Master's Thesis

Advisor: Matthias Kleinermann

This thesis examines how firms build and use pricing power in B2B markets. It analyzes drivers such as dependence asymmetry, competitive intensity, and data-based capabilities, and explores how these factors help firms strengthen pricing power. The study also examines how pricing power influences negotiation outcomes and firm performance, providing practical insights into value capture in interorganizational exchanges.

This thesis may be written in German.

Advisor: Matthias Kleinermann

This thesis examines how firms can optimize the allocation and integration of human judgment, traditional algorithms, and advanced AI throughout the B2B sales process. It discusses key steps such as lead generation, opportunity qualification, negotiation, and pricing, and explores how task complexity, data availability, and relational intensity shape whether humans, algorithms, or hybrids deliver the best outcomes. The study provides insights into effective human–AI collaboration in sales.

This thesis may also be written in German.

Advisor: Matthias Kleinermann

This thesis examines how consumers perceive and respond to dynamic pricing in brick-and-mortar retail settings. It focuses on fairness, trust, and purchase intentions when prices change in-store via electronic shelf labels. Findings provide insights into consumer acceptance and potential risks associated with the adoption of dynamic pricing in offline retail.

This thesis may also be written in German.

Advisor: Matthias Kleinermann

This thesis examines how firms adopt and implement AI-based pricing in B2B markets. It analyzes antecedents such as managerial support, data infrastructure, and competitive intensity, and investigates how AI pricing influences perceived fairness, negotiation outcomes, and firm performance. Findings provide both theoretical insight and managerial guidance for AI-driven pricing strategies.

This thesis may also be written in German.

Advisor: Aline Lanzrath

In today's business world, companies such as LinkedIn and OpenAI exemplify the customer-centric B2C2B approach, which has emerged as a distinctive approach in which companies target intermediary users to facilitate connections and attract business customers. Unlike the traditional B2B or B2C models, B2C2B is navigated through intermediary entities (e.g. employees) that play a pivotal role in mediating transactions between companies (e.g. employees asking the company for access to premium features and purchase decisions). Understanding the dynamics of B2C2B transactions is an interesting area of research that offers insights into the complex interplay between companies, intermediaries and end consumers.

This master's thesis aims to fill this gap by investigating the success factors of such customer-centric businesses within the B2C2B paradigm. The main objectives are (1) to review and systematize the relevant academic literature, case studies and academic literature on this approach, (2) to investigate the sales strategies used by LinkedIn and OpenAI to attract intermediary users to facilitate B2B connections (e.g. which value proposition works best for an employee to convince their company to adopt LinkedIn Premium), (3) analyzing the pricing models to meet the needs and preferences of different stakeholders within the B2C2B ecosystem, including end users, businesses and intermediary users. To analyze this topic, a series of expert interviews with industry experts should be conducted.

Advisor: Sebastian Junker

The delegation of pricing authority (PAD) from sales managers to representatives introduces a crucial strategic lever in optimizing sales force performance. However, the conditions under which this freedom in pricing delivers optimal outcomes remain underexplored.

This master thesis investigates the moderating factors—e.g., stakeholders’ interferences with the corporate decision to PAD —that influence the success of pricing delegation. Specifically, it (1) delves into when the optimalbalance of pricing freedom and decision effectiveness in companies can be reached, (2) empirically tests the impact of moderators on delegation outcomes, and (3) provides actionable recommendations for optimizing delegation practices in sales force management.

This master thesis may also be written in German.

Advisor: Sebastian Junker

Embracing the spotlight, the delegation of pricing authority from sales managers to representatives marks a pivotal shift in the dynamics of information flow within organizations. This shift potentially strengthens or mitigates the information asymmetry impacting effective decision-making.

This master thesis delves into the nuanced interplay between delegation and information asymmetry by (1) conceptualizing how the delegation between sales managers and representatives influences the information asymmetry dynamics among them and the customer, (2) validating empirically the effects of potential antecedents on pricing authority delegation, and (3) offer actionable insights for practitioners on optimizing sales force management and pricing strategies.

This master thesis may also be written in German.

Advisor: Sebastian Junker

Given current trends in individualization and personalization, organizations also face challenges regarding the decision for authority delegation in pricing. By acknowledging the diversity of each sales team member, organizations may harness the potential of PAD at the individual level. However, this comes with many issues concerning practicability and fairness.

