“To be the first scientist from a European university to be honored as an AMA Fellow is a very great honor for me. The award is an affirmation of our high-quality yet practical research work and shows that cutting-edge research is possible outside the U.S.”
About Professor Homburg. Professor Homburg holds the Chair of Business-to-Business Marketing, Sales & Pricing at the University of Mannheim since 1999. With 38 publications in the three leading marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research), he is one of the most prolific marketing professors in the world and one of the few German marketing professors who has also received considerable international attention.
His secret of success? Professor Homburg's research topics are practical, innovative, and future-oriented. For example, in current projects, he investigates the effects of social inequality on corporate success, the role of virtual reality in new product development, or digital competencies in marketing and sales. Indeed, research in an “ivory tower” without practical relevance is out of the question for Professor Homburg. “Good research is not only reflected in scientific excellence but also in its practical relevance and applicability for managers,” comments Homburg. His foundation of the Institute for Market-Oriented Management (IMU), which has established itself as a forum for dialog between science and practice, shows that this is indeed the case. And that is not all. In 1997, he founded the marketing and strategy consultancy Homburg&Partner to be able to work on projects requiring more in-depth consulting services. As the former head of the Mannheim Business School, he also made a significant contribution to its development as a top address for managers' education.
Professor Homburg enjoys passing on his profound knowledge, whether in teaching or in research. He gives lectures personally, with commitment, and continuously adapts content to new developments in marketing. This also applies to his textbooks, which are considered reference works in the field of marketing. Only recently, he published a new edition of the book Marketingmanagement, which takes into account the omnipresence of digitalization in today's society. In research, he is regarded as a forger of tomorrow's young academics and entrepreneurs: the majority of his more than 70 former doctoral students, for example, are now working at renowned universities or in management positions in business.