Date: 10 October 2025, 10:00-12:00 

Location: Corvinus University of Budapest, Faculty Club. 

Language of the event: English 

The topic of the workshop is Behavioral Research vs. Design Science Research, and the guest speaker is Jörg Henseler, professor and department chair at the University of Twente. 

The prevailing marketing paradigm predominantly adopts a behavioral approach, focused on explaining the existing world rather than designing solutions or artifacts to shape a better future. However, this orientation is plagued by a pervasive relevance problem. Here we distinguish between ex ante relevance and ex post relevance and diagnose that solving ex ante relevance is the key challenge marketing science is currently facing.  

By adopting a different paradigm – marketing as design science – scholars can solve this problem. The adoption of a design paradigm, focusing on ‘how can we solve the problem?’, alongside a behavioral paradigm, addressing ‘how does the phenomenon work?’, is poised to enhance ex ante relevance. Design science is rooted in a teleological perspective where relevance forms the purpose of scientific inquiry. In this presentation the author stresses the significance of a design-oriented approach to marketing science and shows its possibilities and points of attention.  

The talk will delve into theory development within marketing as design science and offer a framework for cultivating an indigenous theory of marketing design. Additionally, it will examine paradigmatic differences and organizational consequences resulting from the adoption of marketing as design science. By embracing a design-oriented approach, marketing scientists can help marketing practitioners to create solutions that actually help them to move forward. 

There is no participation fee, but the organizers request registration. 

Details of the program, an abstract of the presentation, registration, recommended reading, and a brief introduction to the speaker can be found here. 

The organizers look forward to welcoming colleagues to the workshop!