@misc{vonHoffmannKellerKoerneretal.2020, author = {von Hoffmann, Alexander and Keller, Adriaen and K{\"o}rner, Marlies and Schmid, Tom and Hutterer, Julian and Heil, Katja and H{\"a}upl, Therese and Raubach, Dirk and Schiessl, Karl and Wolter, Falko and Caylan, Hasan and Bonnacker, Eduard and Kaiser, Markus and Ebn{\"o}ther, Yves and Hahn, Alexander}, title = {Das Auto als Kommunikationsplattform der Zukunft}, year = {2020}, language = {de} } @article{RiedmuellerHahnKlug2020, author = {Riedm{\"u}ller, Florian and Hahn, Alexander and Klug, Alexander}, title = {Empathic market research: The added value of eye tracking data for affective computing UX research}, series = {PraxisWISSEN}, volume = {2020}, journal = {PraxisWISSEN}, number = {1}, issn = {2509-3029}, doi = {10.15459/95451.43}, pages = {99 -- 110}, year = {2020}, abstract = {Der Einsatz apparativer Technologien und k{\"u}nstlicher Intelligenz ver{\"a}ndert zunehmend die Beschaffung und Auswertung von Marktforschungsdaten. Immer h{\"a}ufiger erfasst geeignete Bildanalysesoftware emotionale User-Reaktionen mittels Affective Computing. Die visuelle Aufmerksamkeit von Personen l{\"a}sst sich durch Eye-Tracking-Ger{\"a}ten pr{\"a}zise und unmittelbar nachvollziehen. Dieser Beitrag konzeptualisiert den kombinierten Einsatz der beiden apparativen Messans{\"a}tze f{\"u}r Emotion und Aufmerksamkeit, um f{\"u}r die User-Experience-Forschung einen deutlichen Mehrwert zu schaffen. Hierf{\"u}r werden anhand zweier empirischer Studien Vor- und Nachteile der spezi- fischen Methoden aufgezeigt und eine komplement{\"a}re Integration der Methoden vorgeschlagen.}, language = {en} } @inproceedings{CosmannHaberkernHahnetal.2022, author = {Cosmann, Niklas and Haberkern, Jana and Hahn, Alexander and Harms, Patrick and Joosten, Jan and Klug, Katharina and Kollischan, Tania}, title = {The value of mood measurement for regulating negative influences of social media usage}, series = {2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII)}, booktitle = {2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII)}, publisher = {IEEE}, doi = {10.1109/acii55700.2022.9953857}, pages = {7}, year = {2022}, abstract = {Social media usage has greatly increased during the pandemic. The use of social media has been linked to mental health consequences. Especially TikTok is under scrutiny because of its captivating UX Design as well as controversial privacy policies. This study shows how Mobile Affective Computing Research can reliably and objectively measure the implicit-emotional UX. The results suggest that TikTok triggers positive emotions during onboarding and strengthens the emotional bond with increasing usage - mainly due to the personalization algorithm. In particular, the study further reveals that there are no clear relationships when "only self-reported data" is used to understand app usage behavior. However, emotion data based on facial coding shows that TikTok users get emotionally aroused. Initially, a positive and relaxed mood triggers further usage time, while - counter-intuitively - later sessions result in an increasingly negative and aroused mood. However, people are largely unaware of these relationships when questioned. Thus, implicit measures, such as facial coding, may help identify valid social media usage reactions. These results yield implications that call for political regulation considering aspects of social media apps and user behavior.}, language = {en} } @article{HahnMaier2018, author = {Hahn, Alexander and Maier, Marco}, title = {Affective Computing - Potenziale f{\"u}r empathisches digitales Marketing}, series = {Marketing Review St.Gallen}, volume = {35}, journal = {Marketing Review St.Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {52-65}, year = {2018}, abstract = {Machine Learning automatisiert und optimiert unterschiedlichste Bereiche des digitalen Marketings wie Targeting oder Content-Personalisierung. W{\"a}hrend „harte Kundenfaktoren" - also wie sich Kunden digital verhalten - hierzu bereits gut als Datenquelle erhoben werden k{\"o}nnen, fehlen zuverl{\"a}ssige Daten zu „weicheren Faktoren" wie Emotionen. Diese geben aber oftmals erst Aufschluss {\"u}ber das „Warum", also, aus welchen Gr{\"u}nden Nutzer Kaufentscheidungen treffen. Affective Computing zielt auf automatisierte, echtzeitbasierte Messung und Erkennung von Emotionen durch Sensoren und lernende Algorithmen ab, um darauf angepasste Reaktionen von Computern zu erm{\"o}glichen. Affective Computing gilt als notwendige Bedingung, um Mensch-Computer-Interaktionen, wie Conversational Interfaces oder Virtual Personal Assistants, empathisch zu gestalten. Ziel ist es, K{\"u}nstliche Intelligenz mit Emotionaler Intelligenz anzureichern. Der vorliegende Beitrag zeigt den Stand bestehender Messmethoden hinsichtlich ihrer heutigen Umsetzbarkeit und Skalierbarkeit auf, schildert exemplarische Einsatzbereiche und bietet eine Checkliste f{\"u}r Unternehmen, um die Relevanz und Bedeutung von Affective Computing einzusch{\"a}tzen.}, language = {de} } @article{KlugHahn2021, author = {Klug, Katharina and Hahn, Alexander}, title = {Digitale Empathie von Conversational Interfaces - Wie sich automatisierte Interaktionen mit Chatbots empathisch gestalten lassen}, series = {Marketing Review St. Gallen}, volume = {38}, journal = {Marketing Review St. Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {18-25}, year = {2021}, abstract = {Angesichts der Wichtigkeit zwischenmenschlicher und emotionaler Interaktionsprozesse im Service-Bereich steht der Einsatz von Conversational Interfaces vor der Herausforderung, wie die Interaktion von Kunden mit einer Technologie neben der reinen Effizienz auch einen pers{\"o}nlichen und emotionalen Faktor entwickeln kann. Der Beitrag widmet sich der Relevanz von Empathie in der digitalen Interaktion am Beispiel von Chatbots und zeigt anhand empirischer Studien, dass digitale Empathie aus Unternehmenssicht sowohl m{\"o}glich als auch erforderlich ist.