This master thesis explores how tailoring the delegation of pricing authority affects its effectiveness in driving better pricing decisions. Specifically, it (1) conceptualizes the impact of individualized delegation on decision-making effectiveness within corporate structures, (2) empirically examines the outcomes of personalized delegation strategies in sales management, and (3) provides recommendations on how to practically individualize sales representatives’ decision authority to optimize pricing outcomes.

This master thesis may also be written in German.

Advisor: Guzi Huang

With growing regulatory pressure and rising stakeholder expectations, B2B firms are increasingly offering sustainable products that reduce environmental impact. However, such products often come at a higher upfront cost, making it essential for suppliers to clearly communicate their value. This raises a critical question: what makes sustainable offerings worth paying more for in the eyes of B2B buyers?

This thesis investigates how buyers perceive and justify the “green premium” for sustainable B2B products. Specifically, it explores the subdimensions of perceived value—both financial and non-financial—that influence buyer decisions and willingness to pay. 

Key areas of focus may include:

• Which financial and non-financial value dimensions do B2B buyers associate with sustainable products?
• How do these value dimensions differ depending on the type of sustainability feature?
• How do contextual factors such as buyer expertise, regulatory environment, or industry affect value perception?

The concrete research scope and specific research questions can be defined individually. The empirical study requires qualitative interviews with B2B buyers.

Advisor: Alin Schröder

Growing regulatory scrutiny, stakeholder expectations, and societal debates about sustainability are reshaping how companies manage their supply chains and interact with suppliers. A key question is to what extent buyers are incentivized to integrate upstream responsibility into their supplier selection decisions. Are accountability considerations aligned with their performance targets and decision-making frameworks, or do traditional criteria such as cost, quality, and delivery still dominate?

This master’s thesis aims to (1) investigate the incentives that shape buyers’ willingness to account for upstream supply chain responsibility in supplier selection, (2) analyze how the presence – or absence – of such incentives influences procurement strategies and evaluation criteria, and (3) identify external and internal factors that determine whether accountability is prioritized in practice. Through expert interviews with purchasing managers and procurement specialists, the thesis will provide actionable insights into the role of incentivization in aligning buyer behavior with upstream supply chain responsibility.

The selection of underlying theories, formulation of specific research questions, and the methodology can be determined individually. This master’s thesis may also be written in German.

Advisor: Guzi Huang

As sustainability becomes a central concern for industrial firms, B2B suppliers are under increasing pressure to offer products that reduce environmental impact—particularly through emissions reductions or circular innovations. However, selling these sustainable offerings remains a challenge, as buyers often face competing priorities, information uncertainty, or price-related hesitations. Simply offering a “green” product is no longer enough; success depends on how suppliers communicate and justify the value of sustainability in the sales process.

This thesis explores the success factors and communication practices that help suppliers and salespeople effectively sell sustainable offerings in B2B markets. It focuses on identifying the strategies, behaviors, and message characteristics that foster trust, interest, and willingness to engage or pay among professional buyers.

Key areas of focus may include:

• What supplier and salesperson characteristics contribute to the successful sale of sustainable offerings?
• What communication practices foster buyer engagement and support the sale of sustainable products?

The concrete research scope and specific research questions can be defined individually. The empirical study requires qualitative interviews with B2B salespeople and/or buyers.

Advisor: Florian Holz

Public procurement represents a major share of economic activity, with governments awarding contracts worth billions of euros every year. Publicly accessible procurement databases (e.g., TED – Tenders Electronic Daily or regional platforms) provide detailed information about these tenders and awarded contracts. This data offers valuable insights into how public procurement markets actually function, in particular with regard to contract award decisions.

Against this background, the overarching goals of this master thesis are (1) to review and systemize literature on public procurement awarding mechanisms, (2) to analyze structural patterns in public procurement based on available data, and (3) to derive implications for suppliers seeking to sell to government customers.

The thesis will primarily rely on the analysis of publicly accessible public procurement data. More specific research questions and the methodological approach can be determined individually.

This master thesis may also be written in German.

Advisor: Alin Schröder

As regulatory standards, societal expectations, and stakeholder scrutiny intensify, buyers are increasingly held accountable not only for their own practices but also for those of their suppliers. This development places transparency and information sharing at the center of modern B2B buyer-seller relationships. This master’s thesis aims to (1) investigate why and how buyers require transparency from their suppliers, and how these requirements are shaped by regulation, market pressure, and internal strategic priorities, (2) analyze the impact of transparency requirements on buyer-seller relationships, and (3) identify contingency factors – such as power dynamics, dependency structures, and trust levels – that influence whether transparency strengthens or strains these relationships. Through expert interviews with purchasing managers and supply chain professionals, the thesis will provide actionable insights into the role of transparency as both a requirement and a strategic lever in contemporary B2B contexts.

