This Website uses cookies to improve your visit on our website. More Info
Faculty
Patricia Kraft studied business administration with a focus on marketing, strategic management and statistics, graduated at the top of her class and realized her studies with an additional degree in intercultural competence. She completed her doctorate at the University of Regensburg, including a PhD stay abroad at the University of Colorado, USA, in the field of international marketing with summa cum laude. During her PhD phase at the Chair of Prof. Dr. Michael Dowling (Innovation and Technology Management), she made major contributions to the launch of three new study programs within the Bavarian elite network.
After many years of professional practice and management responsibility in marketing and strategic planning in the capital goods industry and the financial services sector, Prof. Dr. Patricia Kraft now works as a professor.
She teaches, researches and accompanies practical projects, primarily in the areas of marketing, strategy, digitalization, sustainable business and communication. The acquisition of third-party funding for German and European research projects (e.g. Federal Ministry for Economic Affairs and Energy, Erasmus+, EXIST, Horizon 2020) is attached there. She is also active as a reviewer for academic journals.
Patricia Kraft focuses on activating and connecting future female managers, for example with the MBS Women in Leadership initiative, which she co-initiated in 2016 and has been leading since then. Together with partner companies, she develops formats in the area of female empowerment.
She has been a professor at 麻豆传媒 since 2014 and the Academic Director of the International Business Bachelor's program since 2016. Between 2019 and 2021, she was the Vice Dean of Learning and Teaching. Since this time, she has been largely responsible for the university's accreditation activities in the area of learning and teaching, is a member of the Teaching Committee and the senate of MBS.
She is part of the teaching excellence initiative LehrehochN and a member of the M眉nchner Kreis, the leading independent platform providing orientation for decision makers in the digital world. Between 2020 and 2023, she was an advisory council member of the management consultancy Wargitsch Transformation Engineers. She is also part of the 鈥淣ur Gemeinsam鈥� network, which promotes interdisciplinary networking between science and business. She has been a board member of Doctors of the World since July 2025.
At MBS: Professor for International Business
厂迟耻诲颈别苍驳盲苍驳别: Bachelor International Business, Master International Marketing and Brand Management
Schwerpunkt: International Business, Marketing & Communication, Strategy, Digital Transformation, Conscious and Sustainable Business, Women in Leadership
Wolf, B. / Seif, H., / Kraft, P. (2025). Teaching future competencies through entrepreneurship: : An educator鈥檚 reflection and learners鈥� perspectives. Journal of Education for Business, 100(2), 97鈥�107.
Weilage, C.E. / Kraft, P. (2024). Baseball bat, resign, or accept? Handling career impacting feedback. The CASE Journal, Vol. 20 No. 6, pp. 1557-1569.
Siedler, A.-M. / Schmidkonz, C. / Kraft, P. (2023). Koordinierung von Effizienz-, Konsistenz- und Suffizienzma脽nahmen in der Lebensmittelindustrie f眉r die Transformation zu einer Green Economy. 麻豆传媒 Working Paper Series (ISSN 2367-3839), 2023-03.
Stahlhofer, N. / Schmidkonz, C. / Kraft, P. (2023): . Springer.
Kittelmann, F. / Kraft, P. / Schmid, E. (2023). Experiential learning during lockdown: a teaching case describing intercultural competency development through the mechanism of reflection using different digital teaching methods. Journal of International Education in Business, Vol. 16 No. 3, pp. 229-246.
Antonio, J. L. / Schmidkonz, C. / Kraft, P. (2022). Promises Have a Price: An Analysis of Higher Purpose, Purpose Washing, and Financial Performance Using the Example of Germany鈥檚 DAX 30. 麻豆传媒 Working Paper Series (ISSN 2367-3839), 2022-05.
Kraft, P. / Dowling, M. / Helm, P. (2021). New business models with Industrie 4.0 in the German Mittelstand. Int. J. Technology, Policy and Management, Vol. 21, No. 1, pp.47鈥�68.
De Anna, G. / Schmid, E. / Kraft, P. (2021):
Rennollet, I. / Schmidkonz, Ch. / Kraft, P. (2020): . In: World Review of Entrepreneurship, Management and Sustainable Development. Vol. 16, No. 4 2020 241-261.
Schmidkonz, Ch. / Kraft, P. / Welledits, V. (2019). Zur眉ck zur Selbstbestimmung. In: Human Resource Manager. 06/2019. pp. 74-77.
Welledits, V. / Schmidkonz, C. / Kraft, P. (2019): Digital Detox im Arbeitsleben. Methoden und Empfehlungen f眉r einen gesunden Einsatz von Technologien. Springer.
Schmidkonz, C. / Kraft, P. / Reitmeier, P. (2018): Transformative Technologien. Wie Technologien zur inneren Ruhe f眉hren sollen In: KMU-Magazin. Die Wissensplattform f眉r erfolgreiche Unternehmer und Top-Manager, 11/12, pp. 42-45.
