Activity Report 2014/15 - WHU

Transcrição

Activity Report 2014/15
The Otto Beisheim Endowed Chair of Marketing
and Commerce / Center of Market-Oriented
Corporate Management
02
Content
Contact
03 Preface of the Chairholder
Prof. Dr. Martin Fassnacht
WHU – Otto Beisheim School of Management
The Otto Beisheim Endowed Chair of
Marketing and Commerce
Center of Market-Oriented Corporate Management
04 The Team
09 Teaching of the Marketing and Sales Group
11 Teaching of the Chair of Marketing and
Commerce
15 Services for the WHU Community
26 Services for the Academic Community
27 Connections to the Business Community and
to Institutions
Burgplatz 2
56179 Vallendar
Phone: +49 (0)261-6509-440
Fax: +49 (0)261-6509-449
Email: [email protected]
Web: www.whu.edu/en/faculty-research/marketing-
and-sales-group/marketing-and-commerce
Preface of the Chairholder
Dear Reader of this Activity Report of the Chair of Marketing and Commerce,
The university year 2014/2015 was a year with lots of
activities, novelties and development. In my 12th year as
chairholder at WHU - Otto Beisheim School of Management, I can proudly say that we have actively shaped
our impact on practice as well as theory, showed
presence in research and media and developed new
structures for our chair of marketing and commerce.
Our mission is clear: we want to inspire marketing. Our
focus on this goal experiences support from our strong
connectivity, the significance of our work as well as the
impulses we provide to our partners. These core values
– connectivity, significance and impulse-giving – will
help us to face the coming season 2016 with new challenges and opportunities.
The past university year 2014/2015 carried some major
changes and novelties for the chair of marketing and
commerce, especially for the team structure. Opening
the possibility for external students to work together
with my team, we are happy to welcome four new
external doctoral team members supporting us in the
fields of research, teaching and practice transfer. This
growth in human resource now finalized in a strong and
multifaceted team of five external and six internal doctoral students and strengthens the chair’s possibilities in
realizing its goals more effectively than before.
A further major step during the season 2014/2015 was
the work on the fourth edition of the Price Management
Book by Professor Dr. Dr. h.c. mult. Hermann Simon
and myself. With a new structure and totally revised in
theory and practice examples, this textbook will provide
an overall insight into the theory and practice of price
management on an up-to-date basis. The book is planned to be published in May 2016.
This activity report reflects the university year
2014/2015. The three pillars my chair grounds on –
Research, Teaching, Practice & Theory Transfer – have
been pursued in a straightforward manner.
Research has been marked by a number of publications
in national and international peer-reviewed journals and
books. Last year’s season was also shaped through the
successful completion of three dissertation projects at
the chair of marketing and commerce. I personally wish
the three graduates all the best for their future career
and life.
Teaching in 2014/2015 compromised 10 courses in the
Bachelor and Master Program as well as in diverse MBA
and EMBA Programs, all evaluated very positively by
the students. The course “Luxury Brand Management”
has been part of the Kellogg-WHU Executive MBA Program again. Furthermore, I repeatedly had the honor to
teach the course “Luxury Brand Management” as guest
professor at the HEC Lausanne Master Program. For
the first time the course “Luxury brand Management”
was brought to the Master level at WHU, thought this
fall semester. A great part of my teaching concept is to
connect students and practitioners: therefore, numerous
guest speakers and real-life cases enriched the theory
taught in my courses. My students as well as I appreciated the opportunity to learn from these experts.
In the context of a Practice & Theory Transfer, we have
been linking theory and practice. This is done by transferring and applying our theoretical knowledge to recent
practical problems by giving interviews, writing press
comments and articles, acting as a jury member or by
giving speeches and lectures especially for practitioners. This year we noticed an increasing interest from
the media side requesting more interviews on specific
marketing issues than ever before and, moreover, bringing them into television. We appreciate the opportunity
to show impact also in this channel very much. However, the major event in this context is our annually WHUCampus for Marketing which took place for the sixth
time last June. Using the motto “What do the customers
really want?” the almost 120 participants and our guest
speakers discussed different approaches and strategies
to manage brands and their customers. I would like to
invite you to save the date for the 7th WHU-Campus for
Marketing on June 30, 2016 under the motto “Relevance Rocks”. For the first time the Campus for Marketing
will take place on our Düsseldorf Campus next year.
In this context I would like to cordially thank my assistant, Stephanie Krause, and all my doctoral students
and research assistants for their support during the last
year. A chairholder is only as good as the team surrounding him. I am looking forward to the new impulses, new
challenges and projects for us in the upcoming year.
On the following pages, I am happy to share an overview of activities and achievements during the last year
with you. We as Prof. Fassnacht & Team will pursue our
strategy in the year to come – I already have a lot in
mind and I am looking forward to it.
I hope that you will enjoy reading this year’s activity
report.
Univ.-Prof. Dr. Martin Fassnacht
Vallendar, January 2016
03
04
The Team
Chairholder
Personal Assistant
Univ.-Prof. Dr. Martin Fassnacht
Phone: +49-(0)261-65 09-440
[email protected]
Stephanie Krause
Phone: +49-(0)261-65 09-441
[email protected]
Doctoral Students and Research Assistants
M.Sc. Dominic Bergers
Phone: +49-(0)261-65 09-445
[email protected]
M.Sc. Jil-Marie Dahm
Phone: +49-(0)261-65 09-444
[email protected]
M.Sc. Jonas Lechermeier
Phone: +49-(0)261-65 09-442
[email protected]
M.Sc. Annabelle C. Scharwey
Phone: +49-(0)261-65 09-447
[email protected]
M.Sc. Jonas Schütz
Phone: +49-(0)261-65 09-443
[email protected]
Doctoral Students
M.Sc. Simon Childs
[email protected]
M.Sc. Modan Huang
[email protected]
Philipp Nikolaus Kluge, M.Sc.
[email protected]
Dipl.-Kffr. Eva Köttschau
[email protected]
M.St. (Oxon.) Dominic Krätz
[email protected]
Dipl.-Kfm. Jürgen Pannek
[email protected]
M.Sc. Simon-Martin Ponzer
[email protected]
Toni Schmidt, M.A. HSG
[email protected]
05
Team of the Chair of Marketing and Commerce
M.Sc. Anna-Karina Schmitz
[email protected]
Dipl.-Kfm. Markus Szajna
[email protected]
Dipl.-Kfm. Sebastian Unterhuber
[email protected]
Dipl.-Kffr. Stefanie Wriedt
[email protected]
Academic Assistants
Tessa Balg
[email protected]
Katrin Dötsch
[email protected]
Michael Dümig
[email protected]
Amos Hornstein
[email protected]
Jan Josten, B.Sc.
[email protected]
Samina-Hannah Khan-Sherwani
[email protected]
Luisa Thomas
[email protected]
André Zimmermann
[email protected]
06
New Team Members
Jil-Marie Dahm, M.Sc.
Jonas Schütz, M.Sc.
On April 1, 2015, M.Sc. Jil-Marie
Dahm joined our team as research
assistant. She graduated in Management with a concentration in
Marketing and Sales from WHU –
Otto Beisheim School of Management. Before, she also received her
Bachelor’s degree in Management
from WHU. During her studies, she
worked as a student assistant at the Henkel Center for
Consumer Goods at WHU.
On October 1, 2015, M.Sc. Jonas
Schütz joined our team as a
research assistant. He graduated in
Management at the EBS Universität
für Wirtschaft und Recht. Before, he
completed his Bachelor’s degree,
also at EBS, in General Management with a specialization in
Business Law. During his studies, he
spent two semesters abroad. As part of his Bachelor’s
he visited the University of Gothenburg - School of Business, Economics and Law (Gothenburg, Sweden) and
during the Master’s the FGV EBAPE (Rio de Janeiro,
Brazil).
Furthermore, Jil-Marie also gained valuable work experience during internships at Berenberg Bank, Deutsche
Bank, Clariant, J.P. Morgan, Henkel and Procter & Gamble. Her research focus at our chair lies within the field
of Price Management.
Besides, he also gained valuable work experience
during internships at HSBC Trinkaus in Düsseldorf and
RE/MAX Masters in Johannesburg. His research on our
chair focuses on Price Management.
Changes of the team
Being granted a research scholarship by the Konrad-Adenauer-Foundation, Mr. Szajna continues his
research on customers’ cross-channel free-riding behavior as an
external doctoral candidate effective
as of May 2015. Mr. Szajna graduated in business administration from
the University of Bayreuth and the University of Wales
and was research assistant at our chair from March
2013 to May 2015. Mr. Szajna is expected to finish his
doctorate within the next year.
From top to bottom:
Retail Award 2014 | TEDxWHU Event | Anniversary of
Prof. Fassnacht | Company visit Griesson - de Beukelaer
Completed Dissertations at the Chair
07
Dr. Daniela Götz
Dr. Jerome Alexander Königsfeld
On March 3, 2015,
Ms. Daniela Götz
has successfully
completed her PhD
project after
passing her
disputation. She
was awarded with
the academic
degree Doctor Rerum Politicarum (Dr. rer. pol.)
On June 30, 2015,
Mr. Jerome
Alexander Königsfeld has successfully completed his
PhD project after
passing his
disputation with the
overall evaluation
summa cum laude. He was awarded with the academic
degree Doctor Rerum Politicarum (Dr. rer. pol.).
Professor Fassnacht & Team would like to warmly congratulate Ms. Götz and thank her for her special merit at
our chair.
Ms. Götz is working in the internal audit department at
the ProSiebenSat.1 Media AG since February 15, 2014.
We wish Ms. Götz all the best for her further professional career.
Professor Fassnacht & Team would like to warmly congratulate Mr. Königsfeld and thank him for his
outstanding commitment to the chair during his time as
research assistant. We wish Mr. Königsfeld all the best
for his further professional career.
Mr. Königsfeld will work in the Marketing & Sales Practice department at McKinsey & Company starting from
January 1, 2016.
Activities and Impressions
Retail Award 2014 for Dr. Eva Schuckmann
Ms. Dr. Eva Schuckmann, former doctoral student at
the Chair of Marketing and Commerce at WHU - Otto
Beisheim School of Management, has received the
Retail Award 2014 of the Erich-Kellerhals-Foundation in
December 2014.
With the Retail Award, for the first time in 2014 special and outstanding performances and cooperations
of scientific work and practice in the retail sector are
appreciated. Decision-making criterions are, among
others, the empirical foundation, innovativeness and the
relevance for the retail sector. The prize is endowed with
a total of 20,000 €.
After Ibrahim Köse ("Top Cited Article 2007-2011",
Journal of Interactive Marketing), Jochen Mahadevan
(„Award for market and customer orientation 2010“,
Vodafone-Foundation for Research) und Christina Reith
(„Best Dissertation 2008“, EHI Retail Institute GmbH),
Eva Schuckmann is the fourth doctoral student at the
chair, who was rewarded with a special prize for her
work.
We cordially congratulate Eva Schuckmann on this
award!
Celebration of the 50th anniversary of Prof.
Fassnacht at “KOROVA”
On the occasion of his 50th anniversary, the members
of the Marketing and Sales group were invited on April
15, 2015, by Professor Fassnacht to “KOROVA” at
Vallendar for a Get-Together. Nearly all members of the
group followed his invitation and had a great time with a
good glass of wine and appetizers served by “Enoteca
Moritz”.
Prof. Fassnacht & Team @ Company visit
Griesson - de Beukelaer
On May 12, 2015, we were
invited by Andreas Land,
managing partner of
Griesson - de Beukelaer and enjoyed a great company
visit at Polch. Griesson - de Beukelaer is not any kind of
bakery but is a firm with a strong brand given by a long
family history and responsibility. After a short company
presentation we had the opportunity to see how their
delicious cookies were baked, designed and packed.
Thank you very much Mr. Land for your inspiring talk
and shared personal experiences as an entrepreneur.
First TEDxWHU Event - New Horizons and
Pioneers
On September 18, 2015, our
research assistant, Modan
Huang, along with other WHU
students launched the first ever TEDxWHU Salon Event
at the WHU. Founded by Alex Schwab, Master student
in Finance, TEDx follows the mission of “ideas worth
spreading”, where x equals an independently organized
TED event in one’s own community. In the heart of
Vallendar, six unique lead thinkers, pioneers or even
revolutionists from the globe joined the Salon event
includingMax Finzel (European gold medalist in artistic
gymnastics, author, motivational coach), Sara Nuru
08
Annual strategy workshop
(Germany’s Next Top Model Winner 2009, charity
ambassador), Ori Hadomi (CEO of Mazor Robotics),
Mark Turrell (strategist, author, entrepreneur), Annette
Bauer (Managing Partner and founder of Professional
Training Solutions) and David Pearce (British philosopher and co-founder of Huamanity+).
These are individuals who are continuously on the
search for new frontiers and critically rethinking today’s
ethics, technology, society and everything in-between.
Above all, they are also here to tell their personal,
unique, story and to spark your curiosity and critical
thinking.
Impressions of the Chair
Impressions of our annual strategy workshop
On September 24, 2015, Prof. Fassnacht & Team had
their annual strategy workshop. One of the core outcomes was the refinement of our brand and the development of a unique brand identity adding to the claim “We
inspire Marketing”. The day ended with a get-together
at the delicatessen shop Moritz.
Teaching of the Marketing and Sales Group
09
Overview of the teaching programs of the Marketing and Sales Group
The Marketing and Sales Group offers a variety of courses in different programs, which
are the Bachelor of Science program, the Master of Science program, the Full-time MBA
program, the Part-time MBA program, the Kellog-WHU Executive MBA program as well as
the Master of Science program at the HEC Lausanne – Université de Lausanne (CH).
Bachelor of Science
The Bachelor of Science program contains a huge range
of courses in the area of Marketing and Sales. Most
of the courses are offered in English and provide the
students with fundamental and advanced knowledge in
Marketing. The BSc 2017 program offered the courses
“Introduction to Business Administration: Marketing and
Sales”, “Foundations of Sales” and “Foundations of
Marketing” for students in the first and second semester. Students of the BSc 2015 and BSc 2016 program
could participate in “Brand Management”, “Marketing
Communication”, “International Marketing”, “Retail
Marketing” and “Market Research Methods”.
 BSC-Program for the Fall Term 2014 and Spring Term
2015
Course
Course
Lecturer
Semester I (MSc 2016)