The selection of underlying theories, formulation of specific research questions, and the methodology can be determined individually. This master’s thesis may also be written in German.

Advisor: Alicia Pett

Women in sales encounter a distinctive set of challenges shaped by gender-specific barriers, heightened performance expectations, and persistent underrepresentation in leadership positions. These dynamics can intensify occupational stress and increase susceptibility to mental health concerns. In response, this study examines the mental health landscape of female sales professionals by identifying prevalent stressors and analyzing coping strategies at the personal, managerial, and organizational levels that may buffer against adverse outcomes.

Building on this foundation, the thesis pursues two primary objectives: (1) to uncover patterns in the mental health experiences of women in sales, and (2) to develop evidence-based, actionable interventions aimed at enhancing their well-being. 

The selection of underlying theories, formulation of specific research questions, and the methodology can be determined individually. 

This master’s thesis may also be written in German.

Advisor: Alicia Pett

Social media has become an integral tool in modern sales, offering opportunities for customer engagement, lead generation, and knowledge acquisition. While existing research largely emphasizes the positive outcomes of social media use within the sales profession, such benefits may mask potential drawbacks.  In the absence of adequate training and clearly defined work–life boundaries, salespeople may be subject to diminished productivity and compromised well-being. 

Against this backdrop, this thesis aims to (1) investigate the “dark side” of social media use in the sales context, with particular attention to its effects on sales performance and psychological well-being, (2) offer practical insight into how to alleviate these adverse effects. 

The selection of underlying theories, formulation of specific research questions, and the methodology can be determined individually. 

This master’s thesis may also be written in German.

Advisor: Florian Holz

Governments belong to the largest customers in the world. Every year, public authorities spend enormous amounts of money on goods and services. In fact, public procurement spending accounts for about 15% of the gross domestic product in many countries. Consequently, governmental customers can be highly lucrative for private companies. However, selling to governments differs from the B2B and B2C context in several dimensions. In particular, public buyers may have different priorities (e.g., public stakeholder interests vs. shareholder interests) and face different incentives (e.g., stability vs. innovation) than buyers from private companies.

Against this background, the superordinate goals of this master thesis are (1) to review and systemize literature on public procurement behavior, (2) to identify key drivers of public buyer behavior, and (3) to outline recommendations for suppliers on how to approach and persuade public buyers.

To analyze this topic, expert interviews or a survey might be conducted. More specific research questions and the way of inquiry can be determined individually.

This master thesis may also be written in German.

Advisor: Aline Lanzrath

In the rapidly evolving field of digital sales, the interplay between salespeople’s digital sales skills and a supportive psychological sales climate is emerging as a critical factor in sales performance. However, despite the pervasive influence of digitalization, academic attention to the interactions between digital competencies and the psychological climate within teams remains limited, particularly in the context of marketing and sales performance. For example, managers still do not know which salespeople’s competencies are most likely to thrive in which sales team climate (e.g., depending on whether it is competitive or collaborative, short-term or long-term goal-oriented, and extrinsic or intrinsic motivation-focused).

This Master’s thesis aims to fill this gap by systematically analyzing the relationship between digital sales competencies, psychological climate, and sales performance. The main objectives are (1) to review and systematize the relevant scientific literature on digital sales competencies and psychological climate in sales, (2) to identify interactions between competencies and climate that predict sales performance, and (3) to develop practical implications for HR and sales managers to help them manage the performance of their sales teams in the digital age. A survey or expert interviews may be used to analyse this topic.

Advisor: Sebastian Junker

In sales, there is a shift towards agile, cross-functional teams – “pods”, among others, concentrating expertise from different areas. Despite the tendencies toward agility and flexibility, especially KAM requires long-term planning and customer relationship management that focuses on growth over a long time rather than servicing existing customers (Gartner 2019). New, changing team structures call for a structural review of how to manage KAM teams considering all organizational success factors, amidst which incentivization and compensation have not been the focus so far.

Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature on team compensation, (2) to identify the antecedents as well as consequences of fixed versus variable pay on key account management teams, and (3) to discuss how firms can effectively adapt, optimize and customize their compensation structure as demanded by today’s team skills and role variety.

