Marketing für Lebensmittel und Agrarprodukte

Dr. Dorothee Schulze Schwering

Dorothee Schulze Schwering grew up on a farm in Münsterland (NRW). With her agricultural science studies (focus on agribusiness), she combined her economic and agricultural interests. She studied at the Rhine-Waal University of Applied Sciences in Kleve (B.A.) and at the University of Göttingen (M.Sc.). Her fascination for online agricultural trade was already awakened during her two years of work at the feed manufacturer BEWITAL agri, which became the subject of her Bachelor's and Master's thesis. She then deepened her knowledge with a doctorate at the Chair of Marketing for Food and Agricultural Products on the topic of "E-Commerce and Sales Management in Agribusiness". Through many years of dealing with the digital transformation in agribusiness, she was able to gain deep insights into the sales structures of agribusiness, especially online agribusiness, into the information and purchasing behaviour of farmers, as well as into the adaptation process of digital technologies. She now brings this knowledge into her academic work at the University of Göttingen.

Research focus:

  • Digitalisation in agribusiness

    • Distribution structures in agribusiness

      • Purchasing behaviour of farmers

        • Teaching:

        • Sales management in agribusiness (M.Sc.) (since WiSe 2017)

          • Selected Publications:

          • Sonntag, W.I., Wienrich, N., Severin, M. & Schulze Schwering, D. (2022). Precision Farming – Nullnummer oder Nutzbringer? Eine empirische Studie unter Landwirten. In: Berichte über Landwirtschaft - Zeitschrift für Agrarpolitik und Landwirtschaft, 100 (2), 1-33. https://doi.org/10.12767/buel.v100i2.411

            • Schulze Schwering, D., Bergmann, L. & Sonntag, W. I. (2022). How to encourage farmers to digitize? A study on user typologies and motivations of farm management information systems. In: Computers and Electronics in Agriculture, 199 (2022) 107133. https://doi.org/10.1016/j.compag.2022.107133

              • Schulze Schwering, D., Sonntag, W. I. and Kühl, S. (2022). Agricultural E-commerce: Attitude segmentation of farmers. In: Computer and Electronics in Agriculture, 197 (2022) 106942. https://doi.org/10.1016/j.compag.2022.106942

                • Schulze Schwering, D., Hollenbeck, A., Krone, S., Spiller, A. and Lemken, D. (2022). Crop protection market segmentation: relationship between buyer segments and the use of digital sales channels. In: International Food and Agribusiness Management Review. https://doi.org/10.22434/IFAMR2021.0095

                  • Schulze Schwering, D., Huchtemann, J. P., Welter, P., Nordmeyer, E., Spiller, A. & Lemken, D. (2020). Identifizierung von Verkäufertypen in der landwirtschaftlichen Vorleistungsindustrie aus Sicht der landwirtschaftlichen Kunden. In: German Journal of Agricultural Economics 69 (3), 200-218. DOI:10.30430/69.2020.3.200-218