Research
Current research Projects
Ammon, A.
Use of digital sales technologies by suppliers original equipment manufacturers (OEMs) for B2B competitive tender applications and after sales services
With the increasing digitalisation of B2B business relationships, customers are now more informed than ever. The trend towards more powerful customers is changing the role of sales, which now requires more time and effort to obtain and analyse in-depth customer information and use this to create attractive offers. B2B customers expect a holistic value proposition, the added value/USP of which must be communicated accordingly. However, particularly in the case of customised solutions, such as those provided by OEM suppliers, the assessment of the value proposition by the customer can be fraught with uncertainty. This often requires a pronounced technological understanding. Communicating the benefits of one's own offering is therefore of central importance, as the final selection as a supplier and the sale of downstream products and services in the further product life cycle can depend on a successful presentation.
In view of these developments, the research project investigates how digital technologies can be used specifically in the sales of OEM suppliers in order to optimise positioning in the supplier selection process and strengthen the after-sales area.
Amthor, A.
An Empirical Study on the Role of Transactional Governance and Marketing Intelligence in Co-Innovation during Times of Technological Turbulence
Companies collaborating within innovation networks face the challenge of balancing contractual security with operational flexibility when elaboratoring governance structures with innovation partners. Transactional governance plays a key role by minimizing the risk of opportunistic behavior through detailed contracts, thereby facilitating long-term, mutually beneficial cooperation. In times of technological turbulence—characterized by rapidly changing technological developments—such contractual security becomes especially challenging, as detailed agreements cannot account for all potential uncertainties. This results in a conflict between the desire for comprehensive protection and the need to maintain flexibility to respond to unforeseen changes. In this context, marketing intelligence acts as a kind of “early warning system.” It assists companies in identifying technological changes at an early stage and preparing accordingly. This enhanced informational basis reduces the uncertainty triggered by technological turbulence.
The research project empirically examines how transactional governance functions within innovation partnerships and how marketing intelligence can help to mitigate uncertainties in a technologically turbulent market environment, ultimately aiming to enhance innovation performance.
Auburger, J.
The influence of internal marketing measures on the adoption of innovations by sales employees
Producers from the B2B sector face the challenge of having to survive in saturated, globally highly competitive markets. In response, companies are developing increasingly complex products and product service systems, some of which have little in common with the original core service or product. Due to the high degree of novelty of the offered products and services, sales employees often have difficulties adopting innovations themselves and ultimately selling them successfully. The following central question of the research project arises from this background: How should internal marketing measures be structured so that the individual sales employee adopts innovations and can then successfully sell them?
Endres, H.
Digital marketing and innovation management, B2B sales of innovation, predictive analytics
Digital marketing and innovation management is a way to market brands and innovations through digital channels. Most companies have a specific audience they are trying to reach, and digital marketing and innovation management aims to help companies innovate to reach that audience, especially through digital channels. Dr. Herbert Endres examines the success factors of digital marketing and innovation management.
The sale of innovations in the B2B area requires professional sales management, effective lead generation and the management of long-term customer relationships through account management and customer relationship management (CRM). In addition, the product commitment of the sales staff plays a major role. As part of this project, Dr. Herbert Endres examines measures that sales and marketing managers can use to ensure innovation success.
Predictive Analytics uses historical data to predict future events. Typically, historical data is used to create a mathematical model that captures key trends. This predictive model is then used on the basis of up-to-date data to predict what will happen next, or to propose measures for optimal results. Dr. Herbert Endres develops new methods to predict (market) developments more accurately. For his work in this field of research, Dr. Herbert Endres together with Dr. Nadine Schröder and Dr. Andreas Falke have been honored by the American Marketing Association.
Hofstetter, C.
Opportunism in an Industry 4.0 environment
Actors in a supply chain network frequently use unmoral methods like cunning, lying and cheating in order to improve their competitive position with regard to increasingly complex requirements from the product, sales and competition site. Within the framework of this research project it is intended to investigate in which way the changes due to the fourth industrial revolution do affect the opportunistic behaviour of the market players.
Kraus, Y.
The influence of a company's learning culture on the impact of marketing measures to increase organizational technology acceptance
The pressure on companies to change remains consistently high and requires employees to be highly adaptable and willing to learn. Without a culture that actively promotes learning, the acceptance and successful integration of new technologies can falter, ultimately jeopardizing a company's long-term competitiveness and ability to innovate. But what influence does the learning culture have on the acceptance of technology by management and employees and what role do targeted management tools, particularly internal marketing, play in this? The aim of the research project is therefore to use a longitudinal study in the early phase of the introduction of a technology under consideration to gain scientific insights into how targeted internal marketing measures based on the given corporate and learning culture influence acceptance behaviour in organizations. These findings are relevant for internal technology-based changes, but also for providers of these technologies in order to successfully integrate them with their customers.
Cooperations
Practice
All key working areas of the chair have been widely implemented in practice in various companies. Any case is analyzed in a structured manner, occasionally supplemented by empirical market data. This leads to a joint elaboration of an individual solution.
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