direkt zum Inhalt springen

direkt zum Hauptnavigationsmenü

Sie sind hier

TU Berlin

Page Content

Prof. Dr. Ruediger Zarnekow


Prof. Dr. Ruediger Zarnekow holds the Chair for Information and Communication Management at the Berlin Institute of Technology. His research focuses on the areas of Strategic IT Management, Electronic Business, Telecommunications Management and Business Models for the ICT industry. Previously, he worked at the Institute of Information Management at the University of St. Gallen, Switzerland, where he lead the competence center “Industrialization of Information Management”. Prof. Zarnekow has been working as a consultant in the area of IT management for many years. He is a cofounder of IT Management Partner St. Gallen AG: As an author he has published various books and research articles.

Curriculum Vitae

  • In 2013 awarded "TUB Entrepreneurship Supporter des Jahres" for extraordinarily engagement in the field entrepreunership
  • Currently holds the Chair for Information and Communication Management at the Berlin Institute of Technology
  • Research focus on IT Management (Organization, Business Processes, Sourcing, Cost-Benefit-Analysis, Controlling), Business Models, Telecommunications Management, Slectronic Business.
  • From 2001 through 2006 Assistant Professor at the University of St. Gallen, Switzerland, and project manager of the competence center “Industrialised IT Management” in cooperation with Deutsche Telekom, Deutsche Bank, Deutsche Bahn, Bayer Business Services, Swisscom IT Services, Syskoplan.
  • PhD at University of Freiberg, MSc in Advanced Software Technologies at the University of Wolverhampton, Diploma in Computer Science (Dipl.-Inf.) at the European Business School, Oestrich Winkel.
  • Co-author of a study on “Quality of Service Internet Business Models” prepared on behalf of 6 European Telecommunication Carriers.
  • Author/Co-author of 10 books and more than 70 research publications
  • 15 years of consulting and industry experience in the areas of strategic IT management, ICT business models, Electronic Business and IT service management.
  • Since 2008 co-founder and partner of IT Management Partner St. Gallen AG.
  • From 1999 through 2006 Managing Partner of ITMC Informatik Technologie Management Consulting GmbH, Essen.
  • Business Angel and Mentor for various Start-up Companies in the high-tech sector
  • Previously worked for T-Systems Multimedia Solutions, Accenture, University of Essen, University of Freiberg.


The Use of Augmented Reality in Retail: A Review of Literature
Citation key Riar.2021a
Author Riar, Marc and Korbel, Jakob J. and Xi, Nannan and Zarnekow, Rüdiger and Hamari, Juho
Pages 638-647
Year 2021
ISBN 978-0-9981331-4-0
Location Kauai, Hawaii, USA
Journal 54th Hawaii International Conference on System Sciences (HICSS), Kauai, HI, 2021
Month 1
Abstract Novel digital technologies are affording ways to superimpose perceptual information (be it auditory, vis-ual, haptic or olfactory) onto our reality, e.g. in retail environments. These technologies that aim to enhance reality are generally called Augmented Reality (AR) technologies. Today, the field of research focused on AR retail has evolved to mature enough state that an over-view of the state-of-the-art, results and ways in which AR has been employed in research is needed. Therefore, in this study we conduct a systematic literature review of the academic corpus focused on AR retail. We report on how and where AR is employed in retail, what technological characteristics of AR are commonly analyzed as well as what potential psychological and behavioral outcomes AR is capable of evoking. Overall, AR is a technology with high potential for in-store and remote (online) shopping in terms of evoking both utilitarian and hedonic experiences.
Link to publication Link to original publication Download Bibtex entry

Zusatzinformationen / Extras

Quick Access:

Schnellnavigation zur Seite über Nummerneingabe


Prof. Dr. Ruediger Zarnekow
Berlin Institute of Technology
Chair for Information and Communication Management
sec. H93
Strasse des 17. Juni 135
10623 Berlin / Germany
+49 (0)30 314 78700
+49 (0)30 314 78702