View of the Oeconomicum. In the foreground blooming pink cherry trees can be seen.










CHAIR OF MARKETING AND INNOVATION MANAGEMENT














We help in shaping the future of marketing:


How can we utilize new technological knowledge to develop innovative products and services that meet the demands of markets and society?

And how does marketing change when companies no longer (only) operate in physical but virtual realities?

What is the role of marketing in a world where customers increasingly interact with chatbots or avatars instead of humans?


Through our teaching we enable students to answer such questions. With our research we support managers in making decisions for sustainable business practices and responsible innovations.

Get to know our team and learn more about courses, theses, projects and much more.





Portrait photo of Maik Hammerschmidt. He is wearing a white and red striped shirt and glasses.


Prof. Dr. Maik Hammerschmidt


























NEWS






The picture shows the logo of the Responsible Innovation Summit.


12.06.2025

Responsible Innovation Summit


At the RIS on June 12, alumni and professors of our faculty will discuss how to transform innovation cultures towards more responsibility and sustainability.






The picture shows the first page of the paper Do social media fans walk their talk? The impact of advocacy and criticism on own purchasing.


01.06.2025

New Top Publication on Brand Engagement


Are brand advocates the better customers? The new study by Professor Maik Hammerschmidt and international colleagues reveals that brand critics purchase more frequently from the brand while brand advocacy substitutes brand purchases.






The picture shows the first page of the paper The impact of providing non-human identity cues about sales agents on consumer responses: the role of social presence and speciesism activation.


15.05.2025

New Publication in European Journal of Marketing


Do artificial agents count for less than humans? The study by Professor Maik Hammerschmidt and colleagues explores the role of consumers' speciesism prejudices for their responses to nun-human sales agents.






The image shows Melanie Schwede wearing a doctoral hat, kissing the Gänseliesel on the cheek in Göttingen.


28.04.2025

Successful Dissertation Defense at the Chair of Marketing and Innovation Management


Melanie Schwede successfully defended her dissertation on the conversational design of AI agents.






The image shows the participants of the kick-off event for the practical project gathered in front of a brick wall.


16.04.2025

Kick-off for the practical project on resilience and efficiency in the retail grocery sector


Master’s students are analyzing strategies for efficiency and resilience in grocery retail supply chains as part of a practical project







The image shows the first page of the article


25.03.2025

New Journal Publication on Voice Assistant Design


Prof. Hammerschmidt and Melanie Schwede, together with Prof. Morana (Saarland University), have published a new article about voice assistants in the Journal of Service Management.






The image shows the participants of the colloquium together in a cave.


24.03 - 25.03.2025

Colloquium in a monastery


Doctoral researchers and professors from the universities of Münster, Hannover, Karlsruhe, and Göttingen came together in Bestwig for an interuniversity research colloquium in the field of marketing.














OUR TEAM


Get to know the team members of our chair.






  • Portrait photo of Nika Meyer. She is wearing a white shirt and a beige blazer.



    Post-Doc

    Dr. Nika Meyer

    (on parental leave)





  • Portrait photo of Henrietta Batinovic. She is wearing a black turtleneck sweater.



    Research Associate

    Henrietta Batinović





  • Portrait photo of Katharina Berendes. She is wearing a white and blue striped shirt and a dark blue blazer.



    Research Associate

    Katharina Berendes





  • Portrait photo of Leah Lennig. She is wearing a white shirt and a black blazer.



    Research Associate

    Leah Lennig




  • Portrait photo of Daniel Eichenberg. He is wearing a black T-shirt.



    External PhD Candidate

    Daniel Eichenberg





  • Portrait photo of Maik Hammerschmidt. He is wearing a white and red striped shirt and glasses.



    Chairholder

    Prof. Dr. Maik Hammerschmidt






















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Discover the future of marketing


Are you looking for a flexible degree that aligns with your interests or a broad education in business administration? Our Master in Management with "Flexi-Focus" is just right for you!


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Do you have any questions?


Please do not hesitate to contact us.




Chair of Marketing and Innovation Management

Faculty of Business and Economics

Georg-August-Universität Göttingen

Platz der Göttinger Sieben 3

(Oeconomicum)

Secretary's Office in Room 1.206

37073 Göttingen




Tel. +49 551 39-26546

Fax +49 551 39-26547

innovationsmanagement@wiwi.uni-goettingen.de


Office hours: By appointment