Prof. Dr. Susanne Hensel-Börner | HSBA

Prof. Dr. Susanne Hensel-Börner

Short Profile

Susanne Hensel-Börner has been Professor for Business Administration Theory, in particular Marketing and Sales at HSBA Hamburg School of Business Administration since 2009 and has been appointed Head of Department Marketing & Sales in 2012. She also is the Academic Head of the MSc Digital Transformation & Sustainability.

Her academic training began with a degree in business administration at Stuttgart and Kiel universities and led her to the Unilever Chair of Business Administration and Marketing at Friedrich-Schiller University in Jena. She completed her doctorate with distinction there in 2000 on the topic of the validity of computerised hybrid conjoint analyses.

Professor Hensel-Börner subsequently held positions at e-commerce GmbH and the market research institute Research International GmbH (currently TNS Infratest). During this time, she was in charge of numerous quantitative ad hoc and tracking studies for customers from different industries. In her role as a member of the firm’s international panel of experts, she was responsible for the methodological refinement of the tools and analysis instruments offered.


  • Marketing Management
  • Sales Management
  • B2B-Marketing
  • Marketing Research
  • Quantitative Methods
  • Applied Quantitative Analysis
  • Statistics
  • Fundamentals of Business Administration Theory

Research Areas

  • Preference Measurement / Conjoint Analyse
  • Quantitative Marketing-Controlling
  • Sales Management
  • Learning Research
  • Student-Centred Learning and Teaching
  • Future of Learning


Journal articles (refereed)

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.

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.

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.

Book chapters

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 (refereed)

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 (non refereed)

Schmidt-Ross, Inga and Susanne Hensel-Börner. 2019. "Ansteigende Aggregationsstufen im Prüfungsformat für Project Based Learning." Presentation held at the Fachtagung Prüfen hoch 3, Hamburg, 16/17 May 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.

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