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Research at the chair of Strategic Industrial Marketing

Key working areas of the Chair of Strategic Industrial Marketing
  • Development and marketing of complex industrial products - innovation management and preference measurement
  • Influencing the behavior of customers in B2B markets
  • Distribution of industrial products and cultivation of international markets


Current research projects:

Development of Sustainable Competitive Advantages (Endres, H.):

In recent years, research on strategic management has used the framework of “dynamic capabilities” as a central concept of sustained competitive advantage. The concept of dynamic capabilities gives answers for handling changes in the business environment, and explains the sources of enterprise-level competitive advantage over time. Based on this concept, we research and develop concrete actions for managers and their companies for a firm’s long-term success.

The influence of individual-related characteristics and intra-corporate activities on the transfer of information during service innovation processes. An analysis of the logistics service provider industry (Feldschmid, A.):

All companies, regardless of which industry (producers of goods or services), are faced with tremendous challenges, e.g. globalization, environmental dynamics, change in values, interest rate development, etc. Especially producers of logistic services are affected by these challenges in a special way, because these enterprises are acting as outsourcing partner of manufacturing firms. In order to confront these challenges in a string-willed way, logistics service providers have to create new added value potential in terms of innovations. In doing so the employees, where information and knowledge of the firm are incorporated, are playing a key role. The aim of the research project is to screen which intra-corporate activities and which individual-related characteristics of an employee have an influence on the transfer of information during service innovation processes.     

Dynamic capabilities for service innovations (Graf, Y.):

Dynamic capabilities constitute the foundation for competitive advantages since they allow firms to flexibly adapt their resources. These capabilities are thus closely related to innovations. As a consequence, they constitute a fruitful approach to study the development of new services which is the aim of this dissertation project.

Opportunism in an Industry 4.0 environment (Hofstetter, C.):

Actors in a supply chain network frequently use unmoral methods like cunning, lying and cheating in order to improve their competitive position with regard to increasingly complex requirements from the product, sales and competition site. Within the framework of this research project it is intended to investigate in which way the changes due to the fourth industrial revolution do affect the opportunistic behaviour of the market players. .

Product-service systems, capabilities and organizational structures (Söllner, S.):

In the recent research the bundling of products and services as a result of the service-dominant-logic (SDL) and the change of a pure manufacturer to a manufacturing service provider (servitization) has moved into the focus. In order to provide suchlike product-service systems existing business models, organizational structures and capabilities have to be closer considered and examined.



All key working areas of the chair have been widely implemented in practice in various companies. Any case is analyzed in a structured manner, occasionally supplemented by empirical market data. This leads to a joint elaboration of an individual solution.

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Chair of Strategic Industrial Marketing

Prof. Dr.
Roland Helm

Building RW(S), Room 229

Phone +49 941 943-5621

Fax +49 941 943-5622