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Welcome to the Digital Transformation and Value Creation Research Initiative


We are the digital transformation research initiative at the University of Cologne.

Our interdisciplinary team consists of researchers from the marketing, information systems, psychology, and economics areas. Together we seek to advance knowledge about the digital transformation of businesses and society.

Students can find our teaching offerings on digital topics here.

We invite you to browse our site, send us an Email, or follow us on Twitter..

Best whishes,

Prof. Dr. Werner Reinartz - Coordinator



Meeting the Digital Research Community

On April 25, the first Meeting of the newly founded Digital Research Community organized by Prof. Grahl and Prof. Marchand took place at the University of Cologne. About 40 researchers of various faculties engaged in vivid discussions about current research projects on the digital transformation. It was an inspiring interdisciplinary exchange while enjoying a light lunch in a relaxed atmosphere. Look out for the next meeting in the upcoming semester.


Guest lecture by Just Spices

On April 25, Florian Falk, founder and CEO of Just Spices gave an inspiring presentation during the bachelor course “Principles of Marketing” by Prof. Marchand on the topic “Making the impossible possible - falling down and getting up again”. 

Together with the students, he engaged in a vivid discussion on the importance of Marketing for building a successful start-up. 

Thank you Florian, for spicing up our lecture with practical insights!


New publications by Jun. Prof. Kang

New publication by Jun. Prof. Esther Kang  in the Personality and Social Psychology Bulletin: “Narcissism and Self- versus Other-Oriented Imagery in Charitable Giving”. You can find more information here.


Vacant student assistant position at Marketing and Digital Environment (Prof. Bruno)

The chair of Marketing and Digital Environment of Prof. Bruno is seeking applications for a vacant student assistant position (6-8 hours per week) starting in April/May 2018. Further information can be found here.


Exam inspection: "Social Computational Media"

The exam inspection will take place on April 3rd 2018 at 14:00 in Seminar Room 1.31 in Building 810 for both exams. Please register via E-Mail until March 29th 2018 to take part.



Invitation to a presentation by Ubisoft 

Do you want to know how to market digital innovations?
Then there’s probably no better industry to learn from than the gaming industry!

The industry is known for adapting quickly to digital transformation and many of their practical experiences will likely become relevant for other industries, too. Benedikt Schüler, Marketing Director of Ubisoft, will talk about trends, challenges and marketing strategies in the digital era and provide valuable insights, even if you are not enthused by Let‘s Plays, eSports or Assassin‘s Creed.


Date: January, 31, 14:00-15:30
Location: Aula 2, main building
Speaker: Benedikt Schüler, Marketing Director GSA, Ubisoft GmbH
Language: English


Universitätspreis "Lehre und Studium" 2017 für Jörn Grahl

Wir gratulieren Prof. Dr. Jörn Grahl herzlich zum Universitätspreis 2017!

Er wurde in der Kategorie „Lehre und Studium“ ausgezeichnet und empfing die Ehrung von Univ.-Prof. Dr. rer. nat. Axel Freimuth auf dem Jahresempfang der Universität zu Köln am 16. Januar 2018.

Weitere Infos zum Universitätspreis für Jörn Grahl können Sie dem folgenden Video entnehmen: 



Wie verändert künstliche Intelligenz den Arbeitsmarkt?

Prof. Jörn Grahl beantwortet im neuen Kölner Universitätsmagazin Fragen zum Einfluss von künstlicher Intelligenz auf den Arbeitsmarkt. Den gesamten Artikel finden Sie hier.

Prof. Dr. Jörn Grahl

"For scientists digital is a great field, but it is also a dangerous field"

Prof. Hernán Bruno and Prof. Jörn Grahl talk about the "Data, Experiments and Decisions" - Executive Workshop in an interesting interview that can be found here. The workshop intended to bring together scientists experienced in analytics and data science and companies interested in using experiments to improve their business. 



"Bitcoin kann als Gegengewicht zur Marktmacht der Banken fungieren"

Ubi meets Uni

Prof. Marchand and Andrea Schöndeling have been invited to the German Ubisoft headquarter to start a new research cooperation. 

