Research Focus

(Denne side er på engelsk, da den henvender sig både til virksomheder og det internationale forskningsmiljø).

Our research focuses on retail marketing, retail management and on the antecedents and consequences of consumer behaviour in online, offline, and multi-channel retail environments.

Currently, main areas are the effects of digital communication, technology-infusion, and brand management in off- and online retail environments on consumer-related outcome variables.

We pursue an inter- and transdisciplinary research approach, which is empirically-oriented, theory-driven and based on qualitative and quantitative data. Thereby, we combine established knowledge, theories, and new insights from the fields of retailing, marketing, consumer psychology, and sociology for the investigation of different phenomena, which are of crucial relevance from a scientific and a practical perspective. The findings obtained form the basis for the derivation of concrete implications for efficient and effective retail and brand management and for the design of innovative and sustainable business models in which all stages of the value creation process are taken into account. In order to ensure the practical relevance of our research, cooperations are established with manufacturers, retailers and other stakeholders.

Therefore, we actively participate in existing interdisciplinary research networks and strive to establish new networks in practice and academia.