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    5230 Odense M


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Personal profile


PhD, M.A. oec, M.A. soc.

as per 010/17

C U R R E N T   P O S I T I O N

Associate Professor, Consumption, Culture and Commerce
Dept. of Marketing & Management University of Southern Denmark, Odense

Visting Associate Professor (Winter 18)
Department of Sociology, The University of Chicago

Associate Researcher in Sociology; DFG Priority Program “Mediatized Worlds”
with Prof. Karin Knorr Cetina University of Constance



PhD in Sociology (summa cum laude)
University of St. Gallen St.Gallen, Switzerland
- Thesis: Seeing Style. Intelligibility, Visual Order, and Social Practices
   Supervisors: Prof. Thomas Eberle & Prof. Hubert Knoblauch (TU Berlin)
- Visiting PhD Student at Lancaster University
  Supervisor: Prof. Elizabeth Shove; scholarship by the Swiss National Foundation

Master of Arts in Sociology
University of Constance Constance, Germany
- M.A. soc. (grade in top 1%)
-Thesis: “Theories of social practices and social systems. A comparison”
   Supervisor: Prof. Andreas Reckwitz; with distinction
-Scholarship of merit for academic excellence by the state of Baden-Württemberg

Master of Arts in Marketing, Services & Communication Management
University of St. Gallen St.Gallen, Switzerland
-M.A. oec. HSG;
-Thesis: “Trendsetting in Marketing. An ethnographic study of the music industry”; with distinction

Bachelor of Arts in International Management
University of Applied Sciences Karlsruhe Karlsruhe, Germany
- B.B.A.;
- Diploma in Business Ethics; with distinction
-Thesis: “A systems-theoretical perspective on process-management consulting at

Abitur (A-Level)
Christianeum Hamburg, Germany
-Maria-Wolters-Prize by the Foundation for the Cultivation of the German Language
-Behrendsen-Mommsen-Maimon Award for Entrepreneurship


R E S E A R C H    E X P E R I E N C E 

Assistant Professor of Marketing
Dept. of Marketing & Management University of Southern Denmark, Odense 

Dept. of Marketing & Management University of Southern Denmark, Odense

Researcher; DFG Priority Program “Mediatized Worlds”
with Prof. Karin Knorr Cetina University of Constance/University of Chicago

Research Assistant; Research Cluster “Cultures, Institutions, Markets”
with Prof. Thomas Eberle University of St. Gallen

Research Assistant; Cluster of Excellence “Sociology of Financial Markets”
with Prof. Karin Knorr Cetina University of Constance


W O R K     E X P E R I E N C E

Dr. Krüger &EQUITY brand consulting
Consultant, qualitative consumer research & brand strategy Hamburg, Germany

DaimlerChrysler AG
Corporate Business Process Consulting Stuttgart, Germany

Mercedes-Benz Turk A.S.
Marketing & Sales Passenger Cars Istanbul, Turkey



Co-Founder & Director Marketing togedda.com
- Development of an event-based social network St. Gallen, Switzerland

Founder ScholarTech
- Marketing and administration for web design and IT-services Hamburg, Germany



Editorial Review Board, Journal of Consumer Research

Review Board, Marketing Theory

Ad-hoc reviewer for numerous journals such as JMM, EJM, CMC, and Current Anthropology; conferences such as ACR, EMAC, CCT, EASST, and ICR; as well as for Sage Publications

Special Session organizer & chair, “Putting Practice Theory to Work – Innovative Applications
and Open Questions” Consumer Culture Theory Conference 2012, Said School of Business,
Oxford University/UK, 16th-18th of August 2012

Panel chair & co-organizer, Open panel “Screen realities, synthetic situations, and scopic
media”, Joint Conference of the European Association for the Study of Science and
Technology (EASST) and the Society for Social Studies of Science (4S), October 17-20,
2012, Copenhagen Business School, Denmark (with Vanessa Dirksen/Zurich and Stefan

Conference co-organizer, midterm conference of the research cluster “Mediatization of
action and interaction” within the DFG priority program 1505, University of
Constance/Germany, December 20th-21st 2011

Workshop co-organizer, workshop “Scopic Media and Synthetic Situations. State of the
Art.”, University of Constance/Germany, December 19th 2011



German native

English fluent

Spanish intermediate

Danish intermediate

Research information

Niklas Woermann is Associate Professor at the Department of Marketing and Management at SDU Odense and Associate Researcher at the Department of Sociology at the University of Constance, Germany. 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 Head and PI at 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.

