Business Practice

In her research and teaching, Prof. Dr. Lena Steinhoff conducts collaborative projects with companies on a regular basis. Beyond, she already served as a consultant and research advisor to several companies in both business-to-consumer and business-to-business industries. Typical projects encompass the statistical analysis of company data, the conceptualization, execution, and analysis of qualitative customer interviews and quantitative customer surveys, as well as the conceptualization of marketing strategies and activities. In addition, Lena Steinhoff offers manager workshops on diverse customer relationship management topics. As an example, in 2016, she conducted a workshop on “Understanding and Designing Effective Loyalty Programs” with 60 executives from various companies and industries.

Moreover, Prof. Dr. Lena Steinhoff is a Research Fellow of the Sales & Marketing Strategy (SAMS) Institute. Founded in 2019, the institute seeks to facilitate linkages and collaborations between academia and business und provides a number of services as well as freely accessible resources for companies.

Exemplary Collaborative Projects

  • Loyalty Programs
  • Customer Satisfaction
  • Customer Value
  • Marketing Strategy
  • Online Marketing

Resources for Practitioners

Podcast (in German language): Solidarity with Companies? What Consumers Provide during the Pandemic and Why They Do It.

Journal of Marketing Press Release: To Get Customers to Buy More in the Future, Help Them Buy a Gift

Video: How Has Relationship Marketing Changed in the Digital Age?

Book: Relationship Marketing in the Digital Age

Website: Sales & Marketing Strategy (SAMS) Institute