Julian Lehmann is the new ASU hire who says digital technology has rewritten business and social rules.
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 works as an assistant professor in the Department of Information Systems of the W. P. Carey School of Business. 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. My journey into academia wasn’t easy. I wanted to learn and work after high school. 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 (professional services company) Accenture. My first engagement was with a major telecommunications company, and I found it immensely rewarding. Aspirations changed and my focus shifted to strategy consulting. This required me a graduate degree, or ideally a 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 was trying to get myself ready for a career as a strategy consultant.
Unexpectedly, while writing my master’s thesis at the Queensland University of Technology in Australia, I met a wonderful advisor. Later, this advisor became my advisor for my PhD at the University of Cologne. We embarked together on an exciting project. We focused on hardware ventures and explored their journey from prototypes to final products despite resource constraints. The experience made me realize the excitement of research and sparked my interest in the field. This was a revelation. I realized that I enjoyed doing research. After that, I chose to pursue a career in academia and have not regretted it.
What is the focus of your research? What excites you the most about your research?
A: My research is focused on firms that derive strategic value from digital technologies. I examine how firms can reconfigure their market offerings, enhance them, and even replace them through the use of digital technologies. … 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.
I aim to create new theories and explanations that will shed light on the best ways for firms to harness digital technology. 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, enabling to me understand their profound impact.
Digital technology is changing the rules for business and society.
Q: When did it dawn on you that you wanted to go into this field?
A: I have always been fascinated by technology. I have built my PCs, and also a 3-D printer. 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. These developments fascinated me and I felt compelled by them to learn more about the unique properties of digital technologies, how they differ from previous technological advances and why they have such immense potential to change our lives.
Digital technology’s sheer size and implications fascinated me. I wanted to know what made digital technology so unique and how it could disrupt industries and organizations. Digital technology is changing the rules for business and society. This transformation led me to pursue an academic life focusing on entrepreneurship and digital innovation.
Q: How would you like to see this field progress for the benefit of society?
A: In the past decade, technology has driven a profound transformation in society. And, with AI on the rise, it seems that this transformation is not over. Digital technology is a powerful tool that can help us address many of the challenges we face. The impact of digital technology is evident in many areas, including agriculture, transportation and resource allocation. … Digital tools and precision farming have revolutionized agriculture’s productivity and sustainability. The advancements made in the transportation industry, such as autonomous vehicles and intelligent logistics, have also improved efficiency and mobilty.
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. This also means that policymakers must set rules for the proper use of digital technologies. Digital technology can help us achieve a sustainable and inclusive future.
Q: Why did you choose ASU and what are your favorite things about it?
A: I spent my time as an assistant at the Vrije Universiteit Amsterdam where I was able to work with innovative 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 is also facing unique environmental challenges relating to water consumption. Innovative solutions are needed.
The combination of these factors creates an environment that is dynamic and exciting. Maricopa County is the place where many innovative ideas will be born and new startups will flourish. 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 is a place of innovation and I’m thrilled to be part 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. It means working and immersing myself with the local startup scene, learning from its successes and gathering insight on effective innovation and digital technology. I intend to use those insights and engage with relevant ASU communities.
I’m also passionate about mentoring and supporting students who want to be entrepreneurs. I will work closely with them to refine their ideas, create prototypes and help them navigate the wild worlds 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: In high school, my best friend and myself started a band. Since around 15 years, we’ve been trying make music. The only hitch is that he’s still in Germany while I’m here. When we’re in Germany, we make it a priority to meet up and work on some songs. Our music is categorized as Deutschrap, which is basically 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.
Ironically, my parents were musicians. To be brutally honest with you, our songs have not yet hit the mark. 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. It’s just a secret that I keep. 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 companies and startups create strategic value through digital technology. Photo by Charlie Leight/ASU News