Prof. Dr. Nadine Lindstädt-Dreusicke

Prof. Dr.

Nadine Lindstädt-Dreusicke

Contact

Room

W2.4.03

Colloquium

Forschungssemester

Phone

(07231) 28-6311

Mail

nadine.lindstaedt-dreusicke(at)hs-pforzheim(dot)de

Nadine Lindstädt-Dreusicke is professor for Media Management and Marketing at the Pforzheim University of Applied Science. After completing her apprenticeship in advertising with the advertising agency Grabarz & Partner in Hamburg, she studied business administration / marketing at the university in Pforzheim. While working on her master’s thesis on “Classic print media vs. online newspapers – substitution effects, complementarities, potentials for development”, a practical project carried out with the weekly newspaper DIE ZEIT and ZEIT online, Nadine Lindstädt-Dreusicke began to focus on the research areas of media management and media economics. After finishing her degree, she took up work in direct marketing at OTTO in Hamburg. From 2009 to 2011 she earned a doctor’s degree in media management and media economics at the University of Southern Denmark on the topic of “Media Markets Going Online: Effects and Consequences on Competition Structures”. Within the context of her cumulative dissertation, she focused on the US media market in one of her research articles and, accordingly, completed a research semester at the Penn State University in the USA. Furthermore, Nadine Lindstädt-Dreusicke lectured in English at the University of Southern Denmark for bachelor’s and master’s courses. After returning to Germany she first worked for a personnel and management consultancy before finally becoming Head of Consult at Engel & Völkers Resorts. Since the summer semester 2015 Nadine Lindstädt-Dreusicke teaches media management and media economics at the Pforzheim University of Applied Science as well as marketing in the degree program of Media Management and Advertising Psychology.

Nadine Lindstädt-Dreusicke’s research areas lie in media economics and media management and particularly in the developments, changes and challenges of media markets in view of digitalization and media convergence. In her master’s thesis she deals for the first time with the possible substitution or complementarity effects between the classic print medium of newspapers and the Internet. Using this as a basis, Nadine Lindstädt-Dreusicke
researched the basic effects and consequences of digitalization and convergence of media markets on market and competitive structures within the context of her dissertation. Based on the theory of two-sided markets and the attendant interdependencies of recipients and advertising markets, she brought into focus not only the classic effects of the Internet on media
markets caused by recipients but also those caused by the advertising industry. In so doing she developed, among other things, a theoretical framework, in which she set out theses, according to which certain advertising industries still continue, in the internet age, to prefer printed newspapers as an advertising platform to online media. Finally she tested these theses
in an empirical research article and analyzed advertising behavior patterns of various advertising industries in the USA. A further research topic is the critical debate of the question of whether there is still economic justification for public broadcasting systems in the age of the Internet and digitalization. Nadine Lindstädt-Dreusicke’s media economic research interests are supplemented by a management-focused perspective in that concrete recommendations
for action can be deduced by media enterprises. She has presented her research results to date at various international conferences such as the European Media Management Association (EMMA) Conference, the World Media Economics and Management Conference (WMEMC) as well as the 8th Annual International Conference on Communication and Mass Media.


Media Management ,  Media Economics

2012 - Philosophiae Degree, Business Administration Research areas: Media Economics and Media Management
University of Southern Denmark
Denmark


2007 - Diplom (FH), Business Administration Major field of study: Marketing
Pforzheim
Germany


since 2015 - Hochschule Pforzheim / Pforzheim University - Germany

Professor for Media Management und Marketing


2013 - 2015 - Engel & Völkers Resorts GmbH - Germany

Head of Consult


2012 - 2013 - Engel & Völkers Resorts GmbH - Germany

Business Development Manager


2012 - Egon Zehnder International GmbH - Germany

Research Associate


2010 - 2011 - Pennsylvania State University - United States

Visiting Research Scholar


2009 - 2011 - University of Southern Denmark - Denmark

Ph.D. Research Fellow


2007 - 2008 - OTTO GmbH & Co. KG - Germany

Junior Marketing & Sales Manager


2001 - 2003 - Grabarz & Partner Werbeagentur GmbH - Germany

Apprenticeship in Marketing Communication


Marketing ,  Media Management

Journal article

LINDSTÄDT-DREUSICKE, N., BUDZINSKI, O. (2020). The Video-on-demand Market in Germany – Dynamics, Market Structure and the (Special) Role of YouTube. Journal of Media Management and Entrepreneurship, 2 (1), pp. 108-123.

BUDZINSKI, O., & LINDSTÄDT-DREUSICKE, N. (2020). Antitrust policy in video-on-demand markets: the case of Germany. Journal of Antitrust Enforcement, pp. 1-21.

LINDSTÄDT-DREUSICKE, N. (2010). Multisided Media Markets: Applying the theory of multisided markets to media markets. Zeitschrift für Wettbewerbsrecht (ZWeR) (1/2010), pp. 53-80. Köln.

