Dr. Chiara Hübscher

Short Profile

Since October 2019, Chiara Hübscher has been working on her doctoral thesis on “Marketing Education for Sustainable Development” under the supervision of Prof. Dr. Susanne Hensel-Börner (HSBA) and Prof. Dr. Jörg Henseler (University of Twente). Her research focused on the connections between marketing and sustainability and, within this context, on the question of how future marketing managers can be trained to become ambassadors for sustainable development.

After completing her bachelor's degree at EBC University Hamburg, Ms. Hübscher completed a part-time Master of Science in Global Management & Governance at HSBA with a specialization in marketing. From 2015 to 2021, she worked as a senior manager for applicant recruitment and corporate cooperation at HSBA, where her responsibilities included administrative support for the Master's program in Digital Transformation & Sustainability. At the beginning of 2022, Ms. Hübscher joined the executive board staff of a savings bank, where she is responsible for sustainability issues in addition to her duties as executive assistant.

 

Research Areas

  • Marketing education
  • Sustainability marketing / macro-marketing / social marketing
  • Sustainable Development Goals (SDGs)

Publications

Journal articles (refereed)

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.

link to Publication

Conference presentations

Hübscher, Chiara, Susanne Hensel-Börner, Jörg Henseler. 2024. "Duel or duet – How to turn marketing and sustainability into a harmonic pas de deux.." Presentation held at the HSBA Annual Conference, Hamburg, November 2024.

Hübscher, Chiara, Susanne Hensel-Börner, Jörg Henseler. 2024. "Duell oder Duett – Wie gelingt der erfolgreiche Pas de Deux aus Marketing und Nachhaltigkeit.." Presentation held at the Marketing Impulse XXL, online, November 2024.

Hübscher, Chiara, Susanne Hensel-Börner, Jörg Henseler. 2024. "Why marketing managers act sustainably - and why not: Towards a sustainability acceptance model.." Presentation held at the 53rd Annual Conference of the European Marketing Academy, May 2024, Bucharest, Romania..

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.