Key Research Areas

The research at the Department of Marketing focuses on the following themes:

Strategic marketing

• Competitive dynamics
• Marketing performance and metrics
• Technology and innovation management
• B2B and networks

Services marketing

• Service management
• Value co-creation
• Collaborative consumption
• Self-service technologies

Retail and Sales

• Retail business models and retail marketing
• Retail entrepreneurship
• Fashion marketing
• Sales management and pricing

Consumer behavior

• Consumer Culture Theory (CCT)
• Novel research methods (videography and netnography)
• Consumer experiments
• Digital consumption

The research conducted under the subject of marketing comprises both individual dissertation projects and research group projects.

More information about research from:

• Professors' profile pages
• RESCAT research database.