Recent Publication

Balakrishnan, P.V., Patton, C., Wilken, R. (2016): Conceptualizing and Measuring the Efficiency of Negotiated Exchanges: A Data Envelopment Analysis Approach. In: The DEA Journal 2(2), pp. 1–34.

Eisenbeiss, M., Wilken, R., Skiera, B., Cornelissen, M. (2015): What Makes Deal-of-the-Day Promotions Really Effective? The Interplay of Discount and Time Constraint with Product Type. In: International Journal of Research in Marketing 32(4), pp. 387–397.


International Marketing

Research approach

According to Backhaus, we define Marketing as the "management of comparative competitive advantages". In our research projects, we mainly adopt the perspective of a selling company. We analyze Marketing-related problems in a manner that is theoretically sound and allows for empirical investigation. Our goal is to provide companies with decision support that is scientifically substantiated, and to significantly contribute to the field of Marketing research.

Research topics

  • International Marketing: Companies are more and more operating on an international level. The biggest challenge they face is to coordinate their Marketing activities across countries. We analyze opportunities and risks that go along with a more or less standardized ("the same for all") or a more or less differentiated ("for all something different") Marketing approach.
  • Business negotiations: On business markets, negotiations is the most prominent way to handle transactions. We analyze contextual factors and strategies that create favorable negotiation outcomes and hence offer support for improving sales productivity.
  • Quantitative methods: This research topic is about improving extant (mathematical, statistical) instruments to analyze Marketing-related decision problems. We are particularly interested in contributing to willingness-to-pay (WTP) elicitation. Another field relates to the application of Data Envelopment Analysis (DEA) to industrial services.
  • Pricing: Pricing decisions are crucial for the economic success of companies. We analyse how short-term and long-term pricing decisions shape consumers' reactions to prices, and how these reactions in turn affect a company's economic goals. Particular emphasis is placed on understanding and measuring consumers'willingness-to-pay.