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Academic research in service marketing

Academic research in service marketing is the systematic and objective identification, collection, and analysis of qualitative (e.g., text) and quantitative data about marketing the products and services (e.g., product-use analysis, market segmentation, planning, implementing, and evaluating marketing programs and initiatives) in a scientific, systematic and methodical manner. The initial goal of academic marketing research is to identify, analyze and obtain data using the principles and methods of descriptive analysis and quantitative marketing research. The major objectives of academic marketing research are to identify and obtain data about marketing processes, marketing environments, marketing strategies, and marketing decisions to identify and obtain insights about the marketing performance of organizations, and to provide a company with relevant, accurate, reliable, valid, and up to date market information.

At our institute, we like to think of ourselves as a data-driven researchers. That is why, as part of our mission, we fundamentally rethink the role of marketing research. With our research projects, we strive to make a significant contribution to the development and dissemination of the marketing discipline. We have a strong empirical research tradition and typically employ advanced management and quantitative computational marketing science methods on big data to provide decision support for issues of managerial relevance. As the world is not neatly compartmentalized into single-problem questions, much of our research requires collaboration across disciplinary borders. Prior studies and findings have been published in highly-reputed journals from around the world including Marketing Science, Journal of Marketing, Journal of Interactive Marketing, Journal of Service Research, or the European Journal of Operational Research (EJOR).

Current topics and goals of our academic marketing research

  • Customer relationship management (CRM)

  • Service quality and customer satisfaction

  • E-Services and tourism

  • Methodical marketing science research

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For a complete list of publications and current scholastic marketing research projects that Thomas Reutterer, Professor of the School of Service Marketing, WU University of Business, and colleagues have recently undertaken see the individual faculty profiles or FIDES. The systematic research of the authors contributes to methodological, theoretical and substantial streams in the field.

When academic marketing research meets the industry

We are no longer satisfied with passively collecting, storing, and analyzing data about the marketing environment. We are determined to transform this data collection process, and we therefore strongly encourage the development of new data-based, realistic models. As a result, we are increasingly turning to the marketing research industry for help in transforming our marketing research process to a highly applied one, and in doing so, may well provide some of the findings to our industry partners for the next stage of marketing research. This is because we increasingly value long-term relationships over short-term relationships, and we are more concerned about the long-term sustainability of our relationships than we are about the short-term sustainability of a single paper.

Now, more than ever, firms are faced with the prospect of increasing competition, and the need to differentiate themselves from the competition. The major objectives of commercial research are to obtain and provide our industry partners with viable information about the market (e.g. competition), consumers and clients, the product/service itself, the market analysis, marketing processes, marketing environments, marketing strategies, and marketing decisions, and the likely market position of the marketing organization to enable selling more of their products and services. The aim is to enlarge the extent to which our research contributes to the development of knowledge about marketing, and the extent to which conventional marketing research contributes to the development of valuable practical marketing knowledge for increasing sales of a product or service to a client.

Applied marketing research consistently lagged far behind other industries in terms of the number of research firms and the number of employees, and in terms of the quality of the data. As a result, marketing research firms are increasingly turning to marketing research services, in order to further differentiate themselves from their competition. Thus, marketing research services are becoming more and more important to the survival of the industry as a whole. As a result, marketing research firms are increasingly turning to marketing research services from the marketing departments and marketing research organizations. In order to provide marketing research firms with access to a wider range of data and methods, we are increasingly looking for ways to explore new, and modern quantitative methods in marketing research. The goal is to use data to identify and obtain insights about marketing processes, marketing environments, marketing strategies, and marketing decisions for access to more efficiency.

As a result, our partner firms can differentiate themselves increasingly from their competition. The result is a market transition from research services to marketing research products. It is therefore timely to examine what role, if any, marketing research products play in the current competitive landscape.

We provide marketing research services and products to our industry partners

The major objectives of marketing research are to identify and obtain data about marketing processes, marketing environments, marketing strategies, and marketing decisions to identify and obtain data about the marketing performance of marketing organizations and to provide clients with relevant, accurate, reliable, valid, and up to date market information using the principles and methods of descriptive analysis and quantitative marketing research. Thus, among our goals are to provide companies with comprehensive access to:

  • Compare and contrast established knowledge and knowledge gaps

  • Explore the rich big data that is inherent in marketing research

  • Build our own marketing research models

  • and more!

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Please contact us via service.marketing@wu.ac.at for more information on becoming an industry partner.