Andrea Kindermann is professor and researcher for digital transformation of established companies at the Quadriga University of Applied Sciences Berlin.
Andrea Kindermann is professor and researcher for digital transformation of established companies at the Quadriga University of Applied Sciences Berlin. She also advises companies on the development of innovative marketing strategies and the digitisation of business models. She studied journalism and communication science, economics and psychology at the Ruhr University Bochum and holds a PhD from the Institute for Sociology at the University of Hamburg. For more than 15 years she has investigated marketing innovations and how companies are developing and maintaining their capacity for innovation. She advises companies on the construction of innovative marketing strategies and the digitisation of business models. Andrea Kindermann has worked as a consultant and organisational developer for Proximity Consulting, DDB, Jung von Matt and Villeroy & Boch.
In her research Andrea Kindermann focuses on the digital transformation of established companies:
Where are the limits of the transformability of specific organisations as complex systems and "non-trivial machines"? Which transformational opportunities and limits can be identified to develop promising digitisation strategies? The aim is to develop a system of analysis and strategy tools that enable managers to assess the individual transformation capacity of their company and to identify and evaluate the activity areas on offer.
Digitised marketing will include not only the automation of standard processes, but also of complete assignments. What does this automation of marketing activities and interaction mean for the marketing management and the job profile of employees? With which organisational models can marketing managers meet the requirements for profitability, speed and quality?
Professor for Digital Transformation
Teaches in the study programme MBA Leadership and is responsible for the specialisation in Digital Marketing Management.