Together with renowned sociologist Karin Knorr Cetina and Werner Reichmann he is currently preparing a book on Synthetic Societies that will theorize new forms of global interaction and organization fueled by emerging screen technologies.

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 serves on the editorial review boards of the Journal of Consumer Research and Marketing Theory and is book review editor for Consumption, Markets and Culture. He has won an Outstanding Reviewer Award at JCR and frequently reviews for other 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.

Fingerprint Dive into the research topics where Niklas Woermann is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

learning situation Social Sciences
cultural theory Social Sciences
coping Social Sciences
video Social Sciences
school Social Sciences
learning Social Sciences
experience Social Sciences
boredom Social Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2009 2018

43 Downloads (Pure)

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

Woermann, N., 24. Mar 2018, In : Journal of Marketing Management. 34, 5-6, p. 459-483

Research output: Contribution to journalJournal articleResearchpeer-review

Open Access
Schools of thought
Practice theory
Theory building
133 Downloads (Pure)

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

Woermann, N., 2017, In : Marketing Theory. 17, 2, p. 149-163

Research output: Contribution to journalJournal articleResearchpeer-review

Critical theory
Consumer theory
Marketing theory

Dimensionen und Dynamiken synthetischer Gesellschaften

Translated title of the contribution: Dimensions and dynamics of synthetic societiesKnorr 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. (eds.). Springer, p. 35-57 (Medien • Kultur • Kommunikation).

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Public reactions to drone use in residential and public areas

Bajde, D., Woermann, N., Bruun, M. H., Gahrn-Andersen, R., Sommer, J. K., Nøjgaard, M., Christensen, S. H., Kirschner, H., Hagel Skaarup Jensen, R. & Bucher, J-H., 2017, Aalborg Universitet. 27 p.

Research output: Book/anthology/thesis/reportReportResearch

Open Access

Activities 2009 2018

Consumer Culture Theory Conference 2018

Niklas Woermann (Chairman)
28. Jun 20181. Jul 2018

Activity: Attending an eventConference organisation or participation

American Journal of Sociology (Journal)

Niklas Woermann (Peer reviewer)
Nov 2017

Activity: Editorial work and peer reviewEditor of research journalResearch

The next 50 years: Three Challenges for Ethnomethodology

Niklas Woermann (Speaker)
Oct 2017

Activity: Talks and presentationsConference presentations

4S/EASST joint conference of the Society for the Social Studies of Science, and the European Association of Science and Technology Studies

Niklas Woermann (Organizer)
31. Aug 20173. Sep 2017

Activity: Attending an eventConference organisation or participation

Projects 2018 2019

Press / Media

Danish researchers test people’s reactions to drones

Niklas Woermann


1 Media contribution

Press/Media: Press / Media

Researchers test people’s reactions to drones

Niklas Woermann


1 Media contribution

Press/Media: Press / Media

Forskere tester folks reaktioner på droner

Niklas Woermann


1 Media contribution

Press/Media: Press / Media


JCR Outstanding Reviewer Award

Niklas Woermann (Recipient), Nov 2017

Prize: Prizes, scholarships, distinctions

Sidney J. Levy Award

Niklas Woermann (Recipient), Jun 2015

Prize: Prizes, scholarships, distinctions

Early career scholarship

Niklas Woermann (Recipient), Apr 2011

Prize: Prizes, scholarships, distinctions

Swiss National Science Foundation Early Career Scholarship

Niklas Woermann (Recipient), 2011

Prize: Prizes, scholarships, distinctions

Scholarship for academic excellence

Niklas Woermann (Recipient), Jan 2009

Prize: Prizes, scholarships, distinctions

Teaching & Supervision

Market Ethnography

Niklas Woermann


Course: Teaching

Markeds- og kommunikationsanalyse

Niklas Woermann


Course: Teaching and supervisionTeaching

Marketing Theory

Søren Askegaard & Niklas Woermann


Course: Teaching and supervisionTeaching

Anthropological Fieldwork

Erika Kuever


Course: Teaching and supervisionTeaching

Market and Communication Ethnography

Dorthe Brogård Kristensen


Course: Teaching and supervisionTeaching