Digital Business

Research Group

Alexander Rossmann

Prof. Dr. Alexander Rossmann

Alexander Rossmann is Head of the Herman Hollerith Center and professor of marketing and sales at the Reutlingen University. Prior to this, he was a research associate at the Institute of Marketing at the University of St. Gallen and a 10-year member of the management team of a renowned consulting company. His research focuses on relationship marketing, digital business and social media.

Building HHZ Böblingen
Room 105
Phone +49 7121 271 4100
Fax +49 7121 271 90 4100
Send e-mail »

Marco Schmäh

Prof. Dr. Marco Schmäh

Marco Schmäh is professor of Marketing and Sales at the ESB Business School. Prior to that, he worked in service marketing and later on account management in the industrial goods business of a world market leader. His research focuses on value-based selling, digital value selling and digital business.

Building 5 (Reutlingen)
Room 213A
Phone +49 (0)7121 271 3018
Send e-mail »

Stephanie Göring

Stephanie Göring

Stephanie Göring is a project coordinator at the Hermann Hollerith Center in Böblingen. At the Research Lab for Digital Business, she accompanies the implementation of various projects for digital transformation with industrial partners. Prior to this, Stephanie Göring worked for several years in a renowned company consultancy.

Building HHZ Böblingen
Room 020
Phone +49 7121 271 4110
Send e-mail »

Gerald Stei

Gerald Stei

Gerald Stei is a research assistant at Research Lab for Digital Business. Prior to this, he was employed by a renowned Swiss company consultancy. His research focuses on digital business and enterprise social media.

Building HHZ Böblingen
Room 120
Phone +49 7121 271 4104
Fax +49 7121 271 90 4104
Send e-mail »

Lars Richter

Lars Richter

Lars Richter ist externer Doktorand am Research Lab for Digital Business. Parallel ist er bei der Daimler AG im der Geschäftssparte Mercedes Benz Vans (MB Vans) tätigt und befasst sich dort mit der Entwicklung von Vertriebskonzepten für zukünftige digitale Produkte von MB Vans. Seine Forschungsschwerpunkte liegen in den Bereichen Customer Experience und Service Ökosysteme.

Building HHZ Böblingen
Room 120
Phone +49 7121 271 4102
Send e-mail »

Sulejman Vejseli

Sulejman Vejseli

Sulejman Vejseli is a research assistant at Research Lab for Digital Business. He is involved in his research work with the digital transformation of banks. A particular research focus lies in new approaches to IT governance and the combination of agile innovation strategies and governance frameworks.

Mobile +41 76 508 60 26
Send e-mail »

Tim Wilke

Tim Wilke

Building HHZ Böblingen
Room 120
Send e-mail »

Konstantin Garidis

Konstantin Garidis

Building HHZ Böblingen
Room 020
Send e-mail »


The research group Digital Business and the related research lab for digital business (see deal with questions of digital change as well as the transformational effect of digitization on business and operating models. Three areas of work are particularly important.

These relate first to the design of the customer interface and the generation of a convincing digital customer experience. Relevant questions are, for example, the conceptualisation and measurement of the customer journey, the design of digital customer contact points and the use of social media or word-of-mouth in marketing and sales.

Another work area relates to the internal use of social media platforms in the context of so-called enterprise social networks. This concentrates, among other things, to the introduction of appropriate systems, the establishment of system acceptance among users of the platform, the establishment of suitable governance models for the operation of enterprise social networks and the further development of organizational structures to agile companies.

Finally, the third area of work relates to issues related to innovation and governance. The question is how companies can shape innovation processes more openly and more agile. This includes, among other things, Also the application of concepts from the context of startups in the enterprise context. In addition to the agility of innovation processes, the focus of research is on the governance or control of transformation processes in the context of increasing digitalization.


  • Paper of the project group "Useful Brand Experience (UBX)" in the Master Program Services Computing on "Dynamic Capabilities and Brand Love" at the EMAC 2017 in Groningen akzeptiert.
  • Research Lab for Digital Business initiated the research initiative "Banken Digital".
  • Paper of Sulejman Vejseli "The Impact of IT Governance on Firm Performance - A Literature Review" at the PACIS 2017 in Malaysia akzeptiert.


Rossmann, A.; Stei, G. & Besch, M. (2016): Enterprise Social Networks, Springer Gabler, Wiesbaden

Rossmann, A. und Stei, G. (2016): Enterprise Social Networks – Einführung in die Thematik und Ableitung offener Forschungsfelder. In: Rossmann, A.; Stei, G. & Besch, M. (2016): Enterprise Social Networks, Springer Gabler, 3-24

Rossmann, A.; Stei, G. & Ebner, W. (2016): Governancemodelle für Enterprise Social Networks. In: Rossmann, A.; Stei, G. & Besch, M. (2016): Enterprise Social Networks, Springer Gabler, 61-82

Rossmann, A.; Ranjan, K.R. & Sugathan, P. (2016): Drivers of user engagement in eWoM communication. Journal of Services Marketing, Vol. 30, 2016(5), 541-553

Rauschnabel, P. & Rossmann, A. (2016): Smart Watches: Accessory or Tool? The Driving Force of Visibility and Usefulness. Mensch und Computer 2016. Aachen.

