Master's Thesis

Advisor: Florian Holz

Governments are large and unique customers. Each year, public authorities purchase products and services worth billions of Euros, ranging from office supplies over software applications to the maintenance of public roads. However, while there is an enormous public procurement market, many companies are struggling to win public sector contracts. In particular, startups often find it difficult to fulfill the complex requirements of public authorities. Potential reasons include a lack of resources as well as missing experience in the field. The question arises how startups can deal with these challenges and be successful in the public market.

Against this background, the superordinate goals of this master thesis are (1) to review and systemize literature on public sales and procurement, (2) to identify challenges and success factors for startups in the public sector space, and (3) to outline recommendations for public policy makers regarding startups as public authority suppliers.

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: Nicola Weber

Due to their interface function between customers and the company, sales employees have the role of boundary spanners. Often, they are in daily contact with customers and gain insights into markets, trends, and competitors. Therefore, it seems logical to use this resource to develop new products. However, sales representatives often face a role conflict with their initial tasks as sales representatives. Furthermore, it is not entirely clear what motivates sales employees to share their knowledge with colleagues within the company.

The aim of this paper is to (1) review and summarize the relevant academic literature, (2) identify reasons why salespeople share their knowledge and (3) derive implications for management. A survey and/or expert interviews might be conducted to analyze this topic. More specific research questions and the way of inquiry can be determined individually.

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

Advisor: Nicola Weber

Artificial intelligence offers promising opportunities for new product development. Despite the reported benefits of AI in new product development, the adoption rate seems quite low. Potential impediments to adoption are outlined based on numerous studies. Recognizing potential hurdles and opportunities at an early stage makes it possible to develop a holistic strategy for the successful implementation of AI in new product development.

Concerning this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify potentials and hurdles of AI applications in new product development, and (3) to elaborate on which managerial implications can be derived. A survey and/or expert interviews might be conducted to analyze this topic. More specific research questions and the way of inquiry can be determined individually.

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

Advisor: Janina Riether

Augmented Reality links the real with the virtual world and offers promising opportunities for B2B business operations. Especially since the Covid-19 pandemic, these types of technologies have experienced a boost. While technologies like Augmented Reality via smart glasses are still in its infancy, they already find promising applications in the B2C area. However, applications and underlying mechanisms in B2B business operations are under researched until now.

Concerning this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify potential applications in B2B business operations, and (3) to elaborate which mechanisms and consequences can be derived for organizations. To analyze this topic, a survey and/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: Aline Lanzrath

Automotive Health enables people to track their health while driving to take preventive or curative action. Given the current advances in generative artificial intelligence and health data tracking (e.g. wearables), in-car health-tracking technologies have seen an upsurge. However, despite their high practical and societal relevance, research on automotive health applications is extremely sparse and the underlying mechanisms that might deter or motivate drivers to use such applications remain underexplored and little known.

Against this background, the aim of the Master's thesis is to (1) review and systematize the relevant scientific literature on digital health, with a particular focus on Automotive Health in marketing and sales, (2) identify motivators and barriers among both car drivers and car manufacturers for the use of these systems, and (3) identify practical implications for car companies, policymakers, health care providers and avenues for future research. If interested, a collaboration with a large consulting firm working on this topic can be pursued.

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: Janina Riether

Augmented Reality links the real with the virtual world and offers promising opportunities for B2B business operations. Especially since the Covid-19 pandemic and the development of the ‘metaverse’, these types of technologies have experienced a boost. Until now, technologies like Augmented Reality find already promising applications in the B2C area. However, applications and underlying mechanisms in B2B business operations are under researched until now. Especially in the field of B2B sales and the B2B customer journey (buyer perspective) nearly no research on Augmented Reality can be found.

Concerning this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify potential applications in B2B sales & purchasing, and (3) to elaborate which mechanisms and consequences can be derived for organizations. To analyse 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: Stefan Hartmann

A large body of research on business negotiations analyzes strategies and tactics to achieve a beneficial outcome. However, most of these studies focus on negotiations around goods and a small fraction focuses on services. A rather neglected area of research are negotiations in relation to Servitization. Servitization describes the process of building revenue streams around products by offering relevant services. This form of business is getting more and more popular among manufacturers. Thereby, the relationship between seller and buyer is redefined from a one-time purchase to an ongoing relationship. 

Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify the differences between negotiation strategies to the type of product provided and how Servitization reshapes negotiation behavior and the strategies and (3) to determine how providers might take advantage of the new situation.

This master thesis may also be written in German.

Advisor: Stefan Hartmann

The successful management of negotiations in the B2B environment has gained increasing importance. For example, companies are facing higher transparency and an increasing performance pressure. Prior research mainly focused on characteristics of an individual as negotiator (e.g. demographics, personality) or teams as negotiators (e.g. team size, power relation between team members). The organization as a whole is mostly neglected. It remains unclear how firms can leverage factors on the organizational level to improve negotiation performance.

Against this background, the superordinate goals of this master thesis are (1) to identify and analyze the instruments used on an organizational level to support negotiators, (2) to elaborate how these instruments are perceived by sales managers and sales employees and embedded into the organizational culture, structure or strategy and (3) to assess their effectiveness on the negotiation performance.

