Prof. Dr. Patrick Planing


Prof. Dr. Patrick Planing
Teaching areas:

- Quantitative research methods

- Innovationmanagement

- Strategy

- Marketing

Stuttgart Business School
Bachelor Business Psychology
Master Business Psychology
Master Business Psychology & Business Transformation
+49 711 8926 2903
Office hours:
You can book appointments online at:
Competence centre:
  • Innovation Acceptance and Transformation


  • since 2017

    Professor for Business Psychology at HFT Stuttgart

  • 2007-2017

    Daimler AG: Business Development & Business Innovation, last position: Manager Digital Transformation Mercedes-Benz Cars.

  • 2009-2013

    PhD , Leeds Beckett University (UK) with the topic Acceptance of Driver Assistance Systems

  • 2006-2007

    MBA Pforzheim University und Brighton University (UK)

University Projects

RE:New City Incubator

RE:New City Incubator: Incubator for sustainable PropTec and Con Tec Start-Ups

View project
Visualisierte Zukunftsvision des Projekts RE:New City /Visualized future vision of the project RE:New City


Head of Entrepreneurship program (EXIST)


iCity 2: EMO4iCity

Emission-reduced mobility within the framework of iCity

View project


AirTaxiS | Acceptance of Air Taxis, A research project with Volocopter GmbH, Daimler AG, City of Stuttgart and the State of Baden-Württemberg


  • 2019

    Acceptance of air taxis-A field study during the first flight of an air taxi in a European city (Preprint available at

  • 2019

    Digital Automation of Customer Contact Processes–an Empirical Research on Customer Acceptance of different Chatbot Use-cases. In: Digitalen Wandel gestalten. Springer Gabler, Wiesbaden, 2019. S. 217-229.

  • 2018

    Towards a circular economy – how business model innovation will help to make the shift (2018), in Int. J. Business and Globalisation, vol. 20 issue 1, pp.71–83.

  • 2018

    Acceptance of shared autonomous vehicles-a correspondence analysis of new car buyer attitudes. International Journal of Sales, Retailing & Marketing, 2018, 7. Jg., Nr. 2.

  • 2017

    On the origin of innovations—the opportunity vacuum as a conceptual model for the explanation of innovation (2017), in Journal of Innovation and Entrepreneurship, vol. 6 issue 5, pp. 1-18

  • 2017

    Will digital boost circular? Evaluating the impact of the digital transformation on the shift towards a circular economy (2017), in International Journal of Management Cases, vol. 19 issue 1, pp. 22-31

  • 2017

    The Digital Business Transformation Paths from Manufacturer to Digital Ecosystem Provider - Analyzing the Strategic Options of Large Corporations towards Digitalization (2017), in Allied Academies International Conference Proceedings, Vol. 18 (2), pp. 74-78

  • 2016

    Business Model Innovation in a Circular Economy - Reasons for Non-Acceptance of Circular Business Models (2016), in Open Journal of Business Model Innovation, Vol.1(1)

  • 2015

    Measuring consumer innovativeness: An empirical re-evaluation of Roger’s Innovativeness Scale (2015), in International Journal of Sales, Retailing and Marketing, Vol.4 (2), pp.86-96

  • 2014

    Innovation Acceptance - The Case of Advanced Driver-Assistance Systems (2014), in SpringerGabler Research, Wiesbaden

  • 2014

    Applications of psychological constructs in global empirical consumer acceptance research: a meta-study (2014), in Int. Journal of Business and Globalisation, Vol. 12 (1), 2014

  • 2011

    The role of brand trust in the individual decision process towards the use of new technologies: An empirical investigation (2011), in The Psychology of Education Review, vol. 35 issue 1, pp. 8-11