The research of the professorship is empirical and quantitative in nature. The main research areas are:
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.
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.
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.