Monika C. Shoemaker

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Monika C. Schuhmacher (* in the 20th century ) is a German economist and university professor . Since 2016 she has held the professorship for business administration with a focus on technology, innovation and start-up management at the Justus Liebig University in Giessen .

Career

Schuhmacher has already taught at the University of Mannheim , Mannheim Business School , Copenhagen Business School in Denmark and ESSEC in France in the past . She holds degrees from both the University of Mannheim (Dipl.-Kffr., 2006) and the University of North Carolina at Greensboro (MBA, 2003). In 2010 she completed her doctorate at the University of Mannheim and completed her habilitation in 2015. In 2016, Schuhmacher accepted the professorship for technology management , innovation management and start-up management at the Faculty of Economics at the Justus Liebig University in Giessen.

Other activities and memberships

Schuhmacher is director of the “Entrepreneurship Cluster Mittelhessen” at the Justus Liebig University in Giessen. Here she acts as a founding officer to support students, graduates, academic staff and professors to systematically implement their innovative ideas within the framework of a company and thus sustainably promotes the business location of the Central Hesse region . Since 2017 she has been the spokesperson for the digitization research network at the Faculty of Economics at the Justus Liebig University in Giessen. In addition, she is a consultant in the areas of technology management, innovation management and marketing for international companies and cooperates in research and teaching with well-known companies such as Daimler AG , BASF , Robert Bosch GmbH , Grohe AG or Hoffmann-La Roche . She is also a member of various juries for awarding entrepreneur and start-up awards.

Research and Teaching

Her research focuses primarily on the areas of digital transformation , entrepreneurial marketing , business model innovation, innovation management and innovation marketing , the Internet of Things , open innovation , reverse innovation and startup financing.

The main teaching areas are digital transformation and digitization , global marketing, marketing management, start-up management, as well as strategic innovation management and strategic technology management.

Awards

  • 2017: Wolfgang Mittermaier Prize of the Erwin Stein Foundation for outstanding achievements in academic teaching, Justus Liebig University of Giessen.
  • 2016: Thomas Hustad Best Paper Award, 23rd IPDMC, Glasgow, UK.
  • 2013: Best Paper Award in Track 'Market Research' ANZMAC, Auckland, New Zealand.
  • 2010: Karen Islinger Foundation & Marketing Foundation of the University of Mannheim, award of the dissertation, University of Mannheim.

Fonts (selection)

  • Konya-Baumbach, Elisa, Schuhmacher, Monica C., Kuester, Sabine 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 .
  • Feurer, Sven, Schuhmacher, Monika C., Kuester, Sabine (2019), How Pricing Teams Develop Effective Pricing Strategies for New Products, Journal of Product Innovation Management , 36 (1), 66–86.
  • by Janda, Sergej, Monika C. Schuhmacher and Sabine Kuester (2018), Reversing Gears: Inverting the Innovation-Flow Paradigm with Reverse Innovation, Research-Technology Management , 61 (1), 46–57.
  • Schuhmacher, Monika C., Sabine Kuester, and Anna-Lena Hanker (2018), Investigating Antecedents and Stage-Specific Effects of Customer Integration Intensity on New Product Success, International Journal of Innovation Management , 22 (4).
  • Kuester, Sabine, Konya-Baumbach, Elisa, Schuhmacher, Monika C. (2018), Get the Show on the Road: Go-to-Market Strategies for E-Innovations of Start-ups, Journal of Business Research , 83C, 65– 81.
  • Schuhmacher, Monika C., Kuester, Sabine, Hultink, Erik Jan (2018), Appetizer or Main Course: Early Market vs. Majority Market: Go-to-Market Strategies for Radical Innovations, Journal of Product Innovation Management , 35 (1), 106–124.
  • 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.
  • Kuester, Sabine, Feurer, Sven, Schuhmacher, Monika, Reinartz, Dominik (2015), Comparing the Incomparable? How Consumers Judge the Price Fairness of New Products, International Journal of Research in Marketing , 32 (3), 272-283.
  • Schuhmacher, Monika C., von Janda, Sergej, Woodside, Arch (2014), Configural Theory of why People Shop for Clothes: Personal-attribute Explanations of Four Stalwart Segments, Journal of Global Fashion Marketing , 5 (1), 1–25 .
  • Kuester, Sabine, Schuhmacher, Monika, Broermann, Barbara, Worgul, Andreas (2013), Sectoral Heterogeneity of Service Development: An Exploratory Study of Service Types and Success Factors, Journal of Product Innovation Management , 30 (3), 533-544.
  • Schuhmacher, Monika C., Kuester, Sabine (2012), Identification of Lead User Characteristics: Driving the Quality of Service Innovation Ideas, Creativity & Innovation Management , 21 (4), 427–442.

Books

  • Customer Integration in New Product Development - A Consideration of the Consumer Goods Industry. Gabler, Wiesbaden 2009.

Web links

personal data
SURNAME Shoemaker, Monika C.
BRIEF DESCRIPTION German economist and university professor
DATE OF BIRTH 20th century