Research Focus

• Digitalization of (regional) trade
• Online marketing
• E-Commerce

Education

Studies in Economics and Social Sciences with focus on Business Administration at the Vienna University of Economics and Business (BSc) and Business Administration at the University of Passau (M.Sc.).

Professional Experience

• proMittelstand GmbH consulting, Passau
• Chamber of Commerce and Industry for Munich and Upper Bavaria (IHK), Munich
• EU-Representation of the Austrian Federal Economic Chamber, Brussels 

Conferences and other research contributions

Lazarovici, I.-S., Schubach, S., Schumann, J.H., & Brodschelm, F. (2024). The Moderating Role of Product Knowledge and Control on Consumers’ Interest in Mystery Promotions. 2024 AMA Winter Academic Conference, St. Pete Beach FL, USA, 23.02.2024 – 25.02.2024.

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2023). Mystery Resolved! And Then?—How (Dis)Confirmation Effects and Positive Affective Spillover Effects Impact Customer Loyalty After the Purchase of Mystery Promotions. EMAC Conference, Odense, Denmark, 23.05. – 26.05.2023.

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2022). Variable Opaque Products - How Adapting the Outcome of Opaque Products Influences Consumers’ Pre- and Post-Purchase Behavior. 6th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 21.07. – 22.07.2022.

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2022). “Will High Expectations Backfire?” – The Role of Overoptimism, Disconfirmation, and Affective Reactions When Resolving a Mystery Deal. SERVSIG Conference, Glasgow, United Kingdom, 16.06. – 18.06.2022.

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2022). “Will High Expectations Backfire?” – The Role of Overoptimism, Disconfirmation, and Affective Reactions When Resolving a Mystery Deal. EMAC Conference, Budapest, Hungary, 24.05. – 27.05.2022.

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2022). Variable Opaque Products – How Adapting the Outcome of Opaque Products Influences Consumers’ Pre- and Post-Purchase Behavior. EMAC Conference, Budapest, Hungary, 24.05. – 27.05.2022.

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2021). Variable Opaque Products and their Impact on Consumers’ Pre- and Post-Purchase Behavior. 5th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 26.11.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H. & Hüttl-Maack, V. (2021). Solving the Mystery about Mystery Deals – How the Resolution of Mystery Deals Impacts Consumers’ Loyalty Intentions. Frontiers in Service Conference 2021, Philadelphia, PA, USA, 09.07.–10.07.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H., & Hüttl-Maack, V. (2021). “Solving the Mystery about Mystery Deals”—How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior. EMAC Conference, Madrid, Spain, 26.05.–28.05.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H., & Hüttl-Maack, V. (2021). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Doctoral Colloquium, Madrid, Spain, 23.05.–25.05.2021. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2021). What Makes the Deal in the Mystery Deal? How Variable Opaque Products Influence Consumers’ Pre- and Post-Purchase Behavior. 4th Conference of the Bavarian Service Research Cluster, Passau, Germany, 16.04.2021. (online)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). “Solving the Mystery about Mystery Deals” – How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). What Makes the Deal in the Mystery Deal? How Uncertainty Influences Consumers’ Purchase Decisions. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Resolution of Mystery Deals Impacts Consumers’ Loyalty Intentions. Frontiers in Service Conference 2020, Boston, MA, USA, 25.06.–28.06.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Conference, Budapest, Hungary, 26.05.–29.05.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Doctoral Colloquium, Budapest, Hungary, 24.05.–26.05.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2019). The Impact of Expectations about Mystery Appeals on Consumers´ Postpurchase Evaluation. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18.09. – 19.09.2019.

Brodschelm, F., Schubach S., & Schumann, J. H. (2018). The Effect of Predictions on the Intention to Participate in Online Surveys of Predictive Behavioral Targeting. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Research Focus

• Industry 4.0
• Digital Business Transformation
• Development of digital business models and services
• Data-driven start-ups

Education

Information Systems Studies, University of Passau

Professional Experience

• ZF Friedrichshafen AG, Passau
• Neovias GmbH, Passau

Awards

2019 Nomination for the EMAC „Best Paper Award"

Publications

Eggert, C.-G., Winkler, C., Volkmann, A., Schumann, J. H., & Wünderlich, N. V. (2022). Understanding intra- and interorganizational paradoxes inhibiting data access in digital servitization. Industrial Marketing Management, 105, 404-421. (VHB-R 2024: B)

