Prof. Dr. Ellen Roemer

Expertin für Marktforschung & Internationales Marketing

Ellen Roemer ist seit dem 1. September 2010 an die HRW berufen und vertritt im Wirtschaftsinstitut das Lehrgebiet "Markforschung und Internationales Marketing". Sie leitet den Studiengang "BWL - Internationales Handelsmanagement & Logistik".

Im Ruhrgebiet geboren, studierte Prof. Dr. Ellen Roemer Wirtschaftswissenschaft an der Ruhr-Universität Bochum und am IECS Strasbourg, Frankreich. Nach ihrem Studium arbeitete sie zunächst als Projektmanagerin am IMT Berlin bevor sie an der Universität Paderborn und an der University of Calgary, Kanada, zum Thema Kundenbewertung promovierte. Anschließend war sie als Lecturer in Marketing an der Bradford University School of Management, UK tätig. Während ihrer Tätigkeit als Unternehmensberaterin bei der PricewaterhouseCoopers AG Wirtschaftsprüfungsgesellschaft sammelte sie wertvolle praktische Erfahrungen

Prof. Dr. Roemer führte an der HRW Drittmittel-Projekte zu ihrem Forschungsschwerpunkt der Akzeptanz von Eco-Innovationen (z.B. Akzeptanz batteriebetriebener, elektrischer Autos in Unternehmensflotten) durch. Sie nimmt regelmäßig als Mitglied des Expertenpanels von AQAS e.V. an internationalen Akkreditierungsprozessen teil.

Ihr Profil beim ResearchGate finden Sie hier.

Prof. Dr. rer. pol. Ellen Roemer
Lehrgebiet: Marktforschung, Internationales Marketing | Studiengangsleitung: BWL - Internationales Handelsmanagement & Logistik

Wirtschaftsinstitut
Duisburger Str. 100, 45479 Mülheim an der Ruhr
Gebäude 03

Telefon: +49 208 88254-354
Fax: +49 208 88254-384

ellen.roemer hs-ruhrwest "«@&.de

Sprechzeiten:
Mittwoch: 8:00 Uhr - 10:00 Uhr

Arbeits- und Forschungsschwerpunkte

Adoption und Akzeptanz von Eco-Innovationen (z.B. batteriebetriebene, elektrische Fahrzeuge)
Partial Least Squares (PLS) Path Modelling zur Analyse kausaler Zusammenhänge zwischen komplexen Konstrukten
Eye-Tracking (Eye-Tracking Brille für Labor- oder Feldexperimente, stationärer Eye-Tracker, z.B. für Webseiten und Mobile Device Stand für mobile Webseiten und Social Media)
Digitalisierung von Lernen und Lehren, Blended Learning (e.g., Flipped Classroom Methode)

