Completed dissertation at the Chair of Digital Marketing

On April 01, 2020, Ms. Joséphine Kreische successfully completed her PhD project and was awarded the academic degree Doctor Rerum Politicarum (Dr. rer. pol.).

In her dissertation "How relevant is customer win-back for digital firms? A framework and a novel analytical perspective to assess the relevance of reacquired customers", Ms. Kreische critically questions the relevance of customer win-back, especially of younger, digital services, proposes a framework for their assessment and demonstrates the application of the framework by means of a service of the new digital economy, which has already existed on the market for more than 15 years. Her dissertation is a very exciting, scientific work on the relevance of customer recovery.

We would like to warmly congratulate Ms. Kreische and wish her all the best for her future professional career.