Advanced Methods of Market & Management Research
Prof. Dr.
Walter Herzog
Consultative Selling & Key Account
Management
Prof. Dr.
Ove Jensen
B2B Pricing: Negotiation, Calculation,
& Strategy
Prof. Dr.
Ove Jensen
Semester II (MSc 2016)

The Product Manager's Interfaces &
Tools
Jun.-Prof. Dr.
Tim Brexendorf
Leading the High-Performance Sales
Force
Prof. Dr.
Ove Jensen
Lecturer
Semester I (BSc 2017)
Introduction to Business Administration: Marketing and Sales
 MSc-Program for the Fall Term 2014 and Spring Term
2015

Prof. Dr.
Ove Jensen
Semester II (BSc 2017)

Foundations of Sales (3x)
Prof. Dr.
Ove Jensen
Foundations of Marketing (3x)
Prof. Dr.
Christian Schlereth
Semester IV/V (BSc 2015/2016)
Full-time MBA
The Marketing Group offers a broad variety of courses within the Full-time MBA program. The mandatory
course “Introduction to Marketing” provides the background knowledge of Marketing. The elective courses
“Relationship & Services Marketing”, “Marketing Communication”, “Brand Management” and “Price Management” deepen the student’s knowledge in marketing.

Brand Management
Jun.-Prof. Dr.
Tim Brexendorf
 Full-time MBA-Program for the Fall Term 2014 and
Spring and Summer Term 2015
Marketing Communication
Prof. Dr.
Tillmann Wagner
Course
International Marketing
Prof. Dr.
Martin Fassnacht
Introduction to Marketing
Retail Marketing
Prof. Dr.
Martin Fassnacht
Electives (FTMBA 2015)
Prof. Dr.
Walter Herzog
Relationship & Services Marketing
Prof. Dr.
Tillmann Wagner
Marketing Communication
Prof. Dr.
Tillmann Wagner
Brand Management
Prof. Dr.
Martin Fassnacht
Price Management
Prof. Dr.
Martin Fassnacht
Market Research Methods (2x)
Master of Science
The Master of Science program contains a range of
courses that are based on the scientific focus of the
program. Students in the first semester were offered
“Advanced Methods of Market & Management Research”, “Consultative Selling & Key Account Management” and “B2B Pricing: Negotiation, Calculation, &
Strategy”. In the second semester, students could participate in “The Product Manager's Interfaces & Tools”
and “Leading the High-Performance Sales Force”.
Lecturer
Core Courses (FTMBA 2016)

Prof. Dr.
Martin Fassnacht

10
Part-time MBA
PhD
In the Part-time MBA program, the Marketing and Sales
Group provides the students with mandatory and elective courses. Starting with the mandatory course “Introduction to Marketing”, in the second semester students
can choose “Brand and Price Management”, “Sales
Management” and “Relationship & Services Marketing” as elective courses. Apart from the courses at our
campus in Düsseldorf, students choosing the “International Module India” attended with Professor Fassnacht
a residential week in Bangalore, India, with customized
lectures in order to gain a deeper understanding of the
global business situation.
The doctoral studies of the Marketing and Sales Group
are designed for the academic/scientific training of the
doctoral student within the field of economic science.
Parallel to the doctoral studies, the doctoral student
works on his doctoral project.
 Part-time MBA-Program for the Fall Term 2014 and
Spring and Summer Term 2015
Course
Course
Lecturer
Electives

Latent Variable Modeling
Prof. Dr.
Walter Herzog
Discrete Choice Experiments From Study Setup to Analysis and
Willingness-to-Pay Estimation
Prof. Dr.
Christian Schlereth
Lecturer
Core Courses (PTMBA 2016)
 Overall study of methods and subject specific studies

Prof. Dr.
Martin Fassnacht
Electives (PTMBA 2016)

Brand and Price Management
Prof. Dr.
Martin Fassnacht
Sales Management
Christian Schmitz
Relationship and Services Marketing
Prof. Dr.
Tillmann Wagner
HEC Lausanne – Université de Lausanne (CH),
M.Sc. in Management
Professor Fassnacht acts as guest lecturer at HEC Lausanne, Switzerland. His lecture “Luxury Brand Management” is steadily gaining popularit among students of
the Master in Management program.
 HEC Lausanne – Université de Lausanne (CH), M.Sc. in
Management, Spring Term 2015
Course
Lecturer
Electives
Kellogg-WHU Executive MBA
Luxury Brand Management
The courses of the Marketing and Sales Group are also
an important element of the Kellogg-WHU Executive
MBA-Program.
 Kellogg-WHU Executive MBA for the Fall Term 2014 and
Spring Term 2015
Course
Lecturer
Electives
Luxury Brand Management (2x)
From left to right:
Ass. Prof. Tim O.
Brexendorf, Prof.
Martin Fassnacht,
Prof. Ove Jensen,
Prof. Walter Herzog, Prof. Tillmann
Wagner, Prof.
Christian Schlereth

Prof. Dr.
Martin Fassnacht

Prof. Dr.
Martin Fassnacht
Teaching of the Chair of Marketing and
Commerce
11
Guest Lectures and Real-Life Case Studies
The lively exchange between science and practice enables a sound and profound education of our students. The aim of our chair is to elaborate scientifically processes that are
relevant for practice and to integrate these into our teaching. As guest lectures contribute
in achieving these goals, we seek a close integration of practical and academic teaching in
all degree programs.
 BSC-Programm Fall Term 2014 and Spring Term 2015
Course
Lecturer and title of presentation
Semester IV/V

Katrin Hermann (Managing Director Vichy at L´Oréal): “Innovation at
L´Oréal from Concept to Launch“
Carina Hauswald (Managing Director, globeone) and Hanna Luisa
Rohloff (Consultant, globeone): “What German brands might learn
from emerging market brands from China“
Julia Savas-Butz (Marketing Manager International, Capri-Sun, Rudolf Wild GmbH & Co. KG): “Global Marketing Management - Brand,
Product, Communication“
Retail Marketing
Thomas Escher (Director mytoys France, mytoys.de GmbH): „Industry Case Study – Pricing mytoys“
Retail Marketing
Dr. Florian Baumgartner (Director Movies & Music, amazon.de
GmbH): „Customer Loyalty Programs - Amazon Prime“
Retail Marketing
Real-Life Case Study with L'Oréal Deutschland GmbH: Peter Bauer
(Retail Director, L’Oréal Luxe)
 Kellogg-WHU Executive MBA for Fall Term 2014 and Spring Term 2015
Course

Mario Miranda (Regional Senior Vice President – Asia, MIELE):
“Emotionalizing the Miele Brand”
Jutta Kahlbetzer (CEO/Owner/Designer, Maybach – Icons of Luxury)
& Sarah Mautner (Global Marketing Director, Maybach – Icons of
Luxury): “Maybach – History and Present”
Dr. Frank Müller (CEO, The Bridge to Luxury): “Luxury Facing New
and Old Challenges”
 Full-time MBA for Fall Term 2014 and Spring Term 2015
Course
Core Course (Class of 2016)

Real-Life Case Study with Miele: Dr. Jochen Mahadevan (Head of
Own Retail International, Miele & Cie KG)
Dr. Henning Mohr (Corporate Manager Group Strategy Unit / CEO
Office, Henkel AG & Co. KGaA): "Excellence in Strategy Development"
Hendrik Grothe (Head of Marketing, UBS Germany and Austria):
"Marketing Transition – How Digitalization Informs the Marketing
Strategy of UBS Wealth Management"
12
Electives (Class of 2015)

Brand Management
Guest lecture: Göran Tamm (Marketing Director Jaguar Land Rover
Deutschland): “Strategic Brand Development Jaguar and Land
Rover”
Brand Management
Guest lecture: Robert Ermich (CEO and Founder von Deinhandy.de):
“Brand Development – how to build and place your brand”
Brand Management
Real Life Case Study with Henkel AG & Co. KGaA: Saskia Schmaus
(Brand Director International Gliss Kur Family, Beauty Care)
Price Management
Dr. Georg Wübker (Simon-Kucher & Partners, Partner and Head
of Competence Center Banking & Financial Services): “A Powerful
Strategy for Smart Profit Growth”
Price Management
Dr. Evelyn Friedel (PAUL HARTMANN AG, Senior Manager Strategic
Pricing, COO - Strategic Sales Management): “Higher Profits through
Strategic Pricing”
Price Management
Real-Life Case Study “The new WINGS” with Lufthansa Consulting:
Georg Schmickler (Consultant, Lufthansa Consulting GmbH)
 Part-time MBA for Fall Term 2014 and Spring Term 2015
Course
Core Course (Class of 2016)

Stefan Heidrich (General Manager Maybelline N.Y. / Essie, L’Oreal
Deutschland GmbH): “How to generate Growth in Mature Markets:
The Launch of Garnier Ultimate Blends Becoming Britains favorite
haircare brand“
Real-Life Case Study with Playboy Publishing Deutschland GmbH:
Vernon von Klitzing (Chief Operating Officer), Carina Rey (Director of
Communications)
Electives (Class of 2015)

Stefan Heidrich (General Manager Maybelline N.Y. / Essie, L’Oreal
Deutschland GmbH): „Long Term Brand Management – From an Innovative Product Launch to the Creation of a New Market Segment“
Johann F. Thieme (Senior Consultat, Simon-Kucher & Partners):
“Price Bundling“
Case Study on Germanwings: Development of a Brand and Price
Strategy for a New Low-Cost-Long-Haul Airline within Lufthansa’s
existing Brand Architecture
Thank you!
We would like to thank all our guest speakers for their interesting and inspiring speeches and real-life case studies. We hope the idea of the linkage of being close the business world and academic learning will sustain.
Impressions of Guest Lectures
13
From top to bottom: EMBA boat trip | Dr. Evelyn Friedel
(Hartmann) | Kiehl's final day
From top to bottom: Real Life Case Study (Henkel) | Robert
Ermich (DeinHandy) | Dr. Henning Mohr (Henkel)
From top to bottom: Kiehl's | Dr. Florian Baumgartner
(Amazon) | Mario Miranda (Miele)
14
Theses at the Chair
In Fall Term 2014 and Spring Term 2015, the Chair of Marketing and Commerce supervised many interesting Bachelor and Master Thesis.
 Bachelor of Science
Name
Title of thesis
Co-Supervisor
Theses

Franz Lütticke
The Impact of Personality Traits on the Susceptibility to Cognitive
Biases in the Context of Pricing Decisions
M.Sc.
Dominic Bergers
Florian Haaf
The Influence of the Salesperson on Customers’ Purchase Decisions
at Brick-and-Mortar Retailers
Dipl.-Kfm.
Markus Szajna
Julia Denig
Social Distance in Luxury Customer-Salesperson Relationships –
State-of-the-Art in Research
M.Sc.
Annabelle C. Scharwey
Michael Dümig
Customer Communication as Influencing Factor of Perceived Brand
Prestige
M.Sc.
Jonas Lechermeier
Lennart Weber
Auswirkungen von Warenverfügbarkeit auf das Kauf- und Wiederkaufverhalten
M.Sc.
Dominic Bergers
Julian Zassenhaus
Internationalisierungsoptionen für deutsche Online-Shops: Adaption
des deutschen Shops (Mehrsprachoption etc.) und Marketinginstrumente für die Ansprache internationaler Zielgruppen (Expats, etc.)
M.Sc.
Jens Hallbauer
Green Trend in the Limited-Service Restaurant Industry – A Framework
for an Efficient Marketing of Green Efforts in Fast-Food and FastCasual Restaurants
Dipl.-Kfm.
Markus Szajna
Title of thesis
Co-Supervisor
 Master of Science
Name
Theses
Jil-Marie Dahm

The Power of Words
M.Sc.
Title of thesis
Co-Supervisor
 Full-Time MBA
Name
Theses

Patricio Grez
Online Grocery Retail in Germany: First Time Customers and Conversion Rate to Regular Customers
M.Sc.
Dominic Bergers
Ralf Schönfeld
Price Elasticity Based on Market Data – A Practical Guideline for its
Determination
M.Sc.
Jonas Lechermeier
Nataliya Fischoeder
An Empirical Analysis for Establishing Hierarchy of Selected Components of Direct Mailing Campaigns in the Automotive Industry on the
Example of Porsche AG
M.Sc.
Jonas Lechermeier
Wenjun Zhou
Online Marketing Channel in China's Travel Reservation Industry
Dipl.-Kfm.
Markus Szajna
Title of thesis
Co-Supervisor
 HEC Master Thesis
Name
Theses
Elodie Bucciol