}, language = {de} } @article{BielHahnBilgrametal.2025, author = {Biel, Stefan and Hahn, Alexander and Bilgram, Volker and Rogers, Helen}, title = {From Hybrid to AI-First Innovation Management}, series = {IEEE Engineering Management Review}, journal = {IEEE Engineering Management Review}, publisher = {Institute of Electrical and Electronics Engineers (IEEE)}, issn = {0360-8581}, doi = {10.1109/EMR.2025.3527744}, pages = {1 -- 11}, year = {2025}, abstract = {The rise of generative Artificial Intelligence (AI) in traditionally human domains of creativity signifies a profound development in product innovation management. In this article, we investigate the evolving role of innovation managers, emphasizing a transition from problem-solving to sense-making and decision-making. Additionally, we delve into organizational strategies for effective AI integration, advocating for systematic experimentation, comprehensive training, and the development of AI-first innovation frameworks for new product development (NPD). Ultimately, we propose a paradigm shift to AI-first creative processes, where AI is not merely an extension but the foundational mechanism of the innovation workflow.}, language = {en} } @incollection{HahnHofmannBilgrametal.2016, author = {Hahn, Alexander and Hofmann, Rupert and Bilgram, Volker and Schwarz, Jan Oliver and Meinheit, Andreas and F{\"u}ller, Johann}, title = {Easy Rider}, series = {Die fr{\"u}he Phase des Innovationsprozesses}, booktitle = {Die fr{\"u}he Phase des Innovationsprozesses}, publisher = {Springer Fachmedien Wiesbaden}, address = {Wiesbaden}, isbn = {9783658097219}, doi = {10.1007/978-3-658-09722-6_5}, pages = {75 -- 98}, year = {2016}, abstract = {Dieser Beitrag f{\"u}hrt anhand eines konkreten Studienbeispiels aus, wie die AUDI AG komplexe zuk{\"u}nftige Entwicklungen wie „autonomes Fahren" mittels multidisziplin{\"a}rer Studien analysiert. Die Autoren beschreiben, welche Insight- und Foresight-Methoden dabei zum Einsatz kommen und was eine erfolgreiche Durchf{\"u}hrung ausmacht. Dabei gehen sie insbesondere auf das Konzept der Trend Receiver ein. Abschließend geben sie einen Ausblick auf zuk{\"u}nftige Weiterentwicklungen der Vorgehensweise.}, language = {de} } @article{JoostenHahnRiedmuelleretal.2024, author = {Joosten, Jan and Hahn, Alexander and Riedm{\"u}ller, Florian and Klug, Katharina and Totzek, Dirk}, title = {Toward a Digital Empathy Framework - Evaluating User Experience Research Methods}, series = {Marketing Review St. Gallen}, journal = {Marketing Review St. Gallen}, number = {5}, issn = {1865-6544}, pages = {80 - 87}, year = {2024}, abstract = {New technologies require aesthetic and hedonic user experience (UX) design to remain competitive. For guidance, a conceptual digital empathy framework explains and recommends individual UX research methods. The digital empathy framework is supported by two case studies of triangulated UX research methods - facial coding, eye tracking, and surveys - that provide valuable complementary insights.}, language = {en} } @incollection{HahnKlug2021, author = {Hahn, Alexander and Klug, Katharina}, title = {Vernetzung digitaler und analoger Lehre: Digital Prototyping Tools in der akademischen Marketingausbildung}, series = {FOM-Edition}, booktitle = {FOM-Edition}, publisher = {Springer Fachmedien Wiesbaden}, address = {Wiesbaden}, isbn = {9783658293666}, issn = {2625-7114}, doi = {10.1007/978-3-658-29367-3_14}, pages = {281 -- 299}, year = {2021}, abstract = {Prototyping ist f{\"u}r die Validierung aller Gesch{\"a}ftsphasen sinnvoll. Viele Wirtschaftsstudierende, Absolventinnen und Absolventen sind jedoch derzeit kaum in der Lage, digitale Prototypen ohne die Unterst{\"u}tzung und Erfahrung von Designerinnen und Designern, Entwicklerinnen und Entwicklern sowie Ingenieurinnen und Ingenieuren zu erstellen. Dieser Beitrag zielt darauf ab, den Ansatz des Rapid Prototypings im Rahmen der Higher Business Education zu beleuchten, und legt den Schwerpunkt auf die eigenst{\"a}ndige Entwicklung und das Testen von Prototypen. Verschiedene digitale Hilfsmittel werden vorgestellt und ein exemplarischer Kursablauf beschreibt, wie Rapid Prototyping digital und analog in modernen Lehrpl{\"a}nen von Business Schools einsetzbar ist. Als zentrales Ergebnis ist erkennbar, dass Rapid Prototyping im akademischen Kontext als Win-win-Situation f{\"u}r alle relevanten Stakeholder fungieren kann. Studierende sch{\"a}tzen die motivierende und direkte Arbeitsatmosph{\"a}re. Sie lernen, kollaborativ an digitalen Prototypen zu arbeiten und diese im Rahmen von Problem-L{\"o}sungs-Fit-Tests analog mit ersten Nutzenden zu testen. Dozierende k{\"o}nnen theoretischen Input in konkrete Use Cases einbringen und digitale mit analoger Lehre verkn{\"u}pfen. Hochschulmanagerinnern und -manager sch{\"a}rfen das Profil ihrer Institution und Unternehmenspartner erhalten akademisch validierte Testergebnisse und den Kontakt zu digital ausgebildeten potenziellen Mitarbeitenden.}, language = {de} } @article{BlockFischHahnetal.2015, author = {Block, J{\"o}rn H. and Fisch, Christian O. and Hahn, Alexander and Sandner, Philipp G.}, title = {Why do SMEs file trademarks?}, series = {Research Policy}, volume = {44}, journal = {Research Policy}, number = {10}, publisher = {Elsevier BV}, issn = {0048-7333}, doi = {10.1016/j.respol.2015.06.007}, pages = {1915 -- 1930}, year = {2015}, abstract = {Trademark filings have increased markedly over time. Although prior research has investigated the outcomes of trademark registration, including its effects on firm market valuation and productivity, little is known about why firms file trademarks. However, to interpret the increase in trademark filings and its economic effects, it is important to know and understand why firms file trademarks. Because trademarks are particularly important to small and medium-sized enterprises (SMEs), this study analyzes trademarking motives using a survey of 600 SMEs in innovative industries. An exploratory factor analysis yields three distinct motives: protection, marketing, and exchange. A cluster analysis reveals four distinct clusters of firms with respect to the three trademarking motives. A comparison of these clusters reveals significant differences in several industry- and firm-level characteristics, including participation in service industries and relationships with external parties. Implications for research on SMEs, trademarks, and intellectual property management are discussed.