Our research focuses on value-based marketing strategies in which providers proactively assume (co-)responsibility for creating value for customers and society and thus ultimately generate value for the company. We analyse the challenges arising from the increasing value orientation of marketing from various perspectives. Our research projects can be categorised along the strategy development process and each focus on one of the following aspects (see illustration): (1) selection and design of the strategy (company perspective), (2) implementation of the strategy (employee perspective) and (3) consequences of the strategy (customer perspective). Depending on the project, we analyse practical issues in B2B and/or B2C markets. You will find a selection of our research topics at the bottom of this page.
Our research is characterised by a quantitative-empirical orientation. In our research projects we use a broad repertoire of research approaches and quantitative methods (e.g. experiments, structural equation modelling, multilevel modelling, propensity score matching, fsQCA). Our research is also characterised by a strong practical orientation, which is reflected in numerous corporate collaborations. The aim of our research projects is to derive relevant and realisable recommendations for action for companies and consumer institutions. Our strong research orientation is reflected in the fact that our research work has been published in high-ranking international journals and has been honoured with several best paper awards. Finally, our research is characterised by an international orientation. We greatly value the co-operation and exchange with our numerous national and international research partners.