Dr. Katrin Zulauf

Universität Kassel Post-Doc Researcher

2014 – heute

Forschung und Lehre

Promotion - Universität Kassel 2009 – 2014

Mit Auszeichnung (summa cum laude)

Thema: Einfluss persönlichkeitsbezogener und kultureller Konstrukte auf Verhandlungen

Studium 

Universität Kassel 2002 – 2009

Universität Umeå, Schweden 2005

Publikationen

• Moliterni, S., Zulauf, K., & Wagner, R. (2025). A taste of rural: Exploring the uncaptured value of tourism in Basilicata. Tourism Management, 107, 105069. https://doi.org/10.1016/j.tourman.2024.105069

• Higueras-Castillo, E., Liébana-Cabanillas, F., Santos, M. A. D., Zulauf, K., & Wagner,R. (2024). Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles. Sustainable Development, 1–15.https://doi.org/10.1002/sd.2932

• Zulauf, K., Wagner, R. Countering Negotiation Power Asymmetries by Using the Adjusted Winner Algorithm. Oper. Res. Forum 4, 19 (2023). https://doi.org/10.1007/s43069-023-00206-7

• Zulauf, K., & Wagner, R. 2022. Some Have Other Crisis Concerns: Antecedents of Anxiety while Grocery Shopping. Management Dynamics in the Knowledge Economy, 10(1), 1-18. DOI 10.2478/mdke-2022-0001
  View of Some Have Other Crisis Concerns: Antecedents of Anxiety while Grocery Shopping (managementdynamics.ro)

• Capasa, L., Zulauf, K., & Wagner, R. (2022). Virtual reality experience of mega sports events: A technology acceptance study. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 686-703.

• Zulauf, K., & Wagner, R. 2021. Negotiation Power and the Impact of Gender Differences, Businesses 1, no. 3: 205-213. https://doi.org/10.3390/businesses1030015

• Zulauf, K. & Wagner, R., 2021.Intuitive and Deliberative Decision-Making in Negotiations, Management Dynamics in the Knowledge Economy, Vol. 9, No. 3, pp. 293-306, Intuitive and Deliberative Decision-Making in Negotiations | ZULAUF | Management Dynamics in the Knowledge Economy.

• Zulauf, K. & Wagner, R., 2021.  Online Shopping Therapy: If
  You Want to Be Happy, Shop around, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2021.1955425

• Zulauf, K. & Wagner, R., 2021. Urban and Rural Sustainability: Divergent Concepts and Their Consequences for Marketing. Front. Sustain. 2:670866.  https://doi.org/10.3389/frsus.2021.670866

• Zulauf, K., Cechella Schneider, F., & Wagner, R., 2021. The bidirectionality of buying behavior and risk perception: an exploratory study. The International Review of Retail, Distribution and Consumer Research, 1–25. https://doi.org/10.1080/09593969.2021.1936596

• Petljak, K., Zulauf, K., Stulec, I., Seuring-Stella, S., Wagner, R., 2018. Green supply chain management in food retailing: survey-based evidence in Croatia. Supply Chain Management: An International Journal 2018, 1–15. https://doi.org/10.1108/SCM-04-2017-0133
• Wittkop, A., Zulauf, K., Wagner, R., 2018. How Digitalization Changes the Internationalization of Entrepreneurial Firms: Theoretical Considerations and Empirical Evidence. Management Dynamics in the Knowledge Economy 6, 193–207.
• Sanchez Bengoa, D., Ganassali, S., Kaufmann, H.-R., Rajala, A., Trevisan, I., Van Berkel, G.J., Zulauf, K., Wagner, R., 2018. Shared experiences and awareness from learning in a student multicultural environment: Measuring skills’ development in intercultural intensive programs. Journal of International Education in Business 2018, 27–42.
• Kovacs, D., Zulauf, K., Ürkmez, T., Brockhaus, D.B.T., Wagner, R., 2016. Linking Entrepreneurial Orientation to Firm Performance in a Post-Socialist Market Context: the Case of Hungary. Management Dynamics in the Knowledge Economy 4, 571–589.
• Schlobohm, S., Zulauf, K., Wagner, R., 2016. A Review of Brand Love: Conceptual Considerations and Their Relevance for Business, in: Obal, M.W., Krey, N., Bushardt, C. (Hrsg.), Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Springer, Berlin, S. 343–348.
• Zulauf, K., Wagner, R., Sanchez Bengoa, D., Kaufmann, H.-R., Trevisan, I., Cubero-Dubinskaya, E., Hagen, B., Ganassali, S., Papp, J., Berkel, J., van der Veen, G., Rajala, A., Hermannsdóttir, A., Zink, L., 2017. Report for Chambers of Commerce and Start-up Centres. Universität Kassel.
• Zulauf, K., 2014. Einfluss persönlichkeitsbezogener und kultureller Konstrukte auf Verhandlungen. kassel university press, Kassel.

