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
Journal articles (refereed)
Leal Filho, Walter, Tiago F. A. C. Sigahi, Rosley Anholon, Bianca Gasparetto Rebelatto, Inga Schmidt-Ross, Susanne Hensel-Börner, Dirk Franco, Thomas Treacy, and Luciana Londero Brandli. 2025. "Promoting sustainable development via stakeholder engagement in higher education." Environmental Sciences Europe 37(64): . https://doi.org/10.1186/s12302-025-01101-0.
Hübscher, Chiara, Susanne Hensel-Börner, and Jörg Henseler. 2024. "Marketing education for sustainable development." Spanish Journal of Marketing - ESIC 28(3): 310-333. https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2022-0131/full/html.
Graesch, Jan Philipp, Hensel-Börner Susanne, Henseler, Jörg. 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.
Susanne Hensel-Börner, Heinz L. Kretzenbacher. 2024. "Pronominal Adress in German Sales Talk: Effects on the Perception of the Salesperson." Languages 10: 316. 10.3390.
Hölter, Kaisu; Susanne Hensel-Börner, Inga Schmidt-Ross and Johanna Schnurr. 2023. "Lernen außerhalb des Hörsaals. Die Sustainability Challenge als Beitrag zur Bildung für nachhaltige Entwicklung." Zeitschrift für Hochschulentwicklung 18 (4): 275-294.
Hübscher, Chiara, Susanne Hensel-Börner, and Jörg Henseler. 2021. "Social marketing 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.
Hensel-Börner, Susanne, und Udo Kords. 2021. "Kundenansprache im persönlichen Verkauf - Duzen bringt keine Vorteile." Marketing Review St. Gallen, Direct-to-Consumer-Strategien 6.2021: 57-63.
Graesch, Jan Philipp; Hensel-Börner, Susanne; Henseler, Jörg. 2020. "Information technology and marketing: an important partnership for decades." Industrial Management & Data Systems 121 (1): 123–157. 10.1108/IMDS-08-2020-0510.
Hensel-Börner, Susanne, Schmidt-Ross, Inga and Wolfgang Merkle. 2018. "Digitale Transformation – Erweiterung der Zusammenarbeit zwischen Marketing und Sales um einen dritten Player." Marketing Review St. Gallen 3/2018: 20-26.
Sattler, Henrik, Karen Gedenk, and Susanne Hensel-Börner. 2002. "Bandbreiten-Effekte bei multivariaten Entscheidungen: Ein empirischer Vergleich von alternativen Verfahren zur Bestimmung von Eigenschaftsgewichten." Zeitschrift für Betriebswirtschaft (ZfB) 72 (9): 953-977.
Sattler, Henrik, Susanne Hensel-Börner, and Beate Krüger. 2001. "Einfluß der Probanden-Charakteristika auf die Validität von Conjoint-Analysen: Neue empirische Befunde." Zeitschrift für Betriebswirtschaft (ZfB) 71 (7): 771-787.
Hensel-Börner, Susanne, and Henrik Sattler. 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.
Monographs and edited books
Hensel-Börner, Susanne. 2000. Validität computergestützer hybrider Conjoint-Analysen. Wiesbaden: Deutscher Universitätsverlag.
Journal articles (non-refereed) / newspaper
Merkle, Wolfgang, Hensel-Börner, Susanne and Inga Schmidt-Ross. 2018. "Das Team auf Kurs bringen." Markenartikel 5/2018: 75-77.
Book chapters
Zelek, Lukas, Hensel-Börner, Susanne. 2025. "Digitales Nudging als Werkzeug für nachhaltiges Wirtschaftswachstum." In Fabisch, N., Schmidpeter, R., Schuster, G., Sihn-Weber, A. (eds) SDG 8: Menschenwürdige Arbeit und Wirtschaftswachstum. Globale Ziele für nachhaltige Entwicklung, ed. by , . Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-68327-9_16-1.
Graesch, Jan Philipp, Susanne Hensel-Börner and Jörg Henseler. 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, ed. by Westphal, Jörg, Jobst Görne, Christian Schmitz, . Wiesbaden: Springer Gabler.
Geringer, Tim, Sonja Wendt, and Susanne Hensel-Börner. 2021. "Corporate Social Responsibility Online: Designing high-performance Websites simultaneously reducing their CO2-Emission Impact." In Handbook of Climate Change Management, ed. by Leal Filho, Walter, Johannes Luetz, and Desalegn Ayal, . Basel: Springer Gabler Verlag..
