Skip to main content


Prof. Dr. Christine Falkenreck

Departmental Adviser Engineering Department

Institute for Materials Science (ifm)
Research Group Leader RG Marketing innovative IoT Business Models

Engineering Department

Prof. Dr. Christine Falkenreck | Hof University of Applies Sciences

Contact details


Hochschule Hof
Alfons-Goppel-Platz 1
95028 Hof


Campus Hof | Building C | Room C115

Office hours

Wednesday: 13:00 - 14:00
Please contact me by e-mail first


Business-to-Business Marketing and Sales

Task area

Departmental Advisor


I studied at Kassel University and focused on strategic Marketing and Sales. My doctoral dissertation refered to reputation transfer. Since 2013, I am a Marketing Professor at Hof University, passionate by decision making science, strategic marketing and marketing research. In our engineering faculty I am departmental advisor, responsible for the teaching quality. Since 2016, I am the program head of a master's program in International Project Management. I am assigned to a research professorship at Hof University - my team is completed by my doctoral students, Dipl-Wirt.-Ing. Dipl. rer. pol. Maximilian FrochJulia Eschenbacher, M. Sc. and Luisa Habbel, M.A..

My research work refers to Business-to-Business and Business-to-Government Marketing. My field of interest relates to changes and requirements of relationship marketing management with reference to the Internet of Things (Industry 4.0). I am specialized in B-to-B brand management, brand loyalty programs and their effect on customer commitment,  B-to-B competitive research and customer driven sales strategies. I carry out joint research with my fellow researchers at the University of Poznan, Poland, and Kassel, Germany.

I support managers to reach marketing excellence by improving their skills and knowledge in Internet of Things-related marketing concepts through training, workshops and consulting. Since 2016, I also work as an expert in digital Transformation/Internet of Things for the European Commission, Brussels. 

Dipl.-Wirt.-Ing. Dipl. rer. pol. Maximilian Froch 


Julia Eschenbacher, M.Sc.

  • Research Interest: Antecedents and Consequences of Positive and Negative Social Media Engagement
  • Context: Non Profit Organizations, Higher Education Institutions
  • Seeking: New research partnerships in the field of social media engagement. Colleges and universities willing to share her social media engagement surveys with their students for participation.

Latest Conference Proceedings

Falkenreck, C; Wagner R; Froch M (2024): Business Transactions and Negotiation Processes - Investigating the Impact of Power and Dependence, Proceedings for the 2024 Global Sales Science Institute Conference, Montpellier, France, June 5-8, 2024.

Falkenreck, C; Wagner R (2023): Marketing Strategies on Macro-Environment Levels- Success Determinants and Post Marketing Plan Improvisation during Global Trade Policy Changes, Proceedings for 2023 Global Marketing Conference, Seoul, South Korea, July 20-23, 2023.

Falkenreck, C.; Leszczynski, G.; Zielinsky, M.; Wagner R. (2023): Do You Trust Me? Sharing Data for Digital Co-Creation in B2B Relations, Proceedings for 39th Annual IMP Conference, Manchester, UK, August 22-25, 2023.

Falkenreck, C; Wagner R (2022): IoT-related Business Models in Critical Infrastructure Settings: Evaluating the Drivers of Relationship Quality, Proceedings for 38th Annual IMP Conference, Florence, Italy, 30. August - 2. September 2022.

Falkenreck, C, Leszczynski, G; Zielinsky, M (2022): Constantly Adjusting B2B Sales Interactions? Lessons from the Global Pandemic Crisis, Strategic Imperatives of Modern Management, Kyiv National Economic University, October 21, 2022

Falkenreck, C & Wagner, R (2019): Service-Dominant Logic in the Digital Age—Are Actors still Co-Designers and Creators of Value?', Proceedings of the 48th EMAC Conference, University of Hamburg, May 28-29, Germany.

Falkenreck, C (2018): Kunden integrieren, Projektakzeptanz erhöhen. Das 4-Phasenmodell für Digitalisierungsprojekte, Präsentation auf dem 35. Internationalen Projektmanagement Forum, Nürnberg, 23.-24. Oktober 2018.

