Janina M. Schaumann is an Assistant Professor at the Research Chair of Product-Market Relations (PMR). Her expertise lies in a stakeholder-driven approach to brand development, exploring how the dynamics and interactions between brands, consumers, and other stakeholders can transform markets. Moreover, she is an expert in qualitative research methodologies.

She earned her Ph.D. in Business Administration from Lund University (Sweden). In her dissertation, she introduced the concept of stakeholder-based brand equity (SBBE) and its complementary framework, outlining how organizations can foster brand equity by collaborating with diverse social, political, and business stakeholders.

Previously, she taught and conducted research at Hochschule Bremen and Macromedia University of Applied Sciences in Germany. She has collaborated with numerous organizations, including TetraPak, Thule, and Axis Communications, on research projects spanning multiple countries, such as Sweden, Brazil, Russia, India, and China. She has extensive experience in conducting and managing international research projects.

Beyond academia, Janina M. Schaumann has significant industry experience across diverse sectors. She has developed marketing and branding strategies for B2B and B2C products, ranging from cosmetics and automotive to industrial valves and market research services.

Janina M. Schaumann's academic pursuits primarily revolve around the dynamic realm of marketing, encompassing areas such as brand management, international business, and consumer behavior. She also possess a keen focus on investigating the intricate interplay between multinational corporations and the markets they shape. 

Janina M. Schaumann is responsible for the 'Brand Managament' course in the Master program 'Industrial Design Engineering' and the course 'Market Research' and 'Business Model Design' on the Bachelor level of the 'Industrial Design Engineering' program.

Moreover, she teaches 'Qualitative Data Analaysis' in the 'Creative Technology' Bachelor Program at the University of Twente (UT) and the Vrije Universiteit Amsterdam (VU).