Marketing, Digital Transformation & Entrepreneurship

The new research paper "Prosocial environments promote individual success: evidence from a school network panel study" authored by Isabel J. Raabe, Alexander Ehlert, René Algesheimer, and Heiko Rauhut explores the benefits of altruism.

Luis Aguiar has been awarded one of the prestigious and highly competitive European Research Council (ERC) Consolidator Grants for his project "Rethinking Copyright Policy in the Digital Age: Balancing Incentives for Creation and Access." His project investigates how copyright protection shapes the creation and reuse of music, movies, books and news in the digital age.

Guest lecturer Carmen Würth, Chief of Staff at the influencer platform Refluenced AG, gave the students in Prof. Giuffredi-Kähr's Digital Marketing lecture an inside look at the strategiv process of influencer marketing: They lerned what to consider, what to avoid, and how to connect brands and creators effectively.

Per Januar 2026 bieten wir eine Post-Doc Stelle im Umfang von 80% an: Forschung im Bereich Marketing, Durchführung von wissenschaftlichen Studien, Mitwirken bei der Lehre und Betreuung von Bachelor- und Masterarbeiten gehören zum Aufgabenprofil der anspruchsvollen Stelle. Kandidatinnen und Kandidaten verfügen über ein abgeschlossenes Doktorat in BWL, (Wirtschafts-) Informatik, VWL, Statistik oder Mathematik.

Do social media ads carry hidden costs? Katherine Rother and co-authors explored this question in a new project on product returns in the e-commerce space. Their findings suggest that items bought through social media ads are returned more often, posing challenges for consumers (through stricter return policies), businesses (through higher reverse logistics costs), and the environment (through increased CO2 emissions and waste).

Prof. Giuffredi-Kähr invited two guests to her Fundamentals of Digital Marketing class in fall 2025 to share insights from industry: Tobias Quelle (CIO at Brack.Alltron) offered a hands-on workshop on Value Proposition Design, and Thorsten Winkler (CEO of Mediaschneider Bern AG) inspired the students with a lecture on Integrated Marketing Campaigns.

Who really defends your brand online when it's under fire? Of course the most loyal brand fans, but not only those: Also consumers who are just satisfied, will defend a brand: because the want to restore fairness and give something back.

Can a Pay What You Want pricing strategy successfully reduce food waste in small village shops? Dr. Sybilla Merian an her co-authors carried out several experiments that show that the reduction in food waste is higher when retailers use the PWYW strategy compared to giving 50% discount on the regular price. She presented her insights at the annual conference of the Swiss Academy of Marketing Science in Lucerne, October 24, 2025.