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Nils is an Assistant Professor of Marketing at the Institute for Interactive Marketing & Social Media at the Vienna University of Economics and Business (WU Vienna). His research interests center around how new technologies and associated digitalization of information impact consumer and firm behavior - particularly in markets for media products. In his dissertation, for example, he studied the music industry and how the transition to online channels for content distribution affects the marketing strategies of firms operating in this industry. His current research projects are concerned with analyzing consumer preferences for new media business models (e.g., streaming services like Spotify), testing methods to predict their market potential, as well as assessing their influence on existing business models. Nils' research has been published in international scholarly marketing journals (Journal of the Academy of Marketing Science, Marketing Letters).

Nils received a degree in business administration (2008) and a PhD in Marketing (2014) from the University of Hamburg. He was a visiting researcher at Massey University in Auckland (2013), the University of Technology in Sydney (2013), and the University of Twente in Enschede (2012). Prior to receiving his PhD, Nils has gained managerial experience as a Digital Marketing Manager at Universal Music in Berlin (2008-2010), where he specialized in pricing and business analytics in the digital music market.

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