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Research Approach


Research is central to our activities at the Chair of General Management and Marketing, helping us maintain our international reputation as research-driven centre of marketing education. We aim to provide an environment and infrastructure that is conducive to high-quality research. Postgraduate students benefit from and are supported by: an extended network of research professionals; visiting faculty from other leading research schools in North America and Europe; and industry contacts.

In order to keep abreast of the latest changes in the business environment, the Chair of General Management and Marketing provides consultancy services to public and private corporations. Such consultancy projects, and the close-to-market activities of the Chair of General Management and Marketing, put many of the research findings into business practice.

We are actively involved in research and have built a strong portfolio of publications in leading national (i.e., German language) and international journals. Our research interests are broad and varied. Specific areas of expertise include:

• Strategic Marketing and Management
• International Management
• E-business and e-marketing
• Marketing research
• Service marketing
• Consumer behaviour
• Media marketing
• Corporate reputation

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