How Patek Philippe Shares and Transfers its Identity to its Audience
M.Sc.
Services for the WHU Community
Research Foci and Projects
The chair’s scientific projects focus on the following fields of research: Price Management,
Retail Marketing, Luxury Brand Management, Brand Management and Market-Oriented
Corporate Management.
Research Focus – Price Management
Dipl.-Kffr. Eva Köttschau
Dissertation Project: Price Increases at the Point-of-Sale
Of all marketing tools only the price
has a direct effect on a company’s
profits. Already small price changes
can have a dramatic impact on the
profitability of a retailer. Retailers are
regularly confronted with the
necessity to change the prices of
their products. In some situations
price increases are unavoidable for
instance when firms face increased costs, competitors’
pressure or the need to increase revenues. However,
this strategic move can lead to negative consumer
reactions. A price increase is only successful if it is
accepted by the consumer and leads to higher profits in
the longterm. Although price changes, especially price
increases, are of enormous relevance for researchers
and managers, the topic of price increases is rarely
addressed in marketing literature. The aim of this
dissertation is to examine consumers’ reactions to price
increases and identify under which conditions price
increases can be implemented most successfully at the
point of sale.
Dipl.-Kffr. Stefanie Wriedt
Dissertation project: Essays on Price Tiers
Price tiers, quality tiers, brand tiers,
any tiers!? Tiering is known in many
industries such as airline ticketing
with usually first, business, and
economy class or hotels with
different room categories like
superior room, deluxe room and
suite. Researchers use price, quality
and even brand tier interchangeably.
In this research we concentrate on price tiers and define
a price tier as the grouping of prices within a market
(Murphy/Dawes 2004), or more specific the price points
standing in a competitive context to each other.
Sethuraman, Srinivasan, and Kim (1999) have found
strong evidence that brands compete more closely with
other similarly priced brands, compared to those further
apart in price.
For this research, associated brands and quality are
secondary of interest. For simplicity reasons, price tiers
are often divided into two to six segments, called such
as cheap/expensive or low/medium/high. Paper 1 gives
a comprehensive review of the literature on price tier
research and related concepts and theories. Paper 2
and 3 evaluate the competitive context within (intra-tier)
and between (inter-tier) different price tiers, especially
in regards to the price tier presentation in retailing.
After conducting interviews with retailers and consumer
studies; the next step will be to develop experiments to
evaluate whether consumer change their buying behavior due to an adapted price tier system and presentation.
Dipl.-Kfm. Sebastian Unterhuber
Dissertation Project: Channel-based Price Differentiation
The growing popularity of the
internet as a shopping channel for
consumers initiated many traditional
brick-and-mortar retailers to expand
their businesses through online
shops and turn themselves into
multi-channel retailers which offer
their consumers the opportunity to
buy products online or offline.
Because online and conventional retail channels differ in
various aspects, such as convenience, risk or service
level, consumers develop heterogeneous channel
preferences which lead to different channel evaluations
and price sensitivities. Differences in consumer perception of channel performance and heterogeneous
willingness-to-pay can offer multi-channel retailers the
opportunity to engage in channel-based price differentiation and charge different prices across channels for the
same product. Although potential to increase profit
through channel-based price differentiation is recognized, there is little evidence of its occurrence in reality
and managers of multi-channel companies often argue
for channel price integrity in order to avoid customer
irritation. The aim of this dissertation project is to
explore whether and under which circumstances
consumers accept price differentiation across online
and offline channels and how multi-channel companies
can successfully engage in channel-based price
differentiation.
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16
M.Sc. Simon Sang Hoon Childs
Dissertation Project: Individual Differences in the Susceptibility of Biases in Pricing
Dissertation Project: Dynamic Pricing: Conceptualization
and Customer Outcomes
In pricing theory, there are several
frameworks that describe how to set
prices optimally. Current studies
suggest that few companies seem
to implement strategies recommended in the pricing literature. This
discrepancy between theory and
practice is attributed to three main
reasons: complexity, inaccurate
information and a lack of responsiveness. Similar
reasons also cause other areas of marketing to make
incorrect decisions, but they prevail in pricing much
more. It is striking that these reasons are also influential
when people display irrational behaviour. The PhD
project of Mr Bergers focuses on the susceptibility in
pricing to irrational decision-making behaviour through
biases and heuristics. It will also be examined to what
extent individual differences such as personality
characteristics have an impact on the susceptibility of
relevant biases and heuristics.
Online retailers have increasingly
adopted dynamic pricing algorithms
thereby allowing high-frequency
price variations. In contrast, the
application of dynamic pricing in
offline retailing has long been
questioned due to high menu costs.
More recently, however, offline
retailers have increasingly replaced
traditional paper price tags by electronic shelf labels.
These allow instant price changes resulting in an
enhanced feasibility to deploy dynamic pricing at the
physical POS. In this vein, it has been reported that few
offline retailers run experiments to test dynamic pricing
in local stores. Despite these developments in retail
practice, it remains unclear, how customers react when
being confronted with dynamic pricing based on
intertemporal and interpersonal price differentiation,
both, in online and offline environments. Therefore, the
goal of Mr. Childs’ PhD project is to examine psychological and behavioural customer outcomes in response
to dynamic pricing.
Research Focus – Retail Marketing
Dissertation Project: Cross-Channel Free Riding at
Brick-and-Mortar Retailers
No technological invention had such
a severe effect on the brick-andmortar retail environment than the
establishment of the internet and
online shopping. Whereas in the
past, brick-and-mortar stores in
general had to compete against
each other (and only to a smaller
extent against other sales channels
like catalogue, TV, etc.), the advent of the internet and
its importance as a sales channel has provided consumers with opportunities that are advantageous in many
ways compared to offline purchasing. As a result, many
brick-and-mortar retailers struggle to compete with
online shops.
Recently, many customers have adopted a behavior
that is known as cross-channel free riding in scientific
literature or showrooming in practice-oriented context.
This represents the action when a customer visits a
brick-and-mortar store in order to examine products or
to obtain advise by a salesperson but does not intend to
purchase anything. His very intention is, however, to buy
the chosen product online from another retailer, usually
at a lower price. With the growing popularity of smartphones, it is even easier for customers to investigate the
lowest prices and to order online, after receiving advice
from the salesperson in a brick-and-mortar shop. This
results in an even greater threat for brick-and-mortar
retailers.
The aim of the dissertation project is to contribute in finding measures how brick-and-mortar retailers can face
cross-channel free riding and transform customer with
cross-channel free riding intentions into buyers. Some
of the possible measures are service, engagement and
sales performance provided by salespeople as they
are the ones that interact with customers and therefore
have the opportunity to influence their behavior. But
also price discounts and commissions are subjects of
investigation.
Dipl.-Kfm. Jürgen Pannek
Dissertation Project: Customer-oriented Assortment
Management for Brick & Mortar Stores – A Behavioural Analysis of the Effects of Selection and Point of
Purchase Communication
With globalization, the variety of
goods has increased significantly
and therefore the purchase options
for consumers. Because consumer
purchase power has not followed
the development, demand keeps
with exceptions constant and has
only reallocated according to the
preferences on more products
(substitutes). The on-going trend is a challenge especially for stores with a full-range strategy. These stores
have more and more difficulties to redeem their "onestop-shopping" promise. They have been successful as
long as the diversity of the offer was less differentiated.
In the past, department stores have often displaced
small retailers from the inner cities. Today they are
cannibalized itself by “Category killers” in the city
outskirts. Due to their specialized offer “Category killers”
are much more able to meet differentiated customer
needs. The perceived lack of competence of department stores is further enhanced by, for example,
professional product lines that are offered exclusively
through selected distribution channels. In particular,
non-food department stores have recently attracted
attention by aggressive pricing and promotional
activities than through differentiated and customeroriented offerings. With this practice, short-term market
share has been increased. But long-term this strategy
was not sustainable because sales were purchased with
cherry pickers and loyal customer base has not been
increased. Currently, the dilemma is intensifying by the
Internet and the increasing popularity of mail order.
Online shops are able to offer a wide range of variety at
reasonable prices (due to cost advantages compared to
brick & mortar stores). Today they offer a lot of additional product information, customer reviews and there is
no limit by opening times. To compensate for the
structural disadvantages, brick & mortar stores need to
focus on their core competencies and advantages for
customers. Due to the decreasing delivery times,
product availability loses its relevance. Retailer must
therefore pay close attention to customers, offering
target group-oriented product ranges and improve
customer service. The main challenge seems to be to
identify alternatives or additions to the labour-intensive
(one of the biggest cost drivers) customer service.
The primary goal of the dissertation is to determine the
effect of the little discussed factor information (focussing on silent consultants) on the purchase decision
and the assortment evaluation. For this purpose, new
insights into the search behaviour of customers in front
of the shelf as well as into the assortment perception
are gained. Experiments are conducted to reveal the relationship between the two factors: selection and point
of purchase communication. The insights gained are
intended to enable retail managers to plan and present
their assortments customer-oriented and sustainably
increase sales.
Toni Schmidt, M.A. HSG
Dissertation Project: Shopper behavior at the Point of
Purchase (POP) – essays on the role of in-store and
out-of-store factors in decision-making and on the determinants of choice satisfaction in a high-involvement
product context
