How can high street shops compete with online retailers? Is anything going wrong in marketing research?

Professor Christian Homburg will share his expertise on the current state of marketing research and Professor Anders Gustafsson will speak about how high street retailers can use sensory marketing to gain competitive advantage over online competitors at the Management Sciences and Marketing lectures on 31 January 2019

Schedule

• 3.45pm – Registration
• 4.00pm – Is anything going wrong in marketing research? - Professor Christian Homburg
• 5.00pm – Networking and refreshments
• 5.30pm – How can high street shops compete with online retailers? – Professor Anders Gustafsson
• 6.30pm – Close

Is anything going wrong in marketing research?

Professor Christian Homburg will present a critical assessment of marketing research, discussing perspectives on the rigor versus relevance debate and addressing the necessity to produce managerial relevant work. His examination of causes for the current state of managerial relevance calls attention to issues on marketing education and a worsening imbalance between consumer behaviour, quantitative modelling and marketing strategy and management.

About Professor Christian Homburg

Christian Homburg is Professor of Marketing and director of the Institute for Market-Oriented Management (IMU) at the University of Mannheim and Distinguished Professorial Fellow at The University of Manchester’s Alliance Manchester Business School (AMBS). He holds honorary doctoral degrees from Copenhagen Business School and the Technical University Freiberg.

How can high street shops compete with online retailers?

Professor Anders Gustafsson will share ground-breaking research in this area. Despite the fact that 90% of all purchases still occur in physical outlets, the world of retail is changing with digital outlets appearing to have the upper hand on bricks-and-mortar when it comes to competition. Customers are highly influenced by scent, sound, touch, taste and visual aspects(as well as actions by other humans) so could sensory marketing be the answer to improving high street sales in a digital world?

About Professor Anders Gustafsson

Anders Gustafsson is Professor of Marketing at the Norwegian Business School (BI) and Distinguished Professorial Fellow at The University of Manchester’s Alliance Manchester Business School (AMBS).

Read more about research at Alliance MBS >>