Dr. Aline Lanzrath
Assistant Professor at the Chair of Business-to-Business Marketing, Sales & Pricing
Main fields of research
- Sales Management
- Pricing Management
- Talent and Diversity Management
- Innovation and Technology Sales
- Sustainable Marketing
Curriculum vitae
| 2024 | Visiting Assistant Professor, Texas A&M University, Mays Business School |
| 2023–2024 | Habilitation Candidate, University of Mannheim, Business School |
| 2019–2023 | Doctoral Student and Research Assistant, University of Mannheim, Chair of B2B Marketing, Sales & Pricing |
| 2016–2019 | Master of Science in Psychology, University of Mannheim, Department of Psychology |
| 2018–2018 | Semester Abroad (ERASMUS Scholarship), ISCTE-IUL Lisboa, Business School |
| 2012–2015 | Bachelor of Science in Psychology, University of Mannheim, Department of Psychology, Minor: Marketing and Management |
Selected memberships
- American Marketing Association (AMA)
- European Marketing Academy (EMAC)
Prizes, awards, honors
- 2024 July Bassermann Award, City of Mannheim
- 2024 Sales SIG Best Doctoral Dissertation Award, American Marketing Association, Boston
- 2023 Award for Outstanding Doctoral Dissertation, Südwestmetallverband, Stuttgart
- 2023 Outstanding Dissertation Award in the Field of Direct Sales, Bundesverband für Direktvertrieb, Berlin
- 2023 Award for Outstanding Scientific Contribution, Karin-Islinger-Stiftung, Mannheim
- 2023 Research Excellence Award, Stiftung Marketing, Mannheim
- 2023 Sales SIG Doctoral Dissertation Proposal Award, Runner-Up, American Marketing Association, Nashville
- 2023 7th Annual Young Scholar Research Competition Award, Finalist, American Marketing Association, Nashville
Selected publications
- Lanzrath, A., Homburg, C. and Ruhnau, R.-C. (2024). Increasing graduates' interest in B2B sales: how to dispel lay beliefs, fight stigma, and create a profession of choice. Journal of Personal Selling & Sales Management : JPSSM, 1–20.
- Lanzrath, A. (2023). Talent- und Diversitätsmanagement im Vertrieb : eine empirische Untersuchung der Erfolgsfaktoren für die Gewinnung und Bindung von Vertriebstalenten. Dissertation. Mannheim.
- Lanzrath, A. I., Homburg, C. and Ruhnau, R.-C. (2023). Women's underrepresentation in business‑to‑business sales: Reasons, contingencies, and solutions. Journal of the Academy of Marketing Science.