Digital Transformation: A Multidisciplinary Research Agenda

Digital Transformation: A Multidisciplinary Research Agenda

23 November 2020



This webinar will consist of two parts: 

  1. Multidisciplinary research  vs. monodisciplinary research: Impact on Recognition within the Community
  2. Multidisciplinary Research & Digital Transformation

Invited expert:
Professor Michael Haenlein
Professor of Marketing ESCP Europe &  Scientific Director ESCP Europe Research Center on Big Data.

Professor Haenlein's research interest and expertise deal with the subjects of customer relationship management (CRM), marketing research and social media. In particular, he analyzes the relationship between social networks and customer profitability and more broadly the concepts of social CRM, Word-of-Mouth (WoM) and customer social value. He also works on the best methods to manage unprofitable customers and divest undesirable client relationships. Furthermore, Professor Haenlein is doing research in quantitative marketing research, particularly structural equation modelling and agent-based modelling, and has co-authored several articles in the area of social media.
He has published in journals such as the Journal of Marketing, International Journal of Research in Marketing (IJRM), European Management Journal and Business Horizons and counts among the top 75 most cited marketing academics worldwide, based on Google Scholar. He is the most cited researcher in the field of "Word-of-Mouth", among the top three in the field of "Customer Relationship Management" and among the top ten in the field of "Social Influence".
Professor Haenlein is a Senior Editor at the International Journal of Research in Marketing and on the Editorial Board of the Journal of Marketing. From 2012 to 2015, he was the Editor-in-Chief of the European Management Journal.
As a consultant, he has worked with a large number of international companies in a variety of industry sectors such as telecommunications, financial services, technology and private equity. He holds a PhD from the WHU, Otto Beisheim School of Management (2004) and a Habilitation from the Pantheon-Sorbonne University (2013).

For further information please visit: 

An internal debate reserved only for HEC Research members will also take place online after the webinar. For registration to the debate, please visit: