In his research and teaching, he focuses on sales and marketing strategies of so-called Hidden Champions, that is, highly successful SMEs with a low level of public awareness. Specifically, Johannes has cooperated with Hidden Champions in industries such as machine-building, automotive, construction, power tools, imaging, hygiene, apparel, and retailing. In addition, he has cooperated with Fortune 500 players in the automotive, telecommunications, airline, insurance, and steel industries.