Forschung an der Professur BWL X

Forschungsschwerpunkte: 

Die Forschung an der Professur Technologie-, Innovationsmanagement und Gründungsmanagement (BWL X) ist grundlagen- und anwendungsorientiert.

Folgende Ziele werden insbesondere verfolgt:

• Empirische Erkenntnisse zum Themenbereich der Professur
• Relevanz und methodische sowie konzeptionelle Genauigkeit
• Realisierung anspruchsvoller Projekte durch die Einwerbung externer Forschungsmittel
• Veröffentlichung unserer Forschungsergebnisse in relevanten internationalen Fachzeitschriften
• Starke Einbindung in den Akzentbereich „Data-Driven Economy“ des Fachbereichs Wirtschaftswissenschaften (FB 02) der JLU Gießen

 Unsere Themenschwerpunkte sind dabei:

• Strategisches Technologie- und Innovationsmanagement: Technologie- und Innovationsstrategien und Neuproduktentwicklung
• Akzeptanz und Adoption smarter Technologien
• Technologiegetriebene Geschäftsmodellinnovation, Technologie- und Innovationstransfer und Datenmanagement
• Gesellschaftliche und soziale Auswirkungen von digitalen Technologien und digitaler Infrastruktur
• Technologie- und Innovationsmarketing
• Unternehmerischer Denk- und Handlungsweisenund Entscheidungsverhalten
• Gründungsfinanzierung und Gründer:innenauswahl
• Unternehmerisches Marketing

Laufende Projekte

Dissertation Working Title: "An Investigation of Human Interaction with AI-based Service Technologies"

In service industries, the marketing mix consists of 7 dimensions ("7Ps") after People, Process and Physical evidence have been added. This extension underscores the importance of service employees in service delivery. As artificial intelligence technology advances, AI has become an integral part of the service industry. While it can assist service employees and enhance their performances, it can substitute service employees by being more consistent, objective, and available as well as by mimicking human's language and behavior well. This research project tries to investigate whether humans can treat AI agents, such as service robots and chatbots, the same way as how they treat fellow humans and which implications it might have for various stakeholders in the service industry.

For further information reach out to: Ricky Herman

Dissertation Working Title: "An Investigation of Generative Artificial Intelligence in the Workplace"

Generative Artificial Intelligence (GenAI) is transforming how work is organized, decisions are made, and knowledge is produced. Yet its impact depends not only on technological capabilities, but on how individuals perceive, interpret, and integrate these systems into everyday professional practice. My research investigates the human side of GenAI in organizational contexts. I explore the psychological, social, and cognitive mechanisms that shape adoption, reliance, and sustained engagement with generative systems. In particular, I examine how emotions, workplace norms, and individual differences influence how AI is used and experienced at work. By integrating perspectives from Human–Computer Interaction and innovation research, my work aims to inform the development of inclusive, human-centered GenAI systems that support diverse users and enable responsible integration in professional environments.

For further information reach out to: Vincent Hornfischer

Laufende Projekte von externen Doktoranden:

• Fatma Aydin: "Investigating and Designing Corporate Venturing Initiative Portfolio Configurations"
• Cedric Gottschalk: "Diving into the Overreliance-Reprompting Process: The influence of critical thinking mechanisms as well as personal factors, task-related factors, and strategies to promote reflective AI use”
• Sandra Luxem-Bremen: "Timing Matters: How Physical Investments Create Dynamic Signals and Value in Retail"
• Linda Marquardt: "Crafting the Digital Frontline: The Visual Identity of Virtual Service Agents and Their Effects in Service Interactions"
• Sonja Kricheldorf: "Gender Differences in Entrepreneurship: Exploring the Gender Gap in Startup Finance"

Alumni Dissertationen:

• Dr. Anna-Lena Hanker: “Customer Integration in Innovation Development: Illuminating Different Design Aspects”
• Dr. Stephan Philippi: “Start-up Financing: How to Attract the “Right” Investors”
• Dr. Petrit Ademi: “Corporate Venture Capital in the Digital Age” 
• Dr. Philipp Schade: “Cognitive Traits and Entrepreneurial Pursuits in the Digital Age: A Multi-layered Perspective”
• Dr. Alexandra Freifrau von Preuschen von und zu Liebenstein: “More Than a Feeling: Towards a Holistic Understanding of Emotions and Attitudes in Organizational Cybersecurity”
• Dr. Victoria Kuharev: “Innovation Marketing: Aspects and Outlook in the Aera of Digitalization”
• Dr. Björn Hofmann: “Flops and missed opportunities: Three empirical studies on adverse decision outcomes in innovation-related contexts"
• Dr. Julian Nickel: “Behavioral Consequences of Commission and Omission Errors in Innovation and Strategic Management"
• Dr. Yannick Amend: “Through the Founder’s Lens: Paths, Partners, and Ownership in Early Venture Formation"