LINDSTÄDT-DREUSICKE, N., & BUDZINSKI, O. (2010). Neuere Entwicklungen in der Medienökonomik: Das Konzept mehrseitiger Märkte. WiSt Wirtschaftswissenschaftliches Studium (Heft 9), 436-443.


Dissertation

LINDSTÄDT-DREUSICKE, N. (2012). Media Markets Going Online: Effects and Consequences on Competition Structures., Esbjerg, Denmark.


Chapter in Book

BUDZINSKI, O., LINDSTÄDT-DREUSICKE, N., KUNZ-KALTENHÄUSER, P. (2020). Ökonomische Effekte von Big Data - Grundlagen der modernen Datenökonomik. In M. Steven & T. Klünder (Ed.), Big Data – Große Datenmengen in Wirtschaft, Recht und Informatik. Kohlhammer Verlag.

WENTZEL, D., & LINDSTÄDT-DREUSICKE, N. (2018). Informationsbedarf, Informationsqualität und Medienstruktur. In Thieme, H. Jörg und Justus Haucap (Eds.), Wirtschaftspolitik im Wandel, Ordnungsdefizite und Lösungsansätze - Schriften zu Ord-nungsfragen der Wirtschaft (pp. 299-342). De Gruyter/Oldenbourg Verlag.

LINDSTÄDT-DREUSICKE, N. (2010). Korreferat zu “Qualitätssicherung durch Akkreditierung”., Bildungsökonomik und Soziale Marktwirtschaft, Schriften zu Ordnungsfragen der Wirtschaft. Lucius und Lucius.


Contribution to Series of Ext. Research Institute

LINDSTÄDT-DREUSICKE, N. (2010). Germany’s PSB going Online – Is there an Economic Justification for Public Service Media Online? ., Athen, Greece.


Article in Proceeding

LINDSTÄDT-DREUSICKE, N. (2009). Klassisches Printmedium vs. Onlinezeitung – Substitutionseffekte oder Komplementaritäten? ., Medienökonomik – Theoretische Grundlagen und ordnungspolitische Gestaltungsalternativen, hrsg. von D. Wentzel, Schriften zu Ordnungsfragen der Wirtschaft, Band 89, Lucius & Lucius.


Program Director

since 2019

Studiendekanin BW/Media Management und Werbepsychologie

Hochschule Pforzheim Germany


Presentation at a Conference

2019

YouTube vs. Netflix - An Empirical Analysis of Consumer Behaviour and Competition in Audiovisual Online Markets

European Media Management Association (EMMA) Conference Cyprus

2019

YouTube vs. Netflix - An Empirical Analysis of Consumer Behavior and Competition in Audiovisual Online Markets (LINDSTÄDT-DREUSICKE, N., BUDZINSKI , O., & GAENSSLE , S.), Juni 2019, European Media Management Conference (EMMA)

Cyprus

2018

The New Media Economics of Video-on-Demand Markets: Lessons for Competiton Policy

Hohenheimer Oberseminar Germany

2018

The New Media Economics of Video-on-Demand Markets: Lessons for Competiton Policy

Verein für Sozialpolitik Germany

2011

Newspaper vs. Online Advertising – Is there a Niche for Newspapers in Modern Advertising Markets

European Media Management Association (EMMA) Conference Russia

2010

Germany’s PSB going online – is there an economic justification for Public Service Media online

World Media Economics and Management Conference (WMEMC) Colombia

2010

Germany’s PSB going online – is there an economic justification for Public Service Media online

8th Annual International Conference on Communication and Mass Media Greece

2009

Multisided Media Markets: Applying the theory of multisided markets to media markets

32. Hohenheimer Oberseminar Germany

2008

Traditional newspapers vs. online media - substitutional effects or complementarities?

Internationales Forschungsseminar Radein e.V. Italy


Reviewer

2019

Reviewer für Journal "Review of Network Economics"

Germany

2015

Gutachterin für "ORDO"

Germany


Leader of a project in cooperation with a company; the project length is typically not less than one semester but could be limited to one semester

2019

Praxisprojekt mit PZ Medienhaus "Potenzialanalyse und Ableitung eines geeigneten Kundenakquisitionskonzept für TV-BW Medienproduktionen""

Germany

2018 - 2019

Praxisprojekt mit Gruner + Jahr "Zielgruppenerweiterung für den Stern"Praxisprojekt mit Gruner und Jahr "Zielgruppenerweiterung für den Stern"

Germany

2018

Business Project Media Management

Brigitte Academy (Gruner + Jahr) Germany

2016 - 2017

Business Project Media Management

Praxisprojekt mit der 25hours Hotel Company GmbH Germany

2016

Business Project in Media Management

Praxisprojekt mit der Graf Hardenberg-Gruppe (Richard Gramling GmbH & Co. KG) Germany

2015 - 2016

Business Projekt in Media Management

Praxisprojekt mit der OTTO GmbH & Co. KG Germany

2015

Business Project in Media Management

Praxisprojekt mit der ALTANA AG Germany


Equal Opportunity Officer

2016 - 2017

Gleichstellungsbeauftragte

Germany