Konferenzen

• Bloch, K. & Wagner, R. (2010). Bargaining Power and the Impact of Gender Differences- An Experimental Investigation on Retailer-Manufacturer Bargaining, 4th International Biennale on Commercial Negotiation, Paris.
• Zulauf, K., Brockhaus, D.B.T., Schuster, O., Raab, K., Ürkmez, T., Keul, M., Wagner, R., 2015. BoP and Entrepreneurship: The Intersection of Two Research Paths, in:Beltrametti, L. with Dameri Renata Paola (Hrsg.), Proceedings of the 10th European Conferences in Innovation and Entrepreneurship. Academic Conferences and Publishing International, Reading, UK, S. 749–756.
• Nürnberger, E., Zulauf, K., Wagner, R., 2016. The Expression of Emotions in Negotiations: An Experimental Investigation on Emotion Behavior of German and Italian Negotiators, in: Zartman, William, Johns Hopkins University (Hrsg.), 6th International Biennal on Negotiation. Novancia Business School, Paris, S. TBD.
• Kovacs, D., Ürkmez, T., Brockhaus, D.B.T., Wagner, R., Zulauf, K., 2016. Linking entrepreneurial orientation to firm performance in a post-socialist market context: the case of Hungary, in: Brtianu, C., Zbuchea, A., Pînzaru, F., Leon, R.-D., Vtmnescu, E. (Hrsg.), Proceedings of STRATEGICA 2016 - Opportunities and Risks in the Contemporary BusinessContemporary Business Environment. Tritonic, Bucharest, S. 383 – 394.
• Cubero-Dubinskaya, E, Hagen, B, Wagner, R,  Zulauf, K & Herrmansdottir, A 2016, ' Exploring Country Institutional Profiles on Entrepreneurial Orientation ', EIBA, Wien.
• Cubero-Dubinskaya, E., Hagen, B., Wagner, R., Zulauf, K., 2016. Exploring Country Institutional Profiles on Entrepreneurial Orientation, in: Mitra, J., Arzeni, S., Volpe, M. (Hrsg.), The Globalisation and Internationalisation of SMEs and New Ventures: Travels with Eclectic Charlie, Digital Mary, Networked Nadia and Impactful Shona. 15th IEF Conference, Venice, S. 162–178.
• Raab, K., Zulauf, K., Wagner, R., 2017. Marketing Concepts And Their Relevance At The Bop - Consolidating Research On Entrepreneurship To Alleviate Poverty, in: EMAC (Hrsg.), Proceedings of the EMAC 46th Annual Conference. University of Groningen, Groningen, S. TBD.
• Wittkop, A., Zulauf, K., Wagner, R., 2017. How digitalization changes the internationalization of entrepreneurial firms: theoretical considerations and empirical evidence, in: Zbuchea, A. (Hrsg.), Entrepreneurs. Entrepreneurship: Challenges and Opportunities for the 21st. Tritonic, Bucharest, S. 38–51.
• Ehrhardt, C., Zulauf, K., Wagner, R., Sanchez Bengoa, D., Hermannsdóttir, A., Kaufmann, H.-R., 2017. Assessment of Usefulness of Communication Channels for European Entrepreneurs, in: 14th CIRCLE Conference (Hrsg.), Proceedings of the 14th CIRCLE Conference in Warsaw. CIRCLE Conference, Warsaw, S. TBD.
• Zulauf, K., Schneider-Cechella, F., Wagner, R., 2020. Changed Buying Behavior in the Corona Pandemic: Perceived Risk and its Effects, in: 13º Congresso Latino-Americano de Varejo e Consumo – After COVID-19: Building Purpose through Stakeholders in Retailing, CLAV. http://bibliotecadigital.fgv.br/ocs/index.php/clav/clav2020/paper/viewFile/7481/2256
• Brockhaus, D., Wagner, R. & Zulauf, K. (2018). Marketing Communication Innovativeness of European Entrepreneurs (MARCIEE), University of Aveiro, Portugal.

Forschungsschwerpunkte

Nachhaltiges Marketing

Luxus & nachhaltiger Handel

Projekte

MARCIEE

• Nachhaltiger Handel