Fields of Research

Our research is focused on five key segments:

Below you can get further information about any of these segments. Current research projects are listed as well.

Diffusion of Innovations

Telecommunication
	Understanding diffusion patterns of cellular phones worldwide

Electronic Devices
	Forecasting diffusion of DVD players

Interactive Television
	Analysis of usage of video on demand applications

Marketing Effects on Diffusion Process
	Impact of price, promotion, distribution, and product quality on diffusion

Electronic Business

Organization of eBusiness
	Integration versus outsourcing of eBusiness activities

Optimal Pricing
	Using auctions, conjoint measurement etc. to analyze the user’s & buyer’s willingness to pay

Generation Napster
	Researching the willingness to share in P2P networks and impacts of Digital Rights Management

Cooperation in eBusiness
	Syndication, affiliate programs

Current Projects
		Loosely coupled Systems in the Area of Content Syndication in the Internet
		Success factors of commercial community building in the internet
		Success Factors of Online Marketing Co-operations
		Analysis of the Users' Motivation in Peer-to-Peer-Networks
		Cooperative Industrial Marketing with Interactive Media
		Auctions in Interactive Media for Measurement of Willingness to Pay

Marketing Performance

Marketing Productivity
	Measuring the Return on Customer Satisfaction

Brand Management
	Measuring and managing financial brand potential

Customer equity management
	Measuring the customer equity of durable goods

Empirical evidence on marketing performance drivers
	The impact of market entry order and competition on the shape of brand life cycles

Media Management

Movies
	Understanding why movies become blockbusters (role of stars, Oscars etc.)

Books
	Segmentation of the book market and the impact of critics on book sales

Television
	The influence of digital videorecorders on TV consumption

Music
	Impact of Enhanced CDs on music sales

Sales Management

Salesforce Deployment Planning
	Planning calls, time management and salesforce size

Sales Territory Design
	Development of rules for maximizing profit contribution

Performance Analysis and Quota Determination
	Analysis of sales depending on external factors and effort

Compensation Plan Design
	Impact on effort and performance