Solbjerg Plads 3
DK-2000 Frederiksberg
Telefon: +45 3815 2100
Fax: +45 3815 2101
E-mail: pk.marktg@cbs.dk

The Department of Marketing aspires to be an internationally recognised supplier of marketing research. The research activities of the department should continually accommodate changes in the operation of the business world. Research results should be published in scientific journals and should be included in the lectures and classes offered at the Copenhagen Business School. Furthermore, in accordance with the department's mission statement, the results should be relevant to current theoretical and social debates and discussions.

The department aims at creating an inspiring and qualifying research environment, which will attract and maintain qualified researchers, national/international activities as well as quality criteria and collaborative partners. The department strives to honour freedom of research, but also to actively develop a critical base through common research activities.

The department will support its individual researchers in their publication aspirations via resources, internal supervision and paper clearing workshops. The department will also be supporting the development of a common research environment characterised by cooperation within and between the research groups. The department has defined the operational goals for use of the research funds, however teaching, communication and administration needs must also be considered.

The department will prioritise cooperation with other research institutions based on an assessment of professional synergy effects, publication results and recruitment opportunities. Finally, the department will be seeking to actively develop a conscious and goal-oriented research recruitment policy, particularly in view of the difficulties with replacing the older generation.

The Department has an appropiation of 6,59 research FTE. One FTE is converteted into research travel expenses.

This year, a minimum of 8 articles in scientifically reviewed international journals (plus 8 in reviewed Danish journals), a minimum of 22 articles in reviewed international proceedings from conferences, 16 articles in anthologies (8 of which were international) were published by researchers at the department. In addition, we awarded 1 PhD degree. In sum, a minimum of 90 publications were published in 2001. We regard this as very satisfactory, not least when you consider the department's mere 6 research units (1 unit=a year of full time research). Thus, the high level of 2000 has been maintained with fewer journal articles, but several more articles in international anthologies.

During 2001, a number of reorganisation activities were initiated in accordance with previous plans. The research groups CRS and CEC were replaced with "Retailing and Consumer behaviour" (RCB), which covers research within the area of retailing and consumer behaviour. The research group CDB (Centre for Design and Business Development) has cut back on its activities as an organisational and research-related change is impending. Formerly concentrating on the design of products, the centre will in future be focussing on the physical and virtual framework of companies' marketing activities. The research group TRU (Transport Research Unit) has initiated a change of its activities to incorporate the department's distribution research activities. In future, the area will be termed "Distribution and Transport". The research groups FAR (Forum for Advertising Research) and B2B (business to Business) will continue according to pre-existing plans.

B2B
The development of IT, globalisation and internationalisation means that the traditional market perception has changed. Markets are organised via formal and informal agreements, but they are also influenced by the new possibilities arising from IT developments. Marketing across geographical and cultural borders present new challenges. Business markets include markets where both private and public companies, organisations and institutions appear as customers. The area includes the study of systems, structures, relations and processes, as it relates to both the selling of products and services. The research area is focussed on three main areas: network theory, inter-organisational theory and intra-organisational theory including purchasing and selling behaviour in particular. Theory from the areas of inter-organisation research, interaction or net perspective research, theory on transaction costs and competence-based theory are used. Quantitative as well as qualitative methods are used. D. Deo Sharma, Ricky Wilke and Mogens Bjerre (part-time) are currently working within the area. They are all involved in cooperative work with other researchers at the department.

CDB
The purpose of CBD is to develop conceptual and practical knowledge about design as a strategic business function in the same right as marketing, R&D, production and logistics.

We define design along the same lines as any other plan of action in a business setting, which is realised in a process of functional, sensory and expressive elements. This includes all strategic business decisions realised in artefacts, lines of communication, surroundings and systems.

In order to establish and successfully run a business, you must provide the user with some form of value. Design can be a unique asset for a company by providing knowledge about the users through the use of intuitive and explorative methods.

Knowledge about design and its associated benefits could potentially contribute to a company's innovative and cost-effective solutions. A further advantage is achieved through the fact that design knowledge is hard to imitate, which is due to the fact that know-how is silent and context dependent. Design may also improve the efficiency of the organisation by supporting identity and by contributing to prototype cultures.

The integration of "design in business" into a frame of reference is particularly significant in connection with uncertainty. Based on observations of the consumers' actual and latent needs, design in scenarios may reveal possibilities for new products and services. In this way, design produces value and new markets.

Theory: Several different theoretical approaches are used, albeit recent economic business theory forms the basis of the research. This basis is supplemented with different behavioural sciences and cognition research when required. Thus design is seen as a strategic resource for the company, however, to understand the contents of the resource (and the design process) interdisciplinary sciences; cognition research, communication theory, ethnography and organisational theories must be incorporated.

Analytical level: The level for each individual company is decided based on design, users as well as customers who relate to the results. We would e.g. carry out design testing of wholesome designs, user surveys and prototype testing (rapid prototyping). We would also carry out historical studies (genealogies/family trees) to examine the development of design across time, particularly the visual characteristics.

Rationale: Design is a strategic resource used by companies to realise their goals. It also encompasses a special type of knowledge originating in the crafts, which now work by adding the visual, sensory and expressive aspects of products, communication and company presentation.

Point of view: Our point of view springs from the question "if design is as good (as well-intended politicians and businessmen say), then why is it not used more?" We propose that the removal of a few barriers ("market failures") will lead to a broader use, especially in small and medium-sized companies. An important aspect of this is to make design a more visible part of the company's production of value. This will, among other things, require a further development of tools, design testing, quality measurements, ¨ sensometry etc.

