Dr. Viktoria Mauz speaks from experience: "I did my Bachelor's degree at DHBW Heidenheim in Germany, with a focus on industry. It was a school for real life." From the very start, she combined theory and practice. After a Master's in International Marketing and Business Model Innovation – and several years of industry experience – she took the next step: a part-time PhD focused on digital transformation.
"I saw how many digitalization projects fail in practice. I wanted to understand that – and change it." Her dissertation, successfully defended in June 2025, resulted in a practice-oriented framework that helps companies manage transformation processes more effectively.
This closeness to real-world challenges also shapes her attitude towards research: "Of course, I had to discipline myself not to fall into a consulting mindset as a researcher. But that urge – not just to analyze a problem, but to solve it – was a strong driver for me."
Theses as a Reality Check
For many students, a thesis is the final step before entering the working world. For Mauz, it's far more than just an academic requirement:
"It's often the first real opportunity to test what you've learned – a crucial reality check."
As a former dual student, she knows how formative this experience can be – if the setting is right: "What makes a good thesis? A clearly formulated, measurable problem statement. Not an open-ended 'see what you find' task – but a specific challenge that students can design their research around."
She also sees the challenges on both sides. Companies need to orient students better within their systems: "Who are the key contacts? Where is the data? What's the business context?"
Universities, on the other hand, can help students develop sound research designs – and ensure the work stays academically rigorous, despite its practical relevance.
As a lecturer, Mauz placed strong emphasis on transfer skills: "Theory is the foundation. But real solutions only emerge when students align their knowledge with practical realities – and adjust accordingly." The difference between a good and an outstanding thesis often comes down to understanding that every organization operates differently. "There's no one-size-fits-all solution."
AI, Misconceptions & How to Use It Right
Digitalization isn't just changing business models – it's also reshaping how research is done. Mauz advocates for a constructive approach to new technologies: "AI is a hammer, but not every problem is a nail."
She sees AI's strength particularly in helping structure, research, and analyze qualitative data. "Especially with interviews, AI can detect patterns that a human – limited by their hypotheses – might miss."
But she warns against false expectations: "Text production is no longer a meaningful indicator of depth or competence." Instead, we need new benchmarks: creative problem-solving, critical thinking, and original work. Her recommendation:
"We should teach students how to write good prompts and how to critically assess the responses."
She also notes how the role of the thesis is shifting: "Literature reviews used to take months. Today, AI can do them in hours. That changes the focus: away from collecting – toward understanding, analyzing, and translating into action."
Future Skills
What do young people need to thrive in a tech-driven world? For Mauz, the answer is clear:
"Curiosity. Critical thinking. And the ability to deal with uncertainty." Especially in companies like Nokia, where constant transformation is the norm, it's vital to stay flexible and intrinsically motivated. "Sometimes it takes perseverance, but it's often worth it."
Universities, on the other hand, can help students develop sound research designs – and ensure the work stays academically rigorous, despite its practical relevance.
She also sees universities as bridges: "Academia offers a view beyond the obvious. When a retailer learns from a logistics company, or a manufacturer from the finance sector – that's real transfer."
And digitalization? "It has less to do with deep tech understanding than people think. The tech is already here – the real question is: how do I use it to my advantage?" Being able to adopt new tools without fear is more important than knowing every detail of how they work.
Three Messages for Universities, Companies & Students
Dr. Viktoria Mauz doesn't see a thesis as a text, but as a thinking and transfer exercise: "Only when we test theory in practice can we create solutions that are generalizable – and truly beneficial."
Her three calls to action?
To universities: "Don't treat theses just as an exam. Use them as a two-way transfer tool. Students learn to apply theory – and you gain insights to improve teaching."
To companies: "Define concrete, measurable problems. That's how students can deliver real contributions – not just vague hypotheses."
To students: "Stay curious. And have an opinion. Even if it goes against the mainstream – that's how innovation happens."