Chair International Marketing
Chair ofInternational Marketing
We investigate 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., willingness-to-pay) and competitors (e.g., benchmarking). 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.
- Prof. Dr. Robert Wilken
The team
The Granted Research Center on Teams in International Business (TIB) combines two important observations from business practice: Companies often operate internationally (e.g., they have foreign suppliers and/or subsidiaries on countries outside their home country; they serve clients in various country markets; etc.). And these companies regularly employ teams to perform various tasks (e.g., sales teams conduct negotiations with their clients; marketing managers of subsidiaries meet to coordinate the company’s marketing activities on a global scale; various positions combine in a company’s recruiting department; etc.).
As such, our Granted Research Center tackles issues that belong to the daily routine of companies that recruit our students, with methods of high scientific standards, producing research that is published in internationally renowned journals. It aims at linking different audiences (researchers; students; managers), to encourage these audiences for a more fruitful and more elaborate exchange. The topics that we tackle should be equally important to progress an academic discussion, to enrich our teaching programs, and to provide new ideas for application in managerial practice.
Know MoreTeaching
We offer the following courses:
Bachelor in
Management (BSc)
- behavioural Economics (with Prof. Dr. S. Geisendorf)
Master in
Management
- International Marketing Decisions (core course, M1)
- Pricing (elective, M2)
Research
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 analyse marketing-related problems in a manner that is theoretically sound and allows for empirical investigation. Recent research projects have adopted a behavioural perspective, emphasizing psychological foundations to understand human actions (e.g., consumers’ responses to marketing stimuli; sales people in business negotiations).
Most of our projects seek to empirically test hypotheses and are hence quantitative in nature. 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 analyse 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. A recent project extends this investigation to business schools.
Pricing
Pricing decisions are crucial for the economic success of companies. We analyse how short-term and long-term pricing decisions shape consumers' reactions to prices, and how these reactions in turn affect a company’s economic goals. Particular emphasis is placed on understanding and measuring consumers’ willingness-to-pay.
Business negotiations
On business markets, a negotiation is the most prominent way to handle transactions. We analyse contextual factors (in particular, those that relate to intercultural settings) 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 analyse 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.
Publications
Find an overview
Chapters
2023
Reflections on Frank Jacob’s Contributions to the Literature on Intercultural Business Negotiations
In: Serving the Customer: The Role of Selling and Sales, Aichner, Thomas Springer Fachmedien Wiesbaden
Academic Articles
2022
Why change does (not) happen: Understanding and overcoming status quo biases in climate change mitigation
ZEITSCHRIFT FUR UMWELTPOLITIK UND UMWELTRECHT, 2022(1), 100-134
Academic Articles
2022
Should retailers encourage couples to shop together?
JOURNAL OF RETAILING AND CONSUMER SERVICES, 69 (November), 1-16
Chapters
2022
A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges
In: Commodity Marketing: Strategies, Concepts, and Cases., Enke, M., Geigenmüller, A., & Leischnig, A. Springer, 105-117
Academic Articles
2021
Country Image at Risk: Spillover Effects of Product-Harm Crises and the Role of Trust
JOURNAL OF GLOBAL MARKETING, 34 (2), 73-89
Academic Articles
2021
Increasing Consumers’ Purchase Intentions Toward Fair‑Trade Products Through Partitioned Pricing
JOURNAL OF BUSINESS ETHICS
Academic Articles
2021
Did the Volkswagen Emissions Scandal Harm the “Made in Germany” Image? A Cross-Cultural, Cross-Products, Cross-Time Study
CORPORATE REPUTATION REVIEW, 24, 179-190
ESCP Impact Papers
2021
How supermarkets can contribute to sustainable development through pricing
ESCP Impact Papers, 2021-13-EN
Academic Articles
2020
Improving pricing scope through consumers’ construal level –evidence based on consumers’ willingness-to-pay ranges
DIE UNTERNEHMUNG - SWISS JOURNAL OF BUSINESS RESEARCH AND PRACTICE, 74(4), 365 - 383
Academic Articles
2020
The effect of credit card versus mobile payment on convenience and consumers’ willingness to pay
JOURNAL OF RETAILING AND CONSUMER SERVICES, Vol. 52
Team and contact
Alumni
Download PDFResearch center
International Marketing
The Granted Research Center on Teams in International Business (TIB) combines two important observations from business practice: Companies often operate internationally (e.g., they have foreign suppliers and/or subsidiaries on countries outside their home country; they serve clients in various country markets; etc.). And these companies regularly employ teams to perform various tasks (e.g., sales teams conduct negotiations with their clients; marketing managers of subsidiaries meet to coordinate the company’s marketing activities on a global scale; various positions combine in a company’s recruiting department; etc.).
As such, our Granted Research Center tackles issues that belong to the daily routine of companies that recruit our students, with methods of high scientific standards, producing research that is published in internationally renowned journals. It aims at linking different audiences (researchers; students; managers), to encourage these audiences for a more fruitful and more elaborate exchange. The topics that we tackle should be equally important to progress an academic discussion, to enrich our teaching programs, and to provide new ideas for application in managerial practice.
Know More