Research Projects

As Chair of Marketing and Innovation (CMI), our empirical research projects are located in the interaction dynamics between marketing and innovation.

Our research is highly interdisciplinary and positioned in the realm of consumer behavior with a focus on behavioral decision making. Research topics range from the analysis of frugal (often unconsciously emerging) choices in purchase contexts to the complex investigation of the multilevel strategic decisions of organizations. Based on multivariate analyses of decision-making processes and outcomes, we achieve an in-depth understanding of economic actions of both producers and consumers. Our research program is concerned with a variety of products and services in the broad spectrum between utilitarianism and hedonism. For example, our research interest ranges from financial products to food consumption and FMCG to the fashion, leisure, tourism and hospitality industries.

• Marketing: The first pillar of our work centers on both B2B (business-to-business) and B2C (business-to-consumer) marketing strategies. We are particularly interested in the complexities of customer decision-making processes. In recent years, our research has made substantial progress in exploring consumer implicit cognitions and adapting implicit measurement techniques for use in marketing and gambling research.

• Innovation: The innovation and organizations’ perspective constitutes the second pillar of our program. This includes investigating novel decision-making processes for innovative products and emerging markets, such as preference formation and market perception. Additionally, it encompasses strategic decisions within organizations related to innovation and service orientation. Recently, we have expanded our research agenda to include the rapid development of generative artificial intelligence (AI) and its implications for marketers, researchers, and consumers.

International research collaborations

Our international and interdisciplinary background is central to our identity. Over the years, we have established enduring research collaborations with scholars from around the globe, including in countries such as Australia, Colombia, the USA, South Africa, Spain, France, and Japan.

Our empirical research projects predominantly apply methods of advanced quantitative research, such as big data mining techniques (e.g. text and online review mining, bibliometric analyses), implicit attitude measurements and choice experiments, conjoint analyses, experimental setups, and corresponding statistical analyses.