To analyze this topic, a survey or expert interviews might be conducted. 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: Sebastian Junker

Many multinational companies face team structures that have been effective when started in an earlier setting but have become unsuccessful after substantial growth: Siloed structures and processes. In comparison, an agile, “pod”-driven set-up may boost sales performance shown by a small number of brave “early adopters”. However, changing team structures triggers questions that need an answer: What is the optimal compensation structure? How should teams work together? How should reporting lines be designed? Today’s companies that consider time critical most likely avoid these fundamental issues.

Against this background, the superordinate goals of this master thesis are (1) to review and systemize current, relevant academic literature on B2B, sales, and key account management teams, (2) to identify the different success factors for team transformation incorporating flexible and agile approaches, and (3) to discuss barriers and chances that firms have to overcome when altering their traditional way of managing internal (sales) teams.

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: Alicia Pett

In influencer marketing, the selection of influencers represents a critical decision for brands seeking to cultivate authentic brand partnerships. These influencers serve as powerful intermediaries between brands and their target audiences, wielding considerable influence over consumer perceptions and behaviors. However, despite the significance of influencer selection, there remains a notable gap in understanding the factors that guide this process. While brands recognize the importance of aligning with influencers who resonate with their brand ethos, there is limited insight into the specific criteria and considerations that inform this decision-making process.

Against this background, the goal of this master thesis is (1) to review and systemize relevant academic literature and (2) to investigate the process through which brands navigate influencer selection to establish genuine and resonant connections with their target audiences.

Qualitative interviews and/or a survey might be conducted to analyze this topic. More specific research questions and the way of inquiry can be determined individually.

This master thesis may also be written in German.

Advisor: Alicia Pett

In today's digital landscape, customer dissatisfaction frequently finds a vocal outlet on the internet, turning social media into a critical battlefield for brand perception management. While negative reviews might initially seem detrimental, they present a unique opportunity for companies to demonstrate their commitment to customer care. However, there remains a limited understanding of the optimal strategies to employ to effectively handle complaints and convert dissatisfied customers into champions for the brand.

Concerning this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature, (2) to identify which strategies are most appropriate for complaint handling, and (3) to elaborate on which mechanisms and consequences can be derived for organizations. Qualitative interviews and/or an experiment might be conducted to analyze this topic. More specific research questions and the way of inquiry can be determined individually.

This master thesis may also be written in German.

Advisor: Rebecca Boritzki

In today's digital landscape, Artificial Intelligence (AI) empowers marketers to analyze vast amounts of data and provide customers with highly personalized content, recommendations, and interactions. By leveraging insights gathered from a variety of different touchpoints throughout the customer journey (omni-channel), personalization allows marketers to engage with customers across multiple channels and capitalize on opportunities for up- and cross-selling.

The superordinate goal of this master thesis is to investigate the implications of AI-driven personalization for customer experience and loyalty in omni-channel environments, aiming to uncover insights that can inform more effective marketing strategies and foster long-term customer relationships. Specifically, (1) a systematic review of the existing literature on AI-personalization in an omni-channel context should be provided, and (2) impacts on customer experience, customer loyalty and cross-buying should be analyzed. Finally, (3) practical recommendations and best practices for marketing strategies should be discovered to formulate a framework to effectively manage AI personalization across multiple channels, yielding favorable customer-relationship-management (CRM) outcomes.

For a comprehensive analysis of the topic, in-depth expert interviews or a survey should be conducted whereby the layout of the empirical study can be chosen individually if preferred. It is possible to write the thesis in German.

Advisor: Rebecca Boritzki

Consumers on the one hand appreciate the value of provided personalized offers and content, however on the other hand concerns about customer privacy arise when companies are using their personal information. This complex interplay is especially interesting in global markets, with consumers coming from different cultural backgrounds potentially resulting in different attitudes towards privacy and the disclosure of private information.

The aims of this master thesis are to (1) examine the complexity of the personalization-privacy-paradox by providing a comprehensive literature review on the perceptions of personalization and privacy in marketing from a multi-cultural perspective. Key factors driving cross-cultural differences are to be identified. Additionally, this thesis aims at (2) identifying the opportunities and challenges associated with personalized marketing, considering different consumer characteristics, perceptions of privacy concerns, and potential backfire effects. Finally, (3) practical implications should be developed for marketers to define effective personalization strategies for global and national companies.

To deeply investigate this topic, in-depth expert interviews or a survey should be conducted. The underlying theories, specific research questions, and the methodology can be tailored according to individual preferences. Additionally, this master's thesis can be written in German if preferred.

Advisor: Sebastian Junker

In a world driven by evolving market dynamics and fierce competition, achieving sustainable success has become the goal for businesses. The key to sustained profitability lies not just in securing initial sales, but in establishing long-term customer relationships that endure over time. By delving into the intricacies of relationship selling, consultative selling, transactional selling, and more, this thesis aims to uncover the strategies that can make sales success last forever.

