Westfälische Wilhelms-Universität Münster, Germany
Florida State University, USA
Roland Berger Strategy Consultants, Germany
Prof. Dr. Chris Dellarocas
Prof. Dr. Sonja Gensler
Prof. Dr. Michael Haenlein
Prof. Dr. Donna Hoffman
Prof. Dr. Andreas Kaplan
Prof. Dr. Lauren I. Labrecque
Boston University, USA
University of Groningen, Netherlands
ESCP Europe, France
University of California, Riverside, USA
ESCP Europe, France
Loyola University Chicago, USA
Prof. Dr. Edward C. Malthouse
Prof. Dr. Charla Mathwick
Prof. Dr. Tom Novak
Prof. Dr. Koen Pauwels
Prof. Dr. Kay Peters
Prof. Dr. Ko de Ruyter
Prof. Dr. Venky Shankar
Northwestern University, USA
Portland State University, USA
University of California, Riverside, USA
Dartmouth College, USA
Universität Hamburg, Germany
Texas A&M University, USA
Prof. Dr. Martin Spann
Prof. Dr. Kristine de Valck
Prof. Dr. Franziska Völckner
Prof. Dr. Bruce D. Weinberg
Prof. Dr. Caroline Wiertz
Prof. Dr. Manjit S. Yadav
Prof. Dr. Xiaoquan (Michael) Zhang
Ludwig-Maximilians-Universität München, Germany
Universität zu Köln, Germany
University of Massachusetts Amherst, USA
Cass Business School London, UK
Texas A&M University, USA
Hong Kong University of Science and Technology, Hong Kong/China
Roland Berger Strategy Consultants, Germany
Roland Berger Strategy Consultants, Germany
Roland Berger Strategy Consultants, Germany
Prof. Dr. Thorsten Hennig-Thurau
I’m privileged to research and teach marketing and media business as one of six professors at the well-respected Marketing Center Münster, the marketing department of the University of Münster, Germany. My team and I are researching intensely on all kinds of media marketing phenomena, especially social media. I’m also a Research Professor of Marketing at Cass Business School, the business school of City University London.
Charles F. Hofacker has a Ph. D. in Mathematical Psychology from the University of California, Los Angeles. He is Carl DeSantis Professor of Business Administration and Professor of Marketing at the College of Business of Florida State University. He was Visiting Professor at Università Bocconi in Milan, Italy in 2001 and 2007. His research interests are at the intersection of marketing and information technology. His work in that and other areas has appeared in the Journal of Marketing Research, Journal of the Academy of Marketing Science, Psychometrika, Management Science, and other outlets. He is Editor of the Journal of Interactive Marketing. Prof. Dr. Hofacker is also the moderator of ELMAR, an electronic newsletter and community platform for academic marketing with over 7,000 subscribers.
I’m Partner and Head of Marketing and Sales at Roland Berger Strategy Consultants. Prior to joining Roland Berger in 1996, I worked as a research assistant in the University of Hamburg’s Department of Business and Economics (and the United Nations) where I received my Ph.D. Besides social media, my special interest lies in the interface between public and private sectors.
Martin C. Wittig (born in Germany in 1964) is Chief Executive Officer (CEO) of Roland Berger Strategy Consultants. He was elected to this position by the Partners in July 2010. Since July 2003 he has been a member of Roland Berger Strategy Consultants’ Executive Committee. Before he was elected CEO in 2010, he had served as the company’s Chief Financial Officer.
He is a visiting lecturer at the University of St. Gallen and was elected to the HSG International and Alumni Advisory Board in 2011. Dr. Wittig is the Honorary Consul for Germany in Switzerland and sits on the Board of Trustees of Deutsche Sporthilfe, a non-profit German sports organization.
Susanne and Martin Wittig have twin boys and live in Herrliberg near Zurich in Switzerland.
Yubo Chen is Professor of Marketing at School of Economics and Management, Tsinghua University, and Associate Professor of Marketing at the Eller College of Management, University of Arizona. He received his Ph. D. in Marketing from the University of Florida. His research mainly focuses on firms’ strategic management of social interactions and social media in the marketplace. He has published articles in leading marketing and business journals such as the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and Management Science. His article on online consumer review and word of mouth is a finalist for Frank M. Bass Best Paper Award by Institute for Operations Research and the Management Sciences (INFORMS). His research on network effects is a finalist for MSI/Paul H. Root Award by American Marketing Association (AMA). He has also won Dean’s Award for Teaching Excellence and various other college- and university-level teaching awards and recognitions.