Bernsdorf, C.; Hasreiter, N.; Kranz, D.; Sommer, S. & Rossmann, A. (2016): Technology Acceptance in the Case of IoT Appliances. Digital Enterprise Computing Conference 2016. Böblingen.

Stei, G. & Rossmann, A. (2016): External factors determining information system adoption: A literature review on the Technology Acceptance Model. Digital Enterprise Computing Conference 2016. Böblingen.

Boss, L.; Müller, F.; Selimi, A. & Rossmann, A. (2016): Converting Users into Customers: The Role of User Profile Information and Customer Journey Analysis. Digital Enterprise Computing Conference 2016. Böblingen.

Stei, G., Sprenger, S. & Rossmann, A. (2016): Enterprise Social Networks: Status Quo of Current Research and Future Research Directions. 19th International Conference on Business Information Systems. Leipzig.

Rossmann, A. (2016): Digitale Reifegradmodelle: Theoretische Grundlagen und praktische Anwendung. In: IM+io. Das Magazin für Innovation, Organisation und Management, 42-47

Rossmann, A. & Stei, G. (2015): Customer Services in the Digital Transformation: Social Media versus Hotline Channel Performance. Digital Enterprise Computing Conference 2015. Böblingen

Rossmann, A. & Stei, G. (2015): Sales 2.0 in Business-to-Business (B2B) Networks: Conceptualization and Impact of Social Media in B2B Sales Relationships. Digital Enterprise Computing Conference 2015. Böblingen

Rossmann, A. & Stei, G. (2015): User Engagement in Corporate Facebook Communities. Digital Enterprise Computing Conference 2015. Böblingen

Rossmann, A. & Stei, G. (2015): Social Media in Business-to-Business Sales Relationships: An Empirical Analysis. American Marketing Association 2015. Proceedings of the 44th EMAC Annual Conference, Leuven, June 2015

Rossmann, A.; Ranjan, K.R.; and Sugathan, P. (2015): Turning Complainers into Fans: Customer Complaint Handling in Multi-Channel Marketing. Academy of International Business, 2015 Annual Meeting, Bangalore

Rossmann, A. & Stei, G. (2015): Fünf Faktoren für den Erfolg von Enterprise Social Networks. In: Social Media Magazin 04/2015

Rossmann, A. (2015): Social Media bedingen Kulturwandel. In: acquisa. 2015 (Februar), 44-47

Rossmann, A. (2015): Geschäftschancen mit Social Media. In: 3m5 Magazin, 2015 (Februar), 10-11

Rossmann, A. & Tangemann, M. (2015): Kundenservice 2.0: Kundenverhalten und Serviceleistungen in der digitalen Transformation. In: Linnhoff-Popien, C.; Zaddach, C. & Grahl, A. (2015): Marktplätze im Umbruch: Digitale Strategien für Services im Mobilen Internet, Springer Vieweg

Ranjan, K.R.; Sugathan, P. & Rossmann, A. (2015): A narrative review and meta-analysis of service interaction quality. New research directions and implications. Journal of Services Marketing, Vol. 55, 2015(1), 44-67

Rossmann, A.; Ranjan, K.R.; and Sugathan, P. (2015): Consumer Complaint Handling: Social Media Channel versus Traditional Channel. American Marketing Association 2015. AMA Winter Marketing Educators' Conference. San Antonio

Rossmann, A.; Ranjan, K.R.; and Sugathan, P. (2015): User Engagement in eWoM communication: Do acquaintance and prior usage experience make the message fonder? American Marketing Association 2015. AMA Winter Marketing Educators' Conference. San Antonio

Rossmann, A.; Ranjan, K.R. & Stei, G. (2015): Social Media Usage in Business-to-Business Sales: Conceptualization, Antecedents, and Outcomes. American Marketing Association 2015. AMA Winter Marketing Educators' Conference. San Antonio

Rossmann, A.; Ranjan, K.R. and Sugathan, P. (2014): Consumption of eWoM: Do Acquaintance and Prior Usage Experience Make the Message Fonder? Proceedings of the 43rd EMAC Annual Conference, Valencia, June 2014, 110

Rossmann, A. (2013): Customer Services in Social Media Channels: An Empirical Analysis. American Marketing Association 2013. AMA Summer Educators´ Conference Proceedings, 342-343