Peer-Reviewed Journal Publications:

Falkenreck, C, Leszczynski, G; Zielinsky, M (2023): What drives the successful launch of IoT-related business-models?, Journal of Business and Industrial Marketing, Vol. 38 No. 13, pp. 180-194,

Falkenreck, C & Wagner, R (2021): From Managing Customers to Joint Venturing with Customers: Co-Creating Service Value in the Digital Age, Journal of Business and Industrial Marketing, DOI 10.1108/JBIM-02-2020-0100

Falkenreck, C & Wagner, R (2017): The Internet of Things-Chance and challenge in international business relationships',  Industrial Marketing Management,  66 (October), 181-195.


Falkenreck, C., Leszcynski, G. Zielinsky, M. (2022): Adjusting B2B Sales Interactions to COVID 19, in:  Strategic Imparatives of Modern Management, Kyiv National Economic University, Ministerium of Education and Science,  Ukraine.

Falkenreck, C. (2021): Design Thinking-Interactively co-creating innovative products that fit the market, in Pantano, E.: Creativity and Marketing: The Fuel for Success, Emerald Publishing, London

Falkenreck, C (2019): Digitalisierungsprojekte erfolgreich planen und steuern-Kunden und Mitarbeiter für die Digitale Transformation begeistern, Springer essential, Verlag Springer Gabler.

Falkenreck, C (2015): Kooperative Unternehmenskultur und Führung als Erfolgsgrundlagen des Performance Management, in: Künzel, H (Hrsg.): Erfolgsfaktor Performance Management - Leistungsbereitschaft einer aufgeklärten Generation, Springer Verlag.

Falkenreck, C (2009): Reputation Transfer to Enter New B-To-B Markets: Measuring and Modelling Approaches, Physica-Verlag, Heidelberg

The SiPMO (Simulated Project Management Office) Project will run from April 2024 to March 2027 and is supported by the Interreg program Bavaria-Czech Republic and funded by the European Union (EFRR) with 351 thousand euros.

The SiPMO project, Reg. No. CZBY_120, deals with the explanation and application of project management techniques and is aimed primarily at university students, but also at the general public who want to expand their knowledge in this field. The project focuses on the application of basic project management techniques and methodologies for scheduling, costing, resource allocation and risk management, but also on how to manage a project according to  state of the art project management methods. The project consists of two main parts, focusing on the acquisition of theoretical knowledge and practical skills for the placement of university graduates in the common labour market.

The main results of the project are a web platform, an e-learning course and a business game. The web platform with a communication forum will enable interaction between the students of the partner universities. The e-learning course focuses on the fundamental understanding of project management issues.  It allows students to acquire comprehensive theoretical knowledge of the subject in the form of video lectures, animated case studies, supporting materials and final tests, taking into account the various project management methods used in the Czech Republic and Bavaria.

With the help of a simulation game, students will  manage a project in a simulated environment that is influenced by a number of external conditions and influences to which they have to adapt. All results will be integrated into the teaching of project management courses during the course of the project.

  • The project builds on the different approaches to project standards in the Czech Republic and Germany and provides a comprehensive insight into this project methodology. Graduates of the course will have better opportunities for employment in the cross-border labour market.
  • In addition to theoretical knowledge, the project will also provide students with practical experience that university graduates can actually be confronted with in everyday life.
  • The implementation of the cross-border project represents a considerable gain in prestige for the two participating universities in the border regions.

The lead partner of the project is the Institute of Technology and Economics in České Budějovice (Czech Republic), the project partner in Bavaria is our University of Applied Sciences in Hof. Both project partners are equally involved in all activities and the implementation of all these outputs and will also include them in their educational structures. 



My teaching areas refer to Business-to-Business marketing and sales strategy. In the master's program International Project Management I teach commercial project management, project marketing and classical, agile and hybrid project management methods. From 2024 on, I also teach Sustainable Fashion Marketing in the master's program Sustainable Textiles.