Professor has a passion for digital technology — and German hip-hop

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 academic was hired at Arizona State University 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 grew-up in Germany, and joined ASU fall 2022. My journey into academia wasn’t easy. After high-school, I was eager to get a job but I also wanted a chance to learn more. 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 telecommunications company, and I found it immensely rewarding. Aspirations shifted to strategy consulting which would require me to obtain a doctorate and a minimum of a masters. 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 be prepared 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 an exciting project. We explored the journey of hardware ventures from prototype to finished product, despite severe resource constraints. This experience opened up my eyes to the excitement and thrill of doing research, and it deepened my passion in this 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 academic or research work? What excites you the most about your research?

A: My research focuses primarily on the companies that create strategic value through digital technology. I examine how firms can restructure, enhance, and replace market offerings by leveraging digital technology. … 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 firms interact and engage with their customers. They also include the redesign of product and service offerings and the necessary adjustments to align with the new digital landscape.

My research aims to provide new explanations and theories on how companies can maximize the benefits of digital technologies. My research aims to unravel these complexities, and provide insights into effective strategies that 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.

The digital revolution is rewriting business and social rules.

Q: At what point did you decide that you want to study in this field?

A: I have always been fascinated by 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 do you hope to achieve in this field for the benefit of society?

A: This transformation is far from being over. With the rise of AI this transformation appears to be far from complete. I am convinced that digital technology has the potential to help us solve some of our biggest challenges. The impact of digital technology is evident in many areas, including agriculture, transportation and resource allocation. … Digital tools and precision agriculture techniques have revolutionized sustainability and productivity in the agricultural sector. In the transportation sector, technological advancements, such as autonomous vehicles and intelligent logistics, have led to increased mobility and efficiency.

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?

A: Before joining ASU I was an assistant professor at Vrije Universiteit Amsterdam where I had the chance to work with exciting startups. 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 home of many startups and innovative innovations. Researchers and entrepreneurs will be inspired by the collaborative spirit, abundant resources and shared commitment in addressing environmental issues. ASU thrives on innovation and I am proud 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. Of course, my goal is to engage relevant communities at ASU and apply the learnings. 

In addition, I’m passionate about mentoring and supporting students who want to be entrepreneurs. I will work closely with these young innovators to refine their ideas and help them 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 do everything in my power to support the new generation of Sun Devils innovators.

Q: What’s something you do for fun or something only your closest friends know about you?

A: I formed a band with my best friend in high school. 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 songs. Our music belongs to the Deutschrap subgenre, or German hip-hop. Our songs are mostly about our friends, and shouldn’t be taken too serious. 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. As such, I am keeping the name of the band a secret for now. I am keeping a 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 companies and startups create strategic value through digital technology. Photo by Charlie Leight/ASU News