Ausgewählte Publikationen

Roemer, E., Henseler, J. (2022): The dynamics of electric vehicle acceptance in corprate fleets: Evidence from Germany, Technology in Society, 68, February, 101938, pp. 1-11, https://doi.org/10.1016/j.techsoc.2022.101938
Roemer, E., Schuberth, F. and Henseler, J. (2021), "HTMT2-an improved criterion for assessing discriminant validity in structural equiation modeling", Industrial Management & Data Systems, Vol. 121 No. 12, pp. 2637-2650, https://doi.org/10.1108/IMDS-02-2021-0082
Roemer, E. and Burs, L. (2021): How do Social Signals Foster the Adoption of Battery Electric Vehicles in Corporate Fleets? A Multilevel Framework, International Journal of Environmental Science & Natural Resources, vol. 26 (5), pp 149-153, 10.19080/IJESNR.2021.26.556198
Mahlke, C., Lahmeyer, S. and Roemer, E. (2020): What is love? Exploring the meaning of brand love and its role in determining brand loyalty, Multidisciplinary Business Review, vol. 13 (2), pp 54-65, https://doi.org/10.35692/07183992.13.2.6.
Burs, L., Roemer, E., Worm, S. and Masini, A. (2020): Are the all equal? Uncovering Adopter Groups of Battery Electric Vehicles, Sustainability, 12, 2815, https://doi.org/10.3390/su12072815.
Roemer, E., Hagemus-Becker, N. and Ulrich, H. (2020): For which type of students does the inverted classroom model work out? An empirical analysis of learning success of different types of students, in: In: Auer M., Tsiatsos T. (eds): The Challenges of the Digital Transformation in Education. Advances in Intelligent Systems and Computing, vol. 916, pp 110-119.
Roemer, E. (2016): A Tutorial Paper on the Use of PLS-Modeling in Longitudinal Studies: The Example of a Study of Users’ Acceptance of Battery Electric Vehicles in Corporate Fleets, Industrial Management & Data Systems, vol. 116, No. 9, pp. 1901-1921.
Burs, L. and Roemer, E. (2015): The Impact of Social Signals on the Adoption of Innovations within Organizations, 44^th EMAC Conference, Leuven, Belgium.
Petersone, E., van Riel, A., Henseler, J. and Roemer, E. (2015): Facilitators and Barriers of Organizational Adoption of Integrated Solutions; The Case of Battery Electric Vehicles in Corporate Fleets, The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.
Collan, M., Freiling, J., Kyläheiko, K. and Roemer, E. (2014): Entrepreneurship and the art of tackling technological crises: a strategic real options framework, International Journal of Technology Intelligence and Planning, vol. 2 (10), pp. 166-185.
Henseler, J. und Roemer, E. (2013): “Let’s Wait and See!” The Real Option to Switch as a New Element of Customer Value, Schmalenbach Business Review, vol. 65 (2), pp. 112-136.
Van der Aa, Z.; Bloemer, J.; Henseler, J.; Roemer, E. (2013): Customer-Care-Center-Qualität: Messung und Nutzung. Marketing Review St. Gallen, vol. 30 (3), pp. 16-24.
Foss, N. J.; Roemer, E. (2010): Real Options, Resources and Transaction Costs: Advancing the Strategic Theory of the Firm. International Journal of Strategic Change Management, vol. 2, No. 1, pp. 73-92.
Baier, M.; Graefe, G. and Roemer, E. (2008): Selecting promising business ideas for innovative IT Services. European Journal of Innovation Management, vol. 11, No. 4, pp. 560-576.

Gremientätigkeit / Mitgliedschaften

An der HRW ist Frau Prof. Dr. Roemer Mitglied des Fachbereichsrats des Wirtschaftsinstituts und stellvertretendes Mitglied des Senats der HRW.

You can find the English version of the text below.

Expert for Market Research & International Marketing

Since 1 September 2010, Ellen Roemer is a Professor in Market Research and International Marketing at Hochschule Ruhr West, Mülheim an der Ruhr. She is Director of Studies for the Study Programme "Business Administration International Retail Management and Logistics”.

Born in the Ruhr Area, Ellen studied „Business Administration and Economics“ at Ruhr-Universität Bochum and at IECS Strasbourg, France. After her studies she worked as a project manager for IMT Berlin (now ESMT) before she did her PhD at University of Paderborn and University of Calgary, Canada. Subsequently, she worked as Lecturer in Marketing for Bradford University School of Management, UK. From her consultancy work for PricewaterhouseCoopers AG Wirtschaftsprüfungsgesellschaft she gathered valuable practical experiences

Prof. Dr. Roemer has managed large-scale third-party funded projects relating to her research focus of adoption and acceptance of eco-innovations (e.g., acceptance of battery electric vehicles in corporate fleets). She is regularly taking part in international accreditation procedures conducted by AQAS e.V. as a member of the panel of experts.

You can find her profile at ResearchGate here.

