Nora Reich. 2013. "Wachsender Pflegebedarf in Hamburg - Situation erwerbst盲tiger Pflegender und Herausforderungen f眉r Hamburger Unternehmen." Working paper, HWWI Policy Paper 78.

Other Publications / Presentations

Hensel-B枚rner, Susanne. 2017. "Erfolgreich im modernen Dreikampf." Marketing Innovation Day 2017. Hamburg, 12.07.2017.