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Research

With our worldwide research network, we investigate current trends and developments in marketing from a customer centric perspective. Our research is published in leading journals such as the Journal of Marketing Research (JMR) and the Journal of Consumer Research (JCR).

Consumer Behaviour

Required for the generation and utilisation of customer insights is extensive understanding of the ways that consumers think, feel and act. The aim is [...]

Transformation & Innovation

A completely new radicalism is characterising the competition for innovation. Digitalisation, globalisation, disruption and speed are the main catchwords in this context. Innovative business models derived from unique customer insights [...]

Branding

In an era in which we are witnessing rapid changes to consumer cultures and increasing fragmentation of markets, the power of the brand is again growing in importance. Fundamental changes are occurring in the methods used [...]

Leadership

Leadership is an attitude. Management is a skill.

Business model transformation requires not only development of the services offered to customers but also development of the organisation itself. This can be facilitated [...]

Methodological skills

Our research is specifically characterised by the diversity of our methodological skills. We also place considerable emphasis on employing our theoretical expertise for the benefit of practice. We are thus able to provide wide-ranging consultation services based on academic and innovative approaches.

Transfer

Big Data

Qualitative Methods

Experimental Research

RESEARCH METHOD ADVICE

Forschungsnetzwerk

City University London
Columbia University
Copenhagen Business School
EBS Universität
EBS Universität für Wirtschaft und Recht
Erasmus University Rotterdam
ETH Zürich
Europa Universität Viadrina
European University Viadrina
FHS St.Gallen
Goethe Universität
Goethe Universität Frankfurt
Harvard University
Hochschule Albstadt-Sigmaringen
Hochschule Pforzheim
Uni Mainz
Johannes‐Gutenberg‐Uni Mainz
KU Leuven
Max-Planck Institut
Max Planck Institute for Human Development
Nanyang Technological University
Northwestern University
Norwegian Business School
Ruhr Universität Bochum
RWTH Aachen
Stanford University
Tilburg University
Touro University California
Universität Hamburg
Universität Hamburg
Universität Lugano
Universität Lugano
Universität Mannheim
Universität Paderborn
Universität Passau
Universität Würzburg
Universität Würzburg
Universität Zürich
University of Bern
University of British Columbia
University of California
University of Chicago
University of Evansville
University of Geneva
University of Illinois
University of Lausanne
University of Michigan
University of Minnesota
University of Navarra
University of Pittsburgh
University of San Francisco
University of Toronto
Washington State University
WHU Otto Beisheim School of Management
WU Wien
Yale University

SELECTED RELEVANT PUBLICATIONS

Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways

in: Journal of Consumer Research, 2019, 46 (3), 460–482.
(Johanna Gollnhofer, Henri Weijo & John Schouten)

Gamified Information Presentation and Consumer Adoption of Product Innovations

in: Journal of Marketing, 2017, 81 (2), 8-24
(Jessica Müller-Stewens, Tobias Schlager, Gerald Häubl, & Andreas Herrmann)

Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing

in: Journal of Marketing Research, 2019.
(Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, & Bernd Schmitt)

Repayment Concentration and Consumer Motivation to Get Out of Debt

in: Journal of Consumer Research, 2016, 43 (3), 460-477.
(Keri L. Kettle, Remi Trudel, Simon Blanchard, Gerald Häubl)

The Influence of Trait and State Narcissism on the Uniqueness of Mass-Customized Products

in: Journal of Retailing, 2016, 92 (2), 162-172.
(Emanuel de Bellis, David E. Sprott, Andreas Herrmann, Hans-Werner Bierhoff & Elke Rohmann)

The preference-signaling effect of search

in: Journal of Consumer Psychology, 2015, 25 (2), 245-256.
(Xin Ge, Neil Brigden, Gerald Häubl)

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