“Music is the food of soul”

Music has always played an important role in my life, be it in jam sessions, music festivals and concerts, or in my every-day life. For instance, I love to play the guitar in my leisure time. I believe that future research should investigate various patterns of consumer behavior in music settings.

Therefore, I am happy to be part of LiveInnovation.org as a marketing researcher and a thesis supervisor. My goal is to work with students who share the marketing and music passion with me. I am looking forward to generate insights with the LiveInnovation.org team, which are relevant for both marketing practice and the music business.

Email: cansu.hattula@iu.org

LinkedIn: Cansu Hattula

Cansu has completed her studies of business administration at the University of Hannover and her PhD at the University of St.Gallen. Her research interests are marketing strategy and consumer behavior. For instance, in her dissertation she has investigated how middle managers can be agents of change in a top-driven change process for a new marketing strategy. Cansu has worked in Germany, Switzerland and the United Kingdom with different companies and institutions, such as Bayer CropScience, Deutsche Messe AG, Too Good To Go or Cass Business School. Currently, she teaches marketing for Master/MBA students at IUBH Berlin.