Our research is characterized by the use and development of quantitative methods and empirical evaluation. Current activities relate to the following domains:

Cultural Framing of Marketing-Interactions 

• Approaching and activating customers.


• Defining segments.


• Designing marketing measures and campaigns.


• Evaluating the relevance of anthropological and psychological constructs explaining consumer behavior.

Innovations in Direct Marketing

• Impact of modern communication, e.g., blogs, on buying decisions.


• Integrating new media into business models.


• Changing the focus of direct marketing from discount to luxury products.


• Ethnic direct marketing.

Competitive Intelligence

• Stochastic and econometric modeling of competitive interactions.


• Forecasting competitive(re)actions.


• Environmental Scanningin in the WWW.


• Information Foraging and Weak Signal detection.


• Designing early warning systems.

Quantitative Marketing Research Methods

• Artificial intelligence and machine learning in targeting.


• Incomplete data, missing values, e.g., multiple imputation and hot deck.


• Number of clusters e.g., groups in market segmentation


• Scale equivalence for formative latent constructs


• Pattern recognition and visualization.

Negotiation Management

• Impact of emotions and intuition on negotiations.


• Cultural differences relevant to negotiations.


• Turns, moves and moods. 


• Formal modeling of success in negotiations.


• Perceived and actual negotiation power.