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Humboldt-Universität zu Berlin -

Research

Fields of research of the Institute of Marketing

Prof. Dr. Daniel Klapper

  • Quantitative models for studying consumer choice behavior and strategic behavior of firms
  • Competition between firms, especially in the consumer goods industry
  • Advertising
  • Pricing
 
Current research projects
  • Category Similarity: The Missing Link between Retailer's Assortment and Pricing Strategy, with J. Reiner (Goethe Unversity Frankfurt), J. Romero (Universidad Autonoma De Madrid), M. Natter (University of Zurich)
  • Fuel price effects on willingness-to-pay for fuel economy, driving intensity, and CO2 emissions, with V. Pleshcheva (Humboldt University Berlin)
  • Satisfaction, Recommendation and Sales in the German automobile Market, with. T. Dannewald (University Göttingen)
  • Retail Pricing Strategy: From the EDLP-HILO to the FF-Paradigm, with M. Natter (Goethe University Frankfurt) and J. Romero (Universidad Autónoma de Madrid)
  • Sustainable Marketing, with C. Faure (Grenoble Ecole de Management) and H. Winkler von Mohrenfels (Goethe University Frankfurt)
 

Prof. Dr. Lutz Hildebrandt

  • Marketing Mix Management
  • Methods of Marketing Research
  • International Marketing
  • Quantitative analysis of key success factors
 
Current research projects
  • Structural equation models in Marketing Research
  • Strategic success factors and the resource-based approach
  • quantitative analysis of competitive relations between brands
  • success factors of market entry strategies
 
Research projects within the collaborative research center SFB 649
  • Evaluation of brands and brand strategies

 

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