dr. Lina Altenburg

Lina Altenburg is an Assistant Professor in Marketing at the Erasmus School of Economics at Erasmus University Rotterdam. Lina's research centers on retailer's marketing challenges. She particularly focusses on two major challenges that are unique to the physical retail channel. On the one hand, she investigates the evolution of physical stores: what kind of innovative approaches they implement in their stores and whether these new approaches can impact customer's shopping behavior. On the other hand, she analysis how external location factors influence store performance. her empirical work utlizes time-series and spatial econometirc models. Lina's work has appeared in the Journal of Retailing. Lina obtained her PhD from the KU Leuven in Belgium.