Prof. Dr. Ralf Strauss

Short Profile

Ralf E. Strauß is Professor for Digital Marketing & E-Business at HSBA Hamburg School of Business Administration, managing partner of Customer Excellence GmbH, a management consulting company specialising in marketing, sales and service, as well as the initiator and Chairman of The CMO Community, founded in 2006.

Previously, between 2011 and 2012, he was responsible for the transformation of marketing and sales for the Volkswagen group. Before joining Volkswagen, he was Global Head of Product Management CRM Marketing and before that he held the position for many years of Chief Marketing Officer at SAP in Germany and central Europe. Prior to joining SAP and Volkswagen, he already had several years of experience in marketing, sales and e-business projects in management consulting companies before taking on the role of Head of Corporate Strategy & Development at SAP in Germany in 2002.

Thanks to his varied positions, Professor Strauß has extensive project experience in the fields of strategic planning, marketing/sales transformation, reorganisation, company and new product launch as well as IT strategy and implementation. Since November 2013 he is President of the German Marketing Association.

Lectures

  • Digital Marketing
  • eBusiness

Research Areas

  • Digital Marketing
  • eBusiness
  • Marketing-Management

Publications

Journal articles (refereed)

Strauss, Ralf E. 2012. "Das permanent lernende Marketing." Absatzwirtschaft  (12): .

Strauss, R. E., and H. Bötzow. 1999. "Managing Personalised Customer Relationships." CRM Solutions  : .

Strauss, Ralf E. 1999. "Von Büchern und CDs zu Automobilen - Erfolgsfaktoren und Strategien für den Electronic Commerce im Automobilhandel." IM Information Management & Consulting, Sonderausgabe Electronic Commerce  (14): 51-59.

Strauss, Ralf E. 1999. "Autokauf per Mausklick, Zeitschrift für die gesamte Automobilwirtschaft." Zeitschrift für die gesamte Automobilwirtschaft  (4): 64-67.

Strauss, Ralf E. 1999. "Wie Electronic Commerce Unternehmensstrukturen verändert." Absatzwirtschaft  (5): 82-85.

Strauss, Ralf E. 1999. "Auf ins E-Business Electronic Commerce verändert alte Organisationsstrukturen." IT Management  (6): 82-85.

Monographs and edited books

Strauss, Ralf. 2013. Digital Excellence – Auf der Suche nach Spitzenleistungen im E-Business. .

Strauss, Ralf E. 2013. Digital Business Excellence: Strategien und Erfolgsfaktoren im E-Business. Stuttgart: Schäffer-Poeschel.

Strauss, Ralf E. 2008. Marketingplanung mit Plan: Strategien für ergebnisorientiertes Marketing. Stuttgart: Schäffer-Poeschel.

Strauss, Ralf E. 2008. Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy. London: Wiley.

Strauß, R. E.. 2002. eReality. Das e-Business Bausteinkonzept: Strategien und Erfolgsfaktoren für das e-Business-Management. Frankfurt a.M.: FAZ-Inst. für Management-, Markt- und Medieninformationen.

Strauss, R. E., and D. Schoder. 2000. e-Reality 2000 - Electronic Commerce von der Vision zur Realität. Frankfurt.

Strauß, Ralf. 1996. Zukunftsperspektiven der digitalen Vernetzung. München: Dpunkt.Verlag GmbH.

Strauss, Ralf E. 1996. Determinanten und Dynamik des Organizational Learning. Wiesbaden.

Journal articles (non-refereed) / newspaper

Strauss, R. E., D. Schoder, and J. Gebauer. 2001. "The Relevance of Brands for Electronic Commerce - Results From an Empirical Study of Consumers in Europe, Internet and the Digital Economy." 34th Hawaii International Conference on System Sciences (HICSS), 03.-06. Januar 2001  : .

Strauss, Ralf E. 1999. "One-to-One-Marketing in deutschsprachigen Unternehmen." Unternehmensberater  (3): 16-19.

Strauss, Ralf E. 1999. "E-Commerce: One-to-One-Marketing in deutschsprachigen Unternehmen - Grundlage ist die E-Commerce-Strategie." Client Server Computing  (9): .

Strauss, Ralf E. 1999. "Wie Electronic Commerce Unternehmensstrukturen verändert."   (5): 82-85.

Strauss, Ralf E. 1999. "Trust Centers im Electronic Commerce - Zwischen unzureichender Profitabilität und Nachfrage." Client Server Computing  (2): 48-50.

Schoder, D., and R. E. Strauss. 1999. "Electronic Commerce - Herausforderungen für Unternehmen." Industrie Management  (15): 55-60.

Strauss, R. E., T. Bussiek, D. Schoder, and T. Hummel. 1996. "Organizational Learning as a Cycle Between Microscopic and Macroscopic Levels - Aspects on a Theoretical Concept and an Empirical Validation." Proceedings of the Third Biennial International Conference on Advances in Management at MIT (ICAM), 26.-29. Juni 1996  (3): 74.

