The managing director of the market research institute Customer Research 42 and Prof. for market research at Baden-Württemberg Cooperative State University in Ravensburg, Germany where he is also responsible for the state wide curriculum development of empirical research within the MBA programme. He has published around 100 papers in international journals and was awarded e.g. the EIRASS – Elsevier most innovative Research paper award, the best paper award of the Nordic Wholesale and Retail Association and the Science-Transfer-Award of the City of Ravensburg.