Adrian’s research talk addressed learning and unlearning in coopetition between startups and incumbents, based on a qualitative study. His research shows how both startups and established firms must let go outdated routines and assumptions to collaborate and compete effectively, demonstrating how unlearning enables organizations to adapt and innovate. In addition, he delivered an inspiring student lecture on storytelling in marketing, combining theory and practice in a way that created exceptional value for the participants.

Prof. Martin Angerer acted as chair of the committee, joined by Prof. Jan Mendling, Prof. Dr. Marco Furtner, Prof. Francesco Schurr, and Prof. Dr. Leo Brecht as committee members, together together with representatives from the academic middle management and from the student body Marie Scheuffele, Maximilian Haage. In addition, Leo Brecht served as Adrian’s mentor, guiding and supporting him on his path toward achieving his habilitation.