Hvis du har foretaget ændringer i Pure, vil de snart blive vist her.

Personlig profil


Niklas Woermann is Associate Professor at the Department of Marketing and Management at SDU Odense. He holds a PhD in sociology from the University of St. Gallen and Master degrees in marketing and sociology. He was appointed Visiting Associate Professor of Sociology at the University of Chicago in 2018.

Niklas’ research focuses how technology shapes consumer experience, services, and interactions. He is currently heads the Human-Drone Interation (HDI) lab at SDU. Multidisciplinary in his education, research and outlook, Niklas has published his work in outlets such as the Journal of Consumer Research, Marketing Theory and American Behavioural Scientist, as well as key publishers in sociology.

In his research, Niklas has entered the worlds of extreme sport athletes, high-stakes poker players, competitive computer gamers, and world-class DJs in order to capture how disruptive technology alters the human condition. As online live-streams replace local events, and Face-to-Face meetings are substituted by Face-to-Screen interaction, customer experience, consumption communities and service interactions need to be re-thought. He empirically traces evolving market opportunities using focused ethnography and video analysis, engages in high-level theory building informed by his work in sociology, and delineates implications for practitioners and businesses on the basis of his experience as a consultant and entrepreneur.

Niklas is passionate about nurturing the next generation of thinkers, builders and leaders in marketing. He has taught courses at universities in five countries and is currently profile manager for two Master programs. He has worked for clients such as Mercedes-Benz, Bionade or Nivea and collaborated several strategic marketing consultancies such as The Cultural Strategy Group or German Expansion. 

Niklas served on the editorial review boards of the Journal of Consumer Research, the Journal of Marketing Management and Marketing Theory and as book review editor for Consumption, Markets and Culture. He has won an Outstanding Reviewer Award at JCR, has been comissioned peer reviewes by the European Research Council (ERC) and frequently reviews for leading outlets in both marketing and sociology. Niklas received numerous recognitions such as the Sidney J. Levy Award and a scholarship by the Swiss National Research Foundation. He has co-authored research funding applications awarded in excess of 1,5 Mio Euro total. 

An avid off-piste skier, Niklas spends his summers sailing in the waters around the Danish island of Fyn where he resides. He believes in theoretical rigor, vintage port, and keeping the candle burning on both ends.

Fingeraftryk Fingeraftryk er baseret på at anvende teksten fra personernes videnskabelige dokumenter til at skabe et indeks med vægtede emneordskoncepter, som definerer de vigtigste emner for hver enkelt forsker.

  • 1 Lignende profiler

Netværk Nyligt eksternt samarbejde på landeniveau. Dyk ned i detaljerne ved at klikke på prikkerne.


Das Ding an sich: Material objects in consumer research

Woermann, N. & Bucher, J-H., 2019.

Publikation: Konferencebidrag uden forlag/tidsskriftPaperForskningpeer review

Focusing ethnography: Theory and recommendations for effectively combining video and ethnographic research

Woermann, N., 24. mar. 2018, I : Journal of Marketing Management. 34, 5-6, s. 459-483

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Åben adgang
  • 158 Downloads (Pure)

    Back to the roots! Methodological situationalism and the postmodern lesson for studying tribes, practices, and assemblages

    Woermann, N., 2017, I : Marketing Theory. 17, 2, s. 149-163

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

  • 262 Downloads (Pure)

    Dimensionen und Dynamiken synthetischer Gesellschaften

    Knorr Cetina, K., Reichmann, W. & Woermann, N., 2017, Mediatisierung als Metaprozess: Transformationen, Formen der Entwicklung und die Generierung von Neuem. Krotz, F., Despotovic, C. & Kruse, M-M. (red.). Springer, s. 35-57 (Medien • Kultur • Kommunikation).

    Publikation: Kapitel i bog/rapport/konference-proceedingKapitel i bogForskningpeer review

    Naked, Sweaty, and Free. Performing The Welfare State in the Sauna in Germany And Sweden

    Woermann, N. & Hartmann, B. J., 2017, Proceedings of the 9th EIASM Workshop on Interpretive Consumer Research. European Institute for Advanced Studies in Management

    Publikation: Kapitel i bog/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review


    Journal of Marketing Management (Tidsskrift)

    Niklas Woermann (Redaktionel review bestyrelse)

    1. feb. 202031. jan. 2024

    Aktivitet: Redaktionelt arbejde og fagfællebedømmelseRedaktør af tidsskriftForskning

    "Drifting between pleasure and fear": Understanding the emotional joumey of consumers in services of skill acquisition

    Niklas Woermann (Oplægsholder), Verena Wieser (Oplægsholder) & Ramona Riehle (Oplægsholder)

    21. nov. 2019

    Aktivitet: Foredrag og mundtlige bidragKonferenceoplæg

    Das Ding an Sich. Material Objects in Consumer Research

    Niklas Woermann (Oplægsholder) & Jan-Hendrik Bucher (Oplægsholder)

    10. maj 2019

    Aktivitet: Foredrag og mundtlige bidragKonferenceoplæg

    Translokalisierung und ihre Herausforderungen. Eine Doppelconférence

    Niklas Woermann (Oplægsholder) & Karin Knorr Cetina (Oplægsholder)

    29. mar. 2019

    Aktivitet: Foredrag og mundtlige bidragKonferenceoplæg

    European Research Council (Ekstern organisation)

    Niklas Woermann (Deltager)

    31. jan. 201931. dec. 2019

    Aktivitet: MedlemskabMedlemskab af bedømmelsesudvalg


    HDI - Human Drone Interaction lab

    Woermann, N.


    Projekter: ProjektForskning

    OBID: Organisational Barriers to Implementation of Drones

    Cowley, S., Woermann, N., Gahrn-Andersen, R., Kjaerulff, J. & Andersen, T. M. G.


    Projekter: ProjektForskning

    Assesing the general public's privavcy concerns regarding drone use

    Woermann, N.


    Projekter: ProjektForskning


    Outstanding Reviewer Award

    Woermann, Niklas (Modtager), nov. 2017

    Pris: Priser, stipendier, udnævnelser

    Sidney J. Levy Award

    Woermann, Niklas (Modtager), jun. 2015

    Pris: Priser, stipendier, udnævnelser

    Early career scholarship

    Woermann, Niklas (Modtager), apr. 2011

    Pris: Priser, stipendier, udnævnelser

    Swiss National Science Foundation Early Career Scholarship

    Woermann, Niklas (Modtager), 2011

    Pris: Priser, stipendier, udnævnelser

    Scholarship for academic excellence

    Woermann, Niklas (Modtager), jan. 2009

    Pris: Priser, stipendier, udnævnelser

    Undervisning og vejledning

    Markeds- og kommunikationsanalyse

    Niklas Woermann


    Kursus: Undervisning og vejledningUndervisning

    Market Ethnography

    Niklas Woermann


    Kursus: Undervisning og vejledningUndervisning

    Anthropological Fieldwork


    Kursus: Undervisning og vejledningUndervisning

    Marketing Theory

    Søren Askegaard & Niklas Woermann


    Kursus: Undervisning og vejledningUndervisning

    Market and Communication Ethnography

    Dorthe Brogård Kristensen


    Kursus: Undervisning og vejledningUndervisning