Interest from researchers and
practitioners in the POP is high
because many purchase decisions
happen in the store. The dissertation
contributes to the growing stream of
POP research with several essays
that have their empirical foundation
in an eye-tracking field experiment
and analyze various aspects of
in-store attention and decision-making. In addition to
contributing to a relevant research stream, the dissertation also strives to derive helpful, actionable insights for
practitioners, mainly of visual marketing, at retailers and
manufacturers.
The research project focuses on two main issues: (1)
The drivers of attention and evaluation at the POP,
hereby covering the early and central parts of in-store
decision-making that take place while the shopper is at
the POP; and (2) the determinants of choice satisfaction, thus including a later, almost ex-post stage of the
decision-making process. The following two paragraphs
provide a short overview on both issues.
Regarding issue (1): Despite the relevance of the topic
for researchers and practitioners alike, attention patterns in decision-making processes at the POP concerning high-involvement products are still little understood. The dissertation project seeks to contribute to
a better understanding of what drives attention to and
evaluation of high-involvement products at the POP. Our
research includes several independent variables from
both classes of potential determining factors: in-store
factors (e.g., the products’ placement on the shelf, number of offered products), and out-of-store factors (e.g.,
favorite brand, market share of brand). In addition to the
direct link of these factors to attention and evaluation,
we also research potential mediated effects by attention
on evaluation of in-store and out-of-store factors as well
as interaction and moderation effects.
Regarding issue (2): This research effort investigates
a set of potential determinants of satisfaction with a
high involvement product choice to find out what can
lead to a satisfactory choice. One goal is to find out
whether different degrees of attention at the POP have
an influence on choice satisfaction. The other goal is
to research the role of individual factors (e.g., perceived search costs, anticipated regret) and factors of the
choice set (e.g., assortment size, assortment attractiveness) in determining shopper choice satisfaction.
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Research Focus – Luxury Brand Management
Of focal interest to the research at our chair is identifying the specificities of marketing luxury as opposed to non-luxury brands. Traditional marketing principles do not equally apply
to luxury brands. Rather than driving sales at any price, marketing luxury goods requires
specific principles to enhance and preserve the image of finest quality, exclusiveness, and
hedonic value.
Philipp Nikolaus Kluge, M.Sc. CEMS
Dominic Krätz MSt. (Oxon.)
Dissertation project: Marketing Luxury Goods Online
Dissertation Project: Luxury e-commerce: Online assortment strategies and their impact While the number of Internet users
worldwide has grown dramatically
by annually 29% over the past two
decades reaching 3 billion in 2014,
luxury goods manufacturers have
long been hesitant to adopt the
Internet as a channel of communication and distribution. Today, still
40% to 50% of luxury goods
manufacturers do not sell online. A luxury brand’s
concept of exclusiveness is seemingly incompatible
with the ubiquitous accessibility provided by the mass
medium Internet. Mr. Kluge's dissertation addresses this
apparent contradiction both conceptually and empirically. First, Mr. Kluge conceptually examines how the
luxury-specific marketing-mix applies online. Second, in
three empirical studies he tests the effects of selling
luxury goods online on consumer perceptions of
scarcity and desirability.
M.Sc. Annabelle C. Scharwey
Dissertation Project: Social Distance in Luxury Customer-Employee Interactions
Social distance is commonly
believed to have a negative effect on
the formation and quality of social
interactions as well as on their
outcomes. This especially applies to
socially diverse environments and
interactions of individuals with
different social backgrounds. Luxury
retail is such a diverse environment:
the consumption of luxury goods is strongly associated
with the maintenance or the achievement of status
(“conspicuous consumption”) and, therefore, social
distance can easily occur between luxury customers
and their sales counterparts. However, especially in
luxury retail, a high quality of service interactions
between customers and sales employees is indispensable in order to justify and legitimate high-end prices,
create rarity and exclusivity and animate repurchase
intentions. The opposition of the need for high quality
service relationships in luxury on the one side and the
occurrence of social distance on the other side provide
the starting point for this dissertation project.
The development of luxury e-commerce has been significant throughout the past two years. Luxury
sales realized online have reached
nearly 14€bn in 2014 increasing by
50 percent from 2013. The digital
presence of luxury brands has
become paramount not only in
retaining current customers but also
in acquiring new potential customers. More than 45
percent of luxury purchases are influenced by what
consumers can find within the digital universe. Luxury
brands have historically been very cautious with respect
to digitalization and e-commerce in particular. The
reluctance of luxury brands to adapt online channels
has led to a gap between what consumers are looking
for and what luxury brands are delivering. Yet, it still
remains unclear to what extent luxury brands should
embrace the various opportunities provided by the
digital world. One of the pressing questions in this
respect is the product offering and range of goods to be
sold by luxury brands in the internet. Luxury brands can
ensure with their own assortment the existence of
authentic products in the internet. They remain in
control of the brand, its prices and storytelling. Neglecting the internet as a sales channel leaves the door wide
open to unauthorized e-retailers which regularly source
products on the grey market (e.g. counterfeits). Although e-commerce strategies have become part of
most luxury brands’ management agendas, only little
conceptual and empirical evidence exists as to what
product range should be sold. Whereas luxury brands
offer a broad variety of products in their brick-and-mortar stores, it remains unclear whether their digital points
of sale should include a similar product range. That is,
because the internet dilutes essential characteristics of
luxury brands, amongst others, exclusive distribution,
rarity, and the general luxury service experience. This
dissertation projects aims to explore various online
assortment strategies, thus contributing to the understanding of luxury e-commerce.
Research Focus – Brand Management
Dipl.-Kffr. Carina Simon
Dissertation Project: Online Brand Communities on
Facebook
The Web 2.0 and the increasingly
growing number of social media
have dramatically impacted consumers’ interaction behavior. The
unlimited access to information and
new ways of communication have
empowered consumers in such a
way that they desire and demand an
increasingly more active role in the
exchange relationship to companies and their brands. In
this digitally-empowering environment, consumers
gather in online brand communities where they are
united by their common interest in and enthusiasm for a
brand. The most prominent and influential online service
for hosting online brand communities today is Facebook, which counts more than 1.1 billion users worldwide in 2014. More than half of these users connect to
brands on their Facebook brand pages.
Facebook brand pages offer a platform for consumerbrand and consumer-consumer interaction at low cost
and effort. They enable consumers to establish multifocal relationships to other like-minded consumers within
the online brand community as well as to the brand.
At the same time, Facebook brand pages support the
brand in creating, fostering and strengthening relationships to potential and existing consumers. Companies
encourage consumers to join and engage on these
brand pages in the hope that this will influence their
future patronage behavior. Practitioners and academics
agree that online brand communities are a promising
venue to creating brand awareness, strengthening relationships, and sustaining and increasing loyalty.
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Albeit countless companies today possess a Facebook
presence, the majority struggles to build an active and
vivid online brand community. Many discussions about
brand pages, therefore, center on consumer engagement, which is the consumer’s active participation in
the online brand community. Marketers are searching
for answers on how to engage and influence consumers
on their brand page. The current research project deals
with this question and focuses on consumer engagement on Facebook brand pages. The project contains
a series of three studies and analyzes the factors that
influence consumer engagement on Facebook brand
pages, and how consumer engagement impacts loyalty
behavior. The basis for this dissertation project is a consumer survey of brand ‘fans’ on Facebook.
M.Sc. Modan Huang
Dissertation project: Perceived newness from the
shopper’s perspective at the POS
The focus of this dissertation is on
how specific verbal and non-verbal
packages elements of FMCG
products as well as its interactions
impact on the perceived newness
from the consumer perspective.
Whilst companies are trying hard to
continuously launch and re-launch
‘new or ‘innovative’ products into
the market to differentiate themselves and attract
consumers’ attention, consumers are walking on a
hedonic treadmill with the constant search for ‘new’
products to fulfill their underserved needs. It is, therefore, in the greatest interest of companies to find out what
drivers really trigger consumers to perceive a product as
‘new’ at the point-of-sale (POS) and to what outcomes
the perceived newness leads for consumers as well as
for firms.
Research Focus – Market-Oriented Corporate Management
Dissertation Project: The effects of customer service
interaction quality evaluation on employees in an online
services context
The digitalization led to several
changes for service firms. Customers seeking information or shaping
their purchases via interactive
dialogues on the internet also
increasingly share their experiences
online, making customer feedback
crucial for every company success.
When service quality evaluation is
directly provided to service employees, it constitutes a
kind of individual performance feedback for them.
Individual performance feedback until now only was
investigated regarding its effects on employees when
provided from organizational members. As feedback
source, timing and frequency constitute important
influencing factors on its effects, this dissertation project
wants to investigate the effects of customer service
interaction quality evaluation in the recent online service
extension “live-chat” on service-employees. Contributions to service as well as human resource management
literature streams should be provided.
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Research Activities of the Chair Members
Retail Research Conference at University of Trier
EMAC 2015: COLLABORATION IN RESEARCH
From October 16 to October
18, 2014, Prof. Martin
Fassnacht and Markus Szajna
visited the bi-annual Retail
Research Conference in Trier.
