Prof. Karen Donohue from the University of Minnesota emphasized: “A unique aspect of this workshop is its multidisciplinary structure, bringing together scholars in the fields of Marketing, Operations, and Digital Technologies. I look forward to continuing to stay in touch with the new friends I have met outside my field and hopefully partnering with a few of them on future research projects.”
Prof. Torbjørn Netland from ETH Zurich added: “A highlight was the conference dinner amid the vineyards outside Heilbronn. I recommend this workshop for anyone interested in the role of new Digital Technologies in operations or marketing management.”
Karen Donohue and Dr. Carl-Philip Ahlbom (University of Bath) gave the keynote speeches. One by Metaverse expert Prof. Philipp A. Rauschnabel (University of the Federal Armed Forces in Munich) shed light on "A slightly technical perspective on technologies". The panel consisted of Michela Carraro (TUM Campus Heilbronn), Prof. Dominik Mahr (Maastricht University), Dr. Christoph Schmidt (ETH Zurich) and Dr. Teck Ming Tan (University of Oulu).