Dr. Aline Lanzrath

_{Since 06/2023}
University of Mannheim, Germany
Habiitation Candidate, Research Interests: Sustainability and Digital Transformation in Sales, Strategic Price and Innovation Management

_{09/2024 – 12/2024}   
Texas A&M University, USA
Visiting Assistant Professor at Mays Business School under supervision of Prof. Dr. Eli Jones

_{07/2019 – 04/2023}   
University of Mannheim, Germany
Doctoral Student and Research Assistant
Doctoral Thesis: Talent and Diversity Management in Sales

_{09/2016 – 05/2019}    
University of Mannheim, Germany
Business Psychology (M. Sc.), passed with distinction
Focus: Consumer psychology, Organizational psychology

^{01/2018 – 07/2018}    
ISCTE-IUL Lisbon, Portugal 
Semester abroad (ERASMUS)

^{09/2012 – 08/2015}    
University of Mannheim, Germany
Psychology (B. Sc.), passed with distinction
Minor: Marketing and Management

^{09/2004 – 07/2012}    
Secondary School Johanneum Homburg Saar, Germany
General Qualification for University Entrance
Baccalauréat général

_{Since 06/2023}
Multiple Clients in Germany and Switzerland (e.g., Accenture)
Senior Strategy Consultant (External Contractor)

_{06/2021 – 06/2023}
Accenture, Kronberg, Germany
Strategy Analyst (Part-time)

_{07/2019 – 03/2024}  
Aivy UG, Berlin 
Freelancer in the field of content marketing and psychometrics

_{07/2019 – 05/2021}  
Homburg&Partner, Mannheim, Germany
Freelance Business Consultant in Marketing and Sales Strategy

^{07/2014 – 06/2019}     
SIGMA GmbH, Mannheim, Germany
Student Employee in the Department Quantitative Market Research

^{07/2018 – 09/2018}    
HUMANOO (HR Start-up Award 2017), Berlin, Germany
Internship in the Department Business Development and Strategic Marketing

^{04/2016 – 07/2016}    
Instinct and Reason, Sydney, Australia
Research Consultant in the Department Consumer Insights

^{09/2015 – 03/2016}    
Daimler AG, Mercedes-Benz, Rastatt, Germany 
Internship in the Department Training and Organizational Development

^{07/2015 – 09/2015}    
Institut für Marktforschung (IFM), Mannheim, Germany
Internship in the Department Qualitative and Quantitative Market Research

^{01/2014 – 02/2014}    
Psychosoziale Projekte Saarpfalz gGmbH, Homburg, Germany
Internship in the field of Occupational Reintegration

Mettler, J., Lanzrath, A., and Homburg, C. (2026). Forthcoming. Extended Reality in Business-to-Business Sales: Performance Implications, Adoption Drivers, and Contingency Effects. Journal of Marketing (FT50), online first.

Huang, G., Lanzrath, A., and Homburg, C. (2026). When do high prices sell better for sustainable products in business-to-business markets? The role of price–sustainability fit. Industrial Marketing Management, 134, 172–185. https://doi.org/10.1016/j.indmarman.2026.02.012

Lanzrath, A., Homburg, C. and Ruhnau, R., (2025). “Women’s underrepresentation in business-to-business sales: Reasons, contingencies, and solutions,” Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-023-00988-6 

Lanzrath, A., Homburg, C. and Ruhnau, R., (2024). “Increasing Graduates’ Interest in B2B Sales: How to Dispel Lay Beliefs, fight Stigma and Create a Profession of Choice,” Journal of Personal Selling and Sales Management. https://doi.org/10.1080/08853134.2023.2289701 

Lanzrath, A., Homburg, C. und Ruhnau, R., (2024). “Wege aus dem Fachkräftemangel: Wie der Vertrieb attraktiver für den Nachwuchs wird,” WirtschaftsWoche.

Huang G., Homburg, C., aund Lanzrath A., (2024). “ Trade Offs zwischen Preis und Nachhaltigkeit in B2B Kaufentscheidungen,“ IMU Research Insights, 087. Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

Lanzrath, A. (2026). Marketing verbindet, wo Algorithmen enden. Absatzwirtschaft.

Lanzrath, A., Homburg, C., & Ruhnau, R. (2025). Why B2B Sales Is Still Struggling to Attract Women—And What We Can Do About It. AMS Sparks (Academy of Marketing Science). 

Ruhnau, R., Lanzrath, A., & Homburg, C. (2024). So geht es Frauen im Vertrieb. Sales Excellence. 

