Research
The research of the professorship is empirical and quantitative in nature. The main research areas are:
- Digital Transformation
- Agility transformation
- Socially responsible marketing concept
The results of the research have been published in prestigious journals: Journal of Marketing Research, Journal of Marketing, Strategic Management Journal, International Journal of Research in Marketing, Journal of the Academy of Marketing Science and Journal of Product and Innovation Management. Furthermore, Arnd Vomberg is co-editor of a Handbook of Market Research. In the Handbook, internationally renowned authors provide user-oriented information on the current state-of-the-art in the field of business analytics.
Digital Transformation
Current and previous research projects investigate issues in the areas of online pricing and online advertising, but also interactions of humans and artificial intelligence (AI). For example, we investigate the effects of dynamic pricing (video, contribution1, contribution2). Furthermore, we investigate how employees react to the integration of artificial intelligence in their work environment.
Agility Transformation
Current and past research projects examine the area of omnichannel management. The results of our studies show which governance instruments omnichannel companies should use and how and whether they should differentiate prices between channels.
Moreover, we examine the agility-efficiency tradeoff and impact of failure-tolerant organizational cultures . Besides, we study how the standing of the marketing department changes within the organization.
Socially responsible marketing concept
Current and previous research projects explore the question of how marketing affects employees. We have been able to demonstrate positive effects of brands on employees.
- Vomberg, A., Schauerte, N., Krakowski, S., Ingram Bogusz, C., Gijsenberg, M. and Bleier, A. (2023). The cold-start problem in nascent AI strategy: Kickstarting data network effects. Journal of Business Research : JBR, 168, 1–10.
- Homburg, C., Vomberg, A. and Mühlhäuser, S. (2020). Design and governance of multichannel sales systems: Financial performance consequences in business-to-business markets. Journal of Marketing Research : JMR, 57, 1113-1134.
- Vomberg, A., Homburg, C. and Gwinner, O. (2020). Tolerating and managing failure: An organizational perspective on customer reacquisition management. Journal of Marketing : JM, 84, 117–136.
- Gruner, R. L., Vomberg, A., Homburg, C. and Lukas, B. A. (2019). Supporting new product launches with social media communication and online advertising: Sales volume and profit implications. The Journal of Product Innovation Management, 36, 172–195.
- Homburg, C., Lauer, K. and Vomberg, A. (2019). The multichannel pricing dilemma: Do consumers accept higher offline than online prices? International Journal of Research in Marketing : IJRM, 36, 597–612.
- Homburg, C., Vomberg, A., Enke, M. and Grimm, P. H. (2015). The loss of the marketing department’s influence: is it really happening? And why worry? Journal of the Academy of Marketing Science, 43, 1–13.
- Vomberg, A., Homburg, C. and Bornemann, T. (2015). Talented people and strong brands: The contribution of human capital and brand equity to firm value. Strategic Management Journal, 36, 2122-2131.
- Homburg, C., Gwinner, O. and Vomberg, A. (2019). Organisationale Erfolgsfaktoren von Kundenrückgewinnungsmanagement. IMU Research Insights, 060. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Lauer, K. and Vomberg, A. (2017). Preisdifferenzierung oder Preiskonsistenz? Zur Akzeptanz von Preisen im Offline- und Online-Vertriebskanal. IMU Research Insights, 054. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C. and Vomberg, A. (2017). Lohnen sich Online- und Social-Media-Werbung bei Neuprodukteinführungen? IMU Research Insights, 051. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Gwinner, O. and Vomberg, A. (2016). Kundenrückgewinnung im Business-to-Business Kontext. IMU Research Insights, 046. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Mühlhäuser, S. and Vomberg, A. (2016). Die erfolgreiche Steuerung von Vertriebspartnern in Mehrkanalvertriebssystemen. IMU Research Insights, 040. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Röcker, L. and Vomberg, A. (2016). Kontrollmechanismen für Führungskräfte zur Verbesserung der Zusammenarbeit von Marketing und Vertrieb. IMU Research Insights, 045. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Röcker, L. and Vomberg, A. (2016). Kontrollmechanismen für Führungskräfte zur Verbesserung der Zusammenarbeit von Marketing und Vertrieb. IMU Research Insights, 045. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Mühlhäuser, S. and Vomberg, A. (2015). Der Einfluss von Stabilität und Flexibilität auf den Vertriebserfolg. IMU Research Insights, 032. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Röcker, L. and Vomberg, A. (2015). Erfolgreiche Führung in Marketing und Vertrieb. IMU Research Insights, 034. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C. and Vomberg, A. (2015). Machtverlust der Marketingabteilung – Bedrohung für den Unternehmenserfolg? IMU Research Insights, 031. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Homburg, C., Lauer, K. and Vomberg, A. (2014). Multichannel Pricing – Status Quo und zukünftige Entwicklungen. IMU Research Insights, 029. Mannheim: Institut für Marktorientierte Unternehmensführung, Universität Mannheim.
- Lauer, K., Homburg, C. and Vomberg, A. (2018). Do consumers learn from dynamic pricing incidents? How different types of dynamic pricing affect consumer trust and search over time. In , Integrating paradigms in a world where marketing Is everywhere : 2018 AMA Winter Academic Conference : February 23–25, 2018, New Orleans, LA : proceedings (S. A-15-A-16). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc.: Chicago, Ill..
- Vomberg, A., Homburg, C. and Mühlhäuser, S. (2018). Relationships in multichannel sales systems : the impact of bureaucratic governance on manufacturers’ and sales partners’ performance. In , Integrating Paradigms in a World Where Marketing Is Everywhere : 2018 AMA Winter Academic Conference : February 23–25, 2018, New Orleans, LA : proceedings (S. M-4-M-5). AMA Winter and Summer Educators' Conference Proceedings, American Marketing Assoc.: Chicago, Ill..