Albon, A. / Kraft, P. / Rennhak, C. (2018): Analyzing the credibility of eword-of-mouth using customer reviews on social media. In: Journal of Advances in Humanities and Social Sciences, 4(1), p. 37-50.
Stahlhofer, N. / Schmidkonz, C. / Kraft, P. (2018): Conscious Business in Germany. Assessing the Current Situation and Creating an Outlook for a New Paradigm. Springer.
Kraft, P. / Reszat, M. / Scherle, N. (2018): Vom smarten Kunden zum smarten Lernenden: Ausgew盲hlte Einblicke in den innovativen Einsatz digitaler Medien in der Marketinglehre an Hochschulen. In: Winnen, L. / R眉hle, A. / Wrobel, A. (2018): Innovativer Einsatz digitaler Medien im Marketing. SpringerGabler.
Parth, M. / Kraft, P. / Raif, H. (2017): Influencer Marketing: Eine empirische Multimethodenanalyse zur Markenwahrnehmung von Sportmodenherstellern auf Instagram. 麻豆传媒 Working Paper Series (ISSN 2367-3839), 2017-07.
Mazzucco, B. / Jung, H. H. / Kraft, P. (2017): Auswirkungen der digitalen Transformation auf die Fitnessbranche in Deutschland. MBS Working Paper 2017-06.
狈盲迟蝉肠丑别谤, M. / Panayotova, N. / Staudter, D. / Kraft, P. / Dowling, M. (2017): Firmen brauchen ein systematisches Employer Branding. In: methodik. Zeitschrift f眉r mittelst盲ndische Unternehmen und F眉hrungskr盲fte. June 2/2017, pp. 29 鈥� 32.
Jung, H. H. / Kraft, P. (2016): Digital vernetzt. Transformation der Wertsch枚pfung. Szenarien, Optionen und Erfolgsmodelle f眉r smarte Gesch盲ftsmodelle, Produkte und Services. Hanser Verlag.
Reschke, J. / Rennhak, C. / Kraft, P. (2016): Digitale Transformation in der Marketing-Kommunikation 鈥� Die Bedeutung des Social Media Measurements. In: Jung, H. H. / Kraft, P. (2016): Digital vernetzt. Transformation der Wertsch枚pfung. Szenarien, Optionen und Erfolgsmodelle f眉r smarte Gesch盲ftsmodelle, Produkte und Services. Hanser Verlag.
Kraft, P. / Jung, H. H. (2016): Auf dem Weg zum smarten Kunden. Herausforderungen und L枚sungsans盲tze f眉r das Marketing. In: Jung, H. H. / Kraft, P. (2016): Digital vernetzt. Transformation der Wertsch枚pfung. Szenarien, Optionen und Erfolgsmodelle f眉r smarte Gesch盲ftsmodelle, Produkte und Services. Hanser Verlag.
Mechlem, S. / Kraft, P. (2016): Innovationen: Machen Sie es wie die Startups. In: methodik. Zeitschrift f眉r mittelst盲ndische Unternehmen und F眉hrungskr盲fte. August 3/2016, pp. 22 鈥� 25.
Sauer, A. / Kraft, P. / Rennhak, C. (2016): Humanitarian Supply Chain Performance Management: Development and Evaluation of a Comprehensive Performance Measurement Framework Based on the Balanced Scorecard. MBS Working Paper 2016-02.
Kraft, P. / Dowling, M. / Helm, R. / Conrad, D. (2013): Fit von internationalem Mindset und Marketing. In: planung & analyse, Volume 1/2013, pp. 61 鈥� 63.
Kraft, P. / Dowling, M. / Helm, R. (2012): International orientation, marketing mix, and the performance of international German 鈥榤ittelstand鈥� companies. In: International Journal of Business and Globalisation, Volume 8, Number 3, pp. 293 鈥� 315.
Kraft, P. / Meng, F. / Dowling, M. / Helm, R. (2012): Internationalization Strategies of Multinationals in Germany and the People鈥檚 Republic of China 鈥� A Comparison. In: International Journal of Business and Globalization, Volume 8, Number 2, pp. 171 鈥� 186.
Kraft, P. (2009): Marketing ist kein Exportartikel. In: Profits, Sonderheft Auslandsgesch盲ft, pp. 26 鈥� 27.
Dowling, M. / Kraft, P. (2008): Unternehmenserfolg erh枚hen. In: Personal 鈥� Human Resources Management, Volume 10, pp. 14 鈥� 16.
Kraft, P. (2008): Werbeartikel im Kommunikationsmix: Auf die Botschaft kommt es an. In: SparkassenMarkt. Fachmagazin f眉r Marktkommunikation in der Sparkassen-Finanzgruppe, Volume November/December, pp. 20 鈥� 21.
Kraft, P. (2008): Umfassendes und integriertes Veranstaltungsmanagement. Potenzial von Events nutzen. In: SparkassenMarkt. Fachmagazin f眉r Marktkommunikation in der Sparkassen-Finanzgruppe, Volume January/February, pp. 18 鈥� 19.
