the authors

Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at Monash University Malaysia. His main research is in the application and advancement of research methods to further the understanding of consumer behavior and to improve managerial decision-making. His research has been published in world-leading journals in various fields such as the Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, International Journal of Research in Marketing, Tourism Management, Long Range Planning, Journal of World Business, and Journal of Business Research. His research ranks among the most frequently cited in the social sciences with more than 26,000 citations according to Google Scholar. Marko has won numerous best paper and citation awards, including five Emerald Citations of Excellence awards. His research has been covered by the leading media outlets such as Die Zeit, Huffington Post, and Spiegel and has been featured in documentaries on consumer behavior on arte and MDR as well as on the scientific video platform Latest Thinking. According to the 2018 F.A.Z. ranking, he is among the three most influential researchers in Germany, Austria, and Switzerland.

Erik Mooi - Is senior lecturer at the University of Melbourne (Australia). His main interest is in business-to-business marketing and works on topics such as outsourcing, inter-firm contracting, innovation, technology licensing, and franchising using advanced econometrics. His research has been published in journals such as Journal of Marketing, the Journal of Marketing Research, and the International Journal of Research in Marketing. He has also won a number of prizes such as best paper awards by the American Marketing Association and the British Academy of Management. He is also program director at the Centre for Workplace Leadership, a fellow at the EU Centre for shared complex challenges, as well as a fellow at the Centre for Business Analytics at Melbourne Business School.