DE / EN

Dr. Aline Lanzrath

Assistant Professor

Dr. Aline Lanzrath

E-mail: aline.lanzrathmail-uni-mannheim.de

Tel.: +49 621 181-1870
Fax: +49 621 181-1556

Adress:
L 5, 1 – Room 210
68131 Mannheim

Consultation Hours:
Tuesday 3 p.m.–5.30 p.m.
Please send an email to make an appointment.


  • Educational Background

    Since 03/2023
    University of Mannheim, Germany
    Assistant Professor: Research Interests at the Interface of Sales Management and Psychology

    09/2016 – 03/2023   
    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

  • Work Experience

    Since 05/2023
    Multiple Clients in Germany and Switzerland (e.g., Accenture)
    Senior Strategy Consultant (External Contractor)

    06/2021 – 05/2023
    Accenture, Kronberg, Germany
    Strategy Analyst (Part-time)

    07/2019 – 07/2022  
    Aivy UG, Berlin
    Freelancer in the field of content marketing and psychometrics

    07/2019 – 06/2021  
    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

  • Research Papers

    Lanzrath, A., Homburg, C. and Ruhnau, R., (2023). “Women’s underrepresentation in business-to-business sales: Reasons, contingencies, and solutions,” Journal of the Academy of Marketing Science.

    Lanzrath, A., Homburg, C. and Ruhnau, R., (2023). “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.

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

    Huang G., Homburg, C., and Lanzrath A., (2024). “ Trade Offs zwischen Preis und Nachhaltigkeit in B2B Kaufentscheidungen,“ IMU Research Insights, 087. 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.

    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.

  • Honors and Rewards

    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

  • Miscellaneous

    Languages
    English, French, Portuguese, Latinum

    Social Commitment
    Tutoring refugees in German
    Social Interaction Leader

    Interests
    Tennis, Running, Travelling, Skiing