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Research

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.

For a com­plete list of pub­lic­a­tions as well as past and cur­rent re­search pro­jects con­duc­ted by the In­sti­tute's team mem­bers see the in­di­vidual fac­ulty pro­files or FIDES.

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.