Aline Lanzrath
About
Aline is a postdoctoral researcher at the Chair of B2B Marketing, Sales & Pricing at the University of Mannheim. She completed her PhD in 2023 under the supervision of Professor Homburg with a focus on talent and diversity management in sales. Her research unites her academic background in psychology and sales, bringing together psychological (traditionally "soft factors") and economic (traditionally "hard factors") approaches with the aim of building long-term business success. Her previous work has appeared in the Journal of the Academy of Marketing Science and the Journal of Personal Selling and Sales Management. In her current projects she focuses on value-based selling for sustainable products in B2B markets, supply chain transparency through digital product passports, success factors of selling to public institutions and the role of AI in new product development. Alongside her academic career, she works part-time in the strategy department of an international consulting firm.
Contact information
Aline Lanzrath
University of Mannheim
alinelanzrath@uni-mannheim.de