Julian Lehmann, a new ASU employee, says that digital technology is changing the rules for business and society.
Editor’s note: New Faces on Campus is a new monthly feature by ASU News showcasing faculty members hired in the 2022–23 academic year.
Julian Lehmann comes from a musically inclined family. He has released a hip-hop album and has his own band, but he keeps its name a secret.
He says they aren’t very good, so he will keep his day job.
Lehmann is a professor at the W. P. Carey School of Business in the Department of Information Systems. He is considered an expert in his field — he helps businesses and startup firms create strategic value from digital technology.
The German-born professor is a fresh face at Arizona State University. She was hired last fall.
He has two goals while at ASU: conduct impactful research that supports ASU’s position as a global leader in innovation, and mentor students who wish to become successful entrepreneurs.
ASU News recently spoke to Lehmann to ask about his background, his path to academia and why he’s tight-lipped about his music.
Editor’s Note: Answers were edited for clarity and length.
Question: Can you tell us a bit about your background — where you’re from and how you ended up in academia?
Answer: I was born and raised in Germany. I joined ASU at the beginning of fall 2022. It was not an easy path to academia. After high-school, I was eager to get a job but I also wanted a chance to continue my education. This passion led to me enrolling in a program that allowed me to study information systems and work as a tech advisor at (Professional Services Company) Accenture. My first engagement was with a leading telecommunications company, and I found it immensely rewarding. My aspirations changed to strategy consulting and I needed a master’s or doctorate. So I applied to several PhD programs and secured a scholarship for a PhD program at the University of Cologne, where I got my master’s degree. I wanted to prepare myself for a future in strategy consulting.
During a research trip to Australia, at the Queensland University of Technology where I was working on my master’s thesis, I met a wonderful advisor. Later, this advisor became my advisor for my PhD at the University of Cologne. We embarked together on a fascinating research project. We explored the journey of hardware ventures from prototype to finished product despite major resource constraints. The experience made me realize the excitement of research and sparked my interest in the field. It was a real eye-opener. I found that I love doing research. The moment I made that decision, I have never regretted my academic career.
What is the focus of your research? What is your most exciting research project?
A: My research is focused on firms that derive strategic value from digital technologies. I am interested in how firms can use digital technology to reconfigure, improve and replace their existing market offerings. … What truly captivates me about my research area is the persistent challenges firms face in adapting to digital technology. These challenges are centered around how companies interact and engage with their customers. They also include the redesign of product and service offerings and the necessary adjustments to align with a digital landscape.
My research aims to provide new explanations and theories on how companies can maximize the benefits of digital technologies. In my research, I am primarily focused on unraveling these complexities and providing insight into effective strategies to leverage digital technology. In addition, research into digital technology allows to me be at the forefront the transformative forces of our times, allowing me to understand their profound impact.
Digital technology is changing the rules for business and society.
Q: At what point did you decide that you want to study in this field?
A: I’ve always had a passion for technology. I also built my own 3D printer and PC. However, I realized the magnitude of digital technology’s impact when the emergence of groundbreaking startups like Facebook, Instagram, Apple and Uber began to reshape our daily experiences and how it challenged conventional notions of value creation and organizing. I was intrigued by these developments, and felt compelled further to understand the unique properties and characteristics of digital technology.
I was fascinated by the sheer scope and implications of digital technologies. I wanted explore why it was so different and how its power could disrupt existing organizations and industries. Digital technology has changed the way business is done and how society operates. This transformation inspired me to pursue a career in academia focusing on digital innovations and entrepreneurship.
Q: What are your hopes for this field?
A: This transformation is far from being over. With the rise of AI this transformation appears to be far from complete. Digital technology is a powerful tool that can help us address many of the challenges we face. Its impact can be seen in agriculture, transportation and resource management. … Digital tools and precision agriculture techniques have revolutionized sustainability and productivity in the agricultural sector. Similarly, technological advancements, such as autonomous vehicles and intelligent logistics, have enhanced efficiency and mobilty in the transportation sector.
Digital solutions also play a crucial role in the management of resources, optimising energy use and promoting conservation. To make progress, it is essential to recognize the transformative power of digital technology. Interdisciplinary collaboration and rigorous scientific research are key. As a result, policymakers will also need to establish ground rules that define how digital technology should be used. Digital technology can help us achieve a sustainable and inclusive future.
Q: Why did you choose ASU?
A: Before I joined ASU, as an assistant at Vrije Universiteit Amsterdam I had the privilege of working with startup companies. I joined ASU for the incredible opportunity it provides researchers interested in digital innovation to study at both the university as well as the surrounding Valley. The Valley is seeing a influx of big companies, such as TSMC Intel and LG. This attracts small suppliers and paves way for new innovative startups. Arizona also faces unique challenges in terms of water consumption. This creates a need for an ecosystem of innovative solutions.
This combination of factors creates a dynamic and promising environment. Maricopa County, Arizona will be the birthplace for many impactful innovations. This is a place where researchers and entrepreneurs can be inspired by its collaborative spirit, abundance of resources and commitment to solving environmental challenges. ASU thrives on innovation, and I feel privileged to be a member of it.
Q: What would you like to accomplish at your college/school/department?
A: It is my goal to conduct research that will support ASU as a leader in global innovation. This involves immersing and working with local startups, learning from their success and gathering insights about effective innovation and digital technology. I will apply my learnings to ASU and engage relevant communities.
I’m also passionate about mentoring and supporting students who want to be entrepreneurs. I will do my best, working closely with these aspiring entrepreneurs, to fine-tune and design prototypes as well as navigate the world of entrepreneurship. I want to create an environment that encourages creativity and empowers students to transform their ideas into reality. ASU has a great entrepreneurial spirit and a network of incredible mentors. I will support the next generation of Sun Devil innovators.
Q: What’s something you do for fun or something only your closest friends know about you?
A: My best friend started a group with me in high school. We’ve tried to make music since around 15 year. The only hitch is that he’s still in Germany while I’m here. We prioritize working on songs whenever we are in Germany. Our music belongs to the Deutschrap subgenre, or German hip-hop. Our songs are mainly about our friends and not to be taken seriously. Ten years ago, we produced and released an entire album and held a release party at our student house.
Despite the fact that my parents are both musicians, we do not have any natural musical talent. To be brutally truthful, our songs are not very good. They’re horrible, but our lyrics are fun, and we enjoy the process of creating. For now, I will not reveal the name of my band. I keep a little secret. I promise you, there’s not much that you are missing!
Julian Lehmann, assistant professor at the W. P. Carey School of Business in the department of information systems. He helps startups and businesses create strategic value using digital technology. Photo by Charlie Leight/ASU News
