Prof. Dr. Ann-Kathrin Harms
Professor of Business Administration with a focus on Strategic Management at HSBAShort Profile
Prof. Dr. Ann-Kathrin Harms has been a Professor of General Business Administration with a focus on Strategic Management since 2004 and has served as Head of the Department of Strategy & Leadership since February 2022.
After completing her studies in Economics and Business Administration at the Universities of Hohenheim and Hamburg, she gained professional experience in a major publishing house and a marketing consultancy, as well as serving as Managing Director of a scientific consulting company. As a researcher at the Institute for Marketing at Helmut-Schmidt-University Hamburg, she specialized in digital marketing for financial service providers and the media sector. She earned her doctorate with distinction for a dissertation on the adoption of technology-based self-service innovations. In parallel, she was active in consulting and held lecturer positions at various universities. In her teaching, she covers topics related to strategy, innovation, and trends, scientific and strategic work with generative AI, as well as project management. Her research focuses on behavioral decision-making processes with a social-psychological, systemic, and ethical perspective, particularly in the context of technology acceptance. Further areas of interest include the use of artificial intelligence in learning and work environments, factors influencing organizational misconduct, and issues of integrity.
Publications
Journal articles (refereed)
Tajvarpour, Mohammad, Barry A. Friedman, Ann-Kathrin Harms, and Saeed Shekari. 2025. "Responsible AI Implementation for Societal Benefit: A Leadership Congruence Model." The BRC Academy Journal of Business 14(1): 1-36. https://dx.doi.org/10.15239/j.brcacadjb.2025.14.01.ja01.
Friedman, B.A.; Tajvarpour, M.; Harms, A-K.; Eisele-Wijnbergen, D.; & Wilpers, S.. 2024. "Enhancing AI Engagement: Psychological Approaches to Motivate Employee Acceptance and Utilization." Journal of Business Management and Change 23(3): 5-15.
Harms, Ann-Kathrin, and Claudia Fatapié Altobelli. 1998. "Online-Distribution im Consumer- und Business-to-Business-Bereich - Eine empirische Analyse am Beispiel der Informationstechnologie- und Telekommunikationsbranche." Der Markt 37 (146/147): 146-161.
Harms, Ann-Kathrin. 1998. "Der Markt der älteren Konsumenten - Rahmenbedingungen und marketingstrategische Ansatzpunkte." Werbeforschung & Praxis (1): 20-26.
Monographs and edited books
Harms, Ann-Kathrin. 2002. Adoption technologiebasierter Self-Service-Innovationen. Analyse der Wirkungsmechanismen im Entscheidungsprozess der Konsumenten. Wiesbaden: Deutscher Universitätsverlag.
Harms, Ann-Kathrin, and Claudia Fantapié Altobelli. 1998. Online-Marketing 2000: Zielgruppen-Strategien-Prognosen. Die Primäranalyse über die Innovationsbranchen Informationstechnologie und Telekommunikation. Hamburg.
Journal articles (non-refereed) / newspaper
Harms, Ann-Kathrin. 2003. "Die Bedeutung von Inhibitoren im Adoptionsprozess technologiebasierter Self-Service-Innovationen." Marketing - Zeitschrift für Forschung und Praxis 25 (4): 257-272.
Harms, Ann-Kathrin. 1998. "Buchbesprechung zu: Brigitte Köhler. 1995 'Senioren als Zielgruppe. Kundenorientierung im Handel'." Werbeforschung & Praxis 1998 (1): 28.
Harms, Ann-Kathrin. 1998. "Buchbesprechung zu: Gundula Gaube. 1995 'Senioren- der Zukunftsmarkt: umfassende Marktanalyse und Zielgruppenuntersuchung. Ansätze der Marktbearbeitung mittels Direktmarketing'." Werbeforschung & Praxis 1998 (1): 28.
Book chapters
Harms, Ann-Kathrin and Susanne Fittkau. 2011. "Zielgruppe 60plus - Entwicklung, Akzeptanz und Nutzung ausgewählter Felder aus Online, Social und Mobile Media." In Online Targeting und Controlling: Grundlagen - Anwendungsfelder - Praxisbeispiele, ed. by Bauer, Christoph, Gregor Hopf, and Goetz Greve, 223-242. Wiesbaden: Gabler / Springer.
Harms, Ann-Kathrin, and Susanne Fittkau. 2011. "Silver Surfer - Profile, Nutzungsverhalten und -bedürfnisse.." In Die Alten und das Netz: Angebote und Nutzung jenseits des Jugendkults, ed. by Kampmann, Birgit, Bernhard Keller, Michael Knippelmeyer, and Frank Wagner, 52-59. Wiesbaden.
Harms, Ann-Kathrin. 2001. "Marketing und neue Medien." In Gabler Marketing Lexikon, ed. by Bruhn, Manfred, n.a. Wiesbaden: Gabler.
Harms, Ann-Kathrin, and Claudia Fatapié Altobelli. 2000. "Internationales F&E-Management." In Innovatives Management, ed. by Berndt, Ralph, 149-165. Berlin.
Harms, Ann-Kathrin, and Claudia Fatapié Altobelli. 2000. "Customer Value schaffen und steigern durch Einsatz von Online-Medien." In Customer-Lifetime-Value-Management, ed. by Hofmann, Markus, and Markus Mertiens, 89-98. Wiesbaden.
Harms, Ann-Kathrin, Fatapié Altobelli, Claudia, and Susanne Fittkau. 1999. "Electronic Commerce 2000." In Management Strategien 2000, ed. by Berndt, Ralph, 293-297. Berlin.
Conference proceedings
Greve, Goetz and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." In Proceedings of the 41th EMAC Conference, ed. by Paulo Rita, . Lissabon: 22/25.05.2012.
Conference presentations
Greve, Goetz, and Ann-Kathrin Harms. 2012. "Judging the book by its cover: mediation of the appearance effect on salesperson performance." Presentation held at the 41th EMAC Conference, May, 22nd - 25th, Lisbon.
Other Publications / Presentations
Pawlik, Joachim, Goetz Greve, Ann-Kathrin Harms, and Klaus Utermöhl. 2010. "(Vor)Bild Verkäufer: Von Krawatten, Koffern und Klischees." Pawlik SC Journal, p: 18-21.
Harms, Ann-Kathrin, and Claudia Fatapié Altobelli. 1998. "Online-Marketing 2000: Zielgruppen-Strategien-Prognosen. Die Primäranalyse über die Innovationsbranchen Informationstechnologie und Telekommunikation." Universität der Bundeswehr, Hamburg. (Study / Whitepaper)