Originally from Germany, I currently work as an Assistant Professor of Marketing at Toulouse Business School in France. I received my Ph.D. degree (summa cum laude, with distinction) in Business Administration from the University of Hamburg in 2018. In general, I consider myself an enthusiastic, creative, and reliable young scholar with a strong international orientation. My research interests include global and local branding, cross-cultural consumer behavior, and methodological issues in international marketing research. Accordingly, my work is characterized by a strong international focus, multi-national samples, and rigorous research techniques (e.g., multi-group structural equation modeling, hierarchical linear modeling, conditional process analysis).
This course deals with the basic principles of marketing on the one hand, and key market research methodologies on the other hand. Among other things, the students learn how to apply regression analysis, cluster analysis, and conjoint analysis to address questions related to the development and marketing of products and services.
This course covers multiple topics related to branding, ranging from basic branding strategies (e.g., brand extensions, brand licensing) via current trends in retail branding (e.g., private labels) to methodologically more demanding aspects, such as brand valuation (comparative discussion of available approaches in theory and practice).
This course consists of a theoretical part on marketing strategy and a simulation game in which groups of students compete against each other in a virtual market environment. Based on an in-depth market analysis, the students develop a marketing plan to achieve self-defined strategic goals and implement corresponding marketing mix decisions.
Over the past four years, I supervised about 20 master theses and 10 bachelor theses on various topics, including global and local brands, country-of-origin effects, cultural and psychic distance, and cross-cultural consumer behavior.
For the Best Conference Paper on International Marketing ("The Differential Effect of Global Brand Origin: How Domestic-Global Brands Create Value") at the 2017 European Marketing Academy (EMAC) Conference.
For the Best Paper based on Doctoral Work ("Beyond Reach: An Extended Model of Global Brand Effects") at the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.
For outstanding reviews of research papers submitted to the 2017 American Marketing Association (AMA) 'Global Marketing' SIG Conference.
For outstanding reviews of research papers submitted to the 2018 Academy of International Business (AIB) Conference.