This section gives an overview of my past academic work and also other publications in the area of marketing and digital services.

Master thesis #3 (2021)

Agilität in der Marketing Funktion – Ansätze zu Bewältigung der Herausforderungen einer VUCA Welt thesis for my MBA study at danube business school.

The paper explores the area of ​​tension between agility and marketing in the context of the changes in this area, primarily induced by advancing digitization, and other environmental influences in the VUCA world. Agility is considered a veritable solution in order to act crisis-proof in an increasingly dynamic and complex environment and has consistently established itself as a new management approach in recent years. Agile approaches are also finding their way into the field of marketing and the agile marketing movement driven out of corporate practice has formed in the USA. The research interest and aim of this work is to explore the phenomenon of agile marketing in a more practical way and to give a concrete recommendation for companies. The results show that agility primarily affects the processes of marketing management through its own mindset, the appropriate agile processes and routines and ultimately in a complementary, appropriate organizational structure. In a proposed impact model, the influences and modes of action to create an agile marketing capability in the company could be shown.

Master thesis #2 (2014)

Marketing in successful internet startups master thesis for my studies in executive management at FHWien.

This paper deals with the strategic and operational aspects of marketing in internet-startups. New technologies such as the internet created new potentials for the digital age and enabled new business models to become vital. After the shock of the dotcom bubble this economy gained traction and constantly evolved. Influenced by newly developed startup ecosystems in the German-speaking countries of Europe, there has been a new wave of founding that brought numerous successful internet-startups to existence. In the understanding of marketing as a comprehensive customer-and market-oriented model of thinking, this paper examines which strategic and operational concepts have been applied in successful internet-startups in various stages of their growth. The results give a very realistic picture of corporate practice, which is determined by an intuitive and opportunistic approach in the early stage and an in-creasing professionalization coming with the steady upgrowth. Four key aspects as potential success factors have been identified from the results. They have been put together in an impact model that represents the main output of this paper. Furthermore a combined knowledge base of startup marketing has been created combining knowledge of existing literature and the practical results of the research activities in this paper.

Master Thesis #1 (2006)

Das Potential von User Generated Content im Mobilfunk am Beispiel eines Konzepts für ein Mobile Blogging Portal in Österreich
Master Thesis at FH Informationsberufe on how to implement a sucessfull moblog portal

Mobiles Bloggen wird durch mobile Endgeräte ermöglicht und ist gerade in letzter Zeit zu einer recht populäre Kommunikations- und Interaktionsform heran gewachsen. Trotz des beachtlichen Erfolges gibt es einige Problemfelder, die berücksichtigt werden müssen um eine erfolgreiche Moblog Community zu kreieren. Ziel der Diplomarbeit ist es ein Konzept für eine erfolgreiche Moblogging Plattform in Österreich zu entwickeln, das dieses Problem löst.


Mobile web vs. native Anwendungen
in mobile zeitgeist SPECIAL 04/09

Vor etwa einem halben Jahr, im April um genau zu sein, stellte Google einen web‐basierten mobilen Gmail Client für das iPhone und Android Smartphones vor. Bereits im Jahr davor wurde dieser Client auf einer Entwickler‐Konferenz erstmal demonstriert und löste Staunen und reges Interesse an der dahinter steckenden Technik aus. Dieser Client war anders als das, was man bisher von mobilen Web‐Anwendungen kannte. Ansprechendes Design mit interaktiven Elementen, Instant Feedback der Applikation und Offline‐Unterstützung waren die wichtigsten Merkmale. All das war bis dato nur in nativen Apps und in full‐featured Browser Apps möglich.