dr. J.M. Schaumann (Janina)

Janina M. Schaumann is an Assistant Professor at the Research Chair of Product-Market Relations (PMR). Her expertise lies in a stakeholder-driven approach to brand development, exploring how the dynamics and interactions between brands, consumers, and other stakeholders can transform markets. Moreover, she is an expert in qualitative research methodologies.

She earned her Ph.D. in Business Administration from Lund University (Sweden). In her dissertation, she introduced the concept of stakeholder-based brand equity (SBBE) and its complementary framework, outlining how organizations can foster brand equity by collaborating with diverse social, political, and business stakeholders.

Previously, she taught and conducted research at Hochschule Bremen and Macromedia University of Applied Sciences in Germany. She has collaborated with numerous organizations, including TetraPak, Thule, and Axis Communications, on research projects spanning multiple countries, such as Sweden, Brazil, Russia, India, and China. She has extensive experience in conducting and managing international research projects.

Beyond academia, Janina M. Schaumann has significant industry experience across diverse sectors. She has developed marketing and branding strategies for B2B and B2C products, ranging from cosmetics and automotive to industrial valves and market research services.

Organisations

Janina M. Schaumann’s academic work centers on the dynamic field of marketing, with a particular focus on brand management, international business, and consumer behavior. She investigates the mechanisms and processes that shape consumer demands and markets, emphasizing the role of stakeholder engagement and collaborative dynamics.

Janina M Schaumann’s research vision is to redefine the role of marketing—traditionally viewed as a driver of overconsumption—by positioning it as a catalyst for sustainability. By exploring how brands can foster collaboration among diverse stakeholders—including businesses, governments, NGOs, and consumers—she aims to uncover how stakeholder-driven brand management can create value for business, people, and the planet.

Publications

Research profiles

Janina M. Schaumann is a dedicated and enthusiastic educator. She coordinates and teaches several courses on brand management, (international) marketing, and qualitative research methods.

Affiliated study programs

Courses academic year 2025/2026

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

Courses academic year 2024/2025

Address

University of Twente

Horst Complex (building no. 20), room W246
De Horst 2
7522 LW Enschede
Netherlands

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Organisations