Headergrafik - Business School

Chair of Strategic Marketing

Our Research

The Integrated Process Marketing Approach

The teaching and research of the Chair of Strategic Marketing is based on the integrated process marketing approach. The central idea of this approach stresses among other things the interrelations of all the strategic client groups (“integrated”) of a company and its varied interrelations with each other. These demand a firmer integrated view of marketing that hereby takes on a central cross- functional role in the company and ensures that all relevant internal and external target groups are taken into account. From the perspective of this task of integration, marketing is to be seen as a fundamental management and company maxim. A process approach also stresses the universal nature of all marketing-related decisions (“process”) in the ongoing selling process. This marketing viewpoint also includes the treatment of organisational issues, for instance on the question of the interface between marketing and sales or the role of the marketing department in a company. Thus marketing is not only viewed as an instrument but also in particular as market-oriented thinking and action. It is at the same time a management philosophy and a general company function.


Since May available: Property Management in the social economy and church

Since May 2016 the book on Property Management in social economy and church is available. Professor Dr. Roland Mattmüller, Philipp Hoog, M.Sc., and Anna-Katharina Koenen, M.Sc. contributed to this book on opportunities to overcoming rising demands in property management within the social economy and properties of the church.

The book is available in German. Please find further information on the book here.

Graduation

General information

The doctoral and post-doctoral programme embraces internal and external students/ academics from a wide range of academic and professional backgrounds.

The following research projects are currently being worked on in collaboration with Prof. Dr. Roland Mattmüller:

Internal Doctoral Students

  • Lutz Müller, M.A.: The sharing economy between instrument and business model: An analysis of strategic opportunities from a marketing-scientific perspective

  • Andrea Buschmann, M.Sc.: Working title: Convergence and innovation in retailing: An analysis on the basis of omnichannel retailing

  • Philipp Hoog, M.Sc.: Electronic Commerce within the German DIY industry: Status quo, opportunities and implications for the manufacturer-trade relationship

  • Anna-Katharina Koenen, M.Sc.: Patent Expiration Strategies in the Pharmaceutical Industry

  • Sebastian Grüner, M. A.: The Role of the Entrepreneur and Entrepreneurial Educational Training (EET) for Sustained Venture Success (working title)

  • Anna Maria Pleser, M.Sc.: tbd

  • Alexandra K. Fiedler, M.Sc.: tbd

  • Fabian Schmitz, M.Sc.: tbd

  • Christian Segiet, M.Sc.: tbd

External Doctoral Students

  • Seong-Kiu Kang: tbd

  • Julia Dudda: tbd

Post-Docs

  • Dr. Tobias Irion: tbd

Completed Doctorates

Alumni

  • Dr. Jochen Basting: Trust creation within political transaction relationships: A marketing-scientific analysis of trust-based relationships between politicians and voters under consideration of constitutive characteristics

  • Dr. Tim Bendig: Image-Malus of trade: An empirical analysis

  • Dr. Tobias Bischkopf: The transaction value of the Integrative-Processual Marketing model: A theoretical reinterpretation for Business-to-Consumer marketing in postmodernism – theoretical derivation of practice-oriented recommendations for the arrangement of transactions between vendors and consumers in postindustrial economy and society

  • Dr. Frederik Boettcher: Trade labels and retail brands: The impact of selected trading strategies within the German food retail segment

  • Dr. Hendrik Bosshammer: International comparison of the success of different trade businesses

  • Dr. Thomas P.J. Feinen: The use of factory outlet stores within the German clothing industry: An analysis of the manufacturer-trader relationship from a neo-institutional and interaction-theoretical perspective

  • Dr. Sven Franzen: The relevance of game theories in vertical, marketing strategic cooperation’s: An analysis of cooperation constraints between manufactures and trade from a behavioral, game-theoretical perspective

  • Dr. Frederik Böttcher: Trade labels and retail brands: The impact of selected trading strategies within the German food retail segment

  • Dr. Hendrik Bosshammer: International comparison of the success of different trade businesses

  • Dr. Thomas P.J. Feinen: The use of factory outlet stores within the German clothing industry: An analysis of the manufacturer-trader relationship from a neo-institutional and interaction-theoretical perspective

  • Dr. Sven Franzen: The relevance of game theories in vertical, marketing strategic cooperation’s: An analysis of cooperation constraints between manufactures and trade from a behavioral, game-theoretical perspective

