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Anna Katharina Gehring, M.Sc.

Anna Katharina Gehring

Freie Universität Berlin

Marketing-Department

Researcher

Address
Arnimallee 11
14195 Berlin

Office hours

For current consultation hours, please see here.

Education and Academic Experience

  • Since 04/2021: Research Associate and PhD Student, Marketing Department, Freie Universität Berlin
  • 01/2019 – 03/2021: Research Associate and PhD Student, Chair of Business Administration, esp. Marketing, Paderborn University
  • 04/2016 – 07/2018: M.Sc. Business Administration, Paderborn University
  • 04/2016 – 09/2017: Research Assistant, Chair of International Business, Paderborn University
  • 04/2014 – 02/2016: Student Assistant, Chair of International Business, Paderborn University
  • 10/2012 – 09/2015: B.Sc. International Business Studies, Paderborn University
  • 01/2018 – 07/2018: Master's degree candidate, Department of Global Key Accounts, Böllhoff GmbH, Bielefeld
  • 10/2017 – 01/2018: Internship, Global Key Accounts Department, Böllhoff GmbH, Bielefeld
  • 09/2015 – 02/2016: Internship, Pricing Department, Volkswagen AG, VW Nutzfahrzeuge, Hannover

Development and further professional experience

  • 01/2018 – 07/2018: Master's degree candidate, Department of Global Key Accounts, Böllhoff GmbH, Bielefeld
  • 10/2017 – 01/2018: Internship, Global Key Accounts Department, Böllhoff GmbH, Bielefeld
  • 09/2015 – 02/2016: Internship, Pricing Department, Volkswagen AG, VW Nutzfahrzeuge, Hannover

Awards and scholarships

  • 03/2017 – 07/2018: Scholarship through the Deutschlandstipendium (Studienfonds OWL)
  • 10/2014: Enrollment in the Excellence Program for particularly high-achieving students of the Faculty of Business Administration, Paderborn University

Winter semester 2021/2022:

  • Bachelor: Business- und Dienstleistungsmarketing (tutorial)

Summer semester 2021:

  • Master: Business-to-Business-Marketing (tutorial)
  • Master: Ausgewählte Themen der Marketingforschung (lecture/ tutorial)

Research focuses

  • Customer Success
  • Value-based Marketing
  • Consumer Misbehavior

Articles in Refereed Journals

  • Eggert, A., Ulaga, W., & Gehring, A. (2020). Managing Customer Success in Business Market: Conceptual Foundation and Practical Application. Journal of Service Management Research, 4 (2-3), 121-132.

Articles in Edited Volumes

  • Ulaga, W., Eggert, A., & Gehring, A. (2020). Customer Success: The Next Frontier in Business Markets? In: Bruhn, M., & Kirchgeorg, M. (Hrsg.) Marketing Weiterdenken, Berlin, Springer.

Articles in Refereed Conference Proceedings

  • Gehring, A.; Ulaga, W.; Eggert, A.; Hochstein, B. (2021). Customer Success in Business Markets, Proceedings of the Center for Business & Industrial Marketing (CBIM) 2021 Conference, Atlanta, GA.
  • Gehring, A.; Ulaga, W.; Eggert, A.; Hochstein, B. (2021). Conceptualizing Customer Success in Business Markets: A Theories-in-Use-Approach, Proceedings of the 50th European Marketing Academy (EMAC) Conference, Madrid. [VHB-JOURQUAL3: D]
  • Alberternst, B.; Harrmann, L.; Gehring, A.; Eggert, A. (2021). Sanctioning Subscription Mooching: An Experimental Investigation of Its Intended and Unintended Effects, 2021 AMA Winter Marketing Educators' Conference Proceedings, St. Petersburg, FL. [VHB-JOURQUAL3: D].