Chrysanthos (Chris) Dellarocas is an Associate Professor of Information Systems at Boston University. He is one of the world’s most cited scholars in the fields of online reputation and Web 2.0. Other interests include collective intelligence, online advertising and the economics of media industries. Dellarocas holds Ph.D. and M.S. degrees in Computer Science from MIT and a Diploma in Electrical Engineering from the National Technical University of Athens, Greece. Prior to Boston University he taught at MIT’s Sloan School of Management and at the University of Maryland’s R. H. Smith School of Business. Before pursuing an academic career he was a management consultant with Andersen Consulting (now Accenture) and McKinsey. He serves on the editorial boards of Management Science and Information Systems Research, both considered top journals in the field of Information Systems, and on the advisory board of the Word of Mouth Marketing Association (WOMMA). He has served as chair of a number of international workshops and conferences, including the ACM Conference on Electronic Commerce and the Workshop on Information Systems and Economics (WISE). Dellarocas is a recipient of numerous teaching, funding and merit awards, including the National Science Foundation’s CAREER award. He holds 9 patents and is co-founder and advisor of a number of companies in the technology space.
Sonja Gensler is Assistant Professor of Marketing at the Faculty of Business and Economics at University of Groningen, The Netherlands. She earned a PhD in Marketing from the Goethe-University in Frankfurt. After completing her PhD, she was vice director of the cluster “Customer Management in a Multichannel Environment” at the E-Finance Lab in Frankfurt. Before she joined the department of Marketing at the University of Groningen, she was on the faculty of the VU University in Amsterdam and a visiting scholar at Columbia Business School in New York. Sonja’s research mainly focuses on topics related to electronic commerce, digital marketing and the understanding of consumers’ preferences. Sonja’s research is (or will soon be) published in International Journal of Research in Marketing, Journal of Service Research, Journal of Business Research, Journal of Interactive Marketing, and European Journal of Operational Research.
Michael Haenlein is Professor of Marketing at the business school ESCP Europe and editor-in-chief of the European Management Journal (EMJ). His research interest and expertise deal with the subjects of customer relationship management (CRM), marketing research and social media. In particular, he works on the best methods to manage unprofitable customers and divest undesirable client relationships. More recently, his research analyzes the relationship between social networks and customer profitability and specifically the concept of consumption assortativity and its implications for customer relationship management (CRM) practices. Furthermore, he is an expert in quantitative marketing research, particularly structural equation modeling, and has co-authored several articles in the area of social media. Professor Haenlein has published extensively in journals such as the Journal of Marketing, International Journal of Research in Marketing, Marketing Letters, European Management Journal and Business Horizons. Furthermore, he is a member of the editorial boards of the Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Recherche et Applications en Marketing and Business Horizons. As a consultant, he has worked with a large number of international companies in a variety of industry sectors such as telecommunications, financial services, technology and private equity. He holds a PhD from the WHU, Otto Beisheim School of Management (2004).
Donna Hoffman is the Chancellor’s Chair and Professor of Marketing at the A. Gary Anderson Graduate School of Management, UC Riverside. Donna’s research interest includes 1) optimal online experience as a function of consumer mindsets, thinking styles and chronic dispositions using both experimental methods and generalized linear latent and mixed models approaches, 2) marketing on the social web and social media strategy and 3) impact of the social web on consumer well-being. She has published widely in the top academic journals and has been awarded the Sheth Foundation/Journal of Marketing Award for long-term contributions to the discipline of marketing, the Stellner Distinguished Scholar Award from the University of Illinois, and the William O’Dell/Journal of Marketing Research Award for long-term research impact.
