Senior Researcher
Nina Hesel
In her research, Nina Hesel examines how companies and consumers make decisions in markets. Her focus is on the practical research of the interaction between marketing decision-makers, markets and consumers. Moreover, she investigates change processes and trends in consumer behavior and marketing to identify approaches for better decisions in the future.
Before joining the Nuremberg Institute for Market Decisions (NIM) as a researcher, she worked in the free economy as a marketing manager. Her positions included the role of Manager Corporate Marketing at NürnbergMesse GmbH, where she was responsible for the strategic planning and implementation of cross-media marketing and communication campaigns. Before that, she worked for three years as Project Manager of Marketing Insights & Business Intelligence at the Bertelsmann subsidiary rtv media group, where she was in charge of market research and business intelligence projects as well as marketing campaigns.
Focus and areas of interest
- Sustainability marketing
- Sustainable consumer behavior
- Artificial intelligence in marketing
- Marketing Trends & Marketing Strategy
Selected publications
- Buder, F., Hesel, N., & Dietrich, H. (2024). Beyond the Buzz: Creating Marketing Value with Generative AI. NIM Marketing Intelligence Review, 16(1) 50-55. https://doi.org/10.2478/nimmir-2024-0008
- Hesel, N., Buder, F., & Dietrich, H. (2024): Voices of the Leaders of Tomorrow: Confronting Scarcity. Nuremberg Institute for Market Decisions & St. Gallen Symposium
- Buder, F., & Hesel, N. (2023). 'Metaverse-Winter' – Ist der Hype bereits vorbei? Markenartikel 11/2023.
- Hesel, N. & Buder, F. (2023, July). AI as a strategic leader? On the role of intelligent machines in strategic marketing decisions. In Proceedings 11th International Conference on Contemporary Marketing Issues (ICCMI) (pp. 364-365).
- Buder, F., Hesel, N. & Dietrich, H. (2023, July). Marketing in the metaverse – opportunities and barriers for the creation of marketing value. In Proceedings 11th International Conference on Contemporary Marketing Issues (ICCMI) (pp. 362-363).
- Buder, F., Hesel, N., & Dietrich, H. (2023). Voices of the Leaders of Tomorrow: Toward Sustainable Transformation – Rethinking the Generational Contract for a Better Future. Nuremberg Institute for Market Decisions & St. Gallen Symposium.
- Hesel, N., Buder, F., & Unfried, M. (2022). The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making. NIM Marketing Intelligence Review, 14(2), 49–53. https://doi.org/10.2478/nimmir-2022-0017
- Buder, F., & Hesel, N. (2022). So bleiben Unternehmen zukunftsfähig. Markenartikel 03/2022.