Mosch, P., Winkler, C., Eggert, C.-G., Schumann, J. H., Obermaier, R., & Ulaga, W. (2022). Driving or Driven by Others? A Dynamic Perspective on How Data Driven Start-Ups Strategize Across Different Network Roles in Digitalized Business Networks. Industrial Marketing Management, 102, 381-402. (VHB-R 2024: B)

Conferences and other research contributions

Mosch, P., Eggert, C.-G., Winkler, C., Schumann, J. H., & Obermaier, R. (2019). Digital Attacker or Supporter? Data-driven Business Models of Start-up Firms Along the Supply and Value Chain - An Empirical Analysis of Focal Points, Forms of Design and Strategic Options for Incumbent Firms. 15th EIASM Interdisciplinary Conference on Intangibles and Intellectual Capital – Non-Financial and Integrated Reporting, Governance and Value Creation, Coimbra, Portugal, 26. – 27.09.2019.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2019). Data-Driven Business Models of Start-Up Firms as "Digital Attackers" Along the Value Chain. 2nd Conference of the Bavarian Service Research Cluster, Passau, Germany, 18.-19.09.2019.

Eggert, C.-G., Winkler, C., Schumann, J. H., & Wünderlich, N.V. (2019). Perceived Smart Data Value Influencing B2B Customers’ Data Disclosure Behavior for Smart Services: A Qualitative Approach. International Conference on Challenges in Managing Smart Products and Services, Bielefeld, Germany. 22 – 23.08.2019.

Winkler, C., Eggert, C.-G., Schumann, J. H., & Wünderlich, N. V. (2019). Perceived Smart Data Value Influencing B2B Customers’ Data Disclosure Behavior for Smart Services: A Qualitative Approach. 9th BMM EMAC Conference, Berlin, Germany, 27.06.2019 – 29.06.2019.

Winkler, C., Eggert, C.-G., Schumann, J. H., & Wünderlich, N. V. (2019). Perceived Smart Data Value Influencing B2B Customers’ Data Disclosure Behavior for Smart Services: A Qualitative Approach. 48th EMAC Conference, Hamburg, Germany, 28.05.2019 – 31.05.2019. Nominated for the Best Paper Award Based on Doctoral Work.

Eggert, C.- G., Winkler, C., & Schumann, J. H. (2019). Datenfreigabe als Grundlage für erfolgreiche Smart Services im Business-to-Business-Kontext: Herausforderungen und erste Lösungsansätze. In R. Obermaier (Hrsg.), Handbuch Industrie 4.0 und Digitale Transformation (S. 479-501). Wiesbaden: Springer Gabler.

Winkler, C., Eggert, C.-G., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.-21.09.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2018). Business Models as Strategic Levers of Data Disclosure For Smart Services. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.-21.09.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. 2018 Biennial ISBM Academic Conference, Cambridge, MA, USA, 08.08. – 09.08.2018.

Winkler, C., Eggert, C.-G., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. SERVSIG Conference, Paris, France, 14.06 – 16.06.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. Lehrstuhltreffen, Rorschach, Switzerland, 21.03. – 23.03.2018.

Winkler, C., Eggert, C.-G., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. Dienstleistungsinnovation durch Digitalisierung 2018. Doktorandenseminar, Aachen, Germany, 20. – 21.03.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2017). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption - A Conceptual Demarcation to Information Sharing. Lehrstuhltreffen, Passau, 12.10. - 13.10.2017.

Alina Grüner, M.Sc.

(WIWI) Room 011
Innstraße 27
94032  Passau

Phone:  +49 851 509-4424
Email: Alina Grüner

Office hours: By appointment only (please contact me via email)

Research Focus

• Service Innovation in the B2B Sector
• Digitalization and data-driven business models
• Customer Integration and Digital Services

Education

Business Administration Studies, University of Passau

Professional Experience

• ZF Friedrichshafen AG, Passau
• Krones Inc., Franklin, USA
• CenTouris Marktforschung, Passau

Awards

• 2019 Nomination for the EMAC „Best Paper Award"
• 2017 Nomination as BVM/VMÖ/vsms young scholar in the category master thesis 

Publications

Eggert, C.-G., Winkler, C., Volkmann, A., Schumann, J. H., & Wünderlich, N. V. (2022). Understanding intra- and interorganizational paradoxes inhibiting data access in digital servitization. Industrial Marketing Management, 105, 404-421. (VHB-R 2024: B)