Andreas Kaplan is Professor of Marketing at ESCP Europe where he currently serves as the Director of Brand and Communication Europe. Previously he acted as Head of the Marketing Department. Before joining ESCP Europe, Andreas started his career as marketing professor at the ESSEC Business School and Sciences Po Paris. Professor Kaplan’s research mainly deals with analyzing and decrypting social media. Additionally, he has carried out research in the areas of customer lifetime valuation, mass customization and public sector marketing. Besides ‘Principles of marketing’, Andreas teaches ‘Advertising and media’, ‘Political and public marketing’, and ‘Social media and viral marketing’.Professor Kaplan did his Habilitation at the Sorbonne Graduate Business School and his Ph.D. at the University of Cologne in cooperation with HEC School of Management Paris. He holds a Master of Public Administration (MPA) from the École Nationale d’Administration, an MSc from ESCP Europe, and a BSc from the University of Munich. Additionally, Andreas was visiting Ph.D. at INSEAD and participated in the International Teachers Programme (ITP) at the Kellogg School of Management, Northwestern University.
Lauren Labrecque is an assistant professor of Digital Marketing at Loyola University Chicago. She completed her Ph.D. in Marketing at the University of Massachusetts Amherst (2010) and holds a master’s degree in Digital Media Studies from the University of Denver. Her research interests include a variety of topics related to consumer behavior in online environments (i.e., social media, consumer information management and privacy, online reviews, personal branding, virtual worlds) and her work has been published in top academic journals including Journal of Interactive Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Marketing Letters, and Journal of Consumer Affairs.
Yuping Liu-Thompkins (Ph.D., Rutgers University) is Associate Professor of Marketing and E. V. Williams Research Fellow at Old Dominion University. Prof. Dr. Liu-Thompkins’ research focuses on the intersection among marketing, technology, and psychology. Her research areas include Internet marketing and customer loyalty. Since her doctoral dissertation research on online interactivity, Prof. Dr. Liu-Thompkins has led various projects on the effective and ethical use of Internet marketing. Currently, she is studying the diffusion of viral content and the impact of corporate social participation on business and consumer outcomes. Prof. Dr. Liu-Thompkins’ publications have appeared in Journal of Marketing, Journal of Advertising, Journal of Interactive Marketing, Journal of Public Policy& Marketing, and Journal of Advertising Research, among others. She is an editorial review board member for Journal of Marketing Communications, and was the 2010-2012 Fellow for the Society of New Communications Research.
Edward C. Malthouse is a professor of Integrated Marketing Communications at Medill. He is an expert in applied statistics, market research, and media marketing. His primary research is in the areas of media and database marketing. He develops statistical models and applies them to large data sets of consumer information to help managers make marketing decisions. Ed is an excellent teacher and has won teaching awards and been an invited visiting professor at Aoyama Gakuin Univeristy, Wuhan University, Munster University, and Università Della Svizzera Italiana.
Prof. Dr. Mathwick teaches in the MBA, MIM, and OEMBA programs offering classes in innovation, services marketing, customer relationship management, and international marketing research. Her research interests involve the study of customer behavior online with a recent emphasis on the loyalty implications and value derived from customer participation in corporate sponsored virtual communities. Prof. Dr. Mathwick is a research fellow at the University of Maastrict in The Netherlands. Prior to beginning work on her Ph.D., she held a variety of marketing positions in the financial services and telecommunication services industries, working for subsidiaries of Citicorp, U.S. WEST, and McDonnell Douglas.
Tom Novak is Albert O. Steffey Professor of Marketing and Co-Director of the Sloan Center for Internet Retailing at the University of California, Riverside, where he joined the faculty in July 2006. Novak’s research since 1993 has focused exclusively on internet and web based commerce. His current research areas include measuring the online consumer experience (motivations for using social media and virtual worlds, flow, and the design of compelling online environments); Internet marketing (business models, clickstream modeling, metrics, online panels); societal impact of the Internet (digital divide, Internet indispensability, trust, privacy), and social cognition (thinking style, emergent consumers in product innovation).
Koen Pauwels is Associate Professor at the Tuck School of Business at Dartmouth and Ozyegin University, Istanbul, where he teaches and researches return on marketing investment. He won the 2001 EMAC best paper award, the 2007 O’Dell award for the most influential paper in the Journal of Marketing Research, the 2008 Emerald Management Reviews Citation of Excellence, the 2009 Davidson award for the best paper in Journal of Retailing, and the 2009 Varadarajan Award for Early Career Contributions to Marketing Strategy Research. Current research projects include the predictive power of market dashboard metrics and marketing effectiveness online and in emerging markets. Koen is on the advisory board of AIMark, MarketingNPV, MarketShare Partners and YouCastr. He received his Ph.D. in Management from UCLA, and serves on the editorial boards of the International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research and Marketing Science.