}, language = {en} } @article{HomburgHahnBornemannetal.2013, author = {Homburg, Christian and Hahn, Alexander and Bornemann, Torsten and Sandner, Philipp}, title = {The Role of Chief Marketing Officers for Venture Capital Funding: Endowing New Ventures with Marketing Legitimacy}, series = {Journal of Marketing Research}, volume = {51}, journal = {Journal of Marketing Research}, number = {5}, publisher = {SAGE Publications}, issn = {0022-2437}, doi = {10.1509/jmr.11.0350}, pages = {625 -- 644}, year = {2013}, abstract = {Research on new ventures has indicated that poorly conducted marketing is among the main reasons for new venture failure. To acquire urgently needed initial funding, new ventures strive to conform to investors' expectations of appropriate marketing capabilities because these capabilities may endow them with legitimacy in the eyes of potential investors. Drawing on organizational legitimacy and human resource theory, the authors argue that the characteristics of the chief marketing officer (CMO) may endow new ventures with marketing legitimacy. Employing a two-stage selection hazard rate analysis to simultaneously account for potential selection bias and right-censored observations, the authors analyze a comprehensive data set of 2,945 high-technology new ventures. Bearing in mind that this research is a first exploratory attempt to illuminate the role of marketing for new venture funding using correlational secondary data, the results indicate that CMO education, marketing experience, and industry experience are positively related to the likelihood of funding. Moreover, the relationships between CMO characteristics and funding are contingent on task-related uncertainty and industry legitimacy. These findings provide initial insights for entrepreneurs, venture capitalists, and public policy makers.}, language = {en} } @article{HomburgHohenbergHahn2018, author = {Homburg, Christian and Hohenberg, Sebastian and Hahn, Alexander}, title = {Steering the Sales Force for New Product Selling}, series = {Journal of Product Innovation Management}, volume = {36}, journal = {Journal of Product Innovation Management}, number = {3}, publisher = {Wiley}, issn = {0737-6782}, doi = {10.1111/jpim.12476}, pages = {282 -- 304}, year = {2018}, abstract = {This study investigates how to direct and assemble the sales force for new product selling. In a first step, the authors draw on self-determination theory to explore and empirically test a threefold conceptualization of motivation. Results provide insights into why sales force steering works differently in the new product selling context. Specifically, results show that for new products' financial performance, internalized new product selling motivation is more important than intrinsic and controlled motivation. In a second step, the authors show how firms can motivate different sales reps to achieve higher financial performance of new products. In doing so, they examine the interaction effects of sales reps' predispositions and widespread firm-steering instruments on new products' financial performance. Results reveal that the new product sales orientation of the bonus strengthens the positive relationship between sales reps' performance predisposition and new product financial performance but weakens the relationship between sales reps' learning predisposition and financial new product performance. Moreover, results reveal that the new product sales orientation of the periodic review strengthens the positive relationship between sales reps' learning predisposition and financial new product performance. A post hoc analysis shows that a differentiated steering approach that matches appropriate steering instruments with sales reps' varying predispositions substantially enhances reps' financial new product performance.}, language = {en} } @article{HomburgWilczekHahn2014, author = {Homburg, Christian and Wilczek, Halina and Hahn, Alexander}, title = {Looking beyond the Horizon: How to Approach the Customers' Customers in Business-to-Business Markets}, series = {Journal of Marketing}, volume = {78}, journal = {Journal of Marketing}, number = {5}, publisher = {SAGE Publications}, issn = {0022-2429}, doi = {10.1509/jm.12.0529}, pages = {58 -- 77}, year = {2014}, abstract = {Suppliers in business-to-business (B2B) markets often approach their customers' customers with marketing activities. However, marketing research lacks an integrative conceptualization of this phenomenon. The authors address this void by conceptualizing a B2B supplier's marketing approaches to indirect customers. Drawing on a literature review and a qualitative empirical study, the authors identify three indirect customer marketing approaches: direct customer downstream support, cooperative indirect customer marketing, and independent indirect customer marketing. They also propose external (value chain-related) and internal (B2B supplier-related) moderators that influence the relationship between a B2B supplier's marketing approaches to indirect customers and its financial performance. The authors argue that although power constellations and product value contribution in the value chain determine the specific indirect customer marketing approach that will lead to financial success, internal professionalization of a B2B supplier's organizational structure and processes further strengthens the positive financial impact of each approach.}, language = {en} } @article{KlugHahn2019, author = {Klug, Katharina and Hahn, Alexander}, title = {Kunde-Marken-Interaktion durch Chatbots}, series = {Marketing Review St. Gallen}, volume = {36}, journal = {Marketing Review St. Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {12-21}, year = {2019}, abstract = {Nutzer verlagern ihre Kommunikation weitgehend in Messenger-Apps. Somit gewinnen Chat-Kan{\"a}le zunehmend an Bedeutung. Auch Unternehmen setzen neben personenbasierten Chat-Kan{\"a}len immer h{\"a}ufiger automatisierte Chatbots in der Kundenkommunikation ein. Chatbots schaffen somit f{\"u}r Marken neue Schnittstellen zwischen Nutzern und (Chat-)Maschinen. Im Gegensatz zu etablierten Kan{\"a}len wie Websites und Social-Media-Plattformen liegen nur wenige fundierte Erkenntnisse zur Chatbot-Wirkungsweise mit Blick auf User-Experience (UX)-Design und Performance Marketing vor. Dieser Beitrag greift zentrale Fragen zur Chatbot-Kommunikation auf und entwickelt ein zukunftsorientiertes Framework auf Basis empirischer Studien. Drei experimentelle Studien mit {\"u}ber 1200 Nutzern aus verschiedenen Branchen im Start-up- und Corporate-Kontext zeigen, (1) dass Chatbots klassischen Online-Formularen {\"u}berlegen sind, (2) dass Nutzer Chatbots mit einer h{\"o}flichen und ehrlich wirkenden Brand-Personality positiver wahrnehmen und, (3) dass die Visual Brand-Identity der Chatbot-Umgebung die Markenwahrnehmung beeinflusst. Der Beitrag schliesst mit zentralen Learnings und Handlungsimplikationen f{\"u}r Marketingmanager und Agenturen.}, language = {de} } @article{HahnTimoSandner2020, author = {Hahn, Alexander and Timo, Knackstedt and Sandner, Philipp}, title = {The Blockchain's Impact on Digital Marketing Platforms}, series = {Marketing Review St. Gallen}, volume = {37}, journal = {Marketing Review St. Gallen}, number = {6}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {20-29}, year = {2020}, abstract = {The platform economy is booming. However, platform business models are often based on powerful monopolies or oligopolies, leading stakeholders to look for more balanced ecosystems. As blockchain technology offers decentralized solutions, it appears attractive for replacing such platforms. However, many blockchain applications are still in an early stage. This paper scrutinizes how the blockchain affects the platform economy and whether relevant blockchain applications with product/market fit exist. The paper draws on a qualitative mixed-method approach followed by a case analysis to develop a basic framework for assessing the impact of blockchains on platform economies. The results are illustrated by means of a blockchain based platform with a proven product/market fit. Options for incumbent firms to draw on this new infrastructure are outlined.}, language = {en} } @article{AhnfeldHahnJoostenetal.2023, author = {Ahnfeld, Tobias and Hahn, Alexander and Joosten, Jan and Klug, Katharina and Totzek, Dirk}, title = {Testing Social Media Advertising Effectiveness with Multi- Method User Experience Research}, series = {Marketing Review St.Gallen}, volume = {40}, journal = {Marketing Review St.Gallen}, number = {6}, publisher = {Thexis}, address = {St. Gallen}, issn = {1865-7516}, pages = {32-39}, year = {2023}, abstract = {This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketingrketing.}, language = {en} } @article{HomburgVollmayrHahn2014, author = {Homburg, Christian and Vollmayr, Josef and Hahn, Alexander}, title = {Firm Value Creation through Major Channel Expansions: Evidence from an Event Study in the United States, Germany, and China}, series = {Journal of Marketing}, volume = {78}, journal = {Journal of Marketing}, number = {3}, publisher = {SAGE Publications}, issn = {0022-2429}, doi = {10.1509/jm.12.0179}, pages = {38 -- 61}, year = {2014}, abstract = {Although changes to the channel system are among a firm's most critical decisions, prior research has neglected to examine the impact of channel expansions on firm value. This article investigates whether a firm's announcement of an increase in distribution intensity or the establishment of a new channel influences firm value. The authors also consider the moderating role of context-specific firm, market, and channel strategy contingencies. They test their hypotheses with an event study of 240 announcements of major channel expansions in the United States, Germany, and China. The results indicate that channel expansions affect firm value (i.e., through abnormal stock returns). However, the two types of channel expansions affect firm value differently. Whereas the establishment of a new channel positively influences firm value, reactions to an increase in distribution intensity are highly contingent. For example, firms operating in exceedingly turbulent or competitive markets experience firm value reductions in response to an increase in distribution intensity. Notably, the same two environmental contingencies enhance firm value when the firm establishes a new channel.}, language = {en} } @article{HahnKlugRiedmueller2020, author = {Hahn, Alexander and Klug, Katharina and Riedm{\"u}ller, Florian}, title = {Digital Empathy: Kombinierte Erfassung {\"u}ber Affective Computing und Eye Tracking}, series = {Digitale Welt}, volume = {4}, journal = {Digitale Welt}, number = {3}, publisher = {Springer Science and Business Media LLC}, issn = {2569-1996}, doi = {10.1007/s42354-020-0278-4}, pages = {24 -- 27}, year = {2020}, language = {de} } @article{HahnKlugKollischan2022, author = {Hahn, Alexander and Klug, Katharina and Kollischan, Tanja}, title = {TikTok's Emotionales Produktdesign — Eine Feasibility-Studie}, series = {Digitale Welt}, volume = {6}, journal = {Digitale Welt}, number = {4}, publisher = {Springer Science and Business Media LLC}, issn = {2569-1996}, doi = {10.1007/s42354-022-0539-5}, pages = {24 -- 28}, year = {2022}, abstract = {TikTok steht wegen des fesselnden UX-Designs sowie des kontrovers diskutierten Datenschutzes im Fokus. Diese Feasibility-Studie zeigt, wie Mobile Affective Computing Research die implizit-emotionale UX zuverl{\"a}ssig und objektiv messen kann. Die Ergebnisse implizieren, dass TikTok bereits im Onboarding positive Emotionen ausl{\"o}st und die emotionale Bindung mit zunehmender Nutzung — vor allem aufgrund des Personalisierungsalgorithmus — verst{\"a}rkt.}, language = {de} } @article{BilgramHahnFueller2023, author = {Bilgram, Volker and Hahn, Alexander and F{\"u}ller, Johann}, title = {«Golden Crowd»: Engaging the Users that Deliver on Your Crowdsourcing Goals}, series = {Marketing Review St. Gallen}, volume = {39}, journal = {Marketing Review St. Gallen}, number = {6}, publisher = {Thexis Verlag, St. Gallen}, issn = {1865-7516}, pages = {20}, year = {2023}, abstract = {Companies run branded crowdsourcing contests to achieve two main goals: generate ideas and create brand equity. This paper provides an empirical typology of contest users and reveals five distinct user types: jacks-of-all-trades, devoted brand fans, pure innovators, reward seekers and passive customers. Based on the users' characteristics we derive actionable insights on how to attract, recruit and manage the crowd for different purposes.