Bock, A.; Ebner, W. & Rossmann, A. (2013): Telekom hilft – Kundenservice via Social Media. Marketing Review St.Gallen, 2013(3), 74-85

Rossmann, A. & Greis, R. (2013): Change Management und Social Media. Social Media Magazin, 1/2013, 10-15

Rossmann, A. (2012): Vertrauen in Marketing und Vertrieb. In: Vollmar, J.; Hoffend, I. & Becker, R. (2012): Macht des Vertrauens – Herausforderungen und Perspektiven in Krisenzeiten, Gabler Wiesbaden, 201-222

Rossmann, A. (2012): Turning Complainers into Fans: Towards a Framework for Customer Services in Social Media Channels. International Scientific Conference: From Global Crisis to Economic Growth, Which Way to Take? Faculty of Economics, University of Belgrade

Rossmann, A. & Sonntag, R. (2012): Social Commerce: Der Einfluss interaktiver Online-Medien auf das Kaufverhalten der Kunden. Tagungsband 7 - Wissenschaftlicher interdisziplinärer Kongress für Dialogmarketing. Springer Gabler Fachmedien Wiesbaden, 149-178.

Rossmann, A. (2011): Social Media - Eine neue Logik für das Marketing? Marketing Review St.Gallen, 2011(2), 55-60

Rossmann, A. (2011): Social Media im Inbound Marketing. Belz, C. (2011): Innovationen im Kundendialog: Reales Kundenverhalten und reales Marketing, Gabler Wiesbaden, 113-116

Rossmann, A. (2010): Vertrauen in Kundenbeziehungen, Gabler Verlag, Wiesbaden (zugleich Dissertationsschrift)

Rossmann, A. (2010): Managing the dark side of trust. Rethinking the impact of trust in relationship marketing research. 2010 INFORMS Marketing Science Conference, Cologne

Rossmann, A. (2010): The Impact of Organizational Capabilities and Customer Preferences on Trust in Interfirm Relationships. 2010 European Marketing Conference (EMAC), Copenhagen

Rossmann, A. (2010): Trust in interfirm relationships: Expanding insights into relational capabilities and customer preferences. 2010 AMA Summer Educators´ Conference Proceedings, 209-220

Rossmann, A. (2010): Bei Social Media ist in Unternehmen Zusammenarbeit gefragt, Horizont

Rossmann, A. (2009): Erfolg durch Kooperation, Information Week, 2009 (Oktober), 20-22

Rossmann, A. (2009): Erfolgreiche Outsourcing-Projekte, Swiss IT-Magazine, 2009 (September), 15-17


In teaching, the research group focuses on the integration of relevant topics in the field of digital business in Bachelor and Master programs at the Reutlingen University of Applied Sciences. A special focus is on the master program Digital Business Management at the Herman Hollerith Center, which is particularly concerned with digital transformation.


  • Future of Employment, study of the effects of digitization on professional images in the German automotive industry, cooperation project with MHP and Porsche, April 2016 to March 2017
  • Useful Brand Experience, developing and conducting a study with Virtual Identity AG, May 2016 to March 2017
  • Digital Business Training Program, Contract Research with BSH Bosch Siemens Household Appliances, July 2015 to December 2017
  • Survival of the Smartest, contract research with KPMG Germany, July 2015 to March 2016
  • Big Data Report: status quo and perspectives of the application of Big Data in IT, marketing and sales, contract research with the T-Systems MMS, May 2015 to March 2016
  • Social CRM: Perspectives of Social Media for Customer Relationship Management, Contract Research with SAP Deutschland AG, May 2014 to December 2014.
  • Digital Footprint Management: Integration of digital channels in the multi-channel communication mix, order research with Virtual Identity AG, January 2013 to December 2014
  • Examination of the dynamics of an integration of social media into the customer service by the example of Telekom helps with order research with Telekom Deutschland GmbH, September 2010 to October 2014.
  • In the search for the return on social media, order research with Adobe Germany, Publicis Germany and Akamai Germany, October 2012 to October 2013

Cooperation partners in research

  • Harvard Business School
  • IDC Herliya, Tel Aviv
  • Indian Institute of Management Calcutta
  • MIT Center for Digital Business
  • University of Nuremberg
  • University of St.Gallen
  • University of Michigan
  • University of the West of Scotland

Cooperation partners in practice

The Research Lab for Digital Business has a large number of cooperation partners in corporate language. Over the past two years, the collaboration with the following companies has been particularly important:

  • Adobe Germany
  • BSH Bosch Siemens Hausgeräte
  • Daimler AG
  • KPMG Deutschland
  • MHP
  • Robert Bosch GmbH
  • SAP AG
  • Siemens AG
  • Telekom Deutschland GmbH
  • T-Systems MMS
  • Virtual Identity AG
  • Volkswagen AG