B2B Sales, Marketing, New Technologies and Branding
At the core of our research are exciting, practice-oriented questions surrounding B2B sales, marketing, new technologies, and branding. We are particularly fascinated by how technological innovations impact the purchasing behavior and decision-making processes of business customers, and what management implications arise from these developments. This also raises pivotal research questions for us: What does B2B sales look like in the age of digitalization? How do companies behave in purchasing? How can new technologies be used effectively in marketing? How can marketing contribute to the successful market launch of innovations?
B2B Sales
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Maximilian Lüders, Martin Klarmann, Marc Wouters, Alica Gerlach (2024), ”How online information search behavior and the role of tacit knowledge differ across clusters of purchase situations,” Journal of Purchasing and Supply Management, 29 |
Martin Klarmann, and Marc Wouters (2022), Benefits, Discounts, Features, and Value as Communication Foci in Selling: Exploring Concepts, Drivers, and Outcomes,” Journal of Personal Selling and Sales Management, 43 (1), 46-64. |
Sven Feurer, Monika C. Schuhmacher & Sabine Kueste, How pricing teams develop effective pricing strategies for new products, Journal of Product Innovation Management (2019) |
Marketing
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Rieger, Verena and Martin Klarmann (2022), "The Effect of Cooperative Team Culture on Innovation," Journal of Business Research, 144, 1256-1271. |
Casenave, Eric and Martin Klarmann (2020) "The Accountability Paradox: How Holding Marketers Accountable Hinders Alignment with Short-term Marketing Goals", Journal of Business Research, 112 (May), 95-108. |
Klarmann, Martin and Sven Feurer (2018), "Control Variables in Marketing Research," Marketing ZfP - Journal of Research and Management, 40 (2), 26-40. |
New Technologies
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Benke, Ivo, Michael Knierim, Marc Adam, Michael Beigl, Verena Dorner, Ulrich Ebner-Priemer, Michael Herrmann, Martin Klarmann, Alexander Maedche, Julia Nafziger, Petra Nieken, Jella Pfeiffer, Clemens Puppe, Felix Putze, Benjamin Scheibehenne, Tanja Schultz, Christof Weinhardt (2024), “Hybrid Adaptive Systems,“ Business & Information Systems Engineering, 66 (3), 233-247. |
Roelen-Blasberg, Tobias, Johannes Habel, and Martin Klarmann (2022), "Automated Inference of Product Attributes and Their Importance from User-Generated Content: Can We Replace Traditional Market Research?," International Journal of Research in Marketing, 40 (1), 164-188. |
Halbauer, Ingo and Martin Klarmann (2022), "How Voice Retailers Can Predict Customer Mood and How They Can Use That Information," International Journal of Research in Marketing, 39 (1), 77-95. |
