Prof. Dr. Ann-Kathrin Harms

Professor of Business Administration with a focus on Strategic Management at HSBA

Short 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.

Lectures

  • Strategy & Innovation
  • Science & Trends with genAI
  • Project Management

Research Areas

  • Behavioral Decision-Making & Ethics
  • Technology Acceptance & Adoption Drivers
  • Organizational Misconduct & Integrity
  • Learning, AI & Human Interaction

Publications

Journal articles (peer-reviewed)

Tajvarpour, Mohammad, Barry A. Friedman, Ann-Kathrin Harms 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..

link to Publication

Friedman, B., M. Tajvarpour, A.-K. Harms, D. Eisele-Wijnbergen, and S. Wilpers. 2024. "Enhancing AI Engagement: Psychological Approaches Motivate Employee Acceptance Utilization." Journal Business Management Change 23 (3): 5-15.

Harms, Ann-Kathrin. 1998. "Der Markt der älteren Konsumenten - Rahmenbedingungen und marketingstrategische Ansatzpunkte." Werbeforschung & Praxis: 20-26.

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 (147): 146-161.

Book chapters

Harms, Ann-Kathrin, and Susanne Wilpers. 2025. "Why Do We Follow? Psychologische Mechanismen Und Sozialpsychologische Konzepte Hinter Dem Erfolg Von Influencern." In Influencer Marketing. Für Unternehmen und Creators: Strategie, Erfolgsfaktoren, Best Cases, rechtlicher Rahmen, edited by Marlis Jahnke, 23-58. Wiesbaden, Germany: Springer Gabler.

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, edited by Christoph Bauer, Gregor Hopf, and Goetz Greve, 223-242. Wiesbaden: Gabler / Springer.

Harms, Ann-Kathrin. 2001. "Marketing und neue Medien." In Gabler Marketing Lexikon, edited by Manfred Bruhn. Wiesbaden: Gabler.

Harms, Ann-Kathrin, and Claudia Fatapié Altobelli. 2000. "Customer Value Schaffen Und Steigern Durch Einsatz Von Online-Medien." In Customer-Lifetime-Value-Management, edited by Markus Hofmann and Markus Mertiens, 89-98. Wiesbaden.

Harms, Ann-Kathrin, Fatapié Altobelli, and Susanne Fittkau. 1999. "Electronic Commerce 2000." In Management Strategien, edited by Ralph Berndt, 293-297.

Harms, Ann-Kathrin. "Internationales F&E-Management." In Innovatives Management, edited by Ralph Berndt, 149-165. Berlin.

Other publications

Pawlik, Joachim, Goetz Greve, Ann-Kathrin Harms, and Klaus Utermöhl. 2010. "(Vor)Bild Verkäufer: Von Krawatten, Koffern und Klischees." Pawlik SC Journal.

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.

Journal articles (not peer-reviewed)

Harms, Ann-Kathrin. 2003. "Die Bedeutung von Inhibitoren im Adoptionsprozess technologiebasierter Self-Service-Innovationen." Marketing 25 (4): 257-272. https://doi.org/10.15358/0344-1369-2003-4-257.

link to Publication

Harms, Ann-Kathrin. 1998. "Buchbesprechung zu: Brigitte Köhler. 1995 'Senioren als Zielgruppe. Kundenorientierung im Handel'. Werbeforschung & Praxis." 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.

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.