2 July 2026, by Bockelmann/Red.

Photo: Dorothea Baumann

Prof. Dr. Theresa Bockelmann

Every year, numerous new researchers join the University of Hamburg. In this series, we introduce them and their fields of research. This time: business economist Prof. Dr. Theresa Bockelmann.

Prof. Dr. Theresa Bockelmann came to Hamburg from IU – Internationale Hochschule at the start of the summer semester and has taken up a professorship in “Digital Transformation in Retail” at the University of Hamburg Business School. This is an endowed professorship funded by the EDEKA Group.

My core research area in three sentences: 

I explore how companies can strategically shape their digital transformation—from developing their first AI products to implementing organization-wide digital strategies and managing hybrid innovations. Among other things, I examine which strategies actually foster digital innovation within companies, how firms can strategically leverage digital resources to achieve sustainability goals, and how entire organizations can use AI as a lever for growth. The key question is relevant across all industries—whether in retail, manufacturing, or the service sector: How can organizations succeed in harnessing the potential of digital technologies and AI not only technically but also strategically?

And this is how I explain to my family what it’s all about:

Imagine you have a highly motivated intern who is full of enthusiasm on the first day but doesn’t yet know where to start. It’s much the same with digital technologies in companies: AI, data analysis, and digital innovations can deliver enormous added value, but only if we use them in a targeted and critical manner, rather than taking the first solution that comes along at face value. I take a detailed look at exactly how companies handle this—how they consciously embed digital technologies into their strategy and organization, rather than simply introducing them and hoping for the best.

That’s why I’m looking forward to Hamburg—to the city and the university:

Hamburg's been my home for a long time now, and it feels great to be able to walk the short distance to campus. What particularly appeals to me about the University of Hamburg is the combination of excellent research and a commitment to bringing science to society. The Business School offers a collaborative, interdisciplinary environment where I can further develop my research topics at the intersection of organization, people, and technology.

These are my plans at the University of Hamburg (regarding Knowledge exchange, teaching, etc.):

In my teaching, I aim to equip students not only with specialized knowledge but also with practical AI skills. My courses will have a strong focus on practical applications, featuring real-world case studies—including those from the retail sector—and the opportunity to try out AI tools firsthand.

In terms of knowledge transfer, I plan to collaborate closely with retail companies, small and medium-sized businesses, and startups to bring research findings directly into practice. After all, successful digital and AI strategies don’t start with the technology, but with the people who shape them. Our close ties to the EDEKA Group, as the foundation’s funding partner, provide a unique starting point for this.

In research, I look forward to continuing to explore my diverse research questions surrounding digital transformation and AI strategies while also launching new projects, particularly with international partners. In the field of AI in particular, we are experiencing change in real time, and that is what makes research so exciting: We can observe live how organizations are changing and learn from one another in the process. My goal is to provide impetus both within the academic community and in corporate practice.

Here’s why students should definitely attend my courses:

Artificial intelligence is currently changing the rules of the game in nearly every industry. Anyone who understands how companies use AI strategically—as well as how to use it responsibly and critically, whether in the workplace, in everyday life, or in the classroom—has a decisive advantage. My courses aren’t just about theory: We work with real-world company data—for example, from EDEKA—discuss current case studies, and develop solutions together. If you’re interested in learning how to use AI thoughtfully and help shape the digital future of businesses, you’ve come to the right place.

A View of the Wider World. I collaborate with the following international organizations, universities, and institutions:

My research has an international focus. I collaborate with colleagues at Arizona State University, the University of Notre Dame, and the IT University of Copenhagen, among others, as well as with researchers at other German universities such as Münster and Munich. In addition to academic collaboration, I work closely with companies in Germany and abroad to support digital transformation processes directly in the field. I regularly present and discuss my research findings at international conferences, such as the Academy of Management or the International Conference on Information Systems, and I am happy to bring these insights back to the University of Hamburg.

Why my research matters to society:

Digital technologies—and AI in particular—are already fundamentally changing the way we work and do business. This holds true across all sectors, from retail—one of Germany’s largest industries, which shapes millions of jobs—to manufacturing and services. My research helps companies manage this transformation strategically and thoughtfully—not at the expense of people, but in partnership with them. By understanding how organizations can foster digital innovation and use AI as a strategic lever, we lay the foundation for an economy in which technology empowers people rather than replacing them.

(This content has been translated automatically.)