Main research areas
Professorship Business-to-Consumer Markets
- Customer Relationship Management
- Retail management and service management
- Buyer behavior research
- Private label research
- Attachment Theory
- Subscription Models (Subscriptions)
Professorship Business-to-Business Markets
- Business-to-Business Management
- Customer orientation of employees and companies
- Strategy implementation
- sales management
- Personal selling
Professorship Marketing and Business Analytics
- Maturity of digital transformation, management of brands via digital and traditional channels
- Marketing with and for disruptive technologies (AI/ML, blockchain, AR/VR)
- Marketing & business analytics for the digital differentiation of brands
- Management of brands across national borders
- Management of brands across different product categories within a country (e.g. brand portfolio management, corporate branding, brand hierarchies/brand architecture)
- Brand management in heterogeneous target groups within a country (e.g. multi-cultural/ethnic marketing; brand management for B2B and B2C target groups)
Professorship Marketing and Digitalization
- Marketing and digitalization: in particular the digitalization of buyer-seller interfaces, Internet of things and the impact of digitalization on business models
- Service marketing: in particular business services, digitalization and service transformation, service contract design and service theory.
- Entrepreneurial marketing: in particular marketing and business models, services, entrepreneurship ecosystems.
- Philosophy of science: in particular implications for the study of business ecosystems and research methodology in marketing, services and entrepreneurship research.
