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Quantitative models for studying consumer choice behavior and strategic behavior of firms
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Competition between firms, especially in the consumer goods industry
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Advertising
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Pricing
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Laufende Forschungsprojekte
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Do Super Bowl Advertisements Affect Brand Shares?, with W. Hartmann (Stanford University)
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The Economics of Fuel Efficiency in the German Automobile Market, with M. Draganska (Wharton School)
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Satisfaction, Recommendation and Sales in the German automobile Market, with. T. Dannewald (University Göttingen)
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Optimal Dynamic Pricing if Consumers show State-Dependence in Their Purchase Behavior, with G. Zenetti (Goethe University Frankfurt).
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How Strategic are Consumers? – Modeling Mixtures of Forward Looking and Myopic Consumers, with S. Akca (Goethe University Frankfurt) and T. Otter (Goethe University Frankfurt)
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Search Engine Effectiveness, with G. Zenetti (Goethe University Frankfurt), T. Bijmolt (University of Groningen), P. Leeflang (University of Groningen)
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The Formation of Price Expectations, with T. Otter (Goethe University Frankfurt), S. Akca (Goethe University Frankfurt) and D. Kostyra (Goethe University Frankfurt)
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Advertising Strategies and Optimal Campaign Replacement, with G. Fruchter (Bar-Ilan University) and T. Doganoglu (University of Southern Denmark)
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Retail Pricing Strategy: From the EDLP-HILO to the FF-Paradigm, with M. Natter (Goethe University Frankfurt) and J. Romero (Universidad Autónoma de Madrid)
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Sustainable Marketing, with C. Faure (Grenoble Ecole de Management) and H. Winkler von Mohrenfels (Goethe University Frankfurt)
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Marketing-Mix-Management
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Methoden der Marketingforschung
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Internationales Marketing
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Quantitative strategische Erfolgsfaktorenforschung
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Laufende Forschungsprojekte
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Strukturgleichungsmodelle in der Marketingforschung
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Strategische Erfolgsfaktoren und der Ressourcen-basierte Ansatz
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Die quantitative Analyse von Wettbewerbsbeziehungen zwischen Marken
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Erfolgsfaktoren von Markteintrittsstrategien
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Forschungsprojekte im Rahmen des SFB 649:
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Markenbewertung und die Bewertung von Markenstrategien
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