Prof. Dr. Andrea Giuffredi-Kähr - Marketing in the Digital Economy

Andrea Giuffredi-Kähr and her team are part of the University of Zurich's group of marketing associated professorships:

Prof. Dr. René Algesheimer (Marketing and Market Research)
Prof. Dr. Martin Natter  (Marketing)

 

The research focus lies on how the digitalization transformed the areas of brand management and consumer-brand relationships and the corresponding implications for marketing management as well as behavioral change toward more sustainable consumption.