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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 transcations. 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.
- Marketing efficiency: Marketing activities are more and more evaluated by means of efficiency - Marketing managers are increasingly asked to justify their marketing spendings. We propose an approach that is based on Data Envelopment Analysis and assess the transformation of Marketing inputs into Marketing outputs.
Current research projects
Relationship typesand their influences on business-to-business marketing negotiations [with Ingmar Geiger and Klaus Backhaus]
- Team composition in international business negotiations [with Simone Fucks, Frank Jacob, Nathalie Prime, and Marion Festing]
- Affective states of mind and their influence on willingness-to-pay [with Erik Maier, Helmut Schneider, Gülpinar Kelemçi-Schneider, and Frédéric Jallat]
Measuring negotiation efficiency with Data Envelopment Analysis [with P.V. (Sundar) Balakrishnan and Charles Patton]
- Power asymmetry international business negotiations [with Frank Jacob, Tayfun Aykaç, and Nathalie Prime]
- Deal-of-the-day promotions [with Maik Eisenbeiss, Bernd Skiera, and Markus Cornelissen]