}, language = {en} } @incollection{HahnKlug2021, author = {Hahn, Alexander and Klug, Katharina}, title = {Vernetzung digitaler und analoger Lehre: Digital Prototyping Tools in der akademischen Marketingausbildung}, series = {Marketing \& Innovation 2021}, booktitle = {Marketing \& Innovation 2021}, editor = {Naskrent, Julia and Stumpf, Marcus and Westphal, J{\"o}rg}, publisher = {Springer Gabler, Wiesbaden}, isbn = {978-3-658-29366-6}, doi = {10.1007/978-3-658-29367-3_14}, pages = {281-299}, year = {2021}, abstract = {Prototyping ist f{\"u}r die Validierung aller Gesch{\"a}ftsphasen sinnvoll. Viele Wirtschaftsstudierende, Absolventinnen und Absolventen sind jedoch derzeit kaum in der Lage, digitale Prototypen ohne die Unterst{\"u}tzung und Erfahrung von Designerinnen und Designern, Entwicklerinnen und Entwicklern sowie Ingenieurinnen und Ingenieuren zu erstellen. Dieser Beitrag zielt darauf ab, den Ansatz des Rapid Prototypings im Rahmen der Higher Business Education zu beleuchten, und legt den Schwerpunkt auf die eigenst{\"a}ndige Entwicklung und das Testen von Prototypen. Verschiedene digitale Hilfsmittel werden vorgestellt und ein exemplarischer Kursablauf beschreibt, wie Rapid Prototyping digital und analog in modernen Lehrpl{\"a}nen von Business Schools einsetzbar ist. Als zentrales Ergebnis ist erkennbar, dass Rapid Prototyping im akademischen Kontext als Win-win-Situation f{\"u}r alle relevanten Stakeholder fungieren kann. Studierende sch{\"a}tzen die motivierende und direkte Arbeitsatmosph{\"a}re. Sie lernen, kollaborativ an digitalen Prototypen zu arbeiten und diese im Rahmen von Problem-L{\"o}sungs-Fit-Tests analog mit ersten Nutzenden zu testen. Dozierende k{\"o}nnen theoretischen Input in konkrete Use Cases einbringen und digitale mit analoger Lehre verkn{\"u}pfen. Hochschulmanagerinnern und -manager sch{\"a}rfen das Profil ihrer Institution und Unternehmenspartner erhalten akademisch validierte Testergebnisse und den Kontakt zu digital ausgebildeten potenziellen Mitarbeitenden.}, language = {de} } @inproceedings{BilgramHahnJoostenetal.2024, author = {Bilgram, Volker and Hahn, Alexander and Joosten, Jan and Totzek, Dirk}, title = {Comparing the Ideation Quality of Humans With Generative Artificial Intelligence}, series = {IEEE Engineering Management Review}, volume = {52}, booktitle = {IEEE Engineering Management Review}, number = {2}, issn = {0360-8581}, doi = {10.1109/EMR.2024.3353338}, pages = {153-164}, year = {2024}, abstract = {Traditionally, ideating new product innovations is primarily the responsibility of marketers, engineers, and designers. However, a rapidly growing interest lies in leveraging generative artificial intelligence (AI) to brainstorm new product and service ideas. This study conducts a comparative analysis of ideas generated by human professionals and an AI system. The results of a blind expert evaluation show that AI-generated ideas score significantly higher in novelty and customer benefit, while their feasibility scores are similar to those of human ideas. Overall, AI-generated ideas comprise the majority of the top-performing ideas, while human-generated ideas scored lower than expected. The executive's emotional and cognitive reactions were measured during the evaluation to check for potential biases and showed no differences between the idea groups. These findings suggest that, under certain circumstances, companies can benefit from integrating generative AI into their traditional idea-generation processes.}, language = {en} } @article{HomburgJensenHahn2012, author = {Homburg, Christian and Jensen, Ove and Hahn, Alexander}, title = {How to Organize Pricing? Vertical Delegation and Horizontal Dispersion of Pricing Authority}, series = {Journal of Marketing}, volume = {76}, journal = {Journal of Marketing}, number = {5}, publisher = {Sage Publications, Inc.}, issn = {1547-7185}, pages = {49 -- 69}, year = {2012}, abstract = {Although pricing is one of the strongest drivers of profitability, little empirical research has examined how a firm should organize pricing internally. This research draws on the information-processing view of organizational design to conceptualize a framework of how firms organize their pricing authority both within the sales function and across the sales, marketing, and finance functions. The authors find a nonlinear, inverted U-shaped relationship between the vertical delegation of pricing authority and profitability as well as a positive relationship between the horizontal dispersion of pricing authority across sales, marketing, and finance and profitability. Another key finding is a positive interaction between vertical delegation and horizontal dispersion, indicating that firms need to jointly design vertical delegation and horizontal dispersion. In addition, the results identify price-related market dynamism as a moderator of the horizontal dispersion of the pricing authority-profitability relationship and emphasis on margin-based incentives as a moderator of vertical delegation of the pricing authority-profitability relationship. The authors also analyze the relationship between the organizational design of pricing authority and sales growth.}, language = {en} } @book{Hahn2012, author = {Hahn, Alexander}, title = {Die Rolle des Marketing f{\"u}r die Ressourcenakquise junger Technologieunternehmen}, publisher = {Gabler}, address = {Wiesbaden}, isbn = {978-3-8349-4315-6}, issn = {2627-8456}, pages = {XIII, 141}, year = {2012}, abstract = {Junge Technologieunternehmen stehen oftmals vor der Herausforderung, externe finanzielle Ressourcen f{\"u}r ihr weiteres Wachstum akquirieren zu m{\"u}ssen. In den Augen potenzieller Investoren ist vor allem das Marketing von großer Bedeutung f{\"u}r den Erfolg solcher Unternehmen. Aus diesem Grund unterstucht Alexander Hahn in drei empirischen Studien den Einfluss marketingbezogeneer Determinanten auf die Akquise von Ressourchen durch junge Technologieunternehmen. Der Autor kann unter anderem zeigen, dass Marketingvorst{\"a}nde und Trademarks junger Technologieunternehmen die Ressourcenakquise f{\"o}rdern k{\"o}nnen.