The successful development and marketing of innovations represents a major challenge for companies to sustain their competitive advantage and profitability. In our research portfolio, we shed light on various important aspects of developing and commercializing innovations in a multitude of studies. These studies address, for example, customer integration, sales force integration, global innovation management, pricing of innovations, digital innovations, launch management and innovation adoption, decision-making in innovation development, and business model innovations.
In our research, we examine critical managerial problems pertinent to the topics mentioned above. Based on our empirical research, we teach students and executives how to rise to the challenge of developing and marketing innovations. In our courses, we train participants how they can deduce relevant management implications and sustain competitive advantages in the innovation management context.