Digital Business & Data Economy

In the “Digital Business & Data Economy” research field, we work on issues of corporate data economy and data management, with a particular focus on digital product and service innovations and their organizational anchoring. This includes questions of modernizing established structures in terms of converting old business processes to new ones, as well as the development, implementation and exploitation of innovative ideas based on previously untested business models. The research focus is aimed at companies of all sizes, with a special emphasis on small and medium-sized company structures.

Financial Communications

The research field “Financial Communications” works on current issues of business and financial communication under the conditions of digitalization and sustainability. Both trends are already having a lasting impact on the communication and reporting practices of companies and the financial community. The range of topics covered by this research group includes corporate communications and reporting, public and investor relations, sustainability reporting, financial literacy and business and financial journalism.

Data Driven Marketing & Customer Experience

The research field “Data Driven Marketing & Customer Experience” deals with three main topics: Marketing Analytics, Communication Impact and Customer Experience. This includes the use of data to improve marketing performance and digital approaches to increase the predictive quality for the success of communication and marketing measures. We also deal with consumer behavior in general, the customer journey, and all relevant factors influencing this behavior. In addition to traditional verbal methods - in predominantly experimental research - we also use innovative measurement approaches such as activation research, emotional tracking and eye tracking.