In pursuing our research projects we strive to make significant contributions to enhance knowledge in the marketing discipline. We have a strong empirical research tradition and typically employ advanced management and marketing science methods to provide decision support for issues of managerial relevance. To serve the needs of our industry partners and interested policy makers, we try to maintain a balance of basic and applied research. With a lack of basic research society would run out of radically new ideas in the long run. Without applied research there is no knowledge transfer.
As managerial problems do not arrive in nice 'intradisciplinary' packages, much of our research requires collaboration across disciplinary borders. In terms of dissemination of our findings, our team members aim to publish their research in highly respected international marketing journals.
Prior research conducted by the Institute' team members has been published in journals like the Journal of Marketing, Marketing Science, the European Journal of Operational Research (EJOR), Computers & Operations Research, the Journal of Interactive Marketing, Lecture Notes in Computer Science, the Journal of Retailing and Consumer Services, and Industrial Marketing Management.
Current Research Topics
Our faculty members cover a rich spectrum of research topics. The main focus of our current research comprises the following interrelated areas:
Customer Relationship Management (CRM)
In this research area we are particularly interested in studying and forecasting the dynamics in evolving customer-firm relationships (including their monetary impacts on a firm's financial performance) using advanced statistical methodology. In a multi-product company context (e.g., in retailing), we also investigate the role of specific products/brands in attracting more or less "valuable" customer groups to the company. Another stream of research focuses on the study of multichannel shoppers' purchasing behavior and cross-channel sales promotion effectiveness.
Marketing and Management Decision Support
We are also engaged in developing new and/or enhancing existing marketing and management decision support tools. In doing so, we consider it as important to gain insights into the way how managers deal with (differently represented) information and how they make their decisions in a specific decision context. We develop decision tools, which enable marketing managers to target their promotional activities to diverse customer segments. In another research project, we experimentally explore the impact of variations of data visualization formats on the decision quality of managers.
e-Services und Tourism
The key drivers in this research area are recent advances in information technology and their impact on consumers' information acquisition, decision making, as well their interaction with organizations. We employ semantic web and textmining technologies to analyze user generated content and interactions in social networks to derive new insights for marketing decision makers. In another research project, we investigate how low-level features of pictures affect the emotional responses of individuals.
Marketing and Management Science Methods
In interdisciplinary teams we aim to develop, to adopt and to empirically test the performance of newly emerging analytical, usually computationally intense, methodology and/or modelling approaches to marketing problems. Example areas of interest include the application of data mining techniques, model-based clustering, graphical models, psychometric methods and nonparametric statistics in the field of marketing. This is typically done in collaboration with colleagues from other disciplines, such as mathematics, statistics, econometrics, etc.
For more information on past and current research projects conducted by the Institute's team members see the individual faculty profiles or FIDES.