Recent Scientific 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.

 

 

 

 

Textbook

Backhaus, K., Herbst, U., Voeth, M., Wilken, R. (2010): Allgemeine Betriebswirtschaftslehre – Koordination betrieblicher Entscheidungen. Springer-Verlag.

 

 


International Marketing

Prof. Dr. Robert Wilken

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.

From left to right: Elena Dinkevych, Christian Kolodziejczak, Veronica Cacean, Robert Wilken, Hannah Nagler, Andreas Aigner, Magali Rebois.