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Jun.-Prof. Dr. Tobias Krämer

Jun.-Prof. Dr. Tobias Krämer has been head of the Chair of Technology, Innovation and Start-up Management at Justus Liebig University Giessen as an acting professor since March 2022. He is also the acting director of the Entrepreneurship Cluster Mittelhessen. In order to take over the professorship at Justus-Liebig-University Gießen, Tobias Krämer leaves his position as junior professor and head of the working group for media and service management at the University of Koblenz-Landau.

Tobias Krämer studied business administration (Dipl.-Kfm.) at Johannes Gutenberg University Mainz and San Diego State University. He then completed his doctorate at the Marketing Department of the EBS Universität für Wirtschaft und Recht.

Tobias Krämer's research is located at the interface of innovation and marketing and focuses in particular on the marketing of digital service innovations. In this context, he deals with digital customer-to-customer communication, co-creation, design, and marketing of service chatbots as well as innovation resistances of consumers. In the context of his research, Tobias Krämer follows an interdisciplinary approach that draws on theories and research methods from different research areas. His research has been published in leading academic journals in the field of marketing and innovation management (e.g. Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Service Research, Journal of Business Research).

Mr. Krämer's teaching focus is mainly in the areas of strategic technology and innovation management, innovation marketing, start-up management, and services marketing.