M I O Research focus
M I O Research focus
Research focus
A) Brand research
Basic research
- Brand as a cultural construct
| Project | Participating institutions | Funding institution |
| Graduate project Brand culture and corporate culture | TU Berlin, AutoUni, Department M/V VW | Volkswagen AG |
Application-orientated brand research
- Brand portfolio strategy/ brand architectures
- Brand internationalisation
- Brand crisis
- "Media of the brand"
- Brand community marketing
- Brand positioning in scenes
Project | Participating organisations | Funding institution |
Internal brand management | Marketing and Sales Volkswagen AG | Volkswagen AG |
B) Marketing Channel Policy/ Retail Marketing
- Vertical Brand Portfolio Management -Strategies for Integrated Brand Management between Manufactures and Retailers
- International brand portfolio management in retail - challenges and design options
C) Non-Business Marketing
- Contribution of the communitisation concept to sustainable relationship fundraising
- Strategic fundraising
- Fundraising on the Internet
- Education marketing
- Relationship management as an antidote to leaving the church?
D) Sustainability-orientated marketing
- Marketing of sustainable services/ non-proprietary consumption
- Car sharing/ car pooling
- Food culture and sustainability
- Smart meter-based load profile analysis and energy advice
End of project | Participating organisations | Funding institution |
ETelligence | EWE AG, BTC AG, energy & meteo systems GmbH, Fraunhofer-Verbund Energie, OFFIS - Institute for Computing Science, Öko-Institut e.V. | Federal Ministry of Economics and Technology (BMWi) |
Feasibility study "Car-Sharing in the area" | CvO University of Oldenburg | Federal Ministry of Education and Research (BMBF) |
Pilot project on "Internet-based carpooling at the University of Oldenburg" | CvO University of Oldenburg | German Federal Environmental Foundation (DBU) |
OSSENA - Nutritional quality as quality of life: An action-analytical approach for the evaluation of possibilities for change in nutritional cultures | CvO University of Oldenburg, Georg-August-University Göttingen | Federal Ministry of Education and Research (BMBF) |
- Resilience of socio-technical systems using the example of power supply (-> see current third-party funded projects)
- Sustainable consumption of information and communication technology in the digital society - dialogue and transformation through open innovation (-> see current third-party funded projects)
E) Method development/development
- Measuring Electronic Service Quality in the Business-to-Business Domain
- Discourse analytical methodology
- Ethnography
- Netnography/ Brand Community Monitoring
- Comparative impact measurement 2D vs. 3D advertising