Bio- and regenera- tive Medicine as an important growth Market
Bio- and regenera- tive Medicine as an important growth Market
Bio- and regenera- tive Medicine as an important growth Market
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28 HHL RESEARCH REPORT 2012 SuSTAinABiLiTY And COMPETiTivEnESS 29<br />
Prof. Dr. M<strong>an</strong>fred Kirchgeorg holds the Chair of <strong>Market</strong>ing M<strong>an</strong>agement at HHL Leipzig Graduate School of M<strong>an</strong>agement.<br />
The chair provides specific expertise in the three fields of research “Sustainability <strong>Market</strong>ing”, “Holistic Br<strong><strong>an</strong>d</strong>ing”<br />
<strong><strong>an</strong>d</strong> “Live <strong><strong>an</strong>d</strong> Virtual Communication” <strong><strong>an</strong>d</strong> cooperates in several networks with international experts. To offer both,<br />
theoretical <strong><strong>an</strong>d</strong> methodological knowledge <strong>as</strong> well <strong>as</strong> practical experience, various partners such <strong>as</strong> well-known<br />
comp<strong>an</strong>ies or institutions are involved in lectures <strong><strong>an</strong>d</strong> research projects alike, so students c<strong>an</strong> apply their knowledge<br />
in c<strong>as</strong>e study workshops, field projects or consulting projects.<br />
cHair oF MarKeting M<strong>an</strong>ageMent<br />
c<strong>an</strong> Sustainable products<br />
develop Br<strong><strong>an</strong>d</strong> power?<br />
The research at the Chair of <strong>Market</strong>ing<br />
M<strong>an</strong>agement under the leadership of<br />
Prof. Dr. M<strong>an</strong>fred Kirchgeorg focuses<br />
on three fields of competence; sustainability<br />
marketing, holistic br<strong><strong>an</strong>d</strong>ing<br />
<strong><strong>an</strong>d</strong> live & virtual communication.<br />
These days, comp<strong>an</strong>ies must integrate<br />
a high degree of social <strong><strong>an</strong>d</strong> ecological<br />
requirements into their marketing<br />
concepts in order to be able to offer<br />
competi<strong>tive</strong> solutions on national <strong><strong>an</strong>d</strong><br />
international markets . Sustainabilityoriented<br />
product <strong><strong>an</strong>d</strong> service innovations<br />
must be positioned both in the<br />
market <strong><strong>an</strong>d</strong> in complex stakeholder<br />
environments .<br />
The field of holistic br<strong><strong>an</strong>d</strong>ing develops<br />
<strong><strong>an</strong>d</strong> examines positioning concepts empirically,<br />
e .g . from comp<strong>an</strong>y br<strong><strong>an</strong>d</strong>s up<br />
to entire regions <strong><strong>an</strong>d</strong> industrial clusters<br />
<strong>as</strong> perceived by a large num ber of stakeholders<br />
. Br<strong><strong>an</strong>d</strong>s have to be perceived<br />
<strong><strong>an</strong>d</strong> experienced by customers <strong><strong>an</strong>d</strong><br />
stakeholders, therefore, live communication<br />
to create multisensory br<strong><strong>an</strong>d</strong><br />
<strong><strong>an</strong>d</strong> product experiences is of particular<br />
import<strong>an</strong>ce to establish br<strong><strong>an</strong>d</strong>s . The<br />
Chair of <strong>Market</strong>ing M<strong>an</strong>agement h<strong>as</strong><br />
gained wide recognition nationally <strong><strong>an</strong>d</strong><br />
inter nationally through its targeted<br />
re search <strong><strong>an</strong>d</strong> publications in the field<br />
of live communication .<br />
The research philosophy at the chair is<br />
characterized by the mutual interconnection<br />
of the three fields of competence,<br />
sustainability marketing, holistic<br />
br<strong><strong>an</strong>d</strong>ing <strong><strong>an</strong>d</strong> live & virtual communication,<br />
which results in unique research<br />
projects with much relev<strong>an</strong>ce for business<br />
practice . The research findings are<br />
<strong>as</strong>sessed with the help of multivariate<br />
methods of <strong>an</strong>alysis <strong><strong>an</strong>d</strong> interpreted<br />
b<strong>as</strong>ed on a decision-oriented approach,<br />
using approved theories together with<br />
the latest empirical research methods,<br />
such <strong>as</strong> online surveys or eye tracking<br />
technologies .<br />
Sustainability <strong>Market</strong>ing:<br />
The Influence of Br<strong><strong>an</strong>d</strong><br />
Accept<strong>an</strong>ce of Sustainable<br />
Product Innovation<br />
Sustainable product innovation is more<br />
necessary th<strong>an</strong> ever before due to the<br />
problems arising regarding resources,<br />
energy <strong><strong>an</strong>d</strong> climate ch<strong>an</strong>ge . In m<strong>an</strong>y<br />
c<strong>as</strong>es, sustainable solutions are already<br />
available but they require a ch<strong>an</strong>ge in<br />
the behavior of the customers using<br />
them . Products with proven benefits<br />
for the environment <strong><strong>an</strong>d</strong> society are<br />
often only marginally accepted <strong>as</strong> they<br />
require a ch<strong>an</strong>ge in behavior or come<br />
with limitations to their utility compared<br />
to conventional products .<br />
Against this background, one research<br />
project by the Chair of <strong>Market</strong>ing<br />
M<strong>an</strong>agement examines the question<br />
of how a strong emotional bond with a<br />
br<strong><strong>an</strong>d</strong> (br<strong><strong>an</strong>d</strong> loyalty) c<strong>an</strong> promote the<br />
launch of more sustainable products<br />
that have limitations to their use .<br />
A reference framework b<strong>as</strong>ed on<br />
behavioral theory, which includes<br />
findings from various fields of research<br />
such <strong>as</strong> new product adaptation <strong>as</strong> well<br />
<strong>as</strong> br<strong><strong>an</strong>d</strong> <strong><strong>an</strong>d</strong> environmental consciousness,<br />
w<strong>as</strong> developed for this purpose,<br />
according to doctoral c<strong><strong>an</strong>d</strong>idate Isabel<br />
Staufer . The hypotheses are tested by a<br />
survey which examines the perception<br />
<strong><strong>an</strong>d</strong> accept<strong>an</strong>ce of the “E-MINI” automobile<br />
. Within the scope of <strong>an</strong> online<br />
survey, respondents are shown a clip<br />
which presents to them the new E-MINI .<br />
It explains the characteristics of the<br />
product <strong><strong>an</strong>d</strong> certain disadv<strong>an</strong>tages in<br />
its use (limited cruising r<strong>an</strong>ge, charging<br />
time etc .) . After this information<br />
w<strong>as</strong> provided, the attitude towards the<br />
br<strong><strong>an</strong>d</strong>, accept<strong>an</strong>ce barriers <strong><strong>an</strong>d</strong> the<br />
disposition to buy are recorded among<br />
the potential target groups . Import<strong>an</strong>t<br />
conclusions on positioning <strong><strong>an</strong>d</strong> marketing<br />
of sustainable product innovation<br />
c<strong>an</strong> be drawn from this project .<br />
cHair oF MarKeting<br />
M<strong>an</strong>ageMent<br />
cHairHolder<br />
Prof. dr. M<strong>an</strong>fred Kirchgeorg<br />
core coMpetencieS/<br />
reSearcH intereStS<br />
• sustainability marketing<br />
• holistic br<strong><strong>an</strong>d</strong>ing<br />
• live & virtual communication<br />
contact<br />
