Institution Head
Contact
Phone: +49 (0)40 42878-4515
Fax: +49 (0)40 4273-14479
Email: c.luethje(at)tuhh.de
Room: 4.006 D
About me
I am heading the Institute of Innovation Marketing at Hamburg University of Technology (TUHH) since 2009. Before coming to TUHH, I held the position of a tenured professor at the University of Marburg and at the University of Berne, Switzerland. In education and research, I specialize in the areas of Innovation Management, Innovation Marketing and Entrepreneurship. I prefer to work empirically and I am most fascinated by topics that investigate human behavior (decision-makers, customers, users). Topics related to sustainable customer behaviour and AI-based marketing tools are taking an increasingly important role in my research portfolio. I am very passionate in fostering science-based entrepreneurship at universities. Currently, I am responsible for the Entrepreneurship Track in the dual degree program of the Northern Institute of Technology (NIT) and for the certificate program Interdisciplinary Innovation and Entrepreneurship (INTIE) that is open to five universities in and around Hamburg. I am engaged in some incubators/accelerators and investment committees of public seed/growth funds in Hamburg. If I find time, I love to coach and support startup teams.
Research interests:
- User innovation
- Crowdsourcing for innovations
- Diffusion and adoption of innovations
- Market predictions and forecasting