Current research projects
- The Democratization of Markets
- Authentic Marketing of Open Source Brands - the Case of Mozilla
- Brands as Complex Social Phenomena (together with Hans Mühlbacher
- Brands as Processes - An Action Nets Perspective (together with Sylvia von Wallpach and Hans Mühlbacher)
- In Pursuit of Being Different - Non Non-conform Consumption (together with Ralf Weinberger)
- What is Luxury - An Experiential View (together with Sylvia von Wallpach and Martina Bauer
- The Self-transformative Power of Brands (together with Melanie Hoppe
- Sustainable Relationships in Open Business Models (together with Christian Reinhardt)