Kraft, P. (2006): Der Einfluss kultureller Orientierung auf das kundenorientierte Management international t盲tiger Unternehmen. Eine empirische Untersuchung. Wiku-Verlag.
Pecha, R. / Dowling, M. / Kraft, P. (2003): Comdirect AG and the German Online Brokerage Industry. In: European Case Clearing House.
CONFERENCE CONTRIBUTIONS AND PANEL DISCUSSIONS
Wolf, B. / Seif, H. / Kraft, P. (2023): Teaching future competences through entrepreneurship: an entrepreneurship educators experience in non-entrepreneurship courses. Presentation at the 3E 2023 Conference in Aarhus, Danmark.
De Anna, G. / Schmid, E. / Kraft, P. (2021): International Female Leaders & their Way to the Top. Podiumsdiskussion im 鈥淏eyond Borders Talk鈥� des Frauenkarriere-Netzwerkes Mission Female, Deutschland.
Kraft, P. (2020): Frauen in F眉hrung: Was ist das Erfolgsgeheimnis? Podiumsdiskussion im Rahmen der 鈥濴ectures in Leadership鈥� Vortragsreihe an der Universit盲t Regensburg, Deutschland.
Kraft, P. / Dowling, M. / Helm, R. (2018): Customer Value Creation with Industry 4.0: A Case Study of Business Models in the German Mittelstand. Presentation at the "Enterprise Research Innovation Conference" in Split, Croatia.
Albon, A. / Kraft, P. / Rennhak, C. (2018): An Analysis of the Credibility of Electronic Word of Mouth, using the Example of Customer Reviews in Social Networks. Keynote presentation at the "4th International Conference on New Directions in Multidisciplinary Research and Practice" in London, UK. Awarded with the Best Paper Award in the Business & Economy Track.
Kraft, P. (2017): Chancen und Herausforderungen der Digitalisierung. Panel discussion during the MBS Symposium "Digital vernetzt".
Kraft, P. (2014): Vereinbarkeit von Familie und Beruf: Welchen Einfluss hat der Zeitpunkt der Familiengr眉ndung auf die Karriere. Panel discussion at Otto-Friedrich-Universit盲t Bamberg, Germany.
Kraft, P. / Dowling, M. / Helm, R. (2008): International Orientation, Marketing Mix, and the Performance of International Firms. Presentation at the "Academy of Management Annual Meeting" in Anaheim, USA.
Kraft, P. / Dowling, M. / Helm, R. (2006): Cultural Orientation in International Firms 鈥� An Empirical Study. Presentation at the "Asia-Europe Conference on Cultural Change and Economic Development" in Beijing, China.
All articles by Prof. Dr. Patricia Kraft on the MBS Business Blog
Kraft, P. / Scheck, B. (2019): Why Silicon Valley Can Help Companies to Transform, 13.02.2019, /insights/en/2019/why-silicon-valley-can-help-companies-to-transform/
Kraft, P. / Kroi脽, I. (2017): When Virtual Reality Meets Sport Sponsoring. 麻豆传媒, 11-24-2017, /insights/en/2017/virtual-reality-sport-sponsoring/
Jung, H. H. / Kraft, P. / von Linde, L. (2017): Emotions on the Web. 麻豆传媒, 10-24-2017, /insights/en/2017/emotions-on-the-web/
Kraft, P. / Jung, H. H. (2017): Digitally Connected: On the Way to the Smart Customer 鈥� Challenges and Success Stories from Corporate Practice. 麻豆传媒, 03-10-2017, /insights/en/2017/digitally-connected-smart-customer/
Kraft, P. / Scherer, T. (2016): About the Privilege of Assuming Responsibility. 麻豆传媒, 05-20-2016,
Kraft, P. / Mechlem, S. (2015): 9 out of 10 Start-ups Fail 鈥� How can the Lean Startup Method Help to Found Businesses More Successfully? 麻豆传媒, 01-29-2016,
Kraft, P. / Jung, H. H. (2015): Digital Added Value put into Practice 鈥� or: What has the Online Purchase of a New Car to do with the Internship of a Student and the Bachelor Seminars at MBS? 麻豆传媒, 09-04-2015, /insights/en/2015/digital-added-value-put-into-practice/
Kraft, P. (2015): Seven Recommendations to Boost Your Studies. 麻豆传媒, 07-31-2015, /insights/en/2015/seven-recommendations-to-boost-your-studies/
Kraft, P. (2015): From Student Life to Professional Life. 麻豆传媒, 06-12-2015, /insights/en/2015/from-student-life-to-professional-life/
Kraft, P. (2015): Professors Reloaded: From Imparter of Knowledge to Bridge Builder, Moderator and Sparring Partner. 麻豆传媒, 04-10-2015, /insights/en/2015/professors-reloaded-from-imparter-of-knowledge-to-bridge-builder-moderator-and-sparring-partner/