Chair of

Marketing

Research approach

The marketing discipline rests on two major pillars of analysis: the profound understanding of customers on the demand side of a market, and insights into the systematic implementation of customer directed activities on the supply side. For capturing the previous, we build on established theories of consumer psychology, organizational behaviour, and value conceptualization. For the latter, we closely monitor changes, innovations and trends on what companies in the ever-ongoing competition within the marketplace for customer attention and attraction. In the past, we often focused on the concept of customer integration, i.e. approaches designed to invite customers for collaboration and joint activities. Currently and for the future, we observe and sense interesting phenomena for marketing emerging from the all-encompassing digitization and the great power of the internet. In all our research, we take a clear stance for a solid substantiation of any new proposition put forth in extensive empirical work that follows state of the art methodology. We aim to create research output that is relevant for international research conferences and eligible for publication in world class research journals. Any of our activities was, is and will always be open for internal and external partners to cooperate.

Research topics