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.
The Chair of Value-Based Marketing (IWM) is pleased to receive funding from the Federal Ministry of Food and Agriculture to support its research on sustainable nutrition as part of the DINER project.
Running from January 2025 to December 2027, this collaborative initiative aims to develop an innovative, user-friendly, and personalized recommendation system that encourages more sustainable eating habits.
At the heart of the project is a digital application designed to provide consumers with tangible benefits:
This course provides an in-depth exploration of one of the most critical elements of the marketing mix – the price – as a key factor in capturing the created value of products and services and the primary driver of a company’s revenue. It plays a crucial role in profitability and business sustainability. This course emphasizes the assessment of customer value perception, price response of customers and competitors, and the development of smart customer-centric pricing strategies, both at the C-level (starting from the business model) and the analyst level.
Mirko Caspar is a highly experienced leadership expert. Over 12 years as Co-CEO of Mister Spex, he played a pivotal role in transforming the company from its early days into a publicly listed enterprise. Drawing from his extensive experience, Mirko has developed an Inner Leadership Framework designed to help (future) leaders enhance their leadership capabilities and problem-solving skills.
The framework is built on five foundational principles:
AI-Powered customer journeys in the online travel industry
Das Institut für Wertbasiertes Marketing an der Universität Münster (Leitung: apl. Prof. Dr. Sonja Gensler) sucht fortlaufend studentische Hilfskräfte (m/w/d) für 5 -8h/Woche
WER SIND WIR?
Home sharing platforms have experienced a rapid growth over the last decade. Following negative publicity, many cities have started regulating the short-term rental market. Regulations often involve a cap on the number of days a property can be rented out on a short-term basis. We draw on rich data for short-term rentals on Airbnb and for the long-term rental market to examine the impact of short-term rental regulations with a day cap on various stakeholders: hosts, guests, the platform provider, and residents.
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.