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Department of Business and Economics

Research Focuses

The research of the professorship focuses on areas of:

Marketing Technology and Innovation

In the field of marketing technology and innovation, we examine how technological developments are transforming marketing and opening up new opportunities. Our focus is particularly on digital innovations such as artificial intelligence and data-driven decision-making models. We analyze how new technologies influence marketing tools and business models and how companies can successfully leverage them. At the same time, we examine the impact of technological innovations on consumers, for example in terms of purchasing decisions, trust, and acceptance.

Customer Relationship Management

In the Customer Relationship Management research focus, we address the development of long-term, successful customer relationships in B2B and B2C contexts. The focus is on issues of customer satisfaction, customer retention, and customer loyalty, as well as their strategic and economic significance for companies. We examine how companies can shape and sustainably strengthen customer relationships.

Sustainability Marketing

In the field of sustainability marketing, the focus is on understanding sustainable consumer behavior and integrating environmental and social responsibility into marketing strategies. We analyze the factors that influence sustainable decisions and how marketing initiatives can promote responsible consumer behavior while simultaneously supporting a company’s competitive edge.