معرفی
Prof. Dr. Ingmar Geiger is a faculty member at Aalen University's Faculty of Business and Health, holding the Professorship for Marketing and Statistics, specializing in Capital Goods Marketing. He leads several academic and administrative roles including Head of the Admissions and Recognition Office for Industrial Management and Engineering programs. His research focuses on B2B marketing dynamics, negotiation strategies, and digital transformation in business markets. Geiger has published extensively on topics such as business relationship management, negotiation media effects, and project marketing. His inaugural lecture (2017) explored the evolving partnership vs. adversarial dynamics between procurement and sales in B2B contexts, emphasizing industrial case studies like Volkswagen-Prevent and Würth-Liebherr collaborations.
Education and professional background includes roles as junior professor at Free University of Berlin and consultancy at Roland Berger. His teaching emphasizes negotiation management and capital goods marketing, integrating practical industry insights. He advocates for strategic approaches to mitigate transactional conflicts and enhance collaborative value creation in supply chains. Recent work addresses digitalization impacts (e.g., Industry 4.0) on procurement and sales interactions, and meta-analyses of buyer-seller power dynamics. Geiger's methodologies span qualitative interviews, experimental designs, and systematic reviews.
Key research areas include business relationship management, negotiation complexity, and effectual entrepreneurship. He has contributed to frameworks for pricing in competitive B2B environments and training simulations for multi-party sales negotiations. His work bridges academic theory with practitioner needs, addressing challenges like email negotiation effectiveness and value-based pricing models.
