The research program is derived from five beliefs concerning development:
- Behavioral theory results will continue being the foundation of marketing.
- The holistic analysis and coordinated organization of the interaction between companies, their customers and other stakeholders are more important than ever before.
- Combining traditional forms of customer contact with new forms of media means that the media must be tailored efficiently to accomodate the target group.
- To analyze the effecitveness and efficiency in marketing is essential.
- Due to discontinuities caused by changes to ecological and social systems, new challanges await marketing each day.
In response to these changes, the Chair of Marketing Management's areas of research have been defined and focused within three Competence Centres (CCs):
They underline Chair's goal to become a leading specialist in these areas of research. The formation of these CCs enables the Chair to efficiently blend the breadth and depth of research.
Research at the Chair of Marketing Management is based on models taken from behavioral and decision-making theory as well as system and network theory. The chair is, however, also open to theories from other areas when relevant. To ensure that the findings produced actually reflect business practice, they are tested empirically through close cooperation with companies or other institutions.
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