International Marketing

We are interested in concepts and methods that support marketing-related decisions in international companies. Our research projects consider both the internal and the external perspective: Concerning the internal dimension, our key area of interest is to assess the efficiency of marketing activities. The external perspective includes customer-related aspects (e.g., customers’ willingness-to-pay within the scope of pricing), and competitors (e.g., benchmarking processes). We do not restrict our investigations to business-to-consumer markets, but look at companies on industrial markets as well. Our focus in business-to-business research is the analysis of marketing negotiations (i.e., direct interactions with the customers). All research projects are based on state-of-the art statistical methods and try to gather data for cross-cultural analyses. Our teaching activities emphasize and strongly promote statistical applications as well, but we also ensure a strong link to the business world, employing case studies and inviting practitioners from different fields.