Further information in English can be found here. Weitere Informationen auf Deutsch finden Sie hier.


Exam inspection: "Data Science for Business Students"


Visit from Birmingham: Prof. Heiner Evanschitzky

From October 24 to 25, Prof. Heiner Evanschitzky was a guest at the Digital Research Initiative. He gave a presentation on  hierarchical linear models (HLM) and visited the IFH together with Prof. Marchand and Andrea Schöndeling to discuss current and future research questions on the digitalization of the retailing industry with managing director Boris Hedde.

Further information in English can be found here. Weitere Informationen auf Deutsch finden Sie hier.


L'Oréal lädt zum Vortrag - Wird die Beauty Branche digital disruptiert?


"Data, Experiments and Decisions 2017" Workshop an der Universität zu Köln

Praxis trifft Wissenschaft beim Workshop „Data, Experiments, and Decisions“ an der Universität zu Köln. Gesucht werden Entscheider, die mit Wissenschaftlern an der Lösung von Business-Problemen arbeiten wollen. Das Seminar wird in Englisch gehalten und findet am 24. und 25. November 2017 an der Universität zu Köln statt. Weitere Informationen und die Möglichkeit zur Registrierung finden Sie hier.


Interview: Digitaler Wandel - Interdisziplinäre und internationale Forschung in Köln

Professores der Forschungsinitiative "Digital Transformation & Value Creation" stehen in einem kürzlich erschienenen Interview Rede und Antwort zu Fragen in Bezug auf interdisziplinäre Forschung zum Thema Digitalisierung. Sie können das Interview hier finden. 


Stellenausschreibung: Doktorand (m/w) digitale Assistenzsysteme / Cognitive Computing


Research Seminar Series Digital Transformation and Value Creation Winter Term 2017. Save the dates!

  • December 7, 2017 12:00-1:30 pm, Lecture Hall G, Hörsaalgebäude 105, Babur De los Santos, Clemson University, tba
  • January 11, 2018 12:00-1:30 pm, Lecture Hall G, Hörsaalgebäude 105, Jason Roos, Erasmus University Rotterdam, “Advertiser Learning in an Internet Ad Network: Implications for Advertiser, Publisher, and Network Profit”
  • January 18, 2018 12:00-1:30 pm, Lecture Hall G, Hörsaalgebäude 105, André Marchand, University of Cologne, “Do Firms Need New Strategic Resources in a Digital Environment”
  • January 25, 2018 12:00-1:30 pm, Lecture Hall G, Hörsaalgebäude 105, Jing Wan, University of Groeningen, “To Trace is to Trust: Consumers’ Response to Product Traceability”
  • February 1, 2018 12:00-1:30 pm, Lecture Hall G, Hörsaalgebäude 105, Germain Gaudin, European Commission, “Streaming Platform and Strategic Recommendation Bias”

You can find more Information here



Hamburg Cologne Marketing Camp

On October 5th, the Cologne Marketing Area hosted the annual Hamburg-Cologne Marketing Camp (organized by Prof. Dr. Franziska Völckner). More Information in English can be found here. Weitere Informationen auf Deutsch finden Sie hier.


Exam inspection for "Value Creation in the Digital World"

The inspection of results for the first and second examination of "Value Creation in the Digital World" will take place on October 27, 2017, starting at 1p.m. at the seminar room 1.31 in Universitätsstr. 91. Registration to the inspection is mandatory! In order to register for the inspection, please send an email to reinhard@wiso.uni-koeln.de containing your full name, matriculation and examination number (if available) and email-address till noon October 25th, 2017. If there is a serious reason preventing you from inspecting your exam, you can provide another person, which you trust, with a written certificate of authority. You are allowed to inspect your exam for 20 minutes. You will be allocated randomly to a time slot. You will be notified of your assigned time slot a couple of days before the inspection takes place.