​}, language = {de} } @article{HahnKonhaeuserSamboletal.2023, author = {Hahn, Alexander and Konh{\"a}user, Anja and Sambol, Stefan and Stark, Toni}, title = {Digital Due Diligence - Assessment of Digital Growth Potentials}, series = {Marketing Review St. Gallen}, volume = {40}, journal = {Marketing Review St. Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, pages = {66-73}, year = {2023}, abstract = {Digital markets are based on other mechanisms than classic markets. Due diligence analyses the present position and future potential of a business. This research aims to develop a conceptual framework of relevant dimensions that encompasses digital due diligence. Haniel's acquisition of the startup Emma is used to illustrate the practical application of this framework.}, language = {en} } @article{KlugHahn2018, author = {Klug, Katharina and Hahn, Alexander}, title = {Messenger Marketing: Der Ton macht die Marke}, series = {Markenartikel - Das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel - Das Magazin f{\"u}r Markenf{\"u}hrung}, number = {3}, publisher = {New Business Verlag}, pages = {64-66}, year = {2018}, abstract = {Messenger Marketing gilt als ein Kommunikationskanal der Zukunft. Markenmanager m{\"u}ssen aber auch hier lernen: Welche und wie viel Brand Voice braucht es bei den k{\"u}nstlichen Markenbotschaftern? Brauchen Chatbots eine andere Markentonalit{\"a}t?}, language = {de} } @incollection{FirnkaesHahnKochetal.2014, author = {Firnk{\"a}s, Judith and Hahn, Alexander and Koch, Giordano and Rapp, Maximilian and Szplit, Daria}, title = {Testerkampagne Audi Sound Plus: Identifikation und Einbeziehung von Produktbotschaftern mittels Online Communities im B2C Marketing}, series = {Zukunft der Wissensarbeit : Kongressband zur KnowTech 2014}, booktitle = {Zukunft der Wissensarbeit : Kongressband zur KnowTech 2014}, publisher = {GITO}, address = {Berlin}, isbn = {978-3-95545-085-4}, pages = {295-303}, year = {2014}, language = {de} } @incollection{FuellerGfreiHahnetal.2015, author = {F{\"u}ller, Johann and Gfrei, Bianca and Hahn, Alexander and Koch, Giordano}, title = {Soziale Technologien im Innovationsmanagement}, series = {Zukunft gestalten: Soziale Technologien in Organisationen in Zeiten des demografischen Wandels Wissen - Innovation - Demografie}, booktitle = {Zukunft gestalten: Soziale Technologien in Organisationen in Zeiten des demografischen Wandels Wissen - Innovation - Demografie}, publisher = {AWD Druck + Verlag GmbH}, isbn = {978-3-943024-24-1}, pages = {180-204}, year = {2015}, language = {de} } @incollection{BartlHahnKlug2019, author = {Bartl, Michael and Hahn, Alexander and Klug, Katharina}, title = {Digital Empathy: wie K{\"u}nstliche Intelligenz \& Affective Computing die Marktforschung ver{\"a}ndern}, series = {Dem Konsumenten auf der Spur - Erfolgreiches Marketing durch zeitgem{\"a}ße Marktforschung}, booktitle = {Dem Konsumenten auf der Spur - Erfolgreiches Marketing durch zeitgem{\"a}ße Marktforschung}, publisher = {Haufe-Lexware}, address = {Freiburg}, isbn = {978-3-648-12987-6}, pages = {261-273}, year = {2019}, abstract = {Der Einsatz K{\"u}nstlicher Intelligenz (KI) ver{\"a}ndert die Marktforschung derzeit grundlegend. Lernende Algorithmen helfen nicht nur bei Prognosen zur Vorhersage von Nutzerverhalten, sondern auch f{\"u}r das Affective Computing. Dieser Beitrag gibt Impulse, wie sich KI in die Marktforschung integrieren l{\"a}sst. Er zeigt am Beispiel des Affective Computing, wie die automatisierte und echtzeitbasierte Erfassung von Emotionen mittels Sensoren und lernender Algorithmen neuartige und verbesserte Erkenntnisse liefert - und dabei Marktforscher von Routineaufgaben entlastet.}, language = {de} } @incollection{HahnKlug2019, author = {Hahn, Alexander and Klug, Katharina}, title = {Mobile Research: Chatbots als Alternative zur klassischen Online-Survey}, series = {Dem Konsumenten auf der Spur - Erfolgreiches Marketing durch zeitgem{\"a}ße Marktforschung}, booktitle = {Dem Konsumenten auf der Spur - Erfolgreiches Marketing durch zeitgem{\"a}ße Marktforschung}, publisher = {Haufe-Lexware}, address = {Freiburg}, isbn = {978-3-648-12987-6}, pages = {141-150}, year = {2019}, abstract = {Chatbots in der Marktforschung? Chatbots als modernes Befragungs-Tool? Chatbots als effizientes Online-Instrument? Geht das {\"u}berhaupt? Dieser Beitrag zeigt zum einen, wie sich Umfragen erfolgreich {\"u}ber Chatbots realisieren lassen, und zum anderen, dass Nutzer die Beantwortung der Fragen im Chat sogar als attraktiver bewerten als im Kontext einer klassischen Onlinebefragung. Der Einsatz von Chatbots in der modernen Marktforschung ist ein effizientes Tool, um Konsumenten auf die Spur zu kommen.}, language = {de} } @article{HahnKlug2023, author = {Hahn, Alexander and Klug, Katharina}, title = {Generative Models as a Catalyst for Rapid Digital Prototyping}, series = {Digitale Welt Magazin}, journal = {Digitale Welt Magazin}, year = {2023}, abstract = {Rapid prototyping is essential for validating new ideas and marketing campaigns. However, many professionals are currently not able to create digital prototypes without designers and developers. Rapid digital prototyping using low-code and no-code tools now empowers them to develop and test prototypes on their own in the day-to-day business environment. These tools are now massively accelerated and extended by generative AI such as ChatGPT or Midjourney: Ideas, texts and images can be generated quickly and automatically. In this, rapid prototyping is a win-win situation for all parties involved; managers and employees and customers: Managers benefit from a scalable and efficient method of brand development, (potential) employees are able to independently and directly test product and service ideas in-house and users receive target group specific offers.