Prof. Dr. Oliver Kaul (smartcon)
Multinational survey in Germany, Italy, UK and the US:
What is the impact of CSR on the image of coffee brands, the perception of the industry and on the purchase?
- Which CSR activities and claims are credible?
- Which work best as a trigger?
- How do CSR claims impact purchase decisions and willingness to pay?
- What is common ground across nations and which differences need to be respected?
CV Prof. Dr. Oliver Kaul:
Oliver Kaul studied Economics at the University of Giessen, graduating in 1994. He subsequently obtained his doctorate in Business Administration and Marketing at the Johannes Gutenberg University Mainz and at the Columbia University New York. His post-doctoral thesis was on the subject of “Competitors’ reputation for aggressiveness – A key construct in marketing competition”. Since 2003 he has held the chair of International Business and Management in the Economics department at University of Applied Sciences, Mainz. His subject areas include Marketing and Strategic Management.
The key areas of Oliver Kaul’s research include competition-orientated marketing strategies, as well as qualitative and quantitative market research projects. As an expert in Pricing and Innovation he undertakes research projects on data-based recommendations for maximum risk reduction in innovation and pricing decisions. His activities extend to Shopper and Consumer Research and Consumer-Centric marketing strategies. His other research and consultancy activities lie in the areas of new product launches, product variation and the development of corresponding simulation models for forecasting expected market share and/or volume changes on the basis of conjoint analyses.