Strauss, R. E., D. Schoder, and T. Hummel. 1996. "The Learning Laboratory - Supporting Learning Organizations with Agent Systems." IEEE Annual International Engineering Management Conference: 'Managing Virtual Enterprises: A Convergence of Communications, Computing and Energy Technologies', 18.-20. August 1996  : 611-615.

Schoder, D., R. E. Strauss, and T. Hummel. 1996. "Supporting Organizational Learning with CSCW-Applications - The Information Trader Concept." Advanced IT Tools, Proceedings of the IFIP’96 14th World Computer Congress: 'Integration of Multimedia Based Applications and Information Superhighways', 02.-06. September 1996  : 285-292.

Strauss, R. E., D. Schoder, and G. Müller. 1996. "Wired Cities - Opportunities for Small and Medium Sized Cities on the Information Highway." Advanced IT Tools, Proceedings of the IFIP’96 14th World Computer Congress: 'Integration of Multimedia Based Applications and Information Superhighways', 02.-06. September 1996  : .

Strauss, R. E., and D. Schoder. 1996. "Informationsmanagement im Druck- und Verlagsbereich: Eine empirische und konzeptionelle Studie zur Zukunft der Informationsverarbeitung in der Druck- und Verlagsindustrie, (Teil 1)." Deutscher Drucker  (9): w32-w42.

Müller, G., R. E. Strauss, D. Schoder, U. Kohl, and S. Gold. 1996. "Medienstandort Freiburg - Chancen für Klein- und Mittelstädte auf der Infobahn." MFG Medien- und Filmgesellschaft Baden-Württemberg mbH, Workshop-Dokumentation 'Wie organisiert man regionale Medieninitiativen und mit welchem Ziel?', 17. April 1996  : .

Strauss, R. E., and T. Hummel. 1995. "The New Industrial Engineering Revisited - Information Technology, Business Process Reengineering and Lean Management in the Self-Organizing "Fractal" Company." IEEE Annual International Engineering Management Conference: 'Global Engineering Management: Emerging Trends in the Asia Pacific', 28.-30. Juni 1995  : 287-292.

Strauss, Ralf E. 1995. "Organizational Learning as a Cycle Between Microscopic and Macroscopic Levels - Aspects on a Theoretical Concept and an Empirical Validation." Proceedings of the Northeast Decision Sciences Institute, 22.-24. März 1995, Award for the Outstanding Theoretical Article  : 380-382.

Strauss, Ralf E. 1995. "Organizational Learning as a Key to Competitive Advantages - Some Aspects on the Micro and Macro Cycles and an Empirical Validation in Different Cultural Environments." Managing in a Global Economy VI, Proceedings of the Sixth International Conference der Eastern Academy of Management: 'The Changing Role of the Pacific RIM Industries', 11-15. Juni 1995  : 161-165.

Strauss, Ralf E. 1995. "Das Medien-Management-Zentrum im Druck- und Verlagsbereich." IM Information Management  (3): 52-60.

Strauss, Ralf E. 1994. "Geschäftsfelder für Zeitungen in elektronischen Märkten." Deutscher Drucker  (36): g10-g12.

Müller, G., and R. E. Strauss. 1994. "Vom Papier zur Elektronik - EDV-technische und organisatorische Weichenstellungen im Druck- und Verlagsbereich, ein Erfahrungsbericht, 2. modifizierte und ergänzte Auflage." Freiburger Hefte  (6): .

Stoll, F., and R. E. Strauss. 1993. "Dezentralität versus Zentralität. Synthetischer Ansatz zur Gestaltung eines Lean-Road-Pricing-Systems (LRPS)." InfoTech  (2): 27-33.

Book chapters

Strauss, Ralf E. 2006. "Modular Marketing Management, Building block approach for the realignment of the marketing function." In Manual of International Marketing, ed. by Heilmann, T., 169-182. Wiesbaden.

Strauss, R. E., and D. Schoder. 1999. "Electronic Commerce - Herausforderungen für Unternehmen." In Management-Handbuch Electronic Commerce, ed. by Hermanns, A., and M. Sauter, 61-74. München.

Strauss, R. E., and D. Schoder. 1999. "Massenhafte Individualisierung und One-to-One-Marketing im Electronic Commerce." In Electronic Commerce - Einstieg, Strategie und Umsetzung im Unternehmen, ed. by Albers, S., 109-120. Frankfurt.

Schoder, D., and R. E. Strauss. 1997. "Electronic Commerce." In Business Multimedia - Innovative Geschäftsfelder strategisch nutzen, ed. by Brossmann, M., and U. Fieger, 67-78. Wiesbaden.

Strauss, R. E., and D. Schoder. 1997. "Electronic Commerce - Geschäftsfelder für den Handel in elektronischen Märkten." In Marketing Kommunikation Handbuch, ed. by , 146-151. .

Strauss, R. E., D. Schoder, U. Kohl, U., and G. Müller. 1996. "Wired Cities - Chancen für kleine und mittlere Städte auf dem 'Information Highway'." In Zukunftsperspektiven der digitalen Vernetzung, ed. by Müller, G., U. Kohl, U., and R. E. Strauss, 235-253. München.