Jacobs, Luise and Susanne Hensel-Börner. 2020. "Die Kraft effektiver Daten-Visualisierung – CLEAR(I): Ein Leitfaden zur wirkungsvollen Dashboard-Gestaltung." In Data-driven Marketing. Insights aus Wissenschaft und Praxis, ed. by Boßow-Thies, Silvia, Hofmann-Stölting, Christina and Heike Jochims, 43 - 75. Wiesbaden: Spinger Gabler.
Sattler, Henrik, and Susanne Hensel-Börner. 2007. "Comparison of Conjoint Measurement with Self-Explicated Approaches." In Conjoint Measurement: Methods and Applications, ed. by Gustafsson, A., A. Herrmann, and F. Huber, 147-159. Berlin.
Conference proceedings
Graesch, Jan Philipp, Susanne Hensel-Börner, and Jörg Henseler. 2023. "Alignment throughout the Customer Journey - Shaping the Marketing, Sales, IT interface." Paper presented at the AMA Winter Academic Conference, Nashville, TN, 10-12 February, 2023.
Greve, Goetz, and Susanne Hensel-Börner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Proceedings of the 9th SIMSR Global Marketing Conference.
Hensel-Börner, Susanne, and Henrik Sattler. 1999. "Validity of the Customized Computerized Conjoint Analysis (CCC)." Paper presented at the Proceedings of the 28th Annual Conference of the European Marketing Academy.
Hensel-Börner, Susanne, and Henrik Sattler. 1999. "Validity of Customized and Adaptive Hybrid Conjoint Analysis: Classification and Information Processing at the Turn of the Millenium." Paper presented at the Proceedings of the 23. Annual Conference of the Gesellschaft für Klassifikation e.V..
Conference presentations
Hensel-Börner, Susanne; Schmidt-Ross, Inga. 2025. "Community als dritter Lernort- Eine Win-Win-Win-Situation für alle Beteiligten." Presentation held at the CMC-Festival, Universität Hamburg, 18.-20.09.2025.
Hensel-Börner, Susanne, and Inga Schmidt-Ross. 2023. "Sustainability Challenge - ein flexibles und wertvolles Lern-Lehr-Format für Bildung für nachhaltige Entwicklung (BNE)." Presentation held at the Jahrestagung des Hochschulnetzwerkes Bildung durch Verantwortung an der Hochschule für Nachhaltige Entwicklung, Eberswalde, 21.-22.09.2023.
Österle, Benjamin, Chiara Hübscher, Susanne Hensel-Börner, and Jörg Henseler. 2023. "A Research Agenda on the UN Sustainable Development Goals in B2B Branding: An Abstract." Presentation held at the Academy of Marketing Science Annual Conference, New Orleans, USA, 17-19 May 2023.
Hensel-Börner, Susanne. 2020. "Hochwertige Bildung für eine digitale Welt – wie kann sie aussehen und was sich ändern muss." Presentation held at the DIV 2020 und nachhaltig digital Jahreskonferenz, Online Konferenz, 09-12 November 2020.
Schmidt-Ross, Inga and Hensel-Börner, Susanne. 2019. "Ansteigende Aggregationsstufen im Prüfungsformat für Project Based Learning." Presentation held at the Prüfen Hoch³ - Fachtagung an der Universität Hamburg, Hamburg, 16 - 17 May.
Kretzenbacher, Leo and Susanne Hensel-Börner. 2019. "Sales encounters and pronominal address in German: a survey." Presentation held at the 5th Conference of the International Network of Address Research, Sheffield, Yorkshire, England, 5/7 June 2019.
Greve, Goetz, and Susanne Hensel-Börner. 2014. "Building brands with social media - analysis of a brand launch on Facebook." Presentation held at the 9th SIMSR Global Marketing Conference, Januar, 6th – 8th, Mumbai, India.
Working papers
Boll, Christina, Hensel-Börner, Susanne, Hoffmann, Malte, and Nora Reich. 2013. "Wachsender Pflegebedarf in Hamburg - Situation erwerbstätiger Pflegender und Herausforderungen für Hamburger Unternehmen." Working paper, HWWI Policy Paper 78.
Other Publications / Presentations
Hensel-Börner, Susanne. 2017. "Erfolgreich im modernen Dreikampf." Marketing Innovation Day 2017. Hamburg, 12.07.2017.