  • Dr. Bernd Geiseler: Determining factors and alternatives of distribution channels: An example of the automotive industry

  • Dr. Philipp Götting: Vendor loyalty: Necessity and determents of vendor loyalty towards his customers

  • Dr. Markus Gräßler: Organisational implementation of the Integrative-Processual Marketing model

  • Dr. Ronja Gresel: Trust building within the relationship of nonprofit companies and sponsors: Communication models for building a trust-oriented transaction-cost-relationship

  • Dr. Hanns-W. Hofius: Sales-Force-Demotivation through standardization? The effect of standardization of branch office steering and organization in the chemical industry and its effect on branch officer behavior from a neo-institutional-economic and social psychological perspective

  • Dr. Tobias Irion: Trust in marketing: Theoretical background and opportunities for implementation of a trust-based corporate management

  • Dr. Nina Jochheim: Success factors of medical service center: Guidance for management based on a theoretical discussion and empirical analysis

  • Dr. Angelika R. Kunz: Alternative distribution channels for pharmaceutical products: An empirical analysis of demand factors for decision making

  • Dr. Katharina Kurz: The art merchant as intermediate in the contemporary art market

  • Dr. Christoph Look: Peer-to-Peer sales

  • Dr. Nadja Maisenbacher: The responsibility of marketing for the concept of peer groups related to economic intergration in businesses

  • Dr. Marc Mikulcik: Drivers of metastasis and franchising: A conceptual analysis on the basis of the NIÖ and an empirical review exemplified through the mobile market

  • Dr. Thomas Müller-Rehkopf: Implementation of the Integrative-Processual-Marketing model: A learning theoretical perspective for market-driven business transition

  • Dr. Nora Oettgen: Integrative marketing for professional football clubs: An analysis of the stakeholder orientation within the German premier league

  • Dr. Saskia Reitzle: Brand leasing: Theoretical foundations and practice-oriented evaluation of opportunities and limitations

  • Dr. Bodo Reuter: Distribution partners in indirect sales: An empirical analysis of parameters and impact factors exemplified by the consumer goods industry

  • Dr. Jörg Richartz: Incentives for directing the manufacturer-retailer-relationship within the automotive industry

  • Dr. Kai-Michael Schaper: The integrative trading: A conceptual relationship management between manufacturer, retailer and consumer

  • Dr. Tobias Schäfers: Consumer behavior in a market niche: Theoretical discussion and empirical analysis of determents of market niche consumers

  • Dr. Ulrike Seegy: Service competence in the machinery and plant engineering: A theoretical-conceptual and empirical analysis of essential actions and their effects

  • Dr. Maximilian Seidel: The fundamental explananda of political marketing: An institutional-economic analysis of its constituent characteristics and requirements towards a demand-oriented design of the politician-voter relationship

  • Dr. Sebastian Siebert: Assessment of market-licensing potentials

  • Dr. Sebastian Sigle: Corporate Social Responsibility: A theoretical discussion and empirical analysis of social marketing and its impact on purchasing behaviour

  • Dr. Matthias Tewes: Value-oriented marketing: Implications of a customer value as central control parameter for a value- and market-oriented business management

  • Dr. Linn Thomas: Location-based service as option to enhance customer loyalty: An analysis of the impact of check-in applications as promotional measure for brand loyalty

  • Dr. Benjamin Trespe: Geomarketing: An analysis of success factors from the perspective of German automotive manufacturers

  • Dr. Ralph Tunder: The transaction value of the manufacturer-trader-relationship: Backgrounds, conceptualization and implications on the basis of new institutional economy

  • Dr. Zhe Wan: The Impact of Confucianism on China

  • Dr. Matthias Zeisberg: Standardization strategies for packaging material within the Eurozone: An empirical study on transient consumer goods

  • Dr. Felix Zöllner: Premium-Price-Promotion: Between sales target and brand awareness

  • Dr. Johannes Zuberer: Strategic Ingredient Branding: The development and positioning of component supplier’s brands by means of brand co-operations - an empirical analysis using the example of selective industries

Contact
+49 611 7102 1481
+49 611 7102 10 1481
roland.mattmüller@ebs.edu
Rheingaustraße 1
65375 Oestrich-Winkel