Robert Wilken

Robert Wilken is a Professor of International Marketing at ESCP Business School Berlin since 2007. He holds leadership roles as Vice-rector for Faculty and Research and Associate Director of the Doctoral Programme. His teaching spans undergraduate, graduate, and executive education, covering courses like Data-Driven Marketing, Pricing Strategies, and Intercultural Negotiations. Wilken’s research focuses on consumer willingness-to-pay, sustainable pricing mechanisms, and intercultural business negotiations, collaborating with institutions across Germany, France, and the U.S.

Education: He earned a PhD in 2007 from the University of Münster, where he previously worked as a research assistant under Prof. Klaus Backhaus. His academic contributions span over 50 peer-reviewed articles, emphasizing behavioral marketing, pricing strategies, and cross-cultural dynamics. Wilken has taught at doctoral levels and contributed to programs like the Master in Management specialization in 'Selling to Customers.'

Research Trends: His recent work explores the impact of language barriers on creativity in virtual teams, nudging for sustainable consumer choices, and AI applications in negotiation analysis. He has investigated pricing strategies for ethical products and the psychological underpinnings of consumer decision-making. Collaborations include cross-cultural studies on negotiation tactics and the effects of crises on brand reputation.

Grants & Labs: While specific grants are not detailed, his administrative roles suggest involvement in institutional research initiatives. He co-directs the 'Data-Driven Marketing' specialization and advises on doctoral training programs. His work bridges theoretical insights with practical applications in global business contexts.