This paper by Sonja Gensler and Arvind Rangaswamy (Penn State, USA) highlights key developments in digital marketing since 1990, emphasizing the shift from static interactions to dynamic, data-driven ecosystems. While significant research on digital marketing has focused on the promotion and distribution aspects, the “Product” component of the 4P framework remains underexplored.
Established in 2010, the Marketing Center’s Brown Bag Seminar serves as a platform for intellectual and social exchange: leading scholars from around the world present and discuss their current and ongoing research projects with the MCM research community.
At the end of a successful year, we would like to highlight one final milestone. This December, three MCM scholars participated in two major conferences that allowed us to share our research and engage in productive academic exchanges.
Prof. Manfred Krafft and his team from the Chair of Marketing Management (IfM) at the University of Münster recently participated in a doctoral colloquium hosted by the Faculty of Economics and Business at the University of Zaragoza.
The Marketing Center Münster (MCM) recently had the pleasure of hosting Professor Anett Erdmann from ESIC University in Madrid for an insightful three-day visit. During her stay, Prof. Erdmann shared her expertise and perspectives on teaching and research with the MCM community.
Firms using a direct selling (DS) distribution channel delegate selling and sales management responsibilities to an independent-contractor distributor force. The DS firm’s inability to directly control distributors’ efforts, and the fact that most active distributors choose to work part-time rather than full-time at their DS business, makes an examination of the drivers of DS performance outcomes important for academic study and managerial insight.
In light of scarce resources, firms strategically weigh off between investments in value creation and value appropriation. They do so by placing more emphasis on one of the two strategic orientations which defines their strategic emphasis. So far, literature has relied on accounting data – specifically on reported investments in R&D and advertising – to operationalize reported strategic emphasis and studied its association with a firm’s financial performance. Previous studies suggest that firms benefit from emphasizing value appropriation.
Knowledge of a customer's willingness to pay (WTP) at early stages of product development is key to the success of innovations. However, since innovative products do not exist yet, only the hypothetical WTP can be surveyed, inducing a measurement bias. Unfortunately, little is known about the factors that induce this bias and how it differs depending on the method utilized in measuring WTP.
Dr. Felix Lehmkuhle, former research assistant at the Chair of Marketing Management (IfM), has been awarded the prestigious Preis der Deutschen Marktforschung 2024 for his dissertation. His research “Is New Always Better? The Future of Physical Stores" was supervised by Prof. Dr. Manfred Krafft.
On April 23rd 2024, the Center of Nonlinear Science hosted the first Artificial Intelligence (AI) Research EXPO by CeNoS and InterKI at the University of Münster in the Schlossfoyer. The event was aimed at researchers utilizing AI methodologies across various disciplines. The AI Research EXPO featured a poster exhibition and networking session, providing a platform for AI researchers to present their work and engage in interdisciplinary discussions. Additionally, two keynote presentations offered insights into the methodological and theoretical aspects of AI.