Mosch, P., Winkler, C., Eggert, C.-G., Schumann, J. H., Obermaier, R., & Ulaga, W. (2022). Driving or Driven by Others? A Dynamic Perspective on How Data Driven Start-Ups Strategize Across Different Network Roles in Digitalized Business Networks. Industrial Marketing Management, 102, 381-402. (VHB-R 2024: B)

Conferences and other research contributions

Winkler, C., Bongers, F. M., & Schumann, J. H. (2021). Kundenintegration und Individualisierung bei digitalen Dienstleistungsinnovationen. Entwicklung eines Methodenbaukastens und Strategietoolkits. In: Beverungen D., Schumann J. H., Stich V., Strina G. (Hrsg.), Dienstleistungsinnovationen durch Digitalisierung (3-47). Springer Gabler. 

Mosch, P., Eggert, C.-G., Winkler, C., Schumann, J. H., & Obermaier, R. (2019). Digital Attacker or Supporter? Data-driven Business Models of Start-up Firms Along the Supply and Value Chain - An Empirical Analysis of Focal Points, Forms of Design and Strategic Options for Incumbent Firms. 15th EIASM Interdisciplinary Conference on Intangibles and Intellectual Capital – Non-Financial and Integrated Reporting, Governance and Value Creation, Coimbra, Portugal, 26. – 27.09.2019.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2019). Data-Driven Business Models of Start-Up Firms as "Digital Attackers" Along the Value Chain. 2nd Conference of the Bavarian Service Research Cluster, Passau, Germany, 18.-19.09.2019.

Eggert, C.-G., Winkler, C., Schumann, J. H., & Wünderlich, N.V. (2019). Perceived Smart Data Value Influencing B2B Customers’ Data Disclosure Behavior for Smart Services: A Qualitative Approach. International Conference on Challenges in Managing Smart Products and Services, Bielefeld, Germany. 22 – 23.08.2019.

Eggert, C.- G., Winkler, C., & Schumann, J. H. (2019). Datenfreigabe als Grundlage für erfolgreiche Smart Services im Business-to-Business-Kontext: Herausforderungen und erste Lösungsansätze. In R. Obermaier (Hrsg.), Handbuch Industrie 4.0 und Digitale Transformation (S. 479-501). Wiesbaden: Springer Gabler.

Bongers, F. M., Winkler, C., & Schumann, J. H. (2019). Veränderungen in Märkten durch Digitalisierungsprozesse. In: Stich V., Schumann J. H., Beverungen D., Gudergan G., Jussen P. (Hrsg.), Digitale Dienstleistungsinnovationen – Smart Services agil und kundenorientiert entwickeln, 429-444. Berlin, Heidelberg: Springer Vieweg.

Winkler, C., Eggert, C.-G., Schumann, J. H., & Wünderlich, N.V. (2019). Perceived Smart Data Value Influencing B2B Customers’ Data Disclosure Behavior for Smart Services: A Qualitative Approach. 9th BMM EMAC Conference, Berlin, Germany, 27.06.2019 – 29.06.2019.

Winkler, C., Eggert, C.-G., Schumann, J. H., & Wünderlich, N.V. (2019). Perceived Smart Data Value Influencing B2B Customers’ Data Disclosure Behavior for Smart Services: A Qualitative Approach. 48th EMAC Conference, Hamburg, Germany, 28.05.2019 – 31.05.2019. Nominated for the Best Paper Award Based on Doctoral Work.

Winkler, C., Eggert, C.-G., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.-21.09.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2018). Business Models as Strategic Levers of Data Disclosure for Smart Services. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.-21.09.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. 2018 Biennial ISBM Academic Conference, Cambridge, MA, USA, 08.08. – 09.08.2018.

Winkler, C., Eggert, C.-G., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. SERVSIG Conference, Paris, France, 14.06 – 16.06.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. Lehrstuhltreffen, Rorschach, Switzerland, 21.03. – 23.03.2018.

Winkler, C., Eggert, C.-G., & Schumann, J. H. (2018). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption: A Qualitative Approach. Dienstleistungsinnovation durch Digitalisierung 2018. Doktorandenseminar, Aachen, Germany, 20. – 21.03.2018.

Eggert, C.-G., Winkler, C., & Schumann, J. H. (2017). B2B Customers’ Data Disclosure Concerns Regarding Smart Service Adoption - A Conceptual Demarcation to Information Sharing. Lehrstuhltreffen, Passau, 12.10. - 13.10.2017.