Dozenten-Details - Studium München

Faculty

Prof. Dr. Alexander Hahn



Prof. Dr. Alexander Hahn did his studies in economics and business administration at University of Heidelberg and University of Mannheim, at the latter of which he also earned his summa cum laude doctorate in marketing. Subsequently, he joined the consultancy HYVE, where he served companies such as Audi, Adidas, Deutsche Telekom, and Lufthansa. In 2016, he co-founded the start-up HomeFox.

 

Prof. Dr. Hahn is a dedicated lecturer, having gathered teaching experience at leading universities and business schools in the German-speaking area and beyond. In addition, he has made a name for himself as a distinguished researcher in the fields of marketing, sales, and communication, and has published in leadings journals such as Journal of Marketing, Journal of Marketing Research and Research Policy.

 

Since February 2018, Dr. Alexander Hahn is Professor for Digital Marketing and Communication at MBS.

At MBS: Lecturer for Digital Marketing and Communication

Programs: Bachelor International Business, Pre-Master International Business

Topics of expertise: Marketing, Sales, Digital Business, Innovation

JOURNAL CONTRIBUTIONS

Sandner, P. / Hahn, A. (2015): Crowdsourcing als erfolgversprechende Methode für Open Innovation in der Automobilbranche. Zeitschrift für die gesamte Wertschöpfungskette Automobilwirtschaft 18(2), pp. 53 – 61.

Walter, B. / Hahn, A. (29. Oktober 2015): Wanted: "Right Potentials". Handelszeitung, Special Marketing, p. 27.

Block, J. / Fisch, C. / Hahn, A. / Sandner, P. (2015): Why do SMEs File Trademarks? Insights from from Firms in Innovative Industries. Research Policy 44(10), pp. 1915 – 1930. https://doi.org/10.1016/j.respol.2015.06.007 

Homburg, C. / Hahn, A. / Bornemann, T. / Sandner, P. (2014): The Role of Chief Marketing Officers for Venture Capital Funding: Endowing New Ventures with Marketing Legitimacy. Journal of Marketing Research 51(5), pp. 625 – 644. https://doi.org/10.1509/jmr.11.0350

Homburg, C. / Wilczek, H. / Hahn, A. (2014): Looking Beyond the Horizon: How to Approach the Customers' Customers in Business-to-Business Markets. Journal of Marketing 78(5), pp. 58 – 77. https://doi.org/10.1509/jm.12.0529

Homburg, C. / Vollmayr, J. / Hahn, A. (2014): Firm Value Creation Through Major Channel Expansions: Evidence from an Event Study in the United States, Germany and China. Journal of Marketing 78(3), pp. 38 – 61. https://doi.org/10.1509/jm.12.0179

Homburg, C. / Jensen, O. / Hahn, A. (2012): How to Organize Pricing? Vertical Delegation and Horizontal Dispersion of Pricing Authority. Journal of Marketing 76(5), pp. 49 – 69. https://doi.org/10.1509/jm.11.0251

 

PRACTITIONER BOOK CHAPTERS

Hahn, A. / Hofmann, R. / Schwarz, J. O. / Meinheit, A. / Füller, J. (2016): Easy Rider – Die Erschließung der Welt des autonomen Fahrens aus Sicht von Markt und Kunde. In: Abele, T. (Ed.): Die frühe Phase des Innovationsprozesses – Neue, praxiserprobte Methoden und Ansätze (pp. 75 – 98). Wiesbaden, Germany: Springer Gabler. https://doi.org/10.1007/978-3-658-09722-6_5

Hahn, A. / Firnkäs, J. / Szplit, D. / Rapp, M. / Koch, G. (2014): Testerkampagne Audi Sound Plus: Identifikation und Einbeziehung von Produktbotschaftern mittels Online Communities im B2C Marketing. In: Arns, T. et al. (Eds.): Zukunft der Wissensarbeit (pp. 295 – 303). Berlin, Germany: GITO mbH Verlag.

Hahn, A. / Gfrei, B. / Füller, J. / Koch, G. (2014): Soziale Technologien im Innovationsmanagement. In: Schuh, G. / Stich, V. / Jakobs, E.-M. /& Ziefle, M. (Eds.): Zukunft gestalten: Soziale Technologien in Organisationen in Zeiten des demografischen Wandels: Wissen – Innovation – Demografie (pp. 180 – 204). Aachen, Germany: FIR e. V. at RWTH Aachen. 

 

WORKING PAPERS & REPORTS

Engelen, A. / Flatten, T. / Engelen, M. / Koch, G. / Hahn, A. (2016): Der Innovationsreport 2016 – Aktuelle Innovationsthemen des deutschen Mittelstands. Germany: TU Dortmund, TH Köln, HYVE Innovation Community GmbH.

Homburg, C. / Hohenberg, S. / Hahn, A. (2014): Welche Anreize für welchen Mitarbeiter? Vertriebssteuerung im Innovationskontext (IMU Research Insights #026). Mannheim, Germany: Institut für Marktorientierte Unternehmensführung.

Beil, P. / Bauer, A. / Füller, J. / Hahn, A. (2014): Reinventing Retail − die stationäre Antwort auf Online. Munich, Germany: Roland Berger, HYVE Innovation Community GmbH.

Homburg, C. / Wilczek, H. / Hahn, A. (2013): Multi-Stage Marketing: How to Approach the Customers' Customers in B2B Markets (IMU Research Insights #014). Mannheim, Germany: Institut für Marktorientierte Unternehmensführung.

Homburg, C. / Vollmayr, J. / Hahn, A. (2012): The Performance Implications and Success Factors of Channel Design and Channel Management on B2B Markets (IMU Research Insights #006). Mannheim, Germany: Institut für Marktorientierte Unternehmensführung. 

 

PUBLICATIONS IN ACADEMIC CONFERENCE PROCEEDINGS

Wilczek, H. / Hahn, A. (2013): Multi-Stage Marketing: How Does it Affect Relationship Quality Between a B2B Supplier and its Direct Customers? European Marketing Academy Conference, Istanbul, Turkey, Jun 4 – 7, 2013.

Homburg, C. / Hahn, A. / Bornemann, T. (2011): The Value Relevance of Chief Marketing Officers for the IPO of Startups. Academy of Marketing Science Annual Conference Proceedings, Coral Gables, Florida, May 24 – 27, 2011.