Institute for Marketing ManagementRSS
The Institute for Marketing Management aims to be an important hub in the generation and dissemination of new marketing knowledge. In both our research and teaching we seek to achieve an optimal balance between academic rigor and relevance and actively pursue exchange and collaboration with marketing experts and practitioners.
Research in Pictures
Self-customized products can boost your performance
Reference: Kaiser, Ulrike, Schreier, Martin, and Chris Janizsewski (2017). The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (October): 816-831. (link)