The conference was organized by the Chair for Marketing and Retailing of Professor Dr. Prof. h.c. Bernhard
Swoboda and it aims at sharing the latest research
findings on retailing. During the conference, Prof.
Fassnacht acted as moderator at presentations related
to pricing in retail.
From May 26 to 29,
Professor Fassnacht visited
the 44th Annual European
Marketing Academy Conference (EMAC) which was
hosted by the KU Leuven, Leuven, Belgium. Under the
conference theme “Collaboration in Research” more
than 500 professors and doctoral students intensly
discussed current research streams. The next EMAC in
2016 will take place in Oslo, Norway.
Research Assistant participated at University of
St. Gallen Summer School
Third Luxury Research Brownbag Meeting @
BaselWorld March 2015
After actively participating in the last year’s Luxury
research Brownbag meetings at BaselWorld, this year
Professor Fassnacht and Team become part of the organization committee. Professor Fassnacht as scientific
patron and Annabelle Scharwey as member of the organizing team, supported the research meeting, bringing
together more than 20 young researchers in the field of
luxury marketing. After a fascinating day with precious
insides into luxury companies, we are looking forward to
next year’s visit in Basel.
Research Assistants participated in the VHB
course "Experimental Research in Marketing and
Management".
From June 8 to 12, 2015, our
research assistant Dominic
Bergers participated in the Global
School in Empirical Research
Methods (GSERM) at the
University of St. Gallen. The GSERM is a new and
high-calibre integrated programme teaching methodology for PhD students and postdocs from leading universities all over the world. Participants can choose from
different courses offered as block seminars by internationally renowned lecturers. Dominic participated in the
course “Analysis of mediated and moderated effects”
offered by Dominique Muller, Professor of Social
Psychology at the University of Grenoble Alpes and
leading expert in the field of ANCOVA models and
mediation analyses.
From March 9 to 12, 2015,
Prof. Fassnacht´s team
extended their experimental
knowledge by participating
in the VHB course Experimental Research in Marketing and Management at the
Ludwig-Maximilian University in Munich. Besides
mediation and moderation analyses the associates had
the opportunity to meet Prof. Xueming Luo and share
their research ideas with doctoral students of other
business schools such as Hanken School of Economics
or Heinrich Heine University Düsseldorf.
From left to right: BaselWorld 2015
Publications
21
Articles in peer-reviewed journals
Book chapters
Goetz, D.M./Fassnacht, M. (2015): Brand Name Strategies for Successful Upward Extension, in: Marketing
Review St. Gallen, Vol. 32, No. 5, pp. 26–35.
Fassnacht, M./Scharwey, A. (2015): Social Distance
in Luxury Customer–Salesperson Relationships, in:
Bartsch, S./Blümelhuber, C. (Hrsg.): Always Ahead im
Marketing, Festschrift für Prof. Dr. Anton Meyer, Wiesbaden: Gabler, S. 433-448.
Fassnacht, M./Unterhuber, S. (2016): Consumer
Response to Online/Offline Price Differentation, in:
Journal of Retailing and Consumer Services. Vol. 28,
pp.137–148.
Fassnacht, M./Schmidt, T./Pannek, J. (2015): Determinants of Choice Satisfaction in a High-Involvement Product Choice, in: Journal of Management and Marketing
Research, Vol. 19, pp. 1–19.
Kluge, P.N./Fassnacht, M. (2015): Selling Luxury Goods
Online: Effects of Online Accessibility and Price Display,
in: International Journal of Retail and Distribution Management, Vol. 43, No. 10/11, pp.1065-1082.
Fassnacht, M./Unterhuber, S. (2015): Cross-Channel
Pricing: What We Know and What We Need to Know, in:
International Journal of Business Research, Vol. 15, No.
2, pp. 39–60.
Fassnacht, M./Königsfeld, J. A. (2015): Sales Promotion Management in Retailing: Tasks, Benchmarks, and
Future Trends, in: Marketing Review St. Gallen, Vol. 32,
No. 3, pp. 67–77.
Fassnacht, M./Königsfeld, J.A. (2014): Wertschöpfung
im Handel durch Preismanagement, in: Reinartz, W./
Käuferle, M. (Hrsg.): Wertschöpfung im Handel, Stuttgart: Kohlhammer, S. 62-83.
Practice-oriented journals and case studies
Fassnacht, M./Szajna, M. (2015): Discounters‘ Mindset Change: Brands Not Margins, as Guest article in:
Rundschau für den Lebensmittelhandel, October 15,
pp.62-65.
Fassnacht, M./Szajna, M. (2015): Der Discount denkt
um: Marke statt Marge, als Gastbeitrag, in Rundschau
für den Lebensmittelhandel, Oktober 15, S.62-65.
Fassnacht, M./Huang, M. (2015): Relevanz rockt! in:
Lebensmittelzeitung, Ausgabe 27/2015, S. 104.
Fassnacht, M. (2014): Handelsmarken 5.0 – ein Blick in
die Zukunft, in: Best Brands – Marken besser verkaufen,
Sonderpublikation 85 Jahre Rundschau für den Lebensmittelhandel, November 2014, S. 10-12.
Fassnacht, M./Szajna, M. (2014): Herausforderung
Handel: Beste Karrierechancen für High Potentials, in:
High Potential, Oktober/November 2014, S. 7-8.
WHU-Campus for
Marketing Team
22
6th WHU-Campus for Marketing 2015
This year’s WHU-Campus for Marketing considered the
issue „What do customers really want?“. This exciting
and wide-ranging topic attracted numerous corporate
representatives from marketing practice for the sixth
time at WHU – Otto Beisheim School of Management in
Vallendar on June 25, 2015. Prof. Dr. Martin Fassnacht,
Scientific Director of the Center for Market-Orientated
Corporate Management, and holder of the Chair of Marketing and Commerce at WHU as well as Prof. Dr. Dr.
h.c. mult. Hermann Simon, Chairman of Simon-Kucher
& Partners, cordially welcomed top-class experts from
diverse corporate sectors. In a pleasant environment
more than 100 conference participants experienced exciting lectures and benefited from inspiring discussions
and new stimuli in the fields of marketing.
Prof. Dr. Markus Rudolf, dean at WHU, warmly welcomed the corporate representatives in his opening remarks and briefly outlined the competitive environment
and the current strategy of the university.
At the beginning of this one-day conference, Prof. Dr.
Fassnacht emphasized that the entrepreneurial focus on
a strong customer orientation is not new. But in practice
this guiding principle often is left ignored. Moreover customer orientation is obviously more difficult than years
ago as customers nowadays are more demanding and
heterogeneous. With that Prof. Dr. Fassnacht lead over
to his introductory speech, which provided the audience
with first thoughts regarding the guiding question of the
conference. To foster the identification of the customers
with the brand, differentiation, proper customer segmentation and a clear positioning are key to success. In
the digital age the pre- and post-purchasing phase are
gaining importance. Prof. Dr. Fassnacht analyzed the
recent trends for the four Marketing P’s by illustrating
examples such as Uber, Spotify or Netflix in an illustrative way.
Mrs. Catharina Christe, Marketing Director International
Color II & Innovation of Henkel AG & Co. KGaA, was
invited as speaker from the classical consumer goods
industry. Mrs. Christe responded to the guiding question, what customers really want, in a very surprising way.
The foundation of her argumentation was a case that
dealt with the launch of the brand Schwarzkopf in USA,
the country with the highest per capita expenses in the
fields of cosmetics. Prior to the campaign, the brand
only accounted for a market share of 2 percent. To
significantly increase its market share, Henkel focused
on cooperation with Walmart as well as on a communication strategy with main focus on Digital Targeting.
Particularly striking was the cooperation with bloggers,
which replaced classical PR measures.
Mrs. Andrea Hoelken, Head of Strategic Marketing
at ERGO Insurance Group gave a lecture on the new
formation of the brand ERGO „in a time, where the
world is not waiting for another brand“. She addressed
the guiding principle of the corporation to be the most
straightforward and comprehensible insurance company
on the market which does not emphasize the selling of
insurance services. Thereby she successfully gave idea
that this philosophy is practiced actively within the company. Measures that ERGO is establishing for a strong
customer orientation are an interactive platform for
customers, a neutral mediator for customer concerns, a
customer advisory council, as well as a detailed report
of all customer-oriented activities. In addition, also the
product development process was mainly influenced by
customer feedback.
Introducing a new type of debate, Prof. Dr. Martin Fassnacht moderated the interactive panel discussion after
lunch break. At the beginning the participants discussed
controversially, whether customers really know what
they want. As an example the company Apple was mentioned which owes its enormous success primarily to
different products that however have been established
without an active demand from the customer side. Widely discussed was the statement of Ulrich Selzer, Sales
Director International of Seat S.A., namely that con-
23
6th WHU-Campus for Marketing 2015
(pictures: Julia Berlin, www.juliaberlin.de)
ventional market research was regarded as redundant.
The participants commonly agreed that this indeed is
no longer relevant due to the vibrant online life. Andrea
Hoelken (ERGO) did not share this view and argued
that depth psychological market research methods still
would be important, despite of the existence of Big
Data. Overall the plenum discussion experienced a wide
diversity of discussed topics as well as an extremely
active participation from the audience.
Subsequently, Dirk Ankenbrand, Non-Food Director of
real,- SB Warenhaus GmbH gave an insight into the
strategic realignment of real. The motive for the new
concept was due to the demands of the customers,
which have significantly changed. An aggressive pricing
policy would be not expedient to react as it has the
same effect as doping: „in short term, it builds up, but
in the long run it takes down“. A key to success of the
new strategy is the focus on regional and local products, whenever possible. Products are also displayed
differently and the market placement is more customeroriented compared to logistical demands, for example.
Simultaneously real,- counts on concepts such as real,drive, which allows consumers to order articles online
and pick them up two hours later in the store, or the
regional online supermarket “Emmas Enkel”.
Furthermore, Dr. Gerald Schönbucher, CEO of Hitmeister GmbH, demonstrated the particular needs of an online shopper. Hitmeister differentiates itself from Amazon
in the variety of offered payment options. Also for new
customers purchase on account and payment in installments is possible. Another USP is a guidebook for numerous product categories in addition to the purchase
offers. Mr. Schönbucher also outlined how customers
can be acquired efficiently within the online context. He,
thereby, did not only illustrate the achievements of the
company itself but also authentically described how the
company has learnt from its failures in the past.
In the final speech of the 6th WHU-Campus for Marketing, Philipp Schröder, the Country Director Germany &
Austria of Tesla Motors GmbH presented the company’s
efforts to demonstrate that mobility in fact can be sustainable. Autonomy is the most important driver for Tesla´s
success. Many things like batteries in the high-voltage
range are internally produced instead of relying on suppliers. Simultaneously, a network of service stations with
“super chargers” is established where a Tesla can be
fully charged within 20 minutes. Another special feature
is the fact that electricity will be free of charge for the
driver. The key message of Mr. Schröder was: “A strong
