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Prof. Dr. Heitjans' academic career began as a research fellow to the Chair of Marketing and Media at Bauhaus-Universität Weimar, where he completed his doctorate in brand management. Prof. Heitjans had studied economics at Hannover and Maastricht and his focus lies on entrepreneurship. He also has firsthand experience with start-ups and was responsible at Humboldt-Innovation for the sectors of spin-offs / ventures and technology management.