ALT + + Schriftgröße anpassen
ALT + / Kontrast anpassen
ALT + M Hauptnavigation
ALT + Y Socials
ALT + W Studiengang wählen
ALT + K Homenavigation
ALT + G Bildwechsel
ALT + S Übersicht
ALT + P Funktionsleiste
ALT + O Suche
ALT + N Linke Navigation
ALT + C Inhalt
ALT + Q Quicklinks
ESC Alles zurücksetzen
A - keyboard accessible X

Digital Business

Research Group

Alexander Rossmann

Prof. Dr. Alexander Rossmann

Alexander Rossmann is Head of the Herman Hollerith Center and Professor for Digital Business Models 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 digital business, user experience, agile governance, smart cities and artificial intelligence.


Prof. Rossmann ist responsible for the master study of  Digital Business Management in cooperation with Knowledge Foundation @ Reutlingen University


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 supports the implementation of various digital transformation projects with industry partners. Prior to this position, Stephanie Göring worked for several years in a renowned management consultancy.

Building HHZ Böblingen
Room 126/2
Phone +49 7121 271 4110
Send e-mail »

Sulejman Vejseli

Dr. Sulejman Vejseli

Dr. Sulejman Vejseli is a Postdoctoral Fellow at the Research Lab for Digital Business. His research focuses on the digital transformation of banks. A particular research focus is on new approaches to IT governance and the combination of agile innovation strategies and governance frameworks.

Mobile +41 76 508 60 26
Send e-mail »

Gerald Stei

Gerald Stei

Gerald Stei coordinates the teaching activities at the Herman Hollerith Centre. He also supervises the KI-Lab Region Stuttgart. 

He works at the interface between research and application of artificial intelligence in SMEs. In addition, Mr Stei conducts research as a doctoral student in the area of Future Workplace, in particular on enterprise social media and organisational agility. 


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

Konstantin Garidis

Konstantin Garidis

Building HHZ Böblingen
Room 020
Send e-mail »

Yusuf Bozkurt

Yusuf Bozkurt

Building HHZ Böblingen
Room 120
Send e-mail »


The Digital Business research group and the associated Research Lab for Digital Business deal with issues of digital transformation. Four work areas are particularly in focus.

Digital Business Models, Customer Experience, Technology Marketing

The work area relates to digital business models, the design of customer interactions and the creation of a convincing digital customer experience. Relevant questions lie, for example, in the conceptualization 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. In addition, the application of digital technologies at the customer interface is examined.

Machine Learning and Digital Twins in Customer Systems

The research group deals with the design and application of machine learning models in customer systems within the KI laboratory of the Stuttgart region. This includes the conception and optimization of digital twins for services in the context of customer interactions.

Agile systems

The work area includes research on agile organizational and governance models as well as on the use of software to promote agility in companies. This focuses, among other things, on questions of the introduction of corresponding systems, the creation of system acceptance by the users of the platform, the development of suitable governance models for the operation and the further development of organizational structures towards agile companies. In addition, it is investigated how companies can make innovation processes more open and agile. This also includes the application of concepts from the context of startups in the corporate context.

Smart City, Data Governance, Data Platforms

The research group is also involved in the Smart City Living Lab of the Böblingen region. This includes research projects on the design of urban data platforms and the application of data-based services in areas of life such as climate, mobility and public administration.



Alexander Rossmann is involved in over 70 peer-reviewed publications in various journals and conferences (see Google Scholar Profile). A list of publications by all members of the research group is available in the university bibliography of Reutlingen University.


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.

Cooperation partners in research
  • Babes-Bolyai University
  • IDC Herzliya, Tel Aviv
  • Indian Institute of Management
  • MIT Center for Digital Business
  • Universität Magdeburg
  • Universität St.Gallen
  • Universität der Bundeswehr, München
  • University of the West of Scotland (UWS)
  • Glasgow Caledonian University 
  • University of Queensland
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 Deutschland
  • BSH Bosch Siemens Hausgeräte
  • Daimler AG
  • KPMG Deutschland
  • Lapp Group
  • MHP
  • Robert Bosch GmbH
  • Siemens AG
  • Start Cooperation
  • Telekom Deutschland GmbH
  • Virtual Identity AG
  • Volkswagen AG