Marketing is essential for organic growth of firms - it creates, communicates, and sustains value for businesses. Understanding and addressing needs of customers is critical to build and maintain a competitive advantage in the marketplace. This importance is also reflected in Peter F. Drucker's famous quote: "Because it is the purpose to create and maintain a customer, any business enterprise has two basic functions: marketing and innovation."
In our research we focus on understanding new phenomena in the field of marketing that are driven by changes in technology and in society. Apart from theoretical implications, our fundings should have implications for decision-makers - managers, consumers, and other stakeholders. We are also open to collaboration with companies in order to push forward theoretical and practical knowledge in the field.