Prof. Dr. Susanne Hensel-Börner
Professor of Business Administration with a focus on MarketingShort Profile
Susanne Hensel-Börner has been professor of Business Administration, in particular Marketing since 2009. She initiated the innovative MSc Digital Transformation & Sustainability programme and was co-programme director until 2023. She is Head of the Department of Marketing Transformation and co-promotor for dissertations at the University of Twente.
Her academic career began with studies in business administration at the Universities of Stuttgart and Kiel and led her to the Unilever Endowed Chair for Marketing and Trade at Friedrich Schiller University in Jena. There, Prof. Hensel-Börner received her doctorate with honors for her research work on the validity of computer-assisted hybrid conjoint analyses. Before her appointment at HSBA, Professor Hensel-Börner initially worked for fluxx.com e-commerce GmbH and later for many years for the market research institute KANTAR TNS. As a project manager, she was responsible for numerous market research studies for national and international clients before becoming a member of the expert team (Marketing Science Center) for method development.
Her broad-ranging teaching and research interests encompass the twin transition, considering digitalisation and sustainability together in terms of the changes and opportunities they present to businesses and society. Responsible marketing plays a special role here. Prof. Hensel-Börner's research explores how marketing and sustainability can be aligned for better Marketing for a better world implementing concepts like nudging, circular economy, cradle-to-cradle and sustainability communication. She is a member of the Science Board of BAUM e.V. and the university network Bildung durch Verantwortung e.V. (Education through Responsibility).
Research Areas
- Responsible Marketing (Education)
- Twin Transition
- Data-Driven Sustainability
- Competence measurement
- Dynamic Capabilities
- Interdisciplinary collaboration between Marketing, Sales and IT
- Digitalisation & Sustainability: From competition to collaboration
- Preference Measurement / Conjoint Analysis
Publications
Book chapters
2026. "Wie bildet man Marketing Transformer aus?" In Handbuch Innovatives Marketing, edited by Gabriele Schuster and Claudia Bornemeyer, 1-20. Wiesbaden: Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-46709-8_72-1.
2025. "Competence Building through Off-Campus Service Learning - Exploring the Impact of a ‘Sustainability Challenge’." In Competence Building in Sustainable Development. World Sustainability Series, edited by Walter Leal Filho, Bianca Gasparetto Rebelatto, Alice Annelin, and Gert-Olof Boström. Wiesbaden, Germany: Springer Gabler.
2024. "Digitales Nudging als Werkzeug für nachhaltiges Wirtschaftswachstum." In SDG 8: Menschenwürdige Arbeit und Wirtschaftswachstum, edited by Nicole Fabisch, Rene Schmidpeter, Gabriele Schuster, and Andrea Sihn-Weber. Wiesbaden, Germany: Springer Gabler. https://doi.org/10.1007/978-3-662-68327-9_16-1.
2022. "Digital Transformation in Sales and Marketing Departments: An Integrated Overview and Directions for Organizations and Further Research." In Sales Enablement als Fundament des Vertriebserfolgs, FOM Edition, edited by Jörg Westphal, Jobst Görne, and Christian Schmitz. Wiesbaden, Germany: Springer Gabler.
2021. "Corporate Social Responsibility Online: Designing High-performance Websites Simultaneously Reducing Their CO2-Emission Impact." In Handbook of Climate Change Management, edited by Walter Leal Filho, Johannes Luetz, and Desalegn Ayal. Wiesbaden, Germany: Springer Gabler. https://link.springer.com/referenceworkentry/10.1007/978-3-030-22759-3_160-1.
2020. "Die Kraft effektiver Daten-Visualisierung – CLEAR(I): Ein Leitfaden zur wirkungsvollen Dashboard-Gestaltung." In Data-Driven Marketing. Insights aus Wissenschaft und Praxis, edited by Silvia Boßow-Thies, Christina Hofmann-Stölting, and Heike Jochims, 43-75. Wiesbaden, Germany: Springer Gabler.
2007. "Comparison of Conjoint Measurement with Self-Explicated Approaches." In Conjoint Measurement: Methods and Applications, edited by A. Gustafson, A. Hermann, and F. Huber, 147-159. Berlin.
Conference presentations
2025. "Community als dritter Lernort- Eine Win-Win-Win-Situation für alle Beteiligten." Presented at CMC-Festival, Universität Hamburg, Hamburg, September 18-20, 2025.
2025. "Twin Transition - Aligning Digital and Sustainable Transition for Responsible Leadership."
2024. "Duel or Duet – How to Turn Marketing and Sustainability into a Harmonic Pas De Deux." Presented at HSBA Annual Conference, Hamburg, November, 2024.
2024. "Duell oder Duett – Wie gelingt der erfolgreiche Pas de Deux aus Marketing und Nachhaltigkeit." Presented at Marketing Impulse XXL, online, November, 2024.
2024. "Off-campus Learning: A Change in Perspective to Contribute to the Education for Sustainable Development."
2023. "A Research Agenda on the UN Sustainable Development Goals in B2B Branding: An Abstract." Presented at Academy of Marketing Science Annual Conference, New Orleans, USA, 17-19 May 2023.
