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Institut für Betriebswirtschaftslehre Chair for Marketing and Market Research

“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”

Steve Jobs


Wolfgang Kotowski enjoys cross-cultural tasks in the world of new media and advertisement. In his position as an Assistant to this Chair, he can enjoy new commercials, nice brandings and colorful music videos. With these stimuli, he focuses his thoughts and research on how groups were established, lifestyles influenced and realities communicated as well as how all of this knowledge might help companies and consumers interact better.

Research Interests
by subject:

  • intercultural communication
  • Globalization, Regionalization, Glocalization
  • hybrid cultural configurations
  • corporate communication
  • color, design and culture
  • advertisement and consumer communities
  • lifestyle, identity and (online) media
  • virtual self-representation and communities
  • consulting
  • cross-media
  • triangulation of qualitative and quantitative methods

by methods:

  • Grounded Theory
  • Ethnography
  • Multi-modal Media Analysis
  • Artefact Analysis
  • Discourse Analysis
  • Diary Analysis
  • Open qualitative interviews
  • Comparative analysis
  • Participating Observation
  • Ikonography and Ikonology
  • Triangulation

Curriculum Vitae

Aug. 2009Doctorate in Business Economics

University of Zurich/Switzerland
2000-2008Master of Arts in Intercultural Communication, Media Sciences and Business Administration at the Technical University of Chemnitz, Germany
“magna cum laude”
Thesis topic: “Interculturality in Management Consulting Processes”
2003Study of Advertisement, Media Anthropology and Media Management at the Methodist University of São Paulo, Brazil
1998-2000Study of Business Administration at the Technical University of Chemnitz, Germany 

1997-1998Study of French and international Culture and Business Administration(CIEF) at the University of Burgundy, Dijon, France
Thesis topic: “La crise en Iraq”

Membership In Academic Associations
Sietar - Society for Intercultural Education, Training and Research
YoungSietar - Society for Intercultural Education, Training and Research for Students and Young Professionals

Invited Book Chapters (2)

(2)Kotowski, W.: Intercultural Communication – Cultures in Organizations., in: Telus, M. (ed.): East-European Studies Online. East-Europe-Institut, Prof. Dr. Segbers, MBA-eLearning-Program, FU Berlin, 20072007
(1)Kotowski, W.: Eine Frage der Einstellung. Wie Einstellungen gegenüber deutschen und tschechischen Kooperationspartnern vermittelt werden., in: Steger, T. et al (ed.): Sächsisch-Tschechische Unternehmenskooperationen. Probleme und Chancen. Mering: Rainer Hampp, 20062006

Refereed Conference Participations (1)

(1)Lust und Frust durch kulturelle Fremdheit in Werbungen, Medientage Chemnitz, Technical University of Chemnitz, Chemnitz, Germany, 2007.2007