Forschung

Fokus

Die wissenschaftliche Forschung fokussiert auf alle Aspekte der digitalen Transformation, insbesondere in Marketing, Marktforschung und Management. Hauptthemen sind u.a.:

  • Digitales Marketing in Bezug auf psychologische Grundlagen, z.B. Free Mentality, Dunning-Kruger-Effekt
  • Digitale und digitalisierte Geschäftsmodelle, z.B. Freemium, Crowdfunding, Einfluss sozialer Netzwerke, Sharing Economy
  • Methodische Verbesserungen in psychometrischen Verfahren dank verbesserter Rechenleistung, z.B. kovarianzbasierte Strukturgleichungsmodelle, Korrektur von Messfehlerverzerrungen, implizite Messverfahren

Unsere Forschung basiert auf quantitativen Methoden in der Analyse von Konsumenten, Managern und Studierenden mittels Fragebögen, Tests und Beobachtungen, welche einen Beitrag liefern zu Disziplinen wie Marketing, Entrepreneurship, Wirtschaftsinformatik und Innovationsmanagement. Wir sehen uns selbst als psychologisch orientierte Forscher.

Aktuelle Publikationen (Auswahl)

  • Halberstadt, J., Niemand, T., Kraus, S., Rexhepi, G., Jones, P., & Kailer, N. (2021). Social Entrepreneurship Orientation: Drivers of Success for Start-ups and Established Industrial Firms, Industrial Marketing Management, 94(2), 137-149, doi.org/10.1016/j.indmarman.2020.06.012.
  • Klug, K., & Niemand, T. (2021). The Lifestyle of Sustainability: Testing a Behavioral Measure of Precycling. Journal of Cleaner Production, 297(May 15th), 126699, doi.org/10.1016/j.jclepro.2021.126699
  • Niemand, T., Rigthering, J. P. C., Kallmünzer, A., Kraus, S., & Maalaoui, A. (2021). Digitalization in the Financial Industry: A Contingency Approach of Entrepreneurial Orientation and Strategic Vision on Digitalization. European Management Journal, 39(3), 317-326, doi.org/10.1016/j.emj.2020.04.008.
  • Niemand, T., Scott, S., Kraus, S., Oberreiner, R., Puumalainen, K. (2021). Let the Games Begin: Finding the Nascent Entrepreneurial Mindset of Video Gamers, Journal of Small Business and Enterprise Development, in press.
  • Rudeloff, C., Pakura, S., Eggers, F., & Niemand, T. (2021). It Takes Two to Tango: The Interplay Between Decision Logics, Communication Strategies and Social Media Engagement in Start-ups. Review of Managerial Science, in press, doi.org/10.1007/s11846-021-00464-x.
  • Czakon, W., Niemand, T., Gast, J., Kraus, S., & Frühstück, L. (2020). Designing Coopetition for Radical Innovation: An Experimental Study of Managers' Preferences for Developing Self-driving Electric Cars. Technological Forecasting and Social Change, 155(June), 119992, doi.org/10.1016/j.techfore.2020.119992.
  • Eggers, F., Niemand, T., Filser, M. Kraus, S., & Berchtold, J. (2020). To Network or Not to Network – Is that Really the Question? The Impact of Networking Intensity and Strategic Orientations on Innovation Success. Technological Forecasting and Social Change, 155(June), 119448, doi.org/10.1016/j.techfore.2018.09.003.
  • Eggers, F., Niemand, T., Kraus, S., & Breier, M. (2020). Developing a Scale for Entrepreneurial Marketing: Revealing Its Inner Frame and Prediction of Performance, Journal of Business Research, 113(2), 72-82. doi.org/10.1016/j.jbusres.2018.11.051.
  • Gali, N., Niemand, T., Shaw, E., Hughes, M., Kraus, S., & Brem, A. (2020). Social Entrepreneurship Orientation and Company Success: The Mediating Role of Social Performance, Technological Forecasting and Social Change, 160 (November), 120230, doi.org/10.1016/j.techfore.2020.120230.
