HFU Business School

31/08/2026

Did you know?

Before she taught marketing, Prof. Dr. Lucina Odoi spent more than 15 years doing it, at Beiersdorf and Mars.

She joined HFU Business School as Professor of International Marketing after senior roles in brand management, product and marketing management, sales, and the leadership of international teams.

In her teaching, that industry experience meets current
research. Her work sits at the intersection of marketing and sustainability, and students in her Marketing & Sustainability course run a sustainability challenge of their own. She is also an active member of the global netnography community, applying netnographic methods to study how consumers behave online.

Because marketing keeps changing, and the classroom should change with it.

For more information about Prof. Odoi's career path and journey to HFU:
https://bit.ly/LucinaOdoi_MarketingProf-schwabo

25/08/2026

Our Certificate of Advanced Studies (CAS) “Management Essentials for Professionals” provides a comprehensive introduction to the core functions of modern business management within a single semester—from Finance and Marketing to Strategy and Digital Transformation. The program is practice-oriented, designed for working professionals, and delivered at an academic level.

What makes it unique: The CAS is fully equivalent to the first semester of the HFU Business School's Executive MBA
(hs-furtwangen.de/executive-mba). It therefore serves both as a standalone academic qualification and as the ideal entry point for professionals who may later choose to continue with the Executive MBA.

In your view, how important is a holistic understanding of business for professional success?

20/08/2026

Did you know?

Prof. Dr. Kai-Markus Müller is one of the leading experts in the field of Consumer Neuroscience and Behavioral Pricing.

As a neuroscientist, Professor for Consumer Behavior at HFU Business School, and Director of Pricing Research at Neurensics, he combines cutting-edge brain research with real-world business applications.

With a PhD in Neural & Behavioral Sciences and research experience at the National Institute of Mental Health (NIH) in the USA, Prof. Müller explores how the human brain shapes decisions, value perception, and consumer behavior.

Beyond academia, he regularly shares his expertise on television, print and social media, at international conferences, and major business events. As an accomplished author, his latest book “The Invisible Game” reached the Amazon bestseller lists in the business book category, further demonstrating the impact of his work.

His expertise lies at the intersection of neuroscience, psychology, and business strategy – helping organizations understand what truly drives human decisions.

Because understanding people is the key to understanding business.

19/08/2026

HFU Business School researchers featured in the latest issue of *Harvard Business manager* (German edition)

In a thought-provoking article on transcultural management in international teams, HFU professor Julika Baumann Montecinos and research fellow Tobias Grünfelder Campoverde invite global professionals to explore the potentials of a transcultural approach. They highlight common pitfalls in international teams and propose solutions for successfully navigating cultural complexity and developing commonalities. “I’m looking forward to discussing this article with my practice partners and students,” says Julika, emphasizing her enthusiasm for the research, teaching and transfer around transcultural competence.

Here is the link to the article:

Wenn die Zusammenarbeit über Ländergrenzen hinweg stockt, lautet die Erklärung schnell: kulturelle Unterschiede. Doch oft verbergen sich dahinter ganz andere Probleme. Vier Denkfehler, die internationale Teams ausbremsen – und ein Fahrplan für bessere Zeiten.

17/08/2026

At HFU Schwenningen Campus, student life doesn't stop after class!

Students can choose from a diverse range of student-led sports groups, including volleyball, badminton, tennis, climbing, bouldering, kayaking, yoga, table tennis, spikeball, running, and dancing.

Whether you're looking to stay active, try something new, or simply meet people from different study programmes and countries, there's a sport for everyone. Most activities welcome beginners, making it easy to join at any time.

Good news: A new selection of sports activities will also be offered in the upcoming winter semester. The programme and further details will be announced in time: https://reftreff.hs-furtwangen.de/vs/

At HFU, sport is more than exercise—it's a great way to build friendships, stay healthy, and become part of the campus community.

14/08/2026

Did you know?

Prof. Dr. Eva Kirner is an expert in innovation management and the transformation of businesses in a changing world.

As Professor for International Management at HFU Business School, she combines academic excellence with many years of experience in applied innovation research.

