The research team focuses on both basic and applied research in the field of Economics and Business, specifically in the areas of management and marketing. The team addresses current social and technological challenges, such as human resource management in the context of digital transformation and demographic change, gender diversity and its impact on organizational performance, and factors contributing to social sustainability in the workplace.
In the field of marketing, the research concentrates on customer behavior in the context of generational marketing, organizational communication with target groups through ICT and new media, and the use of artificial intelligence in marketing processes. The team also explores the adoption and implementation of new digital technologies and sustainable or circular approaches within various areas of business economics and management.