Oliver Kaul
Oliver Kaul is a Professor of Marketing and International Management at University of Applied Sciences, Mainz.
Background
Oliver Kaul studied Economics at the University of Giessen, graduating in 1994. He subsequently obtained his doctorate in Business Administration and Marketing at the Johannes Gutenberg University Mainz and at the Columbia University New York. His post-doctoral thesis was on the subject of “Competitors’ reputation for aggressiveness – A key construct in marketing competition”. Since 2003 he has held the chair of International Business and Management in the Economics department at University of Applied Sciences, Mainz. His subject areas include Marketing and Strategic Management.He has spent time on research projects at the Columbia Business School and the Hong Kong University of Science and Technology. He has also presented the results of his research to leading Business Schools in Europe, the USA and Asia, including UC Berkeley, New York University, Columbia University, University of California, Los Angeles, INSEAD and Humboldt University of Berlin.
Key areas of research and consultancy
The key areas of Oliver Kaul’s research include competition-orientated marketing strategies, as well as qualitative and quantitative market research projects. As an expert in Pricing and Innovation he undertakes research projects on data-based recommendations for maximum risk reduction in innovation and pricing decisions. His activities extend to Shopper and Consumer Research and Consumer-Centric marketing strategies.His other research and consultancy activities lie in the areas of new product launches, product variation and the development of corresponding simulation models for forecasting expected market share and/or volume changes on the basis of conjoint analyses.
Kaul is a co-founder of the m3-Forum. M3 stands for Marketing, Management, Mainz and offers a platform for top business decision-makers to present current issues to students based on practical experience.