Prof. Dr. Sonja Gensler is a tenured researcher and lecturer at the Institute for Value-Based Marketing at the University of Münster’s prestigious Marketing Center. Prior to joining the University of Münster in 2012, she was an Assistant Professor at the Rijksuniversiteit Groningen (The Netherlands). Sonja Gensler’s academic work focuses on the consequences of digitalization for businesses and consumers. Her research has been published in journals such as the Journal of Marketing, International Journal of Research in Marketing (IJRM), Journal of Retailing, Journal of Interactive Marketing, Journal of Product Innovation Management, and European Journal of Operational Research. She is member of the Editorial Board of the Journal of Interactive Marketing and serves as an ad-hoc reviewer for International Journal of Research in Marketing (IJRM), Journal of Service Research, Journal of Interactive Marketing, and European Journal of Operational Research .