Marketing Strategy |
Marketing Methods |
Sales Management |
Current Projects:
Culture of innovation. Organizational culture is increasingly identified both by scholars and companies as a main driver of innovation. This research focuses on the conceptualization of culture of innovation and related concepts, issues of causality of its drivers and outcomes and its relation to national culture. These questions are investigated in a series of empirical studies. For further information please contact: Verena Rieger
Exploring the departmental cultures of marketing, sales, and R&D. To enable innovation, marketing, sales, and R&D departments need to coordinate their activities. When this cross-functional integration of activities fails, practitioners and academics often point to cultural differences between departments as culprit. In this research project we empirically describe the departmental cultures of marketing, sales, and R&D. Our sample uses data from Germany, France, Russia, and China. For further information please contact: Martin Klarmann
Pricing of new products. Developing an appropriate pricing strategy for new products is challenging, but imperative for successful market launch. Practitioners often wrongly assume that appropriating value is not an issue once value has been created in the first place. This research project relates to the following key questions: (1) How do consumers perceive launch prices of new products, that is, how can firms price new products for consumer acceptance, and (2) how should firms organize the internal process of developing a pricing strategy for new products? Central methodological approaches are lab experiments along with analyses of variance and multiple regression analyses, and structural equation modeling. For further information, please contact: Sven Feurer
Completed Projects: Marketing innovations. Marketing Innovations are marketing activities that are perceived as new by the market. Thus, the innovation relates not to the product core but to pricing, communication, sales, branding and/or packaging. This research focuses on drivers and outcomes of marketing innovations with two different studies. In context of the “Case Survey” -method, several experts for a real case are being surveyed, allowing a generalizable, cross-sectional analysis of the subject. The “Event Study” - method allows conclusions about the effect on the market value. For further information please contact: Manuel Hütter
Salespeople’s role in new product development. Salespeople’s reluctance to sell innovations is a crucial cause why new product introductions fail or new SFA systems are not used efficiently. In this dissertation project we want to investigate the role of the sales force in the innovation process and the new product development. Furthermore, we examine the importance of salesperson innovation adoption. Central methodological approaches are meta-analytic structural equation modeling, factor analysis, and multilevel regression. Further information can be found here.
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Current Projects:
Print publications and their websites: Cannibalization or synergies? This research project examines the interrelation of print and online media with regard to cannibalization and synergy effects. It takes two-sided market effects explicitly into account and focuses on magazines/newspapers and their companion websites. After almost twenty years of coexistence and transparent market information this research project is backed by a comparably comprehensive set of data. A Vector Autoregression Analyses assesses the drivers and factors of companion websites that promote print usage and advertising sales. For further information please contact: Yasmin Merz
Internet marketing analytics: How do they affect customer wellbeing? More and more consumers purchase products and services online. This creates truly „Big Data“ for firms that can observe search and shopping behavior in an unprecedented manner. However these possibilities for collecting and analyzing data make customers increasingly uncomfortable. Moreover, they seem to negate the initial promise of customer empowerment through the Internet. In this research project, we try to analyze how Internet usage and consumer wellbeing are connected. We will then turn to understand whether and how online marketing practices influence a potential relationship. For further information please contact: Martin Klarmann
Collective database for studies on TV advertising effectiveness. Google adwords and related online advertising tools provide instant information about the return on advertising investment. This has created an increased need for also understanding outcomes of more traditional forms of advertising. In this project financed by Wirkstoff TV, the association of German TV stations, we seek to establish a database aggregating data on TV advertising effectiveness collected from German TV stations, academics, and TV advertisers. For further information please look here.
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Current Projects:
Cross functional integration of marketing, sales, and R&D
Completed Projects:
Salesperson relationship in the digital network age. The analysis of customer-salesperson relationships has received much research attention in the past decade. However, we look at the salesperson’s perspective of such relationships. Two major topics are studied. (1) Does feeling committed to a specific customer as well as to the employer create divided loyalties? What are drivers and outcomes? (2) How can salespeople effectively use social media? Is it already an important tool for personal selling? What are future potentials? Further information can be found here
Pricing for prestige brands. The price of a product is both a sacrifice and an information indicator. Particularly, prestige brands use a premium pricing strategy to signal exclusivity, status, conspicuousness and quality to the customer. Despite the risk of damaging brand image, price promotions are used across all brand categories. This thesis studies the effects of price promotions on brand perception and purchase intention of prestigious brands. Specifically this thesis considers consumer heterogeneity with regard to their individual motivation for purchasing prestigious brands and their perception with regards to price. Further information can be found here Drivers and outcomes of price complexity. Sellers often use complex price presentations to convey tariff information to consumers. In this research project we compare customer responses to complex prices between different service types: airlines, banking, electricity, health clubs, and mobile communication. We conduct a series of experimental studies to investigative the role of price complexity in tariff choice situations. Further Information can be found here |