In January 2012, Prof. Dr. Kay Peters joined the University of Hamburg, where he holds the SVI Endowed Chair for Dialog Marketing. Previously, he held post-doc and visiting assistant professor positions at the University of Muenster (Germany) and the University of California Davis, where he still teaches in the (executive) MBA programs and conducts research with his colleagues. Integrated offline-online communication, customer centricity, and international marketing are the foci of his research. His papers appeared in renowned journals like the Journal of Marketing Research or the Journal of Interactive Marketing. Both, his research and (executive) teaching have been honored with international awards. He enjoys implementing innovative scientific solutions with firms to prove their relevance to practice. He lives with his family of five in Hamburg.
Ko de Ruyter has published six books and numerous scholarly articles in among others the Journal of Marketing, Management Science, Journal of Retailing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Decision Sciences, Marketing Letters, Journal of Management Studies, Journal of Business Research, Journal of Economic Psychology, Journal of Service Research, International Journal of Service Industry Management, Information and Management, European Journal of Marketing and Accounting, Organisation and Society. He serves on the editorial boards of various international academic journals, among which, the Journal of Service Research and the International Journal of Service Industry Management. His research interests concern international service management, e-commerce and customer satisfaction and dissatisfaction.
Venkatesh (Venky) Shankar is Professor of Marketing and Coleman Chair in Marketing and Director of at Marketing Ph.D. program at the Mays Business School, Texas A&M University. His areas of specialization include digital business, competitive strategy, international marketing, innovation, new product management, pricing, retailing, branding, and mobile marketing. Shankar has a Ph.D. in marketing from the Kellogg Graduate School of Management, Northwestern University and has corporate experience in the areas of marketing and international business development. He has worked in diverse countries.
Bernd Skiera took over the very first chair of electronic commerce at a German University in spring 1999, at Johann Wolfgang Goethe-University in Frankfurt/Main. He is also a director of the E-Finance Lab (www.efinance-lab.com) and a co-founder of two companies, Bonpago (a company that focuses on financial supply chain management: www.bonpago.de) and Marini Media (a social media company with a strong focus on the development of technology: www.marini-media.de). His current research focuses on electronic commerce, online marketing, in particular search engine marketing, pricing and customer management. His publications appeared in well known journals (Management Science, Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Product Management, Journal of Management Information Systems, Journal of Service Research, European Journal of Operational Research). He published (in German) more than seven books on topics such as sales force management, metered pricing, web 2.0, and financial supply chain management. Additionally, he co-authored on Electronic Commerce (second edition), and on Marketing for Interactive Media (third edition). He consulted or provided executive training to, among others, SAP, SAS, t-online, Telekom, Deutsche Bank, Commerzbank, Microsoft, Bearingpoint, Postbank, Mentasys.
Martin Spann is a Professor and Director of the Institute of Electronic Commerce and Digital Markets at the School of Management of the Ludwig-Maximilians-University (LMU) in Munich, Germany. He has been a visiting professor at the University of Southern California, the University of California at Los Angeles, and Bocconi University in Milan, Italy. Martin’s current research interests are pricing, online & mobile marketing, social & digital media, prediction markets, and innovation & new product management. His work has been published in Marketing Science, Management Science, Information Systems Research, MIS Quarterly, Journal of Marketing, Journal of Product Innovation Management, Journal of Retailing, Journal of Interactive Marketing, Journal of Forecasting, European Journal of Operational Research, and other journals.
Kristine de Valck is Associate Professor of Marketing at HEC Paris. She earned her PhD at RSM Erasmus University with a thesis about the knowledge and friendship networks in virtual communities of consumption. Her research focuses on online consumer networks, consumer tribes, and the role of the Web 2.0 in co-creation, marketing, and market research. Specifically, her expertise relates to group dynamics, natural and synthetic (i.e., firm-generated) word of mouth, as well as the use of consumer-generated content for business development and marketing. At HEC, she has developed various courses about social media marketing. One of these courses (Web 2.0 Marketing Communications – HEC Paris) is freely available at iTunesU and has been among the top downloads since 2010. Her work has been published in outlets such as the British Journal of Management, Decision Support Systems, Journal of Interactive Marketing and the Journal of Marketing. She has also contributed to various edited books.