}, language = {en} } @article{HahnKonhaeuserSamboletal.2022, author = {Hahn, Alexander and Konh{\"a}user, Anja and Sambol, Stefan and Stork, Toni}, title = {Digitale Due Diligence: Digitale Wachstumspotenziale von Unternehmen systematisch bewerten}, series = {Corporate Finance}, volume = {13}, journal = {Corporate Finance}, number = {1/2}, publisher = {Fachmedien Otto-Schmidt KG}, pages = {8-14}, year = {2022}, abstract = {Digitale M{\"a}rkte unterliegen anderen Regeln als klassische Vertriebswege. F{\"u}r eine Unternehmenspr{\"u}fung (Due Diligence), die die gegenw{\"a}rtige Position und die k{\"u}nftigen Potenziale analysieren soll, m{\"u}ssen deshalb zus{\"a}tzlich digitale Kennzahlen und Bewertungskriterien herangezogen werden. Das Beispiel der Firma Haniel, dessen Investition in das Matratzen-Start-up Emma eine umfangreiche Digital Due Diligence vorausging, zeigt diese Vorgehensweise in der Praxis.}, language = {de} } @article{Hahn2022, author = {Hahn, Alexander}, title = {Digital Empathy - Why it is important and how to measure it}, series = {BSI}, journal = {BSI}, year = {2022}, abstract = {Through digital empathy, companies can reliably and easily capture the experience their users have and then use it to enhance their digital products and services.}, language = {en} } @article{HahnvonJanda2025, author = {Hahn, Alexander and von Janda, Sergej}, title = {The ROI of Curiosity: Quantifying the Business Impact of UX Research}, series = {DIGITALE WELT Academy}, journal = {DIGITALE WELT Academy}, year = {2025}, abstract = {In today's competitive digital landscape, understanding and meeting user needs is paramount for business success. User Experience (UX) Research provides systematic insights into user behaviors, preferences, and pain points, informing the design and enhancement of products and services. This article delves into the tangible business impacts of UX Research, including cost savings, improved usability, risk mitigation, and stakeholder alignment. By introducing the UX Research Business Impact Framework, we offer a comprehensive method for measuring the return on investment (ROI) of UX Research across seven key dimensions, highlighting its scientific and practical significance.}, language = {en} } @inproceedings{AhnfeldHahnTotzek2024, author = {Ahnfeld, Tobias and Hahn, Alexander and Totzek, Dirk}, title = {Innovation Due Dilligence - Development of A Conceptual Framework to Assess Organizational Innovation Maturity within a Deal Context}, series = {Market Oriented Management Conference}, booktitle = {Market Oriented Management Conference}, year = {2024}, abstract = {This paper presents the development of a conceptual framework designed to assess organizational innovation maturity specifically within a transaction context: The Innovation Due Diligence (IDD). Recognizing the increasing speed of innovation, this framework addresses a critical gap by systematically evaluating the innovation maturity of a target in mergers and acquisitions (M\&A). Drawing on a comprehensive analysis of both academic literature and industry practices, we integrate multiple innovation management frameworks to deliver a unified approach encompassing strategic, organizational, and operational perspectives. The iterative research process involved three iterative feedback loops to develop the framework, including qualitative expert sessions, surveys, and quantitative feedback from industry experts, refining the framework to ensure its robustness and practical relevance. The final model comprises five second-order constructs: Process and Governance, People and Culture, External Environment, Resources \& Funding, and Innovation Strategy, each broken down into detailed first-order constructs. The study contributes incrementally by providing the first theoretically and practically validated framework explicitly tailored for innovation assessments in due diligence contexts. It further introduces flexibility through two formats: a Quick Innovation Scan for rapid, sell-side assessments and an Extended IDD for comprehensive, buy-side evaluations. This adaptability enables stakeholders, including transaction advisors and private equity investors, to perform timely and contextually appropriate innovation evaluations, ultimately supporting informed strategic decision-making and risk assessment.}, language = {en} } @inproceedings{JoostenHahnTotzeketal.2024, author = {Joosten, Jan and Hahn, Alexander and Totzek, Dirk and Gaugler, Tobias}, title = {True Cost Pricing: The Impact of Emotions on Price Perceptions}, series = {Conference of the Bavarian Service Research Cluster (BSRC)}, volume = {10}, booktitle = {Conference of the Bavarian Service Research Cluster (BSRC)}, pages = {o.S.}, year = {2024}, abstract = {This research provides new insights into consumer reactions and acceptance of true cost price labels. It focuses on how design elements and cognitive and emotional responses impact perceived price fairness and purchase intent towards food prices that include externalities. These insights are crucial for policymakers, marketers, and businesses promoting sustainable consumption practices to communicate true cost prices effectively. The true cost accounting (TCA) method integrates external costs, such as environmental impacts, into the market price of food products. The four dimensions included in this study are greenhouse gas emissions, nitrogen derivatives, energy consumption, and biodiversity loss created by three food product categories. Findings show that TCA information on true cost price labels increases the perceived price fairness. Building on behavioral pricing literature, the study also compares label design variants of TCA information per externality in absolute (currency) versus relative (percentages) markup prices, finding that relative true cost price labels are easier for consumers to understand and lead to higher purchase intent. Using innovative UX research methods like facial coding and eye tracking, this research investigates the emotional drivers behind these choices, revealing that surprise and confusion mediate the relationship between true cost price labels and purchase intent. The counter-intuitive finding suggests that even subtle emotional cues can steer consumer intent.