Dr. Dominik Hettich is an Assistant Professor of Marketing at EDHEC Business School. His research focuses on digital marketing, consumer behavior, and the societal and technological forces shaping markets and consumption, with particular interests in older consumers, innovation and market transformation, and sustainable consumption. Prior to joining EDHEC, he was an Akademischer Rat and Postdoctoral Research Fellow at Goethe University Frankfurt, where he earned his PhD in Marketing. He also held a visiting scholar position at Aalborg University Business School in Denmark. His research has been published in leading journals including the Journal of Product Innovation Management, the Journal of Organizational Behavior, and The Gerontologist.