  • Niemand, T., Kraus, S., Mather, S., & Cuenca-Ballester, A.C. (2020). Multilevel Marketing: Optimizing Marketing Effectiveness for High-involvement Goods in the Automotive Industry. International Entrepreneurship and Management Journal, 16(4), 1367-1392, doi.org/10.1007/s11365-020-00669-8
  • Welsh, D. H. B., Ponroy, J. V., & Niemand, T. (2020). Advancing small family business studies: Beginning evidence of Psychological Capital for approaching creativity, International Journal of Entrepreneurship and Small Business, in press.
  • Clauß, T., Niemand, T., Kraus, S., Schnetzer, P., & Brem, A. (2019). Increasing Crowdfunding Success through Social Media: The importance of Reach and Utilization in Reward-based Crowdfunding. International Journal of Innovation Management, 24(3), doi.org/10.1142/S1363919620500267.
  • Kollmann, T., de Cruppe, K., Hensellek, S., Niemand, T., & Stöckmann, C. (2019). A Configurational Approach to Entrepreneurial Orientation and Cooperation Explaining Product/Service Innovation in Digital vs. Non-Digital Startups. Journal of Business Research, 125(2), 508-519, doi.org/10.1016/j.jbusres.2019.09.041.
  • Niemand, T., Mai. R., & Kraus, S. (2019). The Zero-price Effect in Freemium Business Models: The Moderating Effects of Free Mentality and Price-Quality Inference. Psychology & Marketing, 36(8), 773-790.
  • Niemand, T., Kraus, S., Angerer, M., Thies, F., & Mas-Tur, A. (2019). More is not always better: Non-linear effects in crowdfunding, International Journal of Quality Innovation, 5(6), doi.org/10.1186/s40887-019-0031-y.
  • Palmer, C., Niemand, T., Stöckmann, C., Kraus, S., & Kailer, N. (2019). The Interplay of Entrepreneurial Orientation and Psychological Traits in Explaining Firm Performance. Journal of Business Research, 94(1), 183-194.
  • Papen, M.-C., Niemand, T., Siems, F. U., & Kraus, S. (2019). The Effect of Stress on Customer Perception of the Frontline Employee: An Experimental Study. Review of Managerial Science, 15(4), 725-747, doi.org/10.1007/s11846-019-00348-1
  • Angerer, M., Niemand, T., Kraus, S., & Thies, F. (2018). Risk-Reducing Options in Crowdinvesting: An Experimental Study. Journal of Small Business Strategy, 28(3), 1-17.
  • Filser, M., De Massis, A., Gast, J., Kraus, S., & Niemand, T. (2018). Tracing the Roots of Innovativeness in Family SMEs: The Effect of Family Functionality and Socioemotional Wealth. Journal of Product Innovation Management, 35(4), 609-628.
  • Hütten, A. S. J., Salge, T. O., Niemand, T., & Siems, F. U. (2018). Advancing Relationship Marketing Theory: Exploring Customer Relationships through a Process-Centric Framework. AMS Review 8(1-2), 39-57.
  • Kraus, S., Niemand, T., Besler, M., Stieg, P., & Martinez-Ciment, C. (2018). The Influence of Leadership Styles on the Internationalization of “Born-global” Firms and Traditionally Global-expanding Firms. European Journal of Management, 12(5/6), 554-575.
  • Niemand, T., & Mai, R. (2018). Flexible Cutoff Values for Fit Indices in the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 46(6), 1148-1172.
  • Eggers, F., Hatak, I., Kraus, S., & Niemand, T. (2017). Technologies that Support Marketing and Market Development in SMEs – Evidence from Social Networks. Journal of Small Business Management, 55(2), 270–302.

Weitere Informationen

Jun.-Prof. Dr. Thomas Niemand

ORCID: Link

ResearchGate: Link

GoogleScholar: Link

Julien Geissmar, M.Sc.

ORCID: Link

ResearchGate: Link

GoogleScholar: Folgt