Kraus

Professor Kraus holds the Dr. Werner Jackstädt Endowed Chair for Sales & Services Marketing at the Universität Mannheim Business School. His research and teaching focus on Sales, B2B-Marketing, Solution Selling, and Consumer Behavior, integrating cutting-edge methodologies from Data Science, Machine Learning, and Behavioral Economics.

Research areas include:

• Behavioral science phenomena in marketing
• Big Data applications in B2B contexts
• Experimental approaches to consumer behavior
• Service/Product-Bundle strategies
• Interdisciplinary connections between marketing and economics

Teaching initiatives include thesis supervision and courses on marketing fundamentals. The chair collaborates with industry partners and maintains an active research team.