CDB is undergoing a reorganisation. The focus is being changed from product design to the physical and virtual frameworks surrounding companies' market activities. Tore Kristensen, Karin Tollin and Ricky Wilke (part-time) all work within the area.

Distribution and Transport (formerly TRU)
The focus of the group is in the process of being redefined from "Transport Research" to "Distribution and Transport". The two areas are closely related and, in addition, distribution is a significant part of marketing theory as well as one of the Department of Marketing's core areas.

Until now, the point of view of the group has been that transport activities link production, distribution and consumption across geographical distance and time. In this light, transport activities are closely integrated with the other activities of the marketing channel. Individual transport companies are thus central actors in the development of new logistics solutions within the supply and distribution systems. Furthermore, the innovation and development potential of transport companies is a significant prerequisite for the development of logistics, production, supply and distribution in future decades.

A sizeable amount of the research group's efforts have been focused on a large-scale research project, which includes the development and designing of future BTC e-business systems. The project is a so-called "Øresund contract" and the consortium consists of 5 Swedish and 7 Danish companies located in the Greater Copenhagen area, the province of Scania (Southern Sweden) and the University of Lund, the Technological Institute and CBS (through the Distribution and Transport research group), respectively. The project was started in April 2001 and runs for 3 years. The project, named E-bizz Øresund, is conducted in collaboration with a similar project in USA led by Michigan State University, whose large and well-known industrial partners share the same unsolved problems relating to e-business as the companies in the Øresund area. The project also incorporates consumer behaviour and distribution perspectives.

Part of the debriefing for the research program "Chain links and network from a transport logistics perspective" has already taken place, in November 2001, with an international conference on transport and environment co-hosted by RUC (Roskilde University Centre), where the conference was held. The final debriefing will take place in 2002, partly in the shape of a completed PhD thesis.

Niels Kornum and Jesper Aastrup are currently working within the area. They are both involved in cooperative work with other researchers at the department.

Retailing and Consumer Behaviour (RCB)
Retailing is the study of business activities that add value to the products and services sold to consumers or groups of consumers. Consumer behaviour is the description and understanding of the processes and structures involved when consumers select, purchase, consume and dispose (of) a product or a service. The retailing and service industry contributes to an increasing proportion of the gross domestic product and of the total employment. The industry is faced with problems of increasing complexity, rapidly changing consumer expectations and the introduction of new technologies. Similarly, consumers are faced with markets of increasing complexity when making decisions on how to behave. This occurs primarily as a result of new technologies, shorter product life cycles in general and a higher complexity of products and services. The Retailing and Consumer Behaviour research group focuses on retailing and consumer behaviour as separate research areas, as well as on exploring their links and interdependencies. High priority is also given to the investigation and application of research methods used within the social sciences in general and within the fields of retailing and consumer behaviour in particular. Hans Stubbe Solgaard, Torben Hansen and Leif Kristensen (part-time), Susanne Friese and Jørgen Kai Olsen are currently working within the area. They are all involved in cooperative work with other researchers at the department.

Forum for Advertising Research (FAR)
Forum for Advertising Research (FAR) was established as a research centre in the autumn of 1998. FAR's mission was and still is to conduct research in the areas of market communication, to develop an international research network, as well as communicate research results to/be the link to the market communication practitioners and researchers of the business world. 2001 has thus once again seen FAR working with a number of advertising, media and market research agencies and associations.

Projects: In the course of the year 2001, 12 projects were initiated or carried out within FAR. The majority of these projects were carried out in association with representatives from FAR's business members. The projects relate to the assessment of the effectiveness of advertising, the measuring of the response of different media groups, media planning, children and young people's consumer behaviour, the measuring of emotional response in a brand equity setting, and the measuring of customer and employee loyalty etc.

FAR's members: In 2001, FAR collaborated with 13 business members. These businesses sponsored the projects with approximately DDK 800.000. Funding for research, teaching and administration is generally supplied by CBS and associated foundations. Apart from the regular meetings within the research group, FAR hosted 4 seminars and one symposium for the business members. FAR publishes a newsletter, which continuously informs members of the activities in FAR as well as communicates news within the market communication research.

Research network: FAR has established an associate international network for advertising researchers. In 2001, FAR hosted a conference for Nordic advertising researchers, which resulted in the book "Advertising Research in the Nordic Countries" (Samfundslitteratur, 2001). In addition, FAR organised the yearly Admap conference on advertising effectiveness in June 2001.

FAR's staff: In 2001, FAR employed Professor Flemming Hansen, Lecturer Lars Grønholdt, Lektor Gorm Gabrielsen (part-time), research assistants Jens Halling, Lotte Yssing Hansen, Trine Gammelgaard and Gitte Bach Lauritsen, and PhD students Lars Pynt Andersen, Anders Rasmussen and Pernille Schnoor. Professor Larry Percy was a visiting professor during the autumn of 2001. FAR furthermore collaborates with the department's Research Professor Suzanne Beckmann, Lecturer Jørgen Kai Olsen, Lecturer Anne Martensen, Lecturer Ole Stenvinkel Nilsson, Lecturer Tore Kristensen and Lecturer Mogens Bjerre.

The goals of 2001 were met in accordance with the department's plan for development. The department staff have performed very well and to the utmost satisfaction when you consider the many duties and the relatively big responsibility they were asked to undertake.