product is the only thing that counts. Marketing is
generated by our customers.” Tesla intends to underline
that with two new models that will be launched in the
upcoming years.
Prof. Dr. Martin Fassnacht summarized in his closing
words the basic ideas of the conference. A final gettogether rounded up a successful 6th WHU Campus
for Marketing. We are already looking forward to an
innovative continuation with the 7th WHU-Campus for
Marketing at the WHU-Campus in Düsseldorf on 30th
June 2016.
Please find further information on www.campus-formarketing.com.
Project Manager
Contact Person
Stephanie Krause
Phone: +49 (0) 261-6509-441
[email protected]
Save the Date
7th WHU-Campus for Marketing
on June 30, 2016, at WHU-Campus Düsseldorf
(Erkrather Str. 224a)
24
Annual Board Meeting of CMM 2015
The annual board meeting of the Center of MarketOriented Corporate Management (CMM), chaired by
Professor Dr. Dr. h.c. Hermann Simon took place on
March 25, 2015, on the campus of WHU in Vallendar.
The center acts as an exchange platform for science
and practice focusing on market-oriented questions. As
the chairman of the board Professor Simon started the
meeting and introduced three new members for election
which where accepted by the members concordant: Dr.
Yorck Nelius, Bernd Wieczorek and Rolf Sigmund. Dominic Bergers introduced himself as the new managing
director of CMM.
In the beginning of the meeting, Professor Fassnacht
reported about the recent development at WHU, news
about the CMM and the Otto Beisheim endowed chair
of Marketing and Commerce. While doing this, Fassnacht presented the new slogan “We inspire Marketing”
of the chair and its three key pillars: Practice, Teaching
and Research. Furthermore, Professor Simon and
Professor Fassnacht informed the members about the
near release of the fourth edition of their book-classic
“Preismanagement” (engl.: Price Management). Also,
the attractiveness of the teaching at the chair has been
increased significantly by guest lectures as well as real
life case studies with companies such as Breuninger,
L’Oréal, Lufhansa Consulting, Miele and Amazon.
The events organized by the chair have been another part on the agenda. This year, the 6th edition of
the WHU-Campus for Marketing will take place. The
ideas and recommendations of the members provided
valuable insights in increasing the attractiveness of
the agenda and the improvement of the event. In the
following Annabelle Scharwey, research assistant at the
Chair of Marketing and Commerce presented her work
on “Social Distance in Luxury Retail: How Status Affects
Customer-Salesperson Relationships”. The practical relevance of her chosen topic could clearly be proven by
the following intensive discussion of the members. On
invitation by Professor Simon and Professor Fassnacht
Ulrich Selzer held a presentation on “What Customer
Orientation Means in Automotive Industry”. Mr. Selzer presented the significant increase in sales of car
manufacturer Seat and explained it with the example of
its new orientation towards young families. Furthermore,
he explained how Seat is dealing with the change in
customer behavior in the digital era.
The aim of CMM in being a platform of exchange between science and practice has been more than successful again. We are looking forward to working on the
planned activities and the future cooperation with our
members.
Managing Director of CMM
Academic Director of CMM
Prof. Dr. Martin Fassnacht
CMM Advisory Board
Prof. Dr. Dr. h.c. mult. Hermann
Simon
Simon, Kucher & Partners, Strategy
& Marketing, Consultants (Chairman of the Advisory Board)
Harald W. Eisenächer
Senior Vice President Europe,
Middle East & Africa, Sabre Travel
Network (Vice Chairman of the
Advisory Board)
Rainer Anskinewitsch
Managing Director Germany, Information Resources GmbH
Dr. Kjell Gruner
Director Marketing, Dr. Ing. h.c. F.
Porsche AG
Dr. Rembert Horstmann
Head of Marketing, Imperial Logistics International B.V. & Co. KG
Hemjö Klein
Chief Executive Officer, Live
Holding AG and TELEFUNKEN
HOLDING AG
Andreas Land
Managing Partner, Griesson – de
Beukelaer GmbH & Co. KG
Bernhard Münz
Managing Director, münz GmbH
Dr. Yorck Nelius
Director Sales Coordination /
Member of the Executive Board,
Parfümerie Douglas Deutschland
GmbH
Roland Neuwald
Senior Advisor
Andreas Nickenig
Managing Director Marketing and
Sales, Griesson – de Beukelaer
GmbH & Co. KG
Dr. Heiner Olbrich
Frank Rosenberger
Head of Strategy and member of
the Group Executive Committee,
TUI Group
Ulrich Selzer
Sales Director International, SEAT,
S.A.
Rolf Sigmund
Managing Director, Overall responsibility "Luxury", L'ORÉAL Deutschland GmbH
Daniel Ohr
Bernd Wieczorek
Member of the Executive Board,
Energieversorgung Mittelrhein AG
25
Annual Board
Meeting of CMM
2015
International Summer Courses for MBA & Bachelor 2015
In 2015, from March to June, Professor Fassnacht
taught various lectures taking place in the context
of European Summer Institutes and other European
Programs. WHU and its international partner universities
collaborate each year to organize those programs taking
place in Vallendar for international Bachelor and MBA
students. The political and economic environment in Europe and the impact on business relations in this region
provide the thematic focus of the program. Professor
Fassnacht’s lecture “Luxury Brand Management – A
European Phenomenon” sharpens students’ knowledge
in marketing by contrasting traditional versus luxuryspecific marketing principles.
In March/April 2015, 20 MBA Students of the Tepper
School of Business at Carnegie Mellon University visited
WHU in Vallendar. During their lecture and casework in
“Luxury Brand Management” the students deepened
their knowledge about European luxury brands and their
specific management. Additionally to the lecture at the
WHU Campus, the students were able to have a company visit at Leica in the firm’s headquarters in Wetzlar.
Here they got insights into the management and marketing of luxury cameras and they received an introduction
to the world of Leica. Moreover, the students enjoyed
a guided tour through the Leica park and explored the
firm’s museum.
In May and June 2015, four further courses took place.
20 executive MBA students from the Tabor School of
Business at Milikin University got to know the European
business environment and learned about the specificities of luxury marketing in Professor Fassnacht’s class.
Furthermore, 67 international MBA students of WHU’s
partner Universities took part in the two-week WHU
European MBA Summer Institute on "The Changing
Environment for International Business in Europe". In
both sessions students learned about luxury brand management and applied their knowledge in several mini
case study sessions. Their theoretical knowledge was
complemented by a company visit to Robert Weil vinery
and Maybach – Icons of Luxury. Robert Weil serves as a
symbol for the German Riesling culture and Maybach –
Icons of Luxury stands for highest quality accessories,
eyewear, leather goods and saddlery with the Maybach
brand.
The last program took place in June 2015 with 20 students of the European Bachelor Institute who participated in the two-week course “The Business, Political and
Cultural Environment in Europe”. After having heard the
theory of Professor Fassnacht’s “Luxury Brand Management” lecture, the participants went on a company
visit to the Westerwald Brewery, where they learned
about the marketing of luxury beer and enjoyed a beer
sommelier tasting.
From left to right:
Company visit at Leica | Company visit at Robert Weil
vinery | Company visit at the Westerwald Brewery
26
Services for the Academic Community
Second supervision for doctoral projects
 Second supervision at WHU
Name
Chair
First Supervisor
Dissertation Project
M.Sc.
Cristina Hofmann Gonzalez
Chair of Sales Management and
Business-to-Business Marketing
Prof. Dr.
Ove Jensen
Consumer Goods Distribution Channels
between Evolution and Revolution
M.Sc.
Benedikt Neufang
Prof. Dr.
Ove Jensen
Pipeline-basierte Vertriebssteuerung Konzeptionelle Grundlagen und Umsetzungsherausforderungen
M.Sc.
Benjamin Klitzke
Prof. Dr.
Ove Jensen
Success and Failure in New Product Introduction: the Role of the Sales Force
Dipl.-Kfm.
Sven Müller
Prof. Dr.
Ove Jensen
Sales Force Control and Leadership
Verena Höllriegel
Chair of Production Management
Prof. Dr.
Arnd Huchzermeier
Optimizing Direct-to-Consumer Advertising (DTCA) for a Pharmaceutical Retailer
by Introducing Predictive Modeling in a
Big-Data-Setting
Dipl.-Kfm.
Michael Schramm
Chair of Technology and Innovation Management
Prof. Dr.
Holger Ernst
Die Dienstleistungskomponente bei der
Neuproduktentwicklung und ihr Einfluss
auf den Unternehmenserfolg
Dipl.-Kfm.
David Immanuel Schröder
Prof. Dr.
Arnd Huchzermeier
Proactive Management of Customer Returns - Transforming Cost of Doing Business into Means of Demand Generation
Dipl.-Kfm.
Christoph van Wickeren
Prof. Dr.
Arnd Huchzermeier
Optimizing Market Success in New
Product Development - A Real Options
Approach
Dipl.-Kffr./MBA
Verena Weber
Prof. Dr.
Ove Jensen
A Finance Orientation in Marketing and
Sales
Memberships and Review Activities
 Memberships
 Reviews
Organisation
Organisation
Verband der Hochschullehrer
für Betriebswirtschaft e.V.
AMA Educators´ Conferences (Summer and Winter)
Schmalenbach-Gesellschaft
für Betriebswirtschaft e.V.
Zeitschrift BuR – Business
Research
American Marketing Association (AMA)
Academy of Marketing Science (AMS)
European Marketing Academy (EMAC)
Erich-Gutenberg-Arbeitsgemeinschaft Köln e.V.
EMAC European Marketing
Academy Annual Conference
International Journal of Retail
& Distribution Management
Journal of Business Economics (former ZfB, Journal für
Betriebswirtschaft)
Club für Moderne MarktMethoden (MMM-Club e.V.)
Marketing Review St. Gallen
Professional Pricing Society
(PPS)
Zeitschrift für betriebswirtschaftliche Forschung (ZfbF)
Connections to the Business Community and
to Institutions
Speeches and Lectures
Presentation about the "Pricing Policy of a
Premium Player" at ebmpapst
On October 12, 2014, Prof. Dr.
Martin Fassnacht gave a presentation about the "Pricing Policy of
a Premium Player" at the International Sales Meeting of
the ebmpapst group in Linz. ebmpapst is the world's
leading manufacturer of electric motors and fans. In his
speech, Professor Fassnacht in particular focused on
the specialities of the price management process for
premium products and services. The international sales
managers were options shown, how it is possible to
further increase the competitive advantage of the
products and what is the best way to communicate
these advantages to the customer. One of the key
messages of his speech was: "Not the market or
competitors set the price, but yourself."
Guest Lecture of Professor Martin Fassnacht at
the University of Kaiserslautern: “Dreamfactory:
How do Luxury Brands Work.”
On November 13, 2014,
Professor Fassnacht was
invited to the University of
Kaiserslautern in order to speak about luxury brand
management. In his guest lecture, Professor Fassnacht
explained the anomalies of luxury brand management,
characterized specificities of the luxury customers and
provided an outlook for the future of the global luxury
market. Thanks to Professor Stephan Roth from the
University of Kaiserslautern, who organized this guest
lecture, there has been the opportunity to provide
precious insights about the management of luxury
brands and to exchange thoughts with the students in
Kaiserslautern.
Guest Talk of Professor Martin Fassnacht at the
Marketing Club Linz, Austria: “Dreamfactory:
How do Luxury Brands Work.”
On November 25, 2014, the Marketing Club Linz (Austria) invited
Professor Fassnacht under the topic
