Thomas Ritter
Professor
Primary research areas
Digital transformation and AI
Strategic preparedness
Customer-driven strategies and business model development
Heloing organizations to create value
Over 25 years, I have been fascinated by innovation and change – how do organizations create value consistently over time – which changes do they need to make? I have developed tools and models to capture customer insights (e.g., CUBEical segmentation and relationship value assessments), to analyze business models (e.g., Alignment Squared), to understand digital transformation (e.g., the 5 phases of digitalization), and to create preparedness (e.g., joint preparedness). I have always enjoyed doing research in teams and in collaboration with firms – and I have tried to find a good balance between theory and journal publications on the one side and practical tools and applied publications on the other.