Research
Projects Overview
You can filter the research projects by topic, contact person and year.
Smart Machines
2024
Generative AI in Marketing
What is the reality behind the hype? How is generative AI actually being used in marketing and what are the implications for marketers?
Brand Touchpoints
2023
Marketing in the Metaverse
The vision for the future of the Internet is metaverses – virtual, immersive worlds instead of websites. What does this mean for marketing?
Decision-Making
Value Contribution of Strategic Foresight Methods for Market-Related Corporate Decisions
Strategic foresight aims at creating a competitive advantage by identifying trends and understanding their impact on the company, its ...
2022
The Value of Strategic Foresight
What value can strategic foresight create? And what is the difference between an organization that uses foresight effectively and one that …
Debiasing Decision-Making in Marketing Management
Cognitive biases can have significant consequences for companies – from poor decision-making to negative impacts on corporate culture and...