“Marketing meets Science” to speak
about luxury brand management. In
his talk, Professor Fassnacht explained the specificities of luxury brands
and their customers. Moreover, he illustrated strategies
and best practice examples for the successful management of creating, pricing, communicating and distributing luxury brands. Thanks to the Johannes Keppler
University Linz and the Marketing Club Linz, there has
been an interesting exchange of thoughts concerning
the emerging topic of luxury brand management during
and after the talk.
From top to bottom:
International Sales Meeting of the ebmpapst group
| Marketing Club Linz | University of Kaiserslautern
27
28
Activities in Juries
Supermarket of the Year 2015
Professor Fassnacht is member of
the Jury “Supermarkt des Jahres”.
This competition has a history of
more than 20 years and is organized
by the biggest european Foodmagazine “MEINE FAMILIE & ICH” and
“Die LEBENSMITTEL PRAXIS”, a magazine for the food
retail sector. The final TOP4 Winners of the competition
have been honored within the frame of a Gala in Bonn
on March 18, 2015, in Bonn.
Women in Media Award 2015
Once again, the „Women in
Media Award“ has been
awarded in Berlin on June 22, 2015. With this award
Axel Springer provides the cross-company project
“Chancen:gleich!” with the purpose to support the
career of women. After a call for applications, 15
internal and external young professionals have been
qualified for a day at the Axel-Springer-house in Berlin,
where they had to develop innovative media-ideas in
teams consisting of three people. Afterwards, the teams
have been evaluated by the audience and a jury of
experts of which Prof. Martin Fassnacht has been part
of. The winner-team had the chance to travel to the
Silicon Valley in California with the opportunity to
establish business contacts there.
Member of the Advisory Board of the
BESTSELLER Award
Professor Fassnacht is a member of
the Advisory Board for the award
BESTSELLER initiated by the magazine
„RUNDSCHAU für den Lebensmittelhandel“. The award honors the best
selling product innovations of the past
year. The BESTSELLER Award ceremony took place on
October 30, 2015, in Berlin.
Press Reports
Quotations in Rheinzeitung (November 2014)
Quotations in Huffingtonpost (February 2015)
How can I sell the new innovation best?
6 Reasons for the success of the drugstore chain dm
"70% of all purchasing
decisions are made
emotional at the point of sales […]. In comparison with
other countries, the Germans are the most price
sensitive ones concerning food, but not when
purchasing a new car.”
"Associations with dm are very
positive. With Balea, dm possesses a strong retail brand and also
a strong and attractive range of goods. The business
personality Götz Werner plays a decisive role for the
company.”
Quotations in Rundschau für den
Lebensmittelhandel (December 2014)
Quotations in Horizont (March 2015)
Lidl: How the discounter is trying to upgrade its brand
Variation vs. Innovation: The high flop rate is homemade
“On principle, retailers and
manufacturers want the same. A
close coordination between them could be useful, but it
should not get out of hand. Price points must be set
more intelligent.”
"We currently experience, that
discounters are reaching their
limits of growth. And these limits are determined by the
concept […]. If Aldi Süd and Lidl really succeed with the
upgrading from a customer´s perspective, this would
provide price oriented 'hard-discounters' a chance to
attack the competition.”
Quotations in FAZ (February 2015)
Customers wake up!
Quotations in Zeit (March 2015)
I don´t love it any more.
"Regular customers must
inform themselves and exert
pressure. This will help them to receive similarly good
offers as new customers.”
"As an American concern and a
global brand it is so much more
difficult for Mc Donald´s to impart customers regionality
than for the small burger store around the corner […]. In
case of doubt, customer prefer to go to competitors,
who followed a different concept from the very first and
who appear more authentic.”
Quotations in Wirtschaftswoche (April 2015)
Quotations in Wirtschaftswoche (August 2015)
The fight for the gourmet niche in the burger market
dm versus Colgate
“McDonald’s should not focus too
much on a premium strategy. With
this, they offend customers that
prefer normal fast food and do not want to spend a lot
of money for that […]. McDonald’s needs to experiment
now. At the moment the [recently introduced table]
service is free for customers in Frankfurt, […] but if the
service is successful it will increase the product prices.”
“In former times, organizations for
consumer protection such as
foodwatch would have indicated
that a manufacturer intends to deteriorate the price
performance ratio, but on no account the retailer itself
[…]. The climate between retailers and the industry gets
rougher from year to year […]. Thereby, the Aldi effect
holds: Aldi incorporates more and more branded
products both into their foodstuff and drugstore
assortment which leads to nervousness at classical
discounters, drugstores and supermarkets […].”
Quotations in Stern (May 2015)
Music festivals under new sign
"Rock am Ring linked to the Nürburgring was a good thing for both. The
fact that the festival has left is not to
the benefit of the brand Nürburgring – but it is also not a
big problem. Strong brands are mostly very crisis-resistant.”
Quotations in Werben&Verkaufen (August 2015)
Time is luxury
“Luxury is consistent with rarity […].
Artificial shortage arouses desire.”
Quotations in Absatzwirtschaft (August 2015)
Quotations in Lebensmittelzeitung (June 2015)
Relevance rocks
“75% of the newly launched
consumer products still fail in
the first year. Consumers are
more informed, demanding and intelligent due to easy
Internet access. At competitive times like today, we
know one thing for sure – a strong brand has to be
perceived as relevant by its consumers first.”
Learning how to cook with Aldi & Co.: In this way, German grocers are using Youtube.
“The brand essence of Aldi is
based on its price-performance
ratio. Focusing on this ratio in
their videos fits very well to the brand core […]. Lidl in
my view too much accentuates premium. This is called
‘Upgrading’ and distorts the brand essence.”
Quotations in Stern (September 2015)
Quotations in Zeit Online (July 2015)
Superfoods – not superb
The good years are over
“The company Weight Watchers
appears old. Weight Watchers
struggles with an image problem […]. Such a customer
approach doesn´t emotionalize and doesn´t attract
customers anymore.”
Quotations in Bild (August 2015)
The current trend of superfoods
“resembles the initial phase of bio
products” […]. “Supermarkets are
continuously in search of new products. Even though
the market is still small, “superfood” constitutes a great
term for a marketing strategy. The underlying aim is to
eat healthy and health-conscious people are less price
sensitive regarding healthy food […]. In this segment, it
can be assumed that profit margins are huge.”
Dugstore battle due to toothpaste rip-off
“Reducing the package size and setting
the same price is a well-known strategy of
manufacturers. Instead of establishing the
image of being a price driver, dm reacts
offensively and announces the conflict with
the manufacturer in public […]. The advantage for dm is
the following: The drugstore chain can stress its image
as an honest and consumer-oriented retailer, offering
reasonable prices and additionally promoting its own
trademarks.”
Quotations in Rundschau für den
Lebensmittelhandel (October 2015)
Discounters´ Mindset Change: Brands Not Margins
“Aldi has made long-term low
prices a reality. Consequently,
there is hardly anything left from the trading margin,
which was once quite reasonable. This is a dangerous
development for manufacturers of branded goods [...].”
29
30
Interviews
Interview with ZDF WISO Magazine (April 2015)
Interview with SWR “Marktcheck” (April 2015)
Prof. Fassnacht explained his opinion on McDonalds’
current struggle and brand image problems.
Same product, same retailer, different price. Several
consumer electronics retailers such as MediaMarkt,
Saturn or MediMax offer the same products in different
stores for different prices.
“McDonalds faces declining
revenues and fierce competition.
Today’s customers detest
ready-made food as food is an expression of lifestyle,
status and fitness. Companies that represent lifestyle
attract customers the most. McDonalds is not a lifestyle
brand anymore. However, changing the brand image will
take long.”
Interview with WDR “Markt” Magazine (April
2015)
Kaiser´s Tengelmann recently introduced the so-called
“Extra Karte”, which provides individual discounts for
customers. Prof. Dr. Martin Fassnacht explained the
importance of individual pricing for German retailers.
“The retail market is saturated.
Nowadays, customers are more
demanding. To be successful in
the market retailers have to position themselves in a
more individual way. By means of dynamic pricing, the
stationary retail market aims to align with the online
retailing business, which shows strong variation in
prices, and hereby tries to regain market share.”
“Electronic equipment is purchased
locally. Trading companies set
different prices also to compensate
for local differences with regard to customer structure,
customer needs, purchasing power and also the
intensity of local competition. In the online retailing
business, strong dynamic pricing can be observed.
Prices tend to be higher on weekends compared to
weekdays. […] In the future, the stationary retail market
will align with the online retailing business and vary
prices according to daytimes, weekdays or customer
groups.”
Interview in RTL “Guten Morgen Deutschland”
show (September 2015)
Prof. Dr. Martin Fassnacht was invited by RTL to talk
about the tricks retailers use to attract customers and
make more profit.
“Retailers sometimes offer the
same products in different stores
for different prices – even in the same city. This gets
possible, as the catchment area is very local. Customers
are advised to look for special offers at the bottom of
the store shelves or at the rear part of the store.”
From left to right:
ZDF WISO Magazine | RTL “Guten Morgen Deutschland” show
31
WHU at a Glance
WHU – Otto Beisheim School of Management is an
internationally oriented and privately financed business
school based in Vallendar and Duesseldorf. Founded in
1984, WHU is now one of the most renowned German
Business Schools with an exceptional national and
international reputation. WHU stands for “Excellence in
Management Education” and pursues this Goal in its
three core areas of activity: Academic Programs, Research, and Transfer in the field of general management.
This excellent standard has been certified by accreditations from AACSB, EQUIS and FIBAA as well as through
leading positions in national and international rankings.
In addition, WHU is the only private business school in
Germany which is a member of the German Research
Association (DFG). WHU students profit from a large
network of partner universities, companies and alumni.
Editor:
Report Period:
Contact:
Release Date:
The Otto Beisheim Endowed Chair of
Marketing and Commerce
01.09.2014 – 31.08.2015
[email protected]
January 2016
WHU – Otto Beisheim School of Management
The Otto Beisheim Endowed Chair of Marketing and Commerce
Center of Market-Oriented Corporate Management
Burgplatz 2
D-56179 Vallendar
Phone:
Fax:
Email:
Web:
+49 (0)261 / 6509 - 441
+49 (0)261 / 6509 - 449
[email protected]
www.whu.edu/en/faculty-research/marketing-and-sales-group/marketing-and-commerce

Activity Report 2014/15 - WHU

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