2023. "Sustainability Challenge - ein flexibles und wertvolles Lern-Lehr-Format für Bildung für nachhaltige Entwicklung (BNE)." Presented at Jahrestagung des Hochschulnetzwerkes Bildung durch Verantwortung an der Hochschule für Nachhaltige Entwicklung.
2020. "Hochwertige Bildung Für Eine Digitale Welt – Wie Kann Sie Aussehen Und Was Sich ändern Muss." Presented at DIV 2020 und Nachhaltig Digital Jahreskonferenz, Online Konferenz, 09-12 November 2020.
2019. "Ansteigende Aggregationsstufen im Prüfungsformat für Project Based Learning." Presented at Prüfen Hoch³ - Fachtagung an der Universität Hamburg, Hamburg.
2019. "Sales Encounters and Pronominal Address in German: A Survey." Presented at 5th Conference of the International Network of Address Research, Sheffield, Yorkshire, England, 2019, June 5th-7th.
2014. "Building Brands with Social Media - Analysis of a Brand Launch on Facebook." Presented at 9th SIMSR Global Marketing Conference, Mumbai, India, 2014, January 6th-8th.
Journal articles (peer-reviewed)
2025. "Promoting Sustainable Development Via Stakeholder Engagement in Higher Education." Environmental Sciences Europe 37 (1). https://doi.org/10.1186/s12302-025-01101-0.
2024. "Customer Success Management through Alignment of Marketing, Sales and IT." Industrial Marketing Management 120: 1-14. https://doi.org/10.1016/j.indmarman.2024.05.004.
2024. "Marketing Education for Sustainable Development." Spanish Journal of Marketing-ESIC 28 (3): 310-333. https://doi.org/10.1108/sjme-06-2022-0131.
2024. "Pronominal Adress in German Sales Talk: Effects on the Perception of the Salesperson." Languages 10 (36). https://doi.org/10.3390/languages9100316.
2023. "Lernen außerhalb des Hörsaals. Die Sustainability Challenge als Beitrag zur Bildung für nachhaltige Entwicklung." Zeitschrift für Hochschulentwicklung 18 (4): 275-294.
2021. "Kundenansprache im persönlichen Verkauf - Duzen bringt keine Vorteile." Marketing Review St. Gallen, Direct-to-Consumer-Strategien 2021 (6): 57-63. https://www.hsba.de/fileadmin/user_upload/bereiche/_dokumente/6-forschung/profs-publikationen/MRSG_6_2021_Kundenansprache_im_Verkauf.pdf.
2021. "Social Marketig and Higher Education: Partnering to Achieve Sustainable Development Goals." Journal of Social Marketing 12 (1): 76-104. https://doi.org/10.1108/JSOCM-10-2020-0214.
2020. "Information Technology and Marketing: An Important Partnership for Decades." Industrial Management & Data Systems 121 (1): 123-157. https://doi.org/10.1108/IMDS-08-2020-0510.
2018. "Digitale Transformation - Erweiterung der Zusammenarbeit zwischen Marketing und Sales um einen dritten Player." Marketing Review St. Gallen 3: 20-26.
2002. "Bandbreiten-Effekte bei multivariaten Entscheidungen: Ein empirischer Vergleich von alternativen Verfahren zur Bestimmung von Eigenschaftsgewichten." Zeitschrift für Betriebswirtschaft (ZfB) 72 (9): 953-977.
2001. "Einfluss der Probanden-Charakteristika auf die Validität von Conjoint-Analysen: Neue empirische Befunde." Zeitschrift für Betriebswirtschaft (ZfB) 71 (7): 771-787.
2000. "Ein empirischer Validitätsvergleich zwischen der Customized Computerized Conjoint Analysis (CCC), der Adaptive Conjoint Analysis (ACA) und Self-Explicated-Verfahren." Zeitschrift für Betriebswirtschaft (ZfB) 70 (6): 705-727.
Conference proceedings
2023. "Alignment Throughout the Customer Journey - Shaping the Marketing, Sales, IT Interface." In AMA Winter Academic Conference.
2014. "Building Brands with Social Media - Analysis of a Brand Launch on Facebook." In Proceedings of the 9th SIMSR Global Marketing Conference.
1999. "Validity of Customized and Adaptive Hybrid Conjoint Analysis: Classification and Information Processing at the Turn of the Millenium." In Proceedings of the 23. Annual Conference of the Gesellschaft für Klassifikation e.V.
1999. "Validity of the Customized Computerized Conjoint Analysis (CCC)." In Proceedings of the 28th Annual Conference of the European Marketing Academy.
Journal articles (not peer-reviewed)
2018. "Das Team auf Kurs bringen." Markenartikel 2018 (5): 75-77.
Other publications
2017. "Erfolgreich im modernen Dreikampf." Marketing Innovation Day. Hamburg, 12.07.2017.
Working Papers
2013. "Wachsender Pflegebedarf in Hamburg - Situation erwerbstätiger Pflegender und Herausforderungen für Hamburger Unternehmen." Working Paper, 78, HWWI Policy Paper.
Monographs and edited books
2000. Validität computergestützter hybrider Conjoint-Analysen. Wiesbaden, Germany: Deutscher Universitätsverlag.