Stellenausschreibung für studentische und wissenschaftliche Hilfskräfte an der Professur für Marketing & Digital Environment (Prof. Dr. André Marchand). Mehr Informationen finden Sie hier.


On October 24, 2017, Professor Heiner Evanschitzky from Aston University in Birmingham will be guest at the Research Initiative and will present an introductory lecture about hierarchical linear models. Click here for more information.


Interview about digital games by Professor André Marchand during the Gamescom trade fair (in German and English): Click here 1 and a press-release about his twitter and digital games research (in German): Click here 2


Interview about Research on the e-book market by Professor Dainis Zegners (in English): Click here


New book about the science of digital games by Professor André Marchand and others: Multiplayer 2. Click here for more information. 


Neue Masterveranstaltung „Strategy and Economics of Platforms“ (Jun. Prof. Dainis Zegners). Mehr Informationen finden Sie hier.


New publication by Professor André Marchand in International Journal of Research in Marketing (IJRM) on digital word of mouth. Click here for more details (in English and German) and a summary of the study.


New publication by Professor André Marchand in Journal of Service Research (JSR) on corporate gifts. Click here for more details (in English and German) and a summary of the study.


Die Klausureinsicht für den Erst- und Zweittermin für die Veranstaltung Social Computational Media des WS 2016/2017 findet am 21.7.2017 ab 14 Uhr im Seminarraum 1.31 im Gebäude 810 statt. Die Anmeldung erfolgt bis spätestens 14.7.2017 über E-Mail


Professor André Marchand has been appointed as an editorial board member of the Journal of Interactive Marketing. The Journal of Interactive Marketing is one of the leading scientific journals for interactive and digital marketing research. The editorial board consist of a number of international experts whose judgement is highly regarded within the journal’s discipline. They work with the regular reviewers providing peer reviews, identify new topics (e.g., for special editions), and support the editor of the journal. For more information, click here.


On June 1, 2017, Professor André Marchand was appointed to a professorship at the Faculty of Management, Economics and Social Science. The dean, Professor Werner Mellis, welcomed him in the name of the faculty. Further information can be found here.


Stellenausschreibung am Seminar für Allgemeine BWL, Marketing und Marktforschung (Prof. Dr. Marc Fischer). Mehr Informationen finden Sie hier (advertisement research assistant).


Research seminar series Digital Transformation and Value Creation Summer 2017. Save the dates!

  • June 1, 2017 12:00-1:30 pm, Lecture hall VI, Dainis Zēgners, University of Cologne “Building an Online Reputation with Free Content: Evidence from the E-book Market”
  • June 29, 2017 12:00-1:30 pm, Lecture hall VI, Markus Reisinger  Frankfurt School of Finance & Management “Personalized Pricing and Optimal Brand Distribution”
  • July 6, 2017 12:00-1:30 pm, Lecture hall VI, Oliver Emrich  Johannes Gutenberg-University Mainz, “Personalizing mental fit for online shopping applications – How the success of recommendations depends on mental categorization and mental budgeting”
  • July 13, 2017 12:00-1:30 pm, Lecture hall VI, Mareike Möhlmann Warwick Business School, “Trust in the Sharing Economy”
New professors at Faculty of Management, Economics, and Social Sciences from this summer term

Dainis Zegners is Assistant Professor (Junior Professor) at the Digital Transformation and Value Creation Research Initiative at the University of Cologne. His primary research areas are:
Digitization, Industrial Organization, Applied Microeconomics, Competitive Strategy. Wolfgang Ketter was Professor of Next Generation Information Systems at the Department of Technology and Operations Management at Rotterdam School of Management, Erasmus University. André Marchand will be Professor of Marketing & Digital Environment in June. Previously, he has been an Assistant Professor at the Department of Marketing and Media Research at University of Münster. His research focuses are: Marketing, Digital Innovations, and New Media.


http://complexsystems.uni-koeln.de/mlday2017.html The Machine-Learning Day on April 6th 2017 will highlight UoC various interesting research activities applying machine learning techniques to different fields — all the way from quantum matter to biological systems to economic and societal systems. Prof. Dr. Jörn Grahl will talk about "Machine learning and the Social Sciences" - Don't miss it!

