Digital Markets
Digital Markets

Prof. Dr. Nancy Wünderlich

Prof. Dr.

Nancy Viola Wünderlich

wuenderlich@tu-berlin.de

Prof. Dr. Nancy Wünderlich is a Professor and Chair of Digital Markets at Technische Universität Berlin, Germany, since February 2021. Prior to her appointment at TU Berlin she held the Chair of Service Management and Technology Marketing at Paderborn University. She is an International Faculty Member of the Center for Service Leadership at Arizona State University, Tempe/USA.

Prof. Dr. Wünderlich studied history and sociology at Ruhr-Universität Bochum and business management and economics at Technische Universität Dortmund. She received her doctoral degree from Technische Universität München. Prof. Dr. Wünderlich's research focuses on issues related to consumer behavior in digital markets, consumer acceptance of technologies (e.g., AI-based assistants, social robots, chatbots) and consumer behavior on digital platforms as well as to the management of digital transformation, platform business models and the provision of smart services and intelligent objects.

Her work has appeared in leading journals including MIS Quarterly, the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of Retailing and the Journal of Business Research. She has received awards from the American Marketing Association (SERVSIG), the Society of Marketing Advances, the Academy of Marketing Science, the International Conference on Information Systems (ICIS) and the German Ministry for Education and Research, among others.