Research and Teaching Focus

Adoption and acceptance of eco-innovations (e.g., battery electric vehicles)
Partial Least Squares (PLS) Path Modelling for analysing causal relationships between complex constructs
Eye tracking (eye tracking glasses for laboratory or field shopping observations, stationary eye-tracker, e.g., for websites, mobile device stand for mobile websites and social media)
Digitalisation in learning and teaching, blended learning (e.g., Flipped Classroom method)

Important/Selected Publications

Roemer, E., Henseler, J. (2022): The dynamics of electric vehicle acceptance in corprate fleets: Evidence from Germany, Technology in Society, 68, February, 101938, pp. 1-11, https://doi.org/10.1016/j.techsoc.2022.101938
Roemer, E., Schuberth, F. and Henseler, J. (2021), "HTMT2-an improved criterion for assessing discriminant validity in structural equiation modeling", Industrial Management & Data Systems, Vol. 121 No. 12, pp. 2637-2650, https://doi.org/10.1108/IMDS-02-2021-0082
Roemer, E. and Burs, L. (2021): How do Social Signals Foster the Adoption of Battery Electric Vehicles in Corporate Fleets? A Multilevel Framework, International Journal of Environmental Science & Natural Resources, 26(5), pp 149-153, 10.19080/IJESNR.2021.26.556198
Mahlke, C., Lahmeyer, S. and Roemer, E. (2020): What is love? Exploring the meaning of brand love and its role in determining brand loyalty, Multidisciplinary Business Review, 13(2), pp 54-65, https://doi.org/10.35692/07183992.13.2.6.
Burs, L., Roemer, E., Worm, S. and Masini, A. (2020): Are the all equal? Uncovering Adopter Groups of Battery Electric Vehicles, Sustainability, 12, 2815, https://doi.org/10.3390/su12072815.
Roemer, E., Hagemus-Becker, N. and Ulrich, H. (2020): For which type of students does the inverted classroom model work out? An empirical analysis of learning success of different types of students, in: In: Auer M., Tsiatsos T. (eds): The Challenges of the Digital Transformation in Education. Advances in Intelligent Systems and Computing, vol. 916, pp 110-119.
Roemer, E. (2016): A Tutorial Paper on the Use of PLS-Modeling in Longitudinal Studies: The Example of a Study of Users’ Acceptance of Battery Electric Vehicles in Corporate Fleets, Industrial Management & Data Systems, Vol. 116, No. 9, pp. 1901-1921.
Burs, L. and Roemer, E. (2015): The Impact of Social Signals on the Adoption of Innovations within Organizations, 44^th EMAC Conference, Leuven, Belgium.
Petersone, E., van Riel, A., Henseler, J. and Roemer, E. (2015): Facilitators and Barriers of Organizational Adoption of Integrated Solutions; The Case of Battery Electric Vehicles in Corporate Fleets, The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.
Collan, M., Freiling, J., Kyläheiko, K. and Roemer, E. (2014): Entrepreneurship and the art of tackling technological crises: a strategic real options framework, International Journal of Technology Intelligence and Planning, Vol. 2 (10), pp. 166-185.
Henseler, J. und Roemer, E. (2013): “Let’s Wait and See!” The Real Option to Switch as a New Element of Customer Value, Schmalenbach Business Review, vol. 65 (2), pp. 112-136.
Van der Aa, Z.; Bloemer, J.; Henseler, J.; Roemer, E. (2013): Customer-Care-Center-Qualität: Messung und Nutzung. Marketing Review St. Gallen, 30 (3), pp. 16-24.
Foss, N. J.; Roemer, E. (2010): Real Options, Resources and Transaction Costs: Advancing the Strategic Theory of the Firm. International Journal of Strategic Change Management, Vol. 2, No. 1, pp. 73-92.
Baier, M.; Graefe, G. and Roemer, E. (2008): Selecting promising business ideas for innovative IT Services. European Journal of Innovation Management, Vol. 11, No. 4, pp. 560-576.

Memberships / Boards and Commitees

At HRW, Prof. Dr. Roemer is a member of the faculty council of the faculty of „Business Administration and Economics” and she is a deputy member of HRW’s senate.