Before joining HFU, Prof. Kirner worked for ten years at the Fraunhofer Institute for Systems and Innovation Research (ISI) in Karlsruhe, where she led research and consulting projects on innovation strategies, technology development, and the competitiveness of companies.

With a PhD from TU Dortmund University and international research experience at the University of Technology Sydney, she brings a strong global perspective to her work. She is also dedicated to fostering entrepreneurship among university students and is strongly involved in HFU´s various start-up support activities.

Her expertise focuses on innovation strategies, digital transformation, entrepreneurship and sustainable business development – helping organizations and individuals to understand how to successfully create and manage change. Currently she is leading a research project on the transformation strategies of non-R&D intensive industry firms.

Through her combination of research excellence, industry-oriented innovation expertise, and international management perspective, Prof. Kirner prepares future leaders to navigate the challenges of tomorrow’s business world.

Because innovation is not only about new ideas – it is about turning ideas into sustainable success.

10/08/2026

🔔 Executive MBA Program Webinar
🤖 The Autonomous Enterprise: Why Agentic AI Is Reshaping Business Models

Agentic AI is moving beyond chatbots and copilots — autonomous agents that plan, decide, and act are starting to take over real business processes.
What does this mean for strategy, organizational design, and the business models of tomorrow?

Join Prof. Dr. Michael Hepp, Professor of Strategy, International Management and Digitalization at HFU Business School,
as he explores how agentic AI is redefining digital transformation — and what leaders need to do now to stay ahead.

📅 15 September 🕕 6 pm CET
💻 Format: Online
🔗 Registration: https://bit.ly/emba-webinar_AI

Followed by an Executive MBA Information Session. Free participation.

06/08/2026

Did you know?

Our Dean of the HFU Business School, Professor Armin Trost, is one of the most influential academic voices in Human Resource Management in the German-speaking world and beyond.

His YouTube channel has grown into a leading platform for evidence-based HR—with more than 92,000 subscribers, 100 videos, and over 5.5 million views.

From talent management and leadership to AI and the future of work, his videos bring academic research and business practice together in a way that is relevant, accessible, and thought-provoking.

🎥 Explore the channel: https://www.youtube.com/

It is a great example of how the HFU Business School creates impact beyond the classroom by sharing research with a global professional community.

04/08/2026

Week 1 in Xi’an is officially in the books, and honestly, so much has happened that one post isn't even enough!

As part of our 30-year partnership with Northwest University, 50 HFU students are currently taking part in the Charming Changan International Students Camp.

The first 7 days were a complete whirlwind of new impressions, culture, and business insights:

📝 First steps: Placement test done, campus explored, and straight into Chinese for Economy & Trade.

🏛 Culture & History:
Visiting the NWU Museum, learning the art of traditional Chinese paper-cutting, and walking through history at the Xi’an City Wall, Bell & Drum Towers, and the Muslim Quarter.

🚗 Business in action: A fascinating field trip to BYD to see how innovation works on the ground.

🗿 The Big Highlight: Standing face-to-face with the iconic Terracotta Warriors at Emperor Qinshihuang’s Mausoleum!

From local food to deep-dive lectures, week one was unforgettable.
Now we’re ready for round two! 🔥

📍 Northwest University, Xi’an

29/07/2026

Summer School at Northwest University in Xi'an has officially started

Yesterday, 43 students from Furtwangen University, together with Prof. Dr. Frank Kramer, Chinese lecturer Jiang Ren Genswein and IEB Program Coordinator Gaby Kienast received a warm welcome at Northwest University in Xi'an, marking the beginning of this year's Summer School.

Over the next 14 days, our students will take part in a diverse programme of academic lectures, company visits—including one to one of China's leading automotive manufacturers—and cultural experiences such as a visit to the world-famous Terracotta Army.

This Summer School is another great example of the strong partnership between Furtwangen University and Northwest University, providing our students with valuable international learning opportunities and first-hand insights into Chinese culture, business and innovation.

To all our HFU students in Xi'an: Enjoy this unique experience, make the most of every opportunity, and have a fantastic time! We look forward to following your journey and to sharing more updates over the coming days.