Anna Hoff
DC32: Strategic Decision-Making approaches for Sustainable Technology and Innovation Management
Anna is a doctoral researcher at the University of Cambridge, Cambridge, United Kingdom
Anna's Story
Anna Hoff is an experienced electrical systems engineer with over 17 years at Ford - Werke GmbH, specializing in automotive electronics and future technology research.
Her academic journey began as a dual student, combining an apprenticeship as an electronics technician for industrial engineering with studies in Electrical Engineering at the University of Applied Sciences Bonn-Rhein-Sieg. This dual approach provided her with a strong foundation in both theoretical knowledge and practical application.
Followed by a Master of Engineering at the Rheinische Fachhochschule Cologne.
Demonstrating a continuous commitment to advanced learning, Anna completed a part-time Executive MBA from the University of Cambridge, where her focus on innovation and strategic decision-making led to an award-winning case study.
Relevant Experience (Professional or Research).
Throughout her tenure in industry, Anna advanced through impactful roles, including End-of-Line Engineer, System Engineer, Product Owner—where she established agile and SCRUM teams—and Global Core Engineer, overseeing the global technical development for sensors. Her professional experience in cross-functional teams has honed her skills in data analysis, machine learning, and strategic planning, enabling her to translate complex technical concepts into user-friendly scalable solutions. This expertise is crucial for integrating digital solutions in complex organizational settings.
Anna is also a passionate advocate for women in STEM, actively mentoring and encouraging young women to pursue technical careers, underscoring her dedication to fostering talent and promoting diversity within the industry.
Anna's PhD research, specifically project 1, explores the transformative potential of emerging technologies like AI in enhancing decision-making processes. Her goal is to contribute to developing guidelines for integrating these technologies into existing decision-support tools, helping firms make sustainable and strategic transitions. She plans to employ a mixed-method approach combining qualitative case studies and quantitative data analysis e.g., A/B testing, leveraging design thinking and her hackathon experience to create proofs of concept.
She is drawn to the "DREAM+PLAN" program's commitment to addressing real-world challenges through interdisciplinary research and advanced digital technologies. Post-PhD, Anna aspires to work in a research department of an organization
