Editorial to the special section: The fourth German–French–Austrian conference on quantitative marketing

This special issue of Journal of Business Research contains papers presented during the fourth German–French–Austrian conference on quantitative marketing, hosted by the University of Vienna. This truly international conference featured delegates from 26 countries. Rather than focusing on a certain content area, the conference adopted a fairly broad view, a description that also applies to the articles in this special issue. Yet two main subject areas emerge: Five articles address some aspects of heterogeneity, and three contributions concentrate on communication issues. Another article cites potential problems with using convenience samples of undergraduate students.