From research for practical application.
From practical application for research.

My research in the area of strategy, brand management and CSR/responsibility is setting trends not only in scientific discourse, but also for managers of today and tomorrow.
Through my network, consisting of experts from research and practice working internationally, knowledge on these subjects is created, exchanged, and processed.

Meeting the criteria of both good research and good practice simultaneously is the great challenge of my scientific work. My project partners from science and economy have different expectations when it comes to the way how new knowledge is transformed into relevant guidance.