Prof. Dr. Monika Schuhmacher
Since February 2016 Professor Dr. Monika Schuhmacher is Head of the Department for Technology, Innovation and Start-up Management at the Justus-Liebig-University Gießen. She is the director of the Entrepreneurship Cluster Mittelhessen at the Justus-Liebig-University Gießen. Furthermore, Monika Schuhmacher is the spokeswoman of the research cluster "Managing Dissolving Boundaries in a Digital Era" at the Business Adminstration Department. In the past, Monika Schuhmacher taught at the University of Mannheim, Mannheim Business School, Copenhagen Business School in Denmark and at the ESSEC Graduate School in France.
Monika Schuhmacher studied at the University of Mannheim (Dipl.-Kffr.) as welle as the University of North Carolina, Greensboro (M.B.A.). Back in Germany she received her doctorate and habilitated at the University of Mannheim.
Her major research fields encompass the areas of Technology and Innovation Management as well as Innovation Marketing, Open Innovation, Reverse Innovation, Business Model Innovations, Digitalization, Internet of Things just as Entrepreneurial Marketing. Teaching focuses of Professor Schuhmacher predominantly lie within the areas of Strategic Technology and Innovation Management, Innovation Marketing, Start-up Management, Marketing Management as well as Global Marketing. Her work is i. a. published within the International Journal of Research in Marketing, Journal of Product Innovation Management or Creativity & Innovation Management.
Moreover, Monika Schuhmacher works as consultant for international companies in the areas of Technology Management, Innovation Management and Marketing and cooperates in research and teaching with well-known enterprises like Daimler, BASF, Bosch, Grohe and Roche. Further, Monika Schuhmacher is member of several selection committees for business and start-up awards.
- Konya-Baumbach, Elisa, Monika C. Schuhmacher, Sabine Kuester, and Victoria Kuharev (2019), Making a First Impression as a Start-up: Strategies to Overcome Low Initial Trust Perceptions in Digital Innovation Adoption, International Journal of Research in Marketing, 36(3), 386-400.
- Feurer, Sven, Schuhmacher, Monika C., Kuester, Sabine (2015), Divide Tariffs and Prosper? A Focus on the Role of Need for Cognition, Marketing ZFP – Journal of Research and Management, 37 (2), 102-110.
- Schuhmacher, Monika C., Heß, Silke (2013), How Amazon Establishes a Global Reach in E-Tailing, End of Part Case Study, in: Homburg, Ch., Kuester, S. Krohmer, H. (Hrsg.), Marketing Management –
A Contemporary Perspective, 2. Edition, McGraw-Hill, London, 455-462.