Brown Bag Seminars

Since 2010, the MCM offers Brown Bag Seminars to inform the academic community about ongoing research projects by inviting leading researchers to present their unpublished work in progress.

The seminars usually take place in a relaxed atmosphere between 12:30 and 14:00 in room MCM 006 (Am Stadtgraben 13-15 | 48143 Münster).

  • 2025

    17.01.2025

    Peter Verhoef

    Should Customers of All Brands be Multichannel? Investigating the Moderating Role of Brand Tier

    22.05.2025

    Anna Salonen

    The Changing Role of the Marketing Function in B2B firms

  • 2024

    17.12.2024

    P.K. Kannan

    Measuring the Synergy Across Customer Touchpoints using Transformers

    12.11.2024

    Prof. Michaela Draganska

    Investigating the Impact of Digital Content on Subscription Behavior

  • 2023

    08.11.2023

    Ass. Prof. Andrea Schneider

    Text-image congruence of Airbnb listings and rental revenue

     

    18.10.2023

    Prof. Christian Schulze

    The Ultimate, Most Revolutionary Paper Ever! How Superlatives Affect New Product Success

     

    18.01.2023

    Prof. Dipayan Biswas

    Sensory Factors in Digital Marketing

     

  • 2022

    08.07.2022

    Ass. Prof. Jochen Hartmann

    Multi-modal story telling: Raising curiosity in digital advertising

     

    21.06.2022

    Prof. Yvonne van Everdingen

    Virtual reality (VR) experiences as substitute for real-experiences

     

    26.04.2022

    XRLab@MCM

    Making Sense of the Virtual Reality Metaverse

     

    30.03.2022

    Ass. Prof. Sebastian Hohenberg

    Fractional CMOs: A New Marketing Leadership Model for the Digital Age and When It Works

     

  • 2019

    17.12.2019

    Leo Paas

    Assessing the long-term effects of direct mail using a Hidden Markov Approach

    18.06.2019

    Marleen Hermans

    Positive or Negative Spillover of a Store Re-Invention: The Impact on Store Sales and Customer's Shopping Patterns

    20.02.2019

    Nico Wiegand

    Software Release Strategies for Entertainment Platforms

  • 2018

    23.10.2018

    Agata Leszkiewicz

    Extending the Customer Lifecycle: Optimal Resource Allocation Throughout the Customer Journey

    09.10.2018

    Alexander Edeling

    Do Layoffs Hurt a Firm's Brand? An Event Study With Consumer Mindset Metrics

    01.02.2018

    Anne T. Coughlan

    High Flyers: How Motivation, Opportunity, and Ability (MOA) Explain Top Performance in Direct Selling

  • 2017

    10.10.2017

    Richard T. Gretz

    The Impact of New Product Introductions on the Existing Product Portfolio in High-Tech Markets

    27.09.2017

    Ulrich Müller-Funk

    Conceptual Fit in Diffusion Modeling

    08.05.2017

    Carolina Herrando

    If you are satisfied, why do you behave this way?

    29.03.2017

    Joe F. Hair

    Data Analysis: Past - Present - Future Research Possibilities

  • 2016

    06.12.2016

    Kay Peters

    Understanding the Role of Synergy Dynamics in the Process of Hierarchy of Effects

    29.09.2016

    Richard T. Gretz

    Dynamic Managerial Bundling Strategies Over the Product Lifecycle

    07.06.2016

    Sascha Leweling

    The role of ad properties in display ads’ effectiveness

    10.05.2016

    Lisette de Vries

    Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition

    26.04.2016

    Raoul V. Kübler

    Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand Dyads

    19.04.2016

    Annette Ptok

    Can You Operationalize Marketing and Sales Constructs with SGA (Selling, general, and administrative expenses)?

    12.04.2016

    Natasha Z. Foutz

    Arousal Sustainability and Spillover in Shared Experiential Consumption

  • 2015

    07.07.2015

    Vijay Viswanathan

    Loyalty Programs: Adoptions, Promotions and Demotions

    09.06.2015

    Mark B. Houston

    Transformational Relationship Events

    20.05.2015

    Klaus Backhaus and Ulrich Müller-Funk

    Modeling Multigeneration Diffusion: The Norton/BASS Diffusion Model Reconsidered

    06.05.2015

    Michael Haenlein

    The Sampling Supercharger: Using Agents to Improve Survey Samples

    29.04.2015

    Ernst C. Osinga

    Banner Advertising Targeting Strategies: To Prospect, Retarget, or Do Both?

    04.03.2015

    Anne Odile Peschel

    Price information carry-over effects between product categories

    14.01.2015

    André Marchand

    How Can Brick-and-Mortar Retail Stores Survive in a Digital World?

  • 2014

    22.10.2014

    Kelly D. Martin

    Organizational Improvisation and Firm Performance: Contingent Effects of Market Orientation and Industry Conditions

    14.10.2014

    Peter Verhoef

    Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Customer Satisfaction over Time

    17.09.2014

    Kalyan Raman

    Demystifying NeuroMarketing

    06.05.2014

    Maria Bartschat

    The Value of Different Word of Mouth Types for Consumer Information Search

    17.06.2014

    Manuel Stegemann

    Understanding Pay What You Want Pricing: The Impact of Situational, Cognitive, and Emotional Factors on Behavioral Outcomes

    05.02.2014

    Thorsten Wiesel

    The Effectiveness of Different Forms of Online Advertising for Purchase Conversion in a Multiple-Channel Attribution Framework

  • 2013

    18.12.2013

    André Marchand

    Impact of Social and Electronic Word of Mouth over Time

    11.12.2013

    Sonja Gensler

    Showrooming

    20.11.2013

    Robert W. Palmatier 

    Emerging Research in Relationship Marketing

    13.11.2013

    Kalyan Raman

    Dynamics of Multiple Media Consumption

    10.07.2013

    Klaus Backhaus

    Beschleunigungsfalle