Against this background, the superordinate goals of this master thesis are (1) to conduct an empirical comparison of long-term selling approaches by reviewing and systemizing the relevant academic literature, (2) to identify the antecedents as well as consequences of long-term orientation in the sales and key account management context, and (3) to discuss barriers and chances that firms have to stand the test of time and drive long-term business performance.

To analyze this topic, a survey (e.g., conjoint analysis) 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: Sebastian Junker

In the realm of sales, value selling has emerged as a powerful approach to winning over customers and forging lasting partnerships. But what truly drives success in value selling from a purchasing perspective? This research proposal embarks on a quest to unravel the key success factors behind being value sold changing the perspective to the buying side. By uncovering the secrets to mastering value selling, businesses can unlock untapped potential, forge enduring customer relationships, and achieve unparalleled success in today's competitive market.

Against this background, the superordinate goals of this master thesis are (1) to review and systemize literature on value selling with a particular focus on the purchasing perspective, (2) to identify the factors and barriers for value selling in the sales and key account management context, and (3) to elaborate on the consequences for firms giving an actionable recommendation for implementation.

To analyze this topic, a survey (e.g., conjoint analysis) 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: Sebastian Junker

Agility, i.e., the ability to adapt to rapid changes and govern complex, networked inter-organizational forms, is a critical capability within the next decade and, therefore, a key priority in current sales research – not only in today’s post-crisis world but also due to increasing uncertainty and rapid change. So far, academics have not solved the question of how to break down functional silos within marketing and sales and the remaining organization, much less the potential benefits from this transformation. Especially, this question becomes pressing as KAM requires holistic and long-term relations­hip management with key customers and partners with a clear focus on long-term growth.

Against this background, the superordinate goals of this master thesis are (1) to review and systemize relevant academic literature on sales (team) agility, (2) to identify the antecedents as well as consequences of agility on key account management teams, and (3) to discuss how firms can implement team- and corporation-wide agility to help their key account management to apply long-term growth-oriented behavior without forfeiting financial performance.

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: 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: Alin Schröder

The fashion industry is one of the largest contributors to the global environmental crisis, and consumers are increasingly aware of the environmental and social impacts of the apparel sector. In response to the growing demand for sustainable clothing, eco-labels have become increasingly prevalent as a means of communicating environmental and social credentials to consumers. This master’s thesis aims to explore the influence of eco-labels on consumer behavior in the fashion industry, considering aspects such as consumer perceptions, preferences, and purchase decisions. Through in-depth interviews and thematic analysis, this study will (1) examine the factors that influence consumer trust in eco-labels, the perceived value of eco-labeled products, and the extent to which eco-labels influence purchasing behavior. Additionally, this research will (2) explore the challenges and opportunities associated with eco-labeling, including issues related to credibility, standardization, and consumer awareness. Furthermore, the study will (3) investigate what fashion companies must pay attention to when eco-labeling, including factors such as label credibility, transparency, and alignment with consumer values. Moreover, this research will (4) explore alternative approaches to eco-labeling. By examining the effectiveness and feasibility of these alternatives, the study aims to provide valuable insights for marketers, policymakers, and industry stakeholders seeking to promote sustainable consumption and drive positive change in the fashion industry.

To analyze this topic effectively, conducting in-depth expert interviews is essential. 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

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.

Advisor: Alin Schröder

The fashion industry is characterized by low rates of reuse, repair, and recycling, and “every second somewhere in the world a truckload of textiles is landfilled or incinerated” (European Commission 2022). Recently, circular economy initiatives have gained momentum, as these models emphasize resource efficiency and waste reduction. On the other hand, some fashion companies are investing in so-called 'digital product passports' (DPPs) to increase transparency in supply chains and inform consumers and downstream stakeholders about proper end-of-life handling of apparel products.

This master’s thesis aims to investigate how integrating DPPs with circular economy initiatives can enhance sustainability practices in the fashion industry. Through qualitative interviews, the study will (1) demonstrate the utility of DPPs as a facilitative tool for implementing circular economy initiatives. Moreover, it will (2) identify the essential information required by consumers and downstream supply chain actors to contribute effectively to circular models. In addition, the thesis aims to (3) assess the potential benefits, challenges, and implementation strategies of DPPs with regard to circular economy initiatives. Furthermore, it will (4) explore the behavior of fashion consumers in response to DPPs as a tool for advancing circular economy objectives. Insights from this research will inform fashion brands, policymakers, and stakeholders on leveraging DPPs to advance circular economy objectives and promote a more sustainable fashion ecosystem.

To analyze this topic effectively, conducting in-depth expert interviews is essential. 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

In healthcare, the growing field of digital health has the potential to substantially change health-related outcomes. Consequently, investors have heavily invested in digital health startups. Today, some listed digital health applications even get reimbursed in Germany. However, while innovative health technologies appear promising, people often do not start using available tools and services or stop using it after a short period of time. Many applications show especially low retention rates. Ultimately, this raises the question which factors affect the adoption and usage of digital health technologies and how these factors can be influenced to increase their utilization.

The superordinate goals of this master thesis are (1) to review relevant literature on digital health, (2) to examine the factors that influence the adoption and usage of digital health technologies and (3) how these can be managed by healthcare stakeholders.

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.