research

The guiding principle for all research efforts of the chair is to conduct theoretically sound, quantitative-empirical research that meets international standards. Within the framework of our research activities as well as the elaboration of our scientific projects, we place particular emphasis on an empirical orientation. This is expressed in the intensive use of statistical methods in the context of analysing current research questions. The chair pursues an international orientation and attaches great importance to cooperations with practice partners and leading research institutions. Staff and students are actively involved in our research.

Our research interests start at the interface of management, marketing, and (new) media. The chair conducts research on current issues in the fields of innovation management, e-commerce and human resource management. Special attention is paid to linking strategic and behavioural perspectives against the background of advancing digitalisation. Phenomena of corporate social responsibility (CSR) and associated management aspects are key research areas.

Practical application forms an important benchmark in the context of our research. Here, theory and practice orientation are not understood as opposites, but as necessarily complementary parts of scientific work.