Assistant Professor Dr. Anna-Karina Schmitz
Marketing & Sales Group
Anna-Karina Schmitz is Henkel Assistant Professor of Marketing at WHU - Otto Beisheim School of Management. Her research focuses on issues of brand and price management. In particular, she is interested in the management of brand portfolios and the introduction of brand extensions. Among other things, she is concerned with how growth and higher prices can be achieved through the sustainable enhancement of brands and value creation for consumers.
Another focus of Anna-Karina Schmitz's research is on sustainability and social justice. She is particularly interested in the contribution that marketing can make to solving current social issues: How can companies make their brands and product portfolios more sustainable? How should brands and companies position themselves on issues of social (in)justice? What influence does this have on consumer behavior?
Anna-Karina Schmitz completed her Bachelor and Master of Science in Business Administration with a focus on Corporate Development and Marketing at the University of Cologne. Before deciding to pursue an academic career, Anna-Karina Schmitz worked in the entertainment industry for over four years and was responsible for the management of various major musical and theater productions in Germany and abroad. She then completed her dissertation at the Chair of Strategy and Marketing at WHU - Otto Beisheim School of Management on the topic of brand (portfolio) premiumization strategies. With the Assistant Professorship of Marketing, Anna-Karina Schmitz also takes over the position as Director of the Henkel Center for Consumer Goods (HCCG) at WHU - Otto Beisheim School of Management.