Research Blog | Chair of Digital Transformation

Spatial Marketing Research at the DTOM

Recently, Prof. Dr. Sebastian Hohenberg was guest at the 5th annual workshop on Digital Technologies in Operations and Marketing (DTOM) at the TUM School of Management. As one of 40 researchers Prof. Dr. Sebastian Hohenberg presented insights on his current research - in particular: Spatial Marketing Research and therefore he introduced the Spatial Data Platform 💡

Some key features of the platform:

✅ Use pre-built environments or create completely custom ones.

✅ Design complex study flows with ease.

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Sebastian Hohenberg is New Associate Editor of the Journal of Marketing Research

We are proud to announce that Prof. Dr. Sebastian Hohenberg is one of the new associate editors of the renowned Journal of Marketing Research (JMR) published by the American Marketing Association. You can find more information in the full article published by the Faculty of Business & Economics at the University of Münster here

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XR-Metaverse Conference 2025

What's the future of marketing and XR research? We believe it's immersive, interactive, and spatial. 💡

That's why we were so excited to be at the International XR-Metaverse Conference 2025, where our research assistant Patrick presented our project: The Spatial Data Platform.

Imagine a platform where researchers can:
✅ Use pre-built environments or create completely custom ones.
✅ Design complex study flows with ease.
✅ Conduct immersive studies with single or multiple participants.
✅ Gather rich spatial data like never before.

Read more about XR-Metaverse Conference 2025

Chair of Digital Transformation Ranked Among Most Productive Marketing Researchers

The Chair of Digital Transformation, led by Sebastian Hohenberg, is proud to announce its position among the most productive researchers according to the new MKTBIG15^TM Journals ranking.

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How to use individual & team incentives effectively

We're excited to share the findings of our latest research, published in the Journal of Academy of Marketing Science (JAMS). Did you know that the dynamics of advice seeking and advice giving within sales teams are greatly influenced by the type of incentives provided? Our study reveals that individual incentives encourage advice seeking but deter advice giving. Conversely, team incentives stimulate advice giving but reduce advice seeking.

Check out the video summary here.

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Recap of Hannover Messe 2023

Exploring the Digital Transformation

The University of Münster's Chair for Digital Transformation recently attended the Hannover Messe 2023, where the team immersed in lively discussions and hands-on experiences related to digital transformation, the Metaverse, and extended reality (XR) technologies. The event was a great opportunity for the team to explore cutting-edge technologies and connect with professionals from both industry and academia.

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The Future of Business Research: Collaborating and Transforming through XR Technologies

Image showing the workshop in XR ChanCe office

We're excited to share news of an engaging virtual workshop recently organized by the University of Münster's Center for Business Transformation (ChanCe). On March 30th, 2023, the Chair for Digital Transformation and the Chair for Transformation of Work, along with other faculty members of the University of Münster’s School of Business and Economics, collaborated to explore the innovative collaboration possibilities of the Metaverse.

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