Tasks

Niklas is an assistant professor at the Department of Marketing and Management at SDU, and associated researcher at the University of Constance.

Convinced that consumption and marketing are more complex and fascinating than any 2x2 matrix could ever be, he aims to dig deep into their cultural and social foundations. Embracing a multi-disciplinary viewpoint in both his education and his current work, Niklas holds degrees in both marketing and sociology and publishes on an international level in both fields. He draws on sociological theory, contemporary philosophy, and in-depth qualitative research to develop new angles on key current research topics such as the impact of social media, innovation and market evolution, and practice theory.

Before completing a PhD in sociology at the University of St. Gallen, Niklas studied in Germany, Switzerland, Indonesia, Australia, and the UK; and holds degrees in International Management (Karlsruhe), Marketing Management (St. Gallen), and Sociology (Constance). In addition to co-founding two internet start-ups, he gained industry experience with Daimler-Chrysler and worked as a  brand consultant for brands such as Nivea, BILD, Douglas, Smart, Lacoste, or Bionade. Occasionally, he provides advice on product design and marketing strategy to start-ups in the consumer goods field.

A former recipient of a competitive scholarship by the Swiss National Foundation, Niklas has been a visiting PhD at the Department of Sociology at Lancaster University and has co-authored several successful grants for third-party research funding. He has taught Marketing Theory, Consumer Behaviour, Market Research Methods, and Sociology of Consumption at the Universities of St. Gallen, Constance, Lancaster, and Odense and frequently supervises Master’s theses in the areas of consumer culture and marketing strategy.

Niklas' current publications under review focus on the long-term evolution of consumer goods markets, the uses of practice theory for the study of consumption, and the impact of screens and screen-mediated practices on consumption forms. Additionally, he prepares a book on style, visual media, and practice theory for publication.

Affiliations

• Consumptions Studies - Assistant Professor

Publications