The research initiative 'Digital Transformation and Value Creation' at the University of Cologne contributes to our understanding of how the digital transformation adds value to society and especially business life for both customers and companies. Prof. Heiner Evanschitzky from Aston University in Birmingham is also working on this topic. His expertise focuses on Retailing and Customer Management. He published numerous articles from this field of research in highly ranked Journals like the Journal of Marketing and the Journal of Retailing.

From October 24 to 25, he was a guest at the Digital Research Initiative. Together with Prof. André  Marchand and Andrea Schöndeling, he visited the IFH Köln to discuss current and future research questions on the digitalization of the retailing industry with managing director Boris Hedde.

As Prof. Evanschitzky is an expert on hierarchical linear models (HLM), the Marketing researchers of the University of Cologne appreciated that he also gave a short presentation in which he introduced this methodology and illustrated it by means of specific marketing problems.

We thank Prof. Evanschitzky for his visit and the insightful discussions. Until next time!