TUM Marketing scholars met at the summit of the Zugspitze for the first “Gipfelstürmer” Scientific Exchange—combining cutting-edge research on AI and digitization with intensive collaboration, professional development, and a strong sense of community.
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New research reveals that meaning in AI-assisted art isn’t about who creates it—but how visibly humans shape the process.
Creative direction, curation, and final refinement emerge as the true drivers of perceived value.
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The research team continues to grow, welcoming new interdisciplinary talent to explore the future of technology and human behavior. Keerti Aiyengar joins with a strong background in psychology and organizational research.
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Justin Eymann’s award-winning thesis on virtual reality value creation in retailing introduces the “Virtual IKEA Effect” and contributes to a publication in the Journal of Retailing.
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Together with collaborators from Switzerland, the United States, and Korea, Prof. Finken contributed to a recent transfer article on how to leverage academic research on mixed reality applications for value creation
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Together with collaborators from the United States, Germany, Switzerland, and Korea, Prof. Finken published a recent article on understanding consumer responses to virtual reality product presentations in the prestigious "Journal of Retailing."
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TUM research in applied contexts: The ADFC invites Nienke Buters to talk about the Mobi-Score. A good example of how research goes beyond borders of academia.
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