Franziska Völckner is a Professor of Marketing at the University of Cologne, Germany. Her research interest focuses on building and managing market-based assets. This interest bridges the areas of branding, consumer behavior, marketing metrics, and marketing strategy. Her work has been published in several academic journals, including Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research, and Marketing Letters, among others. She is a recipient of the 2010 Best Paper award of the Association of German Professors for Business Administration for the article „How Important Are Brands? A Cross-Category, Cross-Country Study“ co-authored by M. Fischer and H. Sattler (JMR, Vol. 47, Issue 5) and the 2008 Young Academics Best Paper award of the Association of German Professors for Business Administration for the article „The dual role of price: Decomposing consumers’ reaction to price“ (JAMS, Vol. 36, Issue 3).
Bruce D. Weinberg is Professor of Marketing and Chair of the Marketing Department at the Isenberg School of Management at UMass, Amherst. Inc. Magazine named him the Netty Professor when he shopped exclusively online for one year during the Dot-Com era and emerged as the world’s first online shopping blogger (see www.InternetShopping247.com). He is an award winning researcher (Journal of Marketing’s MSI/H. Paul Root best paper award), an award winning teacher, and a top Business Professor on Twitter. Dr. Weinberg’s research is both theoretical and applied, covering a variety of important marketing and e-business issues, including, social media/business and strategy, online shopping, the online customer experience, word of web, online auctions, customer lifetime value and new product forecasting. His publications have appeared in leading journals and other outlets such as Journal of Marketing, Journal of Marketing Research, Harvard Business Review, Journal of Interactive Marketing, Marketing Letters, Sloan Management Review, Wall Street Journal, Business Horizons, Journal of Business Research, Journal of Direct Data and Digital Marketing Practice, e-Service Journal, The Journal of Database Marketing & Customer Strategy Management, and Journal of the Operational Research Society. Professor Weinberg earned his PhD at MIT’s Sloan School of Management and his MBA and BA in Mathematics/Computer Science at Boston University. He has served as a Visiting Scholar in the McCombs School of Business at the University of Texas in Austin and as a Visiting Professor at Northwestern University’s Kellogg School of Management. In addition, he has held appointments at Boston University’s School of Management, Babson College, Tufts University’s Fletcher School of Law and Diplomac and Bentley University; and he has worked with a number of organizations, such as General Motors, Verizon, and MetLife.
Caroline is a Reader in Marketing at Cass Business School. She holds an MSc in International Business and a PhD in Marketing from Maastricht University in the Netherlands. Caroline’s main research interests lie in the areas of consumer research and new media marketing. She has published in leading academic journals, such as the Journal of Consumer Research, the Journal of the Academy of Marketing Science, the Journal of Service Research, and Organization Studies. Her article on communal service delivery in the Journal of Service Research was a finalist for the journal’s 2010 Best Article Award. In 2011, she won the Franco Nicosia Award for the Best Competitive Paper presented at the Association for Consumer Research Conference.
Manjit S. Yadav is Macy’s Foundation Professor and Professor of Marketing, Mays Business School, Texas A&M University. He also serves as Research Director of the marketing department’s Center for Retailing Studies. Dr. Yadav obtained his Ph.D. in marketing from Virginia Tech. Dr. Yadav’s current research focuses on marketing strategy in digital environments, particularly issues related to innovation and technological change. His work has been published in a number of leading journals, including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Sloan Management Review. He is a member of the Editorial Boards of Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Interactive Marketing.
Professor Michael Zhang is an Assistant Professor of Information Systems, Business Statistics and Operations Management at the Hong Kong University of Science and Technology. He holds a PhD in Management from MIT Sloan School of Management, an MSc in Management, a BE in Computer Science and a BA in English from Tsinghua University. His research interests are on issues related to creation, dissemination and processing of information in business and management contexts. His works study pricing of information goods, online word-of-mouth, online advertising, and use of information in financial markets. His research has appeared in American Economic Review, Management Science, MIS Quarterly, Journal of Marketing, Journal of Management Information Systems, Journal of Interactive Marketing, and Decision Support Systems. He currently serves as an Associate Editor for Information Systems Research and is also on the editorial boards of Production and Operations Management and Electronic Commerce Research and Applications.