}, language = {en} } @article{HahnAhnfeldTotzeketal.2025, author = {Hahn, Alexander and Ahnfeld, Tobias and Totzek, Dirk and Petrova, Alisa and Aldana, Jorge}, title = {Innovation Due Diligence: A Comprehensive Framework to Assess Organizational Innovation Maturity in a Deal Context}, series = {CORPORATE FINANCE}, journal = {CORPORATE FINANCE}, number = {11/12}, publisher = {Dr. Otto Schmidt KG}, address = {D{\"u}sseldorf}, pages = {295 - 301}, year = {2025}, abstract = {This study integrates academic theory and practical insights to develop an integrative Innovation Due Diligence (IDD) framework for assessing the innovation maturity of a target in the context of mergers and acquisitions (M\&A). The framework was developed through qualitative and quantitative refinements based on a systematic literature synthesis, expert interviews, survey data, and user assessments. It addresses gaps in the Due Diligence literature by integrating 43 criteria across five innovation areas. This study introduces a full version for buyers and a lean version for consideration in diverse deal contexts, enhancing valuation accuracy, risk assessment, and strategic alignment, particularly suitable for sellers.}, language = {en} } @incollection{HahnKlugJoosten2025, author = {Hahn, Alexander and Klug, Katharina and Joosten, Jan}, title = {Customer-Centricity-Research-Methoden: Wie sich User Experience (besser) messen l{\"a}sst}, series = {Marketing \& Sales Innovation 2026}, booktitle = {Marketing \& Sales Innovation 2026}, editor = {Arica, Mahmut and Friedrich, Klaus and Hiemeyer, Wolf-Dieter and Stumpf, Marcus}, publisher = {Springer Fachmedien}, address = {Wiesbaden}, isbn = {978-3-658-49536-7}, pages = {85-98}, year = {2025}, abstract = {Produkt- und Dienstleistungsinnovationen m{\"u}ssen neben rein funktionalen Kundenw{\"u}nschen vermehrt {\"a}sthetische und hedonistische Anforderungen erf{\"u}llen. Dies erfordert eine neue und ganzheitliche Sicht auf das Thema User Experience (UX) und setzt die Kenntnis geeigneter Research-Methoden voraus. Ziel dieser Methoden sollte es sein, die Interaktion zwischen Usern und Technik auf kognitiver und emotionaler Ebene z{\"u}gig und valide erfassen zu k{\"o}nnen. Der vorliegende Beitrag bietet eine Orientierungshilfe in Form einer UX-Toolbox, in der verschiedene UX-Research-Methoden systematisch erl{\"a}utert und kontextabh{\"a}ngig ihr Nutzen und ihr Kombinationspotenzial aufzeigt werden. Zwei Use Cases aus dem Kontext der Preiswahrnehmung und der Werbewirkung in sozialen Medien verdeutlichen, dass die UX-Methoden Facial Coding, Eye-Tracking und Befragungen in der Marketingpraxis kombiniert eingesetzt werden sollten, um sowohl kognitive als auch emotionale Bed{\"u}rfnisse der Nutzenden explizit und implizit aufzudecken.}, language = {de} } @incollection{HahnJoostenKlugetal.2025, author = {Hahn, Alexander and Joosten, Jan and Klug, Katharina and Bilgram, Volker}, title = {Embracing Digital Empathy}, series = {Artificial Intelligence in Business and Engineering}, booktitle = {Artificial Intelligence in Business and Engineering}, editor = {Hofbauer, G{\"u}nter}, publisher = {Kohlhammer}, address = {Stuttgart}, isbn = {978-3-17-046742-2}, pages = {51 - 67}, year = {2025}, language = {en} } @article{HahnKlugMarcinowski2025, author = {Hahn, Alexander and Klug, Katharina and Marcinowski, Felix}, title = {LLM Visibility als Erfolgsfaktor im Digital Marketing}, series = {Markenartikel}, journal = {Markenartikel}, number = {12}, publisher = {Hamburger New Business Verlag}, pages = {36 - 39}, year = {2025}, abstract = {KI-Sprachmodelle wie ChatGPT gewinnen an Bedeutung. Zwar liefern sie noch weniger Traffic als Suchmaschinen, doch ihr Einfluss auf die fr{\"u}hen Phasen der Customer Journey steigt. Auch die Abdeckung transaktionaler Journey-Elemente ist nur eine Frage der Zeit.}, language = {de} } @article{HahnJakobi2025, author = {Hahn, Alexander and Jakobi, Timo}, title = {Strategic Privacy: Building Brand Equity Through Data Protection}, series = {DIGITALE WELT Magazin}, journal = {DIGITALE WELT Magazin}, year = {2025}, abstract = {Privacy is no longer just a compliance requirement but a driver of trust, differentiation, and brand equity. This article explores how organizations can leverage privacy as a strategic asset by building favorable, unique, and strong brand associations. It outlines theoretical foundations, strategic implications for emerging and established brands, and future challenges such as the EU AI Act and evolving consumer expectations.}, language = {en} } @article{RiedmuellerHahn2025, author = {Riedm{\"u}ller, Florian and Hahn, Alexander}, title = {Sind LLMs das Ende von Share of Search?}, series = {Markenartikel}, volume = {2025}, journal = {Markenartikel}, number = {11}, issn = {0342-1236}, pages = {68-70}, year = {2025}, abstract = {Share-of-Search-Kennzahlen haben Einzug in die Markensteuerung vieler Unternehmen gefunden. Allerdings suchen immer mehr Konsumenten mittels Large Language Models (LLM) - verliert die SoS-Kennzahl damit ihre Aussagekraft?}, language = {de} } @article{JoostenKlugBilgrametal.2024, author = {Joosten, Jan and Klug, Katharina and Bilgram, Volker and Hahn, Alexander}, title = {Ideation: Die Qualit{\"a}t Menschen- und KI-generierter Ideen im Vergleich.}, series = {Transfer: Zeitschrift f{\"u}r Kommunikation \& Markenmanagement}, volume = {70}, journal = {Transfer: Zeitschrift f{\"u}r Kommunikation \& Markenmanagement}, number = {4}, issn = {2628-3409}, pages = {18 -- 23}, year = {2024}, abstract = {F{\"u}r die Marken- und Ideenentwicklung im Produkt- und Dienstleistungsbereich sind in der Regel Marketing- und Markenmanager sowie Designer verantwortlich. Gleichzeitig w{\"a}chst das Interesse am Einsatz generativer K{\"u}nstlicher Intelligenz (KI) zur Ideenfindung im Markenmanagement. Diese Studie analysiert, wie KI-generierte Ideen im Vergleich zu von Menschen generierten Ideen abschneiden. Die Ergebnisse einer blinden Expertenbeurteilung zeigen, dass KI-generierte Ideen in Bezug auf Neuheit und Kundennutzen signifikant besser bewertet werden, w{\"a}hrend sie in Bezug auf die Umsetzbarkeit {\"a}hnlich abschneiden wie von Menschen generierte Ideen. Diese Ergebnisse legen nahe, dass Markenmanager in bestimmten Kontexten von der Integration generativer KI in ihren traditionellen Ideenfindungsprozess profitieren k{\"o}nnen.}, language = {de} }