- Gwinner, O., Vomberg, A. and Homburg, C. (2017). Customer reacquisition in business-to-business contexts : it’s not what you do, it’s how you do it. In , Summer AMA Conference 2017: Innovation & Sustainability in Marketing : proceedings of a meeting held 4–6 August 2017, San Francisco, California, USA (S. I-15-I-16). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
- Lauer, K., Homburg, C. and Vomberg, A. (2017). How should companies set prices in offline and online channels? : comparing responses across consumer segments in a multichannel environment. In , Summer AMA Conference 2017: Innovation & Sustainability in Marketing : proceedings of a meeting held 4–6 August 2017, San Francisco, California, USA (S. D-88-D-89). AMA Educators' Proceedings, American Marketing Association ; Curran: Chicago, IL ; Red Hook, NY.
- Vomberg, A., Alavi, S. and Oproiescu, A. (2023). The cold start problem in algorithm-based CRM: Kickstarting network effects by pvercoming replacement threats. EMAC 2023, annual conference, Odense, Denmark.
- Vomberg, A., Homburg, C. and Sarantopoulos, P. (2023). Algorithmic pricing: Consumer reactions and effective retailer responses. TPM 2023, Theory + Practice in Marketing, Lausanne, Switzerland.
- Vomberg, A., Homburg, C. and Sarantopoulos, P. (2022). Dynamic pricing: Consumer reactions and effective retailer responses. EMAC 2022, European Marketing Academy Conference, Budapest, Hungary.
- Wagner-Fabisch, R., Homburg, C. and Vomberg, A. (2022). When does sales system agility lead to organizational performance? AMA Summer Academic Conference 2022, Chicago, IL , Hybrid.
- Gwinner, O., Vomberg, A. and Homburg, C. (2018). Organizing for successful customer reacquisition management. 47th EMAC Annual Conference, Glasgow, UK.
- Lauer, K., Homburg, C. and Vomberg, A. (2018). Long-term consumer responses to dynamic pricing. 8th annual Theory + Practice in Marketing (TPM) Conference, Los Angeles, CA.
- Vomberg, A., Homburg, C. and Mühlhäuser, S. (2018). Managing multichannel sales systems: managing manufacturer-sales partner relationships in B2B industries. 8th annual Theory + Practice in Marketing (TPM) Conference, Los Angeles, CA.
- Vomberg, A. and Homburg, C. (2017). Basking in Reflected Glory? On the Influence of Brand Equity on Strategic HRM. AMA Winter Educators' Conference 2017, Orlando, FL.
- Vomberg, A. and Homburg, C. (2017). Basking in Reflected Glory? The Influence of Brand Equity on High Performance Work Systems. Strategic Management Society (SMS) Special Conference, Milano, Italy.
- Vomberg, A., Mühlhäuser, S. and Homburg, C. (2017). Should Functional Units Be Ambidextrous? Balancing Exploitation and Exploration in Sales Units. Academy of Management Conference, Atlanta, GA.
- Vomberg, A., Röcker, L. and Homburg, C. (2017). Can Control Mechanisms for Managers Help to Bridge the Gap between Marketing and Sales? Annual Conference of the European Marketing Academy, Groningen, Netherlands.
- Röcker, L., Homburg, C. and Vomberg, A. (2016). Which Characteristics Make a Difference? Comparing Successful Managers in Marketing and Sales. AMA Winter Educators’ Conference, Las Vegas, Nev..
- Vomberg, A. and Homburg, C. (2016). How Does Brand Equity Affect SHRM? Academy of Management Annual Meeting, Anaheim, CA.
- Mühlhäuser, S., Homburg, C. and Vomberg, A. (2015). Investigating the Role of Continuity and Change in Sales Systems: An Ambidextrous Perspective. European Marketing Conference, Leeuwen, Belgium.
- Vomberg, A. (2014). Brand Equity and Strategic Human Resource Management: Can Companies Bask in the Glory of Their Brands? Annual Conference of the European Marketing Academy, Valencia, Spain.
- Vomberg, A. (2014). Brand Equity and Strategic Human Resource Management: Can Companies Bask in the Glory of Their Brands? European Marketing Conference, Valencia, Spain.
- Homburg, C., Klarmann, M. and Vomberg, A. (eds.) (2022). Handbook of market research. Cham: Springer.
- Homburg, C., Klarmann, M. and Vomberg, A. (eds.) (2020). Handbook of market research. Cham: Springer.
- Vomberg, A. (2023). Dynamic pricing process: How to transition from fixed to dynamic pricing? In Digital pricing strategy : capturing value from digital innovations (S. 27–38). London: Routledge.
- Vomberg, A. (2021). Pricing in the digital age: A roadmap to becoming a dynamic pricing retailer. In The digital transformation handbook – From academic research to practical insights (S. 1–21). Groningen: University of Groningen Press.
- Vomberg, A. and Klarmann, M. (2021). Crafting survey research: A systematic process for conducting survey research. In Handbook of market research (S. 1–53). Cham: Springer International Publishing.
- Vomberg, A. and Wies, S. (2021). Panel Data Analysis: A nontechnical introduction for marketing researchers. In Handbook of market research (S. 1–58). Cham: Springer.
- Vomberg, A., Lauer, K. and Weitkämper, K. (2020). Dynamic Pricing: Preisfindung auf elektronischen Marktplätzen. In Handbuch Digitale Wirtschaft (S. 653–677). Wiesbaden: Springer.