Deutsch Intern
Chair of Business Administration and Marketing


Prof. Dr. Jana-Kristin Prigge

Chair of Business Administration and Marketing
Sanderring 2
97070 Würzburg
Building: Neue Universität
Prof. Dr. Jana-Kristin Prigge

Short biography

  • Studied business administration at the University of Mannheim
  • Doctorate and habilitation in marketing at the University of Mannheim
  • Visiting Assistant Professor at Penn State University, USA
  • Worked for several years at Deutsche Bank in the Private & Business Clients division (including projects on sales design and digitalization)
  • Head of the Digital Marketing & E-Commerce research group at the University of Würzburg
  • Publications in top tier journals (e.g. Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Product Innovation Management)

Main research areas

  • Social media marketing (social media influencers, review management)
  • E-commerce (sustainable customer behavior in the digital environment, control of webshop user behavior, nudging)
  • Multi-channel management (multi-channel behavior, management of online vs. offline channels)  
  • Innovation management (role of sales in new product development, new product forcasting)