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30 Research & Programs Joint research project on consumer channel choice behavior Traditional one-way communication in marketing is about to reach its limits – interactive information channels are perceived as clearly superior by German consumers: this is one key insight from a recent research project conducted by McKinsey & Company and the HHL Chair of Marketing Management. The representative survey of 1,500 consumers in retail banking, telco (mobile phones) and consumer electronics further shows that consumers increasingly use so-called social media such as online consumer forums, communities and product review websites to inform themselves about products and ser- Publications Fiedler, Lars / Becker, Jan U. / Kirchgeorg, Manfred Unternehmens- und Stakeholderkommunikation als Einflussfaktoren des Unternehmensmarkenimages in: Marketing ZfP, 31 (2009) 3, pp. 197-211 Greven, Gunther Cause Related Marketing in: Forum Wirtschaftsethik, 3 (2009), pp. 48-49 Günther, Elmar Klimawandel und Resilience Management – Interdisziplinäre Konzeption eines entscheidungsorientierten Ansatzes Wiesbaden: Gabler Verlag, 2009 Kästner, Evelyn Kreativität als Bestandteil der Markenidentität: Ein verhaltenstheoretischer Ansatz zur Analyse der Mitarbeiterkreativität Wiesbaden: Gabler Verlag, 2009 Kirchgeorg, Manfred / Ermer, Beatrice / Brühe, Christian / Hartmann, Dagobert Live@Virtuell – neue Formen des Kundendialogs Uniplan Live Trends 2009/10, UNIPLAN GmbH & Co. KG (ed.), Köln 2009 Kirchgeorg, Manfred / Jung, Kathrin / Klante, Oliver The future of trade shows: insights from a scenario analysis in: Journal of Business and Industrial Marketing, 25 (2010) 4 Kirchgeorg, Manfred / Greven, Gunther Employer Branding: Aktuelle Anforderungen von High Potentials an ihre künftigen Arbeitgeber in: High Potential, October/November (2009), pp. 36-38 Suchanek, Andreas / Kirchgeorg, Manfred Marketing und Corporate Responsibility in: Forum Wirtschaftsethik, 17 (2009) 3, 7-1 vices before purchase; one in five consumers will use social media as their dominant information channel prior to their next purchase in the product categories analyzed. The results highlight the ongoing inter-mixture of sales and communication channels and the growing autonomy of consumers in the purchase process – leading to new challenges for marketing and multichannel management. In the upcoming months, the joint research project by McKinsey & Company and the Chair of Marketing Management will address further questions of multichannel consumer behavior: among other topics, a direct link Kirchgeorg, Manfred / Springer, Christiane / Brühe, Christian Live Communication Management – Ein strategischer Leitfaden zur Konzeption, Umsetzung und Erfolgskontrolle Wiesbaden: Gabler Verlag, 2009 Kirchgeorg, Manfred / Springer, Christiane / Kästner, Evelyn Objectives for successfully participating in trade shows in: Journal of Business and Industrial Marketing, 25 (2010) 1 Müller, Jenny / Bleier, Arnim / Bock, Benjamin / Kirchgeorg, Manfred / Maicher, Lutz Enhancing Customer Relationship Management using Enterprise Information Integration with Topic Maps in: Proceedings of the 9 th WSEAS International Conference on APPLIED INFORMATICS AND COMMUNICATIONS (AIC ’09), 2009, pp. 151-155 Participation in conferences Prof. Dr. Manfred Kirchgeorg / Beatrice Ermer / Gunther Greven / Jenny Müller / Manuel Roj Research Conference Marketing Berlin, Germany, September 10-12, 2009 Beatrice Ermer 1 st HORIZONT Congress on Advertising Wiesbaden, Germany, October 21-22, 2009 Beatrice Ermer Academic Conference “Research on Events – Status quo and outlook” Chemnitz, Germany, October 30, 2009 Beatrice Ermer German Design and Brand Congress 2009 “Designing Sustainable Luxury” Dresden, Germany, November 25-26, 2009 HHL News – wiNter 2009/2010 between channel choice and perceived channel quality will be established, the sector-specific relative influence of selected determinants on channel choice behavior will be ascertained, and practical implications for multichannel players and managers outlined. For further information on the research project, please contact the Chair of Marketing Management (marketing@hhl.de). Oliver Ehrlich Jenny Müller 1 st International Flagship Store Congress LÄDEN 2009 Wiesbaden, Germany, November 17-18, 2009 Kai Weinrich International Conference on Creative Industries – Governance of Metropolitan Regions Leipzig, Germany, November 12-13, 2009 Talks at conferences Prof. Dr. Manfred Kirchgeorg Live Communication – Strategies, Implementation and Evaluation Communication Leadership-Forum Leipzig, Germany, June 26, 2009 Dr. Evelyn Kästner Trade Shows as Relationship Designers – Research Results from Germany AMA Summer Marketing Educators’ Conference Chicago, USA, August 7-10, 2009 Prof. Dr. Manfred Kirchgeorg Arbeitgebermarketing – Herausforderungen des Talentewettbewerbs im Öffentlichen Dienst DGP-Kongress “Mitarbeiter/innen finden und binden” Berlin, Germany, September 3, 2009 Dr. Evelyn Kästner The Impact of Trade Shows within the Customer Relationship Cycle 9 th International Conference on Relationship Marketing Berlin, Germany, September 30-October 2, 2009 Prof. Dr. Manfred Kirchgeorg Kreativität als Wertschöpfungsfaktor Münster, Germany, October 27, 2009
