Dr. rer. pol.

Stefan Raff

Assistant Professor

Marketing (MAR)


Building: 3011

Room: 414.1

Kackertstraße 7

52072 Aachen


Phone: +49 241 80 96221

Consultation Hour

Within term: Thursdays, 01:00 PM to 02:00 PM (appointment needed)


  • Student advisor for theses
  • Course: Service Marketing (Bachelor)
  • Course: Marketing Management (Master)


  • Visiting Scholar at the Technologiy & Information Management department, Coller School of Management, Tel Aviv University between February and May 2019
  • Research Associate at the Chair of Marketing since July 2016
  • Studies of Economics and Business Administration with specialisation Marketing (M.Sc.) at Aarhus University, School of Business and Social Sciences and Copenhagen Business School from 2014 to 2016
  • Dual studies of business administration (B.A.) with specialisation Industry at DHBW Stuttgart from 2010 to 2013
  • Practical experience in the automotive industry, start-up sector and consulting

Research interests

  • Adoption and diffusion of smart technologies
  • Consumer acceptance of ICT and ICT services
  • Mixed-method research

Publications & Conferences

  1. Raff, S.; von Walter, B.; Wentzel, D. (forthcoming): "KI-basierte Beratungsleistungen – Ausgestaltungsformen, Herausforderungen und Implikationen". In: Forum Dienstleistungsmanagement. Springer-Verlag.
  2. Raff, S.; Wentzel, D.; Obwegeser, N. (2020): "Smart Products: Conceptual Review, Synthesis, and Research Directions", Journal of Product Innovation Management, 37(5), 379-404.
  3. Rall, D., & Raff, S. (2020): "Application of Artificial Neural Networks in Pricing – Case Examples from the Automotive Industry", Proceedings of the European Marketing Academy, 49th, (59723).
  4. Raff, S., & Wentzel D. (2019): A Cognitive Perspective on Consumers’ Resistances to Smart Products. In: Elbanna A., Dwivedi Y., Bunker D., Wastell D. (eds) Smart Working, Living and Organising. pre-ECIS TDIT 2018. IFIP Advances in Information and Communication Technology, vol 533. Springer, Cham.
  5. Krechting, Denis; Raff, Stefan; Bernhard, Florian; Dicks, Maximilian; Beschorner, Isabelle; Wentzel, Daniel; Gudergan, Gerhard; Buschmeyer, Achim (2018): Management des Mitarbeiterverhaltens bei der Transformation von produzierenden Unternehmen. Hrsg. Günther Schuh und Daniel Wentzel. Aachen: FIR an der RWTH Aachen (FIR-Edition Forschung, Band 23).
  6. Krechting, D.; Raff, S.; Wentzel, D.; Gudergan, G. (2018), „Vom Produzent zum Dienstleister“, OrganisationsEntwicklung, 2/2018, S. 102-103.
  7. Raff, S., & Wentzel, D. (2018): ““Alexa, Are You Connected to the CIA?” – Uncovering Consumers’ Resistances to Smart Products”, Conference of the European Marketing Academy, Glasgow.
  8. Raff, S., & Krechting, D. (2017): “Mit Change Agents durch den Wandel – Mitarbeiterverhalten als zentrale Säule der Unternehmenstransformation", UdZ Praxis (2) 2017, S. 50 - 57.
  9. Raff, S., Nägele, N., Wentzel, D. (2017): “Me, Myself, and I – Uncovering the Effects of Product Name Personalization“, Conference of the European Marketing Academy, Groningen.