Congratulations to Hendrik Schierwater on successfully defending his dissertation "Immersive Augmented Reality in Marketing: Mapping the Field, Theorizing and Configuring Value Creation, Demonstrating Effects." 

🎓 Since joining ChanCe in October 2022, Hendrik has built a broad research profile across marketing strategy and emerging technologies in marketing. This broad perspective is also reflected in his dissertation, which explores how immersive augmented reality creates value for customers and how these systems can be systematically configured and evaluated from a marketing perspective rather than through a technology-first lens. Immersive AR is augmented reality delivered through smart glasses rather than a phone or tablet. It places digital content directly into the physical world, allowing users to experience it with depth and interact with it through voice and gestures instead of a touchscreen. 

🔬 A central contribution of the dissertation is the development of a new theoretical typology and methodological framework for configuring immersive AR applications. Across the dissertation, Hendrik combines computational literature analysis, theory development, methodological innovation, and experimental research. The framework is implemented as a Python package and demonstrated through interdisciplinary collaboration, including joint research with pharmaceutical sciences. 

📚 As a postdoctoral researcher, Hendrik will continue his research on marketing strategy and emerging technologies while contributing to teaching through courses and seminars. 

🤝 Throughout his doctoral journey, Hendrik engaged in and benefited from interdisciplinary collaborations, close exchange across business disciplines, and the opportunity to help shape ChanCe from its early stages. 

🌟 Hendrik's successful defense marks an important milestone for ChanCe as the first doctoral dissertation completed within the center. We also thank Sebastian Hohenberg for serving as Hendrik's doctoral advisor.

Congratulations, Hendrik, on this outstanding achievement! We look forward to continuing our collaboration, seeing where your research journey takes you, and wish you all the best for the chapters ahead.