07. März 2017

Stellenausschreibung SHK (Seminar für Handel und Kundenmanagement). Mehr Informationen finden Sie hier.

21. November 2016

Werkstudentenstelle im Bereich "Strategisches Marketing" zu besetzen. Mehr Informationen hier.

04. Oktober 2016

New publication: Jörn Grahl and colleagues from the University of Mainz publish in the European Journal of Operational Research. In their study "Scalability of using Restricted Boltzmann Machines for combinatorial optimization" they evaluate how modern generative neural networks can solve complex problems. 

21. Juli 2016

Anmeldungen zur Bachelorarbeit PO 2015 im WS 2016/2017.  Ab dem kommenden Wintersemester 2016/2017 erfolgt die Anmeldung zur Bachelorarbeit PO 2015 über KLIPS 2. Die Anmeldung erfolgt in der ersten Belegphase von KLIPS 2 vom 20. Juli bis zum 1. August 2016. Anmelden können Sie sich zur Bachelorarbeit zu jeweils zwei Bearbeitungszeitpunkten im Wintersemester 2016/2017 1. Termin: Beginn Bachelorarbeit 1. November 2016 2. Termin: Beginn Bachelorarbeit 1. März 2017

09. Juni 2016

You are an experienced web-programmer (PHP, SQL) and you are looking for an interesting task? Join our research initiative as a student assistant! You can find more information here.

24. Mai 2016

We are very happy to publish an article that can be found the University of Cologne's Unimagazin about our research initiative. Furthermore, Prof. Kang, Prof. Bruno and Prof. Grahl are replying to questions about the potential of data. You can find the article online here.

12. Mai 2016

The second talk of the research seminar series on “Value Creation in a Changing Customer and Media Environment” (Digital Transformation and Value Creation) in the summer semester 2016 will take place on May 25th. Dr. Norris Bruce will give a talk on “A Dynamic Model for Digital Advertising" (14:00 – 16:00, WiSo Building, Room 410). Anyone interested is welcome to attend the session.

23. April 2016

New publication in the Journal of Consumer Psychology by Prof. Esther Kang: "Role of Executive Attention in Consumer Learning with Background Music, Journal of Consumer Psychology" (2016).

10. November 2015

We are welcoming you to follow the Twitter account of the research initiative "Digital Transformation of Business and Society" of the University of Cologne.

30. October 2015

This seminar is a joint effort of the Digital Transformation Research Initiative. It will be supervised by Prof. Dr. Hernan Bruno (Marketing and the Digital Environment, hernan.bruno(at)wiso.uni-koeln.de) and by Prof. Dr. Jörn Grahl (Digital Transformation and Analytics, grahl(at)wiso.uni-koeln.de). Although each individual research project will be supervised by one professor, all sessions will be held jointly and all grading criteria and formal aspects are the same. More information about the seminar can be found in this pdf document. In order to participate you have register until November 4th. You register by visiting Ms. Ommer, WiSo-Sekretariat, Universitätsstr. 91, 50931 Köln (ground floor). During the registration you will be asked to name three (3) preferred topics. Pick any three. The kick-off meeting will take place November 5th. Place and time t.b.a.

09. July 2015

On July 9th, 2015, the 3rd Symposium on “Digital Transformation: Value Creation in a Changing Customer and Media Environment” took place at the University of Cologne. Four academic experts from around the world presented their latest research projects. More than 50 attendees gathered the latest research insights on how the digital transformation is likely to impact product management and branding.

24. June 2015

The fifth talk of the research seminar series on “Value Creation in a Changing Customer and Media Environment” in the summer semester 2015 will take place on June 24th. Prof. Dr. Dieter Hess will give a talk on “The Performance of Mechanical Earnings Forecasts” (Dieter Hess, Ashok Kaul, Martin Meuter) (14:00 – 16:00, WiSo Building, Room 410). Anyone interested is welcome to attend the session.