Inhaltspezifische Aktionen

Dr. habil. Melanie Bowen

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Foto: JLU/Koerber

Telefon
0641 / 99-22407

E-Mail

melanie.bowen

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Bitte um Terminvereinbarung per Mail 

 

Forschungsinteressen
Marketing Strategy
Sales Management 
Digital Transformation

Publikationen

 

  • Artikel in Peer-Reviewed Journals

Wen, X. , and Bowen, M. (2026). From One Emerging Market to Another – Positioning Challenges and Remedies of Emerging market B2B firms in Emerging Markets, Journal of Marketing Theory & Practice, online first.

Anand, A. Kumar, S., Bowen, M., and Rangarajan, D. (2024). Strategic Renewal During Crisis - A pragmatist proposition for multinational enterprises in a globalised world, Journal of International Management, 30 (3), 101134.

Badrinarayanan, Vishag, Deva Rangarajan, Christine Lai-Bennejean, Melanie Bowen, and Timo Kaski (2024). Digital Transformation in Sales Organizations: Antecedents of Sales Managers’ Change Readiness and Championing Behaviors. Journal of Business & Industrial Marketing, 40(3), 586 – 610. 
 

Kim, S. Bowen, M., and Wen, X. (2024). One “Click” to a Better World? An Investigation of “You Share, we Donate” campaigns, European Journal of Marketing, 58(4), 1015-1046.

Anand, A., Bowen, M., Spivack, A., Vessal, S., and Rangarajan, D. (2023). The role of ethics in business-to-business marketing: An exploratory review and research agenda. Industrial Marketing Management, 115, 421-438.

Anand, A., Bowen, M., and Rangarajan, D. (2023). To be or not to be: a review of the (un)ethical salespeople literature.  Journal of Business & Industrial Marketing, 38 (9), 1837–1851.

Bowen, M., Haas, A., and Hofmann, I. (2023). Sales Force Financial Compensation – A Review and Synthesis of the Literature.  Journal of Personal Selling and Sales Management, 24 (4), 374-397.

Bowen, M., Wen, X., & Kim, S. (2023). A Lure or a Turn-Off. Social Media Reactions to Business Model Innovation Announcements. Marketing Letters, 34, 13–33

Wen, X., Kim, S., Bowen, M. (2023). Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success. Journal of Business Research, 156, 113510 

Bowen, M., Lai-Bennejean, C., Haas, A., & Rangarajan, D. (2021). Social Media in B2B Sales: Why and When does Salesperson Social Media Usage affect Salesperson Performance. Industrial Marketing Management, 96, 166-182. 

Kim, S., Bowen, M. & Wen, X. (2019). The Ultimate Co-Creation: Leveraging Customers' Input in Business Model Innovation. AMS Review, 9, 339-356.

Bowen, M., Freidank, J., Wannow, S. & Cavallone, M. (2018). Effect of Perceived Crisis Response on Consumers' Behavioral Intentions During a Company Scandal - An Intercultural Perspective. Journal of International Management, 24(3), 222-237. 

Bowen, M. & Haas, A. (2015). Social-Media-Kompetenz. Der vergessene Erfolgsfaktor im modernen Vertrieb. Marketing Review St. Gallen, 32(6) 52-59.   

 

  • Buchkapitel 

Bowen, Melanie, and Alexander Haas (2023). Neue Medien im Vertrieb – State of the Art und Potenziale [New Media in Sales – State of the Art and Potential]. In: Binckebanck, Lars, Rainer Elste and Alexander Haas (eds.): Digitalisierung im Vertrieb [Digitalization in Sales], 2nd edition, Wiesbaden: Springer Fachmedien. S. 355 – 375.

Bowen, Melanie, and Alexander Haas (2023). Digital Sales Models. In: Binckebanck, Lars, Rainer Elste and Alexander Haas (eds.): Digitalisierung im Vertrieb, Wiesbaden: Springer Fachmedien. S. 255 – 276.

Bowen, Melanie, Deva Rangarajan, and Timo Kaski (2022). Human Capital, Network Capital, and Systems Capital: The Three Pillars of Sales Enablement Strategy. In: Westphal, Jörg, Jobst Görne, Christian Schmitz (eds): Sales Enablement, Wiesbaden: Springer Fachmedien. S. 53 – 63.

Haas, Alexander, and Melanie Bowen (2016). Neue Medien im Vertrieb – State of the Art und Potenziale [New Media in Sales – State of the Art and Potential]. In: Binckebanck, Lars and Rainer Elste (eds.): Digitalisierung im Vertrieb, Wiesbaden: Springer Fachmedien. S. 29 – 45.

 

Lebenslauf

 

  • seit 10/2018  
    Post Doc an der Professur für Marketing und Verkaufsmanagement, Justus-Liebig-Universität Gießen, Prof. Dr. Alexander Haas.
  • 04/2017-09/2018 
    Wissenschaftlicher Mitarbeiter an der Professur für Marketing und Verkaufsmanagement, Justus-Liebig-Universität Gießen, Prof. Dr. Alexander Haas.
  • 09/2012-09/2017

    Wissenschaftliche Mitarbeiterin an der THM Business School, Gießen.

  • 07/2011-01/2012
    Praktikum Projektmanagement Interone GMBH – An Agency of BBDO Worldwide, München.
  • 01/2012-07/2012  
    Master-Studium ‚Marketing’ an der Edinburgh Napier University, Schottland.
  • 09/2010-07/2012
    Master-Studium ‚International Marketing’ an der THM Business School, Gießen.
  • 05/2010-09/2010

    Praktikum Account Management Saatchi & Saatchi Gmbh, Frankfurt.

  • 04/2010-02/2011
    Assistentin der Geschäftsführung Webculture Gmbh – Social Media Akademie, Mannheim.

  • 07/2008-12/2008
    Auslandssemester an der City University of New York, USA.
  • 03/2007-03/2010
    Bachelor- Studium ‚Kommunikations- und Medien-Management’ an der Business and Information Technology School, Iserlohn.
  • 12/2009-09/2010
    Werkstudentin Passion People GmbH, Mannheim.