Prof. Dr. Karl Peter Fischer earned his doctorate at the Ludwig-Maximilians-University with a specialization in market and advertising psychology. He heads the IUN Institute for Online Communication and is a professor at the University of Applied Management. For 25 years he has been the owner of 4m Digitalagentur, an agency specializing in online marketing and e-commerce. The advertising psychologist and on-line marketing expert inspired many thousand listeners in its seminars to today. His research areas are digital transformation and online marketing. With his research team he developed the "vds digital Fitness Check" and focused it with Stefan Herzog (vds) 2019 on the requirements of the sports retail trade.