Chair of Microeconomics Research & Programs HHL professor teaches first course in newly launched IMBA Program Student of the IMBA Programm In September 2009, Professor Dr. Arnis Vilks, Chair of Microeconomics at HHL, was a member of the HHL delegation invited by Lanzhou University as honored guests to celebrate its 100 th anniversary. Mr. Chun Yuan, Research Associate and himself a native of Lanzhou, accompanied Professor Vilks during this stay. Located in the capital of Gansu Province, Lanzhou University is one of the oldest and most prestigious universities in western China. HHL and the Management School at Lanzhou University established a partnership when Professor Vilks was Dean of HHL, and have exchanged students since 2005. The Management School at Lanzhou University launched its MBA Program in 1997. Twelve years of development Talks at conferences Martina Wuttke Corporate Social Responsibility as an Integral Part of Core Business and the Third Sector: The Case of the Indian Construction Services Industry 6 th ISTR Asia and Pacific Regional Conference on the Third Sector Taipei, Taiwan, November 1-4, 2009 have made the program one of the most influential in China, ranking among the top 10 in the table of “Most Influential MBA Programs in China,” and number 1 on the league of MBA programs with the highest potential. To date, over 1,300 students have graduated with MBA degrees from the school. The graduates now work in many different parts of China and play key roles in national economic development and enterprise management. During their stay in Lanzhou, both Professor Vilks and Mr. Yuan taught core courses (Managerial Economics and Principles of Management respectively) in the International MBA (IMBA) Program. The IMBA Program was launched only in September 2009. All the courses are taught in English, and the program is supported by international guest lecturers. Professor Vilks had the honor of teaching the very first course in the program, and of being the first foreign visiting teacher in the program. Other visiting faculty from business schools in the USA, France, Italy, India, and New Zealand will follow. Asked about his teaching experience, Professor Vilks says: “The 44 Chinese students I had in my class were very disciplined and hard-work- ing. But what made my Lanzhou experience particularly pleasant was their kindness – they organized sightseeing tours for me, gave me a wonderful bouquet of flowers on “teachers’ day,” and they even invited me for a farewell dinner. I love Chinese food. Wo ai zhen Zhongguo cai!” Professor Dr. Arnis Vilks / Chun Yuan Publications Vilks, Arnis / Kelly, Martin Global Economic Difficulties in: The International Journal of Interdisciplinary Social Sciences (2009), pp. 231-244 HHL News – wiNter 2009/2010 31 How do multinational corporations in India address CSR issues? Poverty is among the most pressing global issues – one billion people are still living on less than one dollar per day. The Millennium Development Goals (MDGs) developed by the United Nations set out a path for addressing the economic, social and environmental dimensions of poverty, expecting not only governments of developing countries but also private sector companies operating in those countries to play a vital role in alleviating poverty. Multinational Corporations (MNCs), in particular, contribute to development to a large extent. Their social impact through business activities and their commitment to the communities are far from negligible, but all too often they are not sufficiently visible to the global public. Part of the research focus of Martina Wuttke, Research Associate at the Chair of Microeconomics, is on the social impact of MNCs in India, in particular on how these companies directly and indirectly address the economic, social and environmental dimensions of poverty through Corporate Social Responsibility (CSR). In order to gain a deeper insight into the CSR picture in India and to strengthen the empirical evidence for CSR as a business case, Martina Wuttke conducted a study in India in July 2009, including interviews with CSR directors of Indian and international global players and leading NGOs. The outcome of this study in the form of several case studies will be an academic contribution to the attainment of the MDGs by shedding light onto current CSR practice and its impact on poverty alleviation as a starting point for further social and political action. Martina Wuttke Participation in conferences Martina Wuttke “Expert Talk”: Development Cooperation and Business – Between Confrontation and Cooperation Berlin, Germany, November 10, 2009 New M.Sc. Scholarship for Effective and Responsible Leadership 2010! Apply now! www.hhl.de/scholarship
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