PeopleofSuperintelligence

Researcher

Philipp A. Rauschnabel

Also known as Philipp Alexander Rauschnabel, Philipp Rauschnabel

Philipp Rauschnabel is a business researcher whose work on augmented reality, smart glasses and the metaverse covers how consumers adopt and use spatial computing. He earned his doctorate at the University of Bamberg in 2014, served as an assistant professor at the University of Michigan–Dearborn from 2014 to 2017, and became Professor of Digital Marketing and Media Innovation at the Universität der Bundeswehr München in 2018. In 2022, he coauthored the paper "What is XR?" with Reto Felix, Chris Hinsch, Hamza Shahab and Florian Alt, which proposed the xReality framework, and in December 2022 he was an invited expert at the Bundestag's hearing on Web 3.0 and the metaverse. Clarivate named him a Highly Cited Researcher in 2023 and 2025. He is Professor of Digital Marketing and Media Innovation at the Universität der Bundeswehr München and, since August 2025, Honorary Professor at Nottingham University Business School Malaysia.

Now at
Bundeswehr University Munich and University of Nottingham Malaysia

Timeline

  1. 2010–2014

    Doctorate at Bamberg

    After studying business administration at Merseburg University of Applied Sciences and earning a master's degree in marketing and distribution management at the University of Göttingen, he joins the University of Bamberg's Chair of Sales & Marketing in 2010 as a research associate and doctoral candidate. He receives his doctorate there in 2014, summa cum laude.

  2. 2014–2017

    Assistant professor in Dearborn

    He serves as Assistant Professor at the University of Michigan–Dearborn from 2014 to 2017. In 2015, he coauthors "Who will buy smart glasses?" with Björn Ivens and Alexander Brem in Computers in Human Behavior, two pre-market studies on the role of personality in awareness and intended adoption of Google Glass wearables.

  3. 2018

    A Munich professorship

    He joins the Universität der Bundeswehr München in 2018 as Professor of Digital Marketing and Media Innovation. His research interests there include spatial computing and extended reality, augmented, virtual and mixed reality, and the metaverse.

  4. 2022

    The xReality framework

    In 2022, he coauthors "What is XR? Towards a Framework for Augmented and Virtual Reality" in Computers in Human Behavior with Reto Felix, Chris Hinsch, Hamza Shahab and Florian Alt. The framework treats the X as a placeholder for all new reality formats and places AR experiences on a continuum from assisted reality to mixed reality. He also coauthors "What is augmented reality marketing?" in the Journal of Business Research in 2022 with Barry Babin, M. Claudia tom Dieck, Nina Krey and Timothy Jung.

  5. December 2022

    Metaverse hearing at the Bundestag

    In December 2022, he is an invited expert at a public hearing of the Bundestag's Digital Committee on Web 3.0 and the metaverse. He calls for stronger research on the topic and expects the metaverse to extend the existing internet, with users diving in as part of the experience.

  6. 2023

    Highly Cited Researcher

    He is named a Clarivate Highly Cited Researcher in 2023, which places him in the top 1% of academics, and appears on the Stanford list of the top 2% of scientists in 2023.

  7. Since August 2025

    Honorary professor at Nottingham Malaysia

    He becomes Honorary Professor at Nottingham University Business School Malaysia in August 2025, a formal affiliation for research collaborations, guest lectures and co-supervision of PhD candidates. He is Professor of Digital Marketing and Media Innovation at the Universität der Bundeswehr München, and Clarivate names him a Highly Cited Researcher again in 2025.

Career

  1. Since 2025University of Nottingham MalaysiaHonorary Professor
  2. Since 2018Bundeswehr University MunichProfessor of Digital Marketing and Media Innovation
  3. 2014–2017University of Michigan–DearbornAssistant Professor
  4. 2010–2014University of BambergResearch associate

Education

  1. 2014University of BambergDoctorate
  2. Merseburg University of Applied SciencesBusiness administration
  3. University of GöttingenMaster's degree in marketing and distribution management

From the biography.

  1. Of 216 AI researchers who entered public life, 83 held advisory seats and 58 took public rolesIncludes Philipp A. Rauschnabel. Of 216 AI researchers who entered public life, 83 held advisory seats and 58 took public roles. Another 97 people moved from public careers into AI organizations or research, with 62% of dated records starting from 2020 on.
  2. The company share of AI researchers’ top papers was 31% in 2020–2024 and 8% in 1970–1974Includes University of Bamberg. We estimate where the people shaping AI worked when their most-cited papers appeared: the company share was 31% in 2020–2024 and 8% in 1970–1974, and Google led all organizations in 2020–2024.
  3. More people shaping AI studied at Massachusetts Institute of Technology than at any other institutionIncludes University of Göttingen. We estimate where the people shaping AI studied and where their careers led. Massachusetts Institute of Technology leads with 467 former students, including 291 recorded doctorates.
  4. The Massachusetts Institute of Technology trained or employed 44 of the 187 AI major-prize winners, more than any other universityIncludes University of Göttingen. The Massachusetts Institute of Technology trained or employed 44 of the 187 AI major-prize winners, more than any other university. We compare doctorate and 5+ year employment links, career timing and current workplaces for 187 major-prize and 1,111 best-paper winners.

Colleagues

People with dated positions at the same organization in the same years.

Sources and credits

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  1. Prof. Dr. Philipp Rauschnabel - Chair of Sales & Marketing uni-bamberg.de. Checked 22 October 2026.
  2. Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables fis.uni-bamberg.de. Checked 22 October 2026.
  3. Curriculum Vitae — BW (Universität der Bundeswehr München) unibw.de. Checked 22 October 2026.
  4. What is XR? : Towards a Framework for Augmented and Virtual Reality fis.uni-bamberg.de. Checked 22 October 2026.
  5. Introducing the xReality Framework unibw.de. Checked 22 October 2026.
  6. What is augmented reality marketing? : Its definition, complexity, and future fis.uni-bamberg.de. Checked 22 October 2026.
  7. Metaverse: Zwischen großen Chancen und Hype - Deutscher Bundestag bundestag.de. Checked 22 October 2026.
  8. Philipp A. Rauschnabel philipprauschnabel.com. Checked 22 October 2026.
  9. University of Nottingham Malaysia Appoints Professor Philipp Rauschnabel as Honorary Professor at Nottingham University Business School nottingham.edu.my. Checked 22 October 2026.