The Chair of Marketing is focused on empirical-quantitative consumer behavior research. Professor Dr. Martin Paul Fritze primarily conducts experimental research in the fields of consumer psychology, branding, and marketing management, but pursues an interdisciplinary research approach both thematically and methodologically. A particular emphasis is placed on a behavioral science perspective.
The main goal is to understand behavioral effects at the micro level (consumer level) and derive solutions for the macro level (business and society level), providing insights to managers, consumers, and public institutions regarding the various conditions, requirements, and impacts of consumption.
In a broader sense, research interests lie at the intersection of consumer behavior, digital transformation, and sustainability. A special focus of current research projects is on the transformative processes that mediate between digital and physical consumption environments, as well as their effects on business models, consumers, and the environment.
In addition to classic marketing
questions, such as topics related to branding and brand management,
service marketing, and behavioral consumer research, as well as
strategic marketing management, the chair engages with questions related
to digitalization. This includes exploring specific issues and related
interfaces, such as the management and marketing of digital products and
services (e.g., Psychological Ownership, Gamification), as well as the
impacts of innovative technologies on traditional business models (e.g.,
in the context of the Sharing Economy). This also encompasses current
developments and technologies in the area of "Crypto-Marketing,"
involving research on cryptocurrencies and non-fungible tokens (NFTs).
Further questions stem from technology-driven value creation processes
in the field of virtual reality and augmented reality.
This framework is defined by an interest in the transformations from goods-oriented to service-oriented consumption environments, particularly focusing on the significance of physical and psychological tangibility within these transformation processes.
Challenges related to sustainability and the resulting questions of sustainability marketing for implementing sustainability-related strategies and measures form a cross-cutting focus of the research and teaching priorities. Sustainability is deliberately not presented as an isolated topic but is instead holistically embedded.
"Nobody can be a great economist who is only an economist."
Interested? We are currently looking to fill Pre-Doc/Post-Doc and Research Assistant positions.
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