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Campus der Universität Bielefeld
© Universität Bielefeld

Dr. Markus Günther

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Senior Lecturer

Bielefeld University
Department of Business Administration and Economics
Technology Management and Entrepreneurship

Universitaetsstr. 25
D-33615 Bielefeld, Germany

Phone: +49 521.106-4893
E-Mail: markus.guenther@uni-bielefeld.de

Office: UHG V9-153, Lage-/Raumplan

Research

The current research interests incorporate

  • Predictive Analytics (Business Analytics): Business implications of the selection, development, market introduction and diffusion of technologies and innovations
    current fields of application: smart products/cyber-physical products (including new business models), digital transformation (e.g. through human-machine interaction in the production process), future mobility behaviour (e.g. intermodal mobility, hydrogen and electric vehicles) and sustainable products (especially through social norms)
  • Agent-based Simulation
    in particular by combination with other methodological approaches such as conjoint analysis or scenario analysis
  • Digitale Transformation
    e.g. acceptance of new business models or smart product features, (adoption) barriers, impact of augmented reality and cobots on production and business processes
  • Academic patenting and academic start-ups
  • Business gaming simulation in technology management and entrepreneurship
2014-2020
various projects with companies in NRW, Germany
 
2020-2022
Digital Transformation
Hochschulpakt III
Applicant & project leader
2015-2018
Adaptive and Mobile Action Assistance in Daily Living Activities (ADAMAAS)
Verbundforschungsprojekt, Bundesministerium für Bildung und Forschung, Germany
Responsible for the part on economic perspectives
2012-2017
itsowl VorZug (ITS-ABS)
Spitzenclusterprojekt, Bundesministerium für Bildung und Forschung, Germany
Participation
2009-2013
Academic Patenting in Europe (APE-INV)
European Science Foundation Research Networking Programme
Involved researcher
2010
eLearning@ITM 2.0
Faculty of Business, Economics and Statistics, University of Vienna
Applicant & project leader
2008-2010
Multi-Channel Consumer Experience (MCCE)
Jubilee Fund of the Austrian National Bank, Austria
Participation
2008-2010
Quantitively Simulating and Modeling the Diffusion of Innovations (QuaSiMoDI)
Austrian Science Fund (FWF) - Research Project
Co-Applicant
2007-2009
eLearning@ITM I-III
Faculty of Business, Economics and Statistics, University of Vienna
Applicant & project leader
Three consecutive project
2006-2008
Competence-Driven Project Portfolio Analysis (CDPPA)
Austrian Science Fund (FWF) - Translational Research Project
Co-Applicant
2006-2007
EZ-P4 II, WP "Marktpotentiale von BioFiT-Kraftstoffen"
Austrian Federal Ministry of Transport, Innovation and Technology
Participation
  • GOR - Gesellschaft für Operations Research
  • PICMET - Portland International Center for Management of Engineering and Technology
  • Universitätsgesellschaft Bielefeld
  • Technological Forecasting and Social Change
  • European Journal of Operational Research
  • International Journal of Technology Management
  • International Journal of Entrepreneurship and Innovation
  • International Journal of Manufacturing Technology and Management
  • Journal of the Operational Research Society
  • Central European Journal of Operations Research
  • Annals of Operations Research
  • Mathematical and Computer Modelling of Dynamical Systems
  • Transportation Research Part E: Logistics and Transportation Review
  • Socio-Economic Planning Sciences
  • PICMET
  • Interdisziplinäre Jahreskonferenz zu Entrepreneurship, Innovation und Mittelstand (conference)
  • IBIMA International Conference
  • Deutsche Forschungsgemeinschaft (DFG), Germany
  • Austrian Research Promotion Agency (FFG)
  • National Science Center (NSC), Poland
  • Oesterreichischen Nationalbank (OeNB), Austria
  • Ethic Commission, Bielefeld University
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