Maximilian Lude is interim Professor at the TUM School of Management, TUM Campus Heilbronn. Concurrently he is Managing Partner at philoneos GmbH, a marketing and innovation office for family businesses located in Munich (GER). He studied Management and Economics at Zeppelin University and Copenhagen Business School. His dissertation was on the perception of family firms, bridging marketing, consumer behavior and family business research. This intersection also reflects the current research focus of Maximilian. His research has been published in international peer-reviewed journals such as Entrepreneurship Theory and Practice (ETP) or Journal of Business Research. Maximilian also serves as Reviewer for several journals such as Journal of Brand Management and Entrepreneurship Theory and Practice and is member of the Editorial Board of Journal of Family Business Strategy.