Strauss, R. E., B. Padovan, and D. Schoder. 1995. "Service Providers in Electronic Markets - Transformations in the Printing and Publishing Sector." In Living and Working in Cyberspace: New Information Technologies at Home and at Work — Opportunities, Strategies and Policy Issues, ed. by Dolakia, R. R., and D. Fortin, 144-151. Newport, RI.

Strauss, R. E., and C. H. Wirkner. 1995. "Organizational Learning and Systems Thinking - Aspects on a Synergetical Theory And An Empirical Validation." In Business Research Yearbook, Vol. II, ed. by Alkhafaji, A. F., 700-704. Lanham, MD.

Müller, G., and R. E. Strauss. 1995. "Medienmanagement." In Kleines Lexikon der Informatik und Wirtschaftsinformatik, ed. by Zilahi-Szabo, M. G., 344-348. München.

Müller, G., T. Hummel, D. Schoder, F. Stoll, and R. E. Strauss. 1994. "Information Technology and Traffic Issues: Shifting the Point of View." In Interactions between Economy and Ecology. Schriften zur Regional- und Verkehrsproblemen in Industrie- und Entwicklungsländern, ed. by Matsugi, T., and A. Oberhauser, 223-238. Berlin: Duncker & Humblot.

Conference proceedings (refereed)

Schoder, D., and R. E. Strauss. 1998. "The Business Value of Web-Based Electronic Commerce - Empirical Evidence from Germany." Paper presented at the International Telecommunications Society, 21.-24. Juni 1998.

Schoder, D., and R. E. Strauss. 1998. "The Link between Company Strategy and Success of Web-Based Electronic Commerce." Online Collaboration Berlin, 9.-10. Juni 1998.

Schoder, D., T. Hummel, and R. E. Strauss. 1996. "What Makes it so Difficult to Forecast Telecommunication Service Usage?." Paper presented at the Northeast Decision Sciences Institute, 17.-19. April 1996.

Hummel, T., D. Schoder, and R. E. Strauss. 1996. "Why CSCW Applications Fail: Problems in the Support of Lateral Cooperation and the Appropriateness of CSCW Applications." Northeast Decision Sciences Institute, 17.-19. April 1996.

Strauss, R. E., D. Schoder, R. P. Hellbrück, and T. Hummel. 1996. "Set-Backs to Organizational Learning - A Theoretical Approach." Paper presented at the Northeast Decision Sciences Institute, 17.-19. April 1996, Award for the Outstanding Theoretical Article.

Hummel, T., and R. E. Strauss. 1995. "The Fifth Discipline Revisited - A Communication Framework for Organizational Learning." Paper presented at the Proceedings of the Organizational Management Group, The Association of Management (AoM) of the 13th Annual Conference, 02.-05. August 1995.

Strauss, Ralf E. 1995. "Futures of Organizations." Paper presented at the The Reengineering Debate: Pro and Con — In Favor of Reengineering, 7th Annual Conference of the International Academy Academy of Business Disciplines, 07. April 1995.

Strauss, Ralf E. 1995. "Fractal Companies - Self-Organization and Networking as a Key to Competitive Organization Strategy." Paper presented at the Northeast Decision Sciences Institute, 22.-24. März 1995.

Other Publications / Presentations

Strauss, R. E., and J. Heydecke. 2010. "CMO Agenda 2011 - im Spannungsfeld zwischen Customer Experience und Marketing Operations." The CMO Community Studie, Walldorf/ München.  (Study / Whitepaper)

Strauss, R. E., and U. Schuricht. 2009. "The Future CMO - 8 Building Blocks for Success." The CMO Community Studie, Walldorf/ Berlin.  (Study / Whitepaper)

Strauss, R. E., and A. Olesch. 2009. "Online goes Bewegtbild. Wie verändern sich Werbung und Markenkommunikation im Web 2.0?." The CMO Community Studie, Walldorf/ München.  (Study / Whitepaper)

Strauss, R. E., and D. Schoder. 2002. "Breitbandig zum interaktiven Endkonsumenten, Teil 1: Erfahrungen aus über 100 Feldversuchen in USA und Europa zu interaktivem Fernsehen (iTV)." Göttingen.  (Study / Whitepaper)

Strauss, Ralf E., M. Brandenburg, and P.Durand. 1999. "Cars Online Europe 1999 - Empirical study on the potential for automotive sales and distribution in Electronic Commerce." Frankfurt.  (Study / Whitepaper)

Schoder, D., R. E. Strauss, and P. Welchering. 1998. "Electronic Commerce Enquete." Executive Report, Stuttgart.  (Study / Whitepaper)

Bitz, M., W. Laaser, and R. E. Strauss. 1992. "Die Deutsche Terminbörse." Video.  (Learning materials)

Strauss, Ralf E. 1990. "Die Stiftung Warentest als Informationsquelle für die Produktwahl der Konsumenten - empirische Analyse mit computergestützter Auswertung." non published Diplomarbeit,Universität Passau, awarded with the 'BMW Diplomarbeits-Preis'.

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