Our research: curious, creative, desire to discover

Curiosity shapes our approach to research, we work in an interdisciplinary manner. We are interested in the holistic and try to recognize the connections and discover patterns. Most of the time – not always – we think ‘out-of-the-box’. We work “method-uni-sex”, we research qualitatively and quantitatively – and are enthusiastic about unconventional approaches.

In terms of content, we work in the following subject areas:

DIGITAL TRANSFORMATION
Research
TRADE & CONSUMER BEHAVIOR
Research
HYBRID COMPANIES
Research
CIRCULAR ECONOMY & INNOVATION
Research
STRATEGY & BRAND
Research

Posts

Eye Tracking

What do people look at in an advertisement or on websites? How do consumers search and orient themselves on the sales racks? Eye tracking refers to a market research method, in which an eye camera measures where the viewer’s gaze falls. Eye movements that are imperceptible at first glance say...

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Entrepreneurial Resilience and Collaborative Engagement in Digital Marketing Tools in the Form of Virtual Reality / Augmented Reality: An Analysis of Small-Scale Stationary Retail in Austria

Small-scale retail is losing more of its sales. Growing competition from large retailers, business model innovations from these and new players, and the introduction of digital technologies shape today’s retail sector. Small-scale retailers are also confronted with changing customer needs. Imperative for survival in retail in this current market environment...

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Managing a company crisis through strategic corporate social responsibility: A practice-based analysis

Can an economic crisis be overcome by strategically devoting yourself to responsibility? A paradox, right? And crisis management and sustainability/CSR don’t play a role here – at least many managers think so. But they do in fact exist: Companies that have emerged successfully from an economic crisis by adapting their...

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Lecture at the NRRKEC Retail Symposium 2017

The National Retail Research Knowledge Exchange Center (NRRKEC) retail symposium takes place at Nottingham Trent University every year. It was that time again in July 2017, with a selection of academics and practitioners from the UK trade dedicated to “Engaging the aging in the retail shopping experience.” Also invited was...

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Go with the Flow! – Virtual Reality Shopping

Go with the Flow! investigates the role of customer product interaction through Virtual Reality in online shopping . The interaction in Virtual Reality is expected to elicit emotions that positively influence the customers’ purchase intention. The project currently focuses on product presentations of furniture and electrical appliances.  For these products, researchers...

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