Christoph Brenner is head of a R&D project called Searchlab within the Otto Group. Searchlab is focused on questions regarding online marketing activities (SEO/SEM/Social), mass data gathering and data mining worldwide.
In recent years, he supported building two online marketing companies focused on Search Engine Optimization (SEO) and founded one SEO-controlling software company (SEOlytics). During that time, he advised over 30 internet companies, most of them startups, operating in different fields of the internet economy (for example Bigpoint, Jobs.ch, Erento, Experteer, Rocket Internet companies, ect. pp).
Before he joined the Otto Group, Christoph worked for Airbus on the Airbus 380 project where he implemented a workflow-management-system. He holds a Diploma in Business Informatics from the University of Hamburg, Germany.
Michael Buck is the Executive Director for the Global Consumer and Small and Medium Online Marketing at Dell, responsible for the overall eCommerce business and Marketing strategy for Dell CSMB worldwide. Michael also champions community and social media efforts for Consumer and SMB clients globally. Michael first joined Dell in August 2004 as Director and General Manager Software and Peripherals, Dell EMEA. He also managed several pan-European businesses as General Manager for Dell EMEA prior to his current role. Before Dell, Michael was with Hewlett-Packard for eleven years. There, he held various pan- European executive level positions in Sales and Marketing for different businesses. Prior to joining HP in 1994, Michael spent six years working for Dresdner Bank and Deutsche Bank in Germany and New York. Michael holds a degree in International Business Studies and Business Administration. He also worked for four years as an associate MBA professor for supply Chain Management at Fachhochschule Furtwangen, Germany.
As a trained Statistician I’m leading the fundamental Research Group at GfK Verein. This group is exploring and evaluating new research methods in different fields in close cooperation with academic partners. I did a lot of work in modeling consumer behavior, e.g. developing a new conjoint method or making marketing mix models based on household panel data. In 2008 I won the German market research innovation award for developing HILCA by the BVM.
Björn’s professional background includes over 15 years as a freelance consultant for numerous consulting companies, agencies and brands focusing on innovative communication techniques and technologies for marketing, branding or customer service. He was once titled “Germany’s Mr. Web 2.0″ by the leading German ad industry publication “werben & verkaufen”. In recent years, Björn was involved in many social media cases in Germany, e.g. for Volkswagen, Deutsche Telekom, or Deutsche Bahn. Since November 2011 Björn is a co-founder of BuzzRank – the prime German provider for real time social media reporting. He holds a Masters Degree in Economics from the University of Goettingen, Germany.
I have a FMCG-background and worked as product manager at L’Oréal Germany before I joined Prof. Hennig-Thurau’s team in 2011. During that time, I raised and crashed my first social network www.ilovemakeup.de (an online platform for cosmetics-addicted women to share make-up tutorials) as part of my job. Since then, my research focus is on social media, its impact on marketing and its disruptive and constructive influence on how we do business and organize our daily lives.
I’ve been a Principal at Roland Berger Strategy Consultants in Hamburg since 2011. Prior to that, I worked at Otto Group in various positions for six years. My last position was Managing Director of Growth Segment Financial Service at Otto Group (EOS Information Services GmbH), which provided various service solutions along the entire customer relationship lifecycle (marketing, online marketing and risk management). My direct marketing background makes me an expert in data-driven business models, data management, online marketing, social media as well as market entry and growth strategies. Prior to my time at Otto Group, I worked for Roland Berger’s Consumer Goods & Retail Competence Center.
In 2012 I joined the Marketing and Sales Competence Center at Roland Berger Strategy Consultants. Prior to that I was an assistant at the chair of marketing and direct marketing of Prof. Dr. Dr. Helmut Schneider of the Steinbeis University in Berlin. As a member of the social media team in our Competence Center, I am supporting various social media-related topics including the Thought Leaders’ Summit 2012.