Dominik Hettich
About
Dominik Hettich is a postdoctoral research fellow in the Marketing Department at Goethe University Frankfurt, holding a Ph.D. in Marketing from the same institution. His research addresses questions at the intersection of marketing, psychology, and sociology, with a primary focus on consumer behavior and innovation management. A key focus of his work is understanding how societal shifts and digital transformations impact these areas, including demographic shifts, and increasing ethical awareness of consumers in various domains.
Specializing in experimental methodologies, Dominik adeptly incorporates mixed methods approaches involving qualitative research and secondary data analysis to provide comprehensive insights into important managerial challenges. His research has been published in The Gerontologist and presented at various renowned scientific conferences. Moreover, he has co-authored a book chapter on key account management, which is featured in the Handbook of Business-to-Business Marketing.
Contact information
Dominik Hettich
Goethe University Frankfurt
hettich
wiwi.uni-frankfurt.de