The professorship for business magagement, in particular marketing, primarily focusses on questions concerning consumer behavior in retail contexts. In terms of content, particular emphasis is placed on aspects of multi-sensory marketing, digitalization, and sustainability. The research program investigates how sensory stimuli (especially music) influence buying and consumption behavior and how consumers react to digital innovations (e.g. self-tracking apps, software upgradeability) or sustainable products (e.g. upcycling).

In both research and teaching, the professorship strives for a close exchange with practice in order to ensure the practical relevance of questions and contents.