Universiteit Maastricht

School of Business and Economics

Research

The research program of the Department of Marketing and Supply Chain Management is inspired by practical problems in the field. Our department members are particularly interested in the following domains:


Services. We are very proud of our excellent reputation in the field of services marketing. Dating back to the foundation of the Department, services marketing was the major focus. Our research in this area has covered a wide variety of service topics, ranging from investigations into the service channels, service employees, service quality, service loyalty, servicecapes, service failure and recovery, service innovation, online services to enduring customer relationship management. Current research includes topical topics such as service design, mobile services, financial services, social media, customer co-creation, and health care services.


Digital Marketing. Digital marketing. Research in this theme focusses on electronic commerce, interactive marketing, social media, and (big) data mining. The research methods range from qualitative research (e.g., webnography, consumer culture theory, or linguistics) to large-scale quantitative research (e.g., (big) data mining, textmining, or machine learning).


Networks and Innovation. Research in this theme examines value creation for innovation (with suppliers, customers, or experts), information flow in supply chains, and outsourcing strategies (e.g., make-or-buy decisions). Research in this theme examines value creation for innovation (with suppliers, customers, or experts), information flow in supply chains, and outsourcing strategies (e.g., make-or-buy decisions).


Food and Health. Research in this theme looks at consumers' reactions to product package labels (e.g., lowfat, organic and health claims). Other research focuses on how consumers try to limit their consumption (dieting), how to optimize shop assortments, and how to manage customer expectations.


Next to our core research themes, a group of researchers and educators in both marketing and finance share and combine their scholarship and expertise in the Marketing-Finance Research Lab (MFRL) through interdisciplinary research, education, and engagement with business. Read more.


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