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URPP Social Networks

Prof. Andrea Giuffredi-Kähr featured in the Oec. Magazine

Learn more about Andrea Giuffredi-Kähr, Assistant Professor of Marketing in the Digital Economy and member of the URPP Social Networks, in the portrait published by the Oec. Magazine. 

Prof. Andrea Giuffredi-Kähr featured in the Oec. Magazine

This is an extract from the current issue of the Oec. Magazine


"Andrea Giuffredi-Kähr grew up as the youngest of four children in a little rural village in the canton of Bern. In this idyllic village she discovered her love for nature and spent a lot of time outdoors. To the present day, she enjoys trying out new sports, traveling the world and learning about new cultures. «Being on the road, interacting with people, gaining new perspectives and collecting new ideas has been my nature since I was a child», the assistant professor says.
This thirst for knowledge, her curiosity and the interactions with other people and cultures, had a great influence on Giuffredi-Kähr‘s life path: as a child, she went to Kenya with her family and spent time with locals outside of typical tourist destinations. Already at an early age, she saw the poverty of the population and felt it was unfair and unjust. «Why are we doing so well while others are not? Why don‘t others have the same opportunities and possibilities as we do?», she asked herself already back then.
At high school, she realized more and more that she wanted to contribute her part to make the world a better place: she wanted to join an international organization, and at the time, the best way to do that seemed to be to study law. She quickly realized, however, that this study did not really suit her. Therefore, she decided to study business administration – and never thought that she would end up in research."
Read the full portrait online.