To analyze this topic, a survey or expert interviews might be conducted. More specific research questions and the way of inquiry can be determined individually.

This master thesis may also be written in German.

Advisor: Alin Schröder

Digital Product Passports (DPPs) are increasingly promoted as tools to enhance transparency by providing detailed information on product origin, composition, and sustainability. While their potential benefits for traceability and accountability are widely discussed, it remains unclear whether such comprehensive data is actually useful in B2B purchasing contexts. Buying organizations often conduct extensive research before interacting with sales representatives for the first time, raising the question of whether DPPs meet real information needs or risk exceeding them.

This master’s thesis aims to (1) explore how B2B buyers search for and use information prior to initial supplier interactions, (2) investigate whether and to what extent buyers are interested in receiving comprehensive transparency through Digital Product Passports, and (3) identify contextual factors – such as industry characteristics, procurement objectives, and regulatory pressures – that shape buyers’ demand for detailed product information. Through expert interviews with purchasing managers and procurement specialists, the thesis will provide actionable insights into the relevance of DPPs for early-stage supplier evaluation.

The selection of underlying theories, formulation of specific research questions, and the methodology can be determined individually. This master’s thesis may also be written in German.

Advisor: Aline Lanzrath

Diversity in sales teams is increasingly recognized as a key factor in addressing the needs of multicultural customer bases, particularly in B2B markets. However, the role of diversity in shaping sales strategies and fostering societal integration remains an underexplored area of research. The aim of this master’s thesis is to analyze how diverse sales teams influence customer acquisition and engagement in B2B and sales contexts. Specifically, the thesis will address the following objectives:

1. Conduct a systematic review of the academic literature on diversity in sales and its implications for B2B customer interactions.
2. Investigate how racial and ethnic diversity within sales teams impacts their ability to engage with multicultural business clients.
3. Analyze the contribution of selling organizations to immigrant integration through inclusive employment practices.

For the empirical analysis, a survey with sales professionals will be conducted to explore their experiences, strategies, and challenges in addressing diverse customer needs. To do so, a collaboration with a leading direct selling organization will provide access to sales practitioners and support the investigation of practical applications of inclusive sales strategies.

Advisor: Rebecca Boritzki

The physical retail environment is shaped not only by products and store design but also by the presence of other customers. This study investigates how the social presence of fellow shoppers influences individual purchase decisions in brick-and-mortar settings.

The goal of this master's thesis is (1) to review relevant academic literature from the social presence research stream, and (2) to examine how social presence and other related factors may influence the customer journey—specifically purchase decisions—in a physical retail store.

For this topic, the study design and research questions can be defined individually.

Advisor: Aline Lanzrath

Lately, more and more companies have been harnessing the power of influencing as part of their marketing and communication strategies. Defined as employees who use their personal digital platforms to communicate about company-related issues, corporate influencers play a crucial role in representing the organization to the public and communicating its core values. By sharing insights into their work and the company, they bridge the gap between the organization and the public, providing insights into products, services, and corporate values. As a result, companies expect to see tangible benefits in areas such as employer branding and employee engagement, as well as improvements in brand awareness, corporate image, and, ultimately, sales and profits.

However, the effectiveness of Corporate Influencers in achieving these ambitious goals remains a subject of debate. This Master’s thesis aims to delve into the nuances of Corporate Influencer Marketing by addressing the following research questions: (1) To what extent do Corporate Influencers contribute to achieving organizational goals? (2) Is the investment in corporate influencers justified, and if so, how should companies structure their relationships with these influencers to maximize benefits?

Against this background, the aims of this thesis are (1) to review and systematize the relevant academic literature on (corporate) influencer marketing and sales, (2) to identify the opportunities and risks of using corporate influencers, and (3) to elaborate on the contingencies that determine the overall success of influencers. To analyze this issue, a survey or expert interviews may be conducted.

Advisor: Aline Lanzrath

The world of marketing and sales is constantly changing due to constant organizational, scientific, technological and economic changes. To remain relevant, academic researchers must incorporate these trends into their research. But is this actually the case in today's academic research world, or do researchers lag behind the actual developments in the business world?  The goal of this research is to identify trends in the scientific discourse in marketing and sales by examining temporal changes in the occurrence of words or expressions in research articles, identifying latent research topics and thus identifying trending issues. For this purpose, abstracts and articles published in the field of marketing in the years 2000 to 2020 might be analyzed with the help of tidytext in R.