Lanzrath, A., Homburg, C., & Ruhnau, R. (2024). Wege aus dem Fachkräftemangel: Wie der Vertrieb attraktiver für den Nachwuchs wird. WirtschaftsWoche. 

Holz, F., Homburg, C., & Lanzrath, A. (2024). Vertrieb an den öffentlichen Sektor: Eine Untersuchung von Vertriebsstrategien und -strukturen. IMU Research Insights, 094. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

Sebastian, J., Lanzrath, A., & Homburg, C. (2024). Die Delegation von Preisgestaltungsbefugnissen an Business-to-Business-Vertriebsteams: Eine Untersuchung praktikabler Hebel. IMU Research Insights, 091. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

Huang, G., Homburg, C., & Lanzrath, A. (2024). Trade-offs zwischen Preis und Nachhaltigkeit in B2B-Kaufentscheidungen. IMU Research Insights, 087. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

Lanzrath, A., Homburg, C., and Ruhnau, R., (2023). “ Diversitätsmanagement im B2B-Vertrieb: Maßnahmen zur Gewinnung und Bindung weiblicher Vertriebstalente,“ IMU Research Insights, 085. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

Lanzrath, A., Homburg, C., and Ruhnau, R., (2021). “Den Wettbewerb um Vertriebstalente gewinnen: Maßnahmen zur Stärkung der Positionierung des B2B-Vertriebs auf dem Arbeitsmarkt,“ IMU Research Insights, 076. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

Weber, N., & Lanzrath, A. (2026, forthcoming). Technology-Enabled Collaboration Between Sales & R&D. Sales Productivity Conference, Thessaloniki, Greece.

Schröder, A., & Lanzrath, A. (2026, forthcoming). Digital Product Passports for Supply Chain Transparency. AMA Summer Academic Conference, Denver, USA.

Lanzrath, A., Jones, E., & Hartmann, N. (2025). Bottom-up B2B sales. European Marketing Academy Annual Conference (EMAC), Madrid, Spain.

Huang, G., Lanzrath, A., & Homburg, C. (2024). Do higher prices sell better? The role of price–sustainability fit. AMA Summer Academic Conference, Boston, USA.

Lanzrath, A. (2023). Talent and Diversity Management in Sales. HICE, Honolulu, USA.

Lanzrath, A., Homburg, C., & Ruhnau, R. (2022). Winning the war for sales talent. AMA Winter Academic Conference, Las Vegas, USA.

 Lanzrath, A., & Ruhnau, R. (2022). Fighting the stigma of sales: How to create a profession of choice. EMAC Annual Conference, Budapest, Hungary.

Lanzrath, A., Homburg, C., and Ruhnau, R., (2023, February). “Establishing Diversity at your Corporate Fronline,” American Marketing Association Winter Conference, Nashville, United States..

Lanzrath, A., Homburg, C., and Ruhnau, R., (2022, May). “Talent and Diversity Management in Sales,” HICE Conference, Hawaii, United States.

Lanzrath, A., Homburg, C., and Ruhnau, R., (2022, May). “Fighting the Stigma of Sales – How to Create a Profession of Choice,” European Marketing Academy Annual Conference, Budapest, Hungary.

Lanzrath, A., Homburg, C., and Ruhnau, R., (2022, February). “Winning the War for Sales Talent,” American Marketing Association Winter Conference, Las Vegas, United States.

Lanzrath, A., Salwender, M., and Stahlberg, D., (2022, January). “Seeing the World Through a Daughter’s Eyes,” 20th EAWOP Congress, Glasgow, Scotland.

Lanzrath, A., Homburg, C., and Ruhnau, R., (2021, October). “Talent Management in B2B Sales,” Swiss Academy of Marketing Science Conference. University of Lucerne, Switzerland.

2026: Future Marketing Leader, Handelsblatt

2025: Julie Bassermann Award, Ministry for Culture and Justice Mannheim

2024: Sales SIG Best Doctoral Dissertation Award, American Marketing Association

2023: Award for Outstanding Doctoral Dissertation, Suedwestmetallverband

2023: Direct Sales Outstanding Dissertation Award, Bundesverband für Direktvertrieb

2023: Award for Outstanding Scientific Contribution, Karin Islinger Stiftung

2023: Research Excellence Award, Stiftung Marketing, University of Mannheim

2023: Sales SIG Doctoral Dissertation Proposal Award, Runner-Up

2023: 7. Annual Young Scholar Research Competition Award, Finalist

2019: Research Award (Otto-Selz Preis) for the best master thesis

Languages
English, French, Portuguese, Latinum

Social Commitment
Tutoring refugees in German
Social Interaction Leader

Interests
Tennis, Running, Travelling, Skiing