A distinguishing characteristic of the Chair is its quantitative orientation and emphasis on basic research (Grundlagenforschung). This ensures that the most recent theoretical concepts and methods are applied in both academic and business-sponsored research projects. Major emphasis is placed on building and maintaining collaborative links with external academic, professional and industrial partners. The research capability of the Chair is strongly underpinned by its:

• Publications in top-rated outlets such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of International Business Studies, International Journal of Research in Marketing, Journal of Retailing, Journal of Service Research, and MIS Quarterly. 
• Representation in editorial review boards of key academic journals (e.g., Journal of Business Research, International Journal of Research in Marketing, Journal of International Marketing, Journal of International Business Studies, International Marketing Review, European Journal of Marketing).
• Close research links with several universities in Europe and the USA.
• Active involvement in international societies (e.g., Academy of International Business, European Marketing Academy, Academy of Marketing Science, American Marketing Association).

Members of staff are involved in several research projects on various international marketing topics, often in collaboration with academics from other European and North American universities. Examples of ongoing research projects include:

• Country of origin knowledge and salience among consumer.
• Impact of country images on consumer evaluations and behavioral intenstions.
• Impact of consumer ethnocentrism, cosmopolitanism, country affinity and consumer animosity on product evaluations and buying intention.
• Global marketing segmentation and product positioning strategies and practice.
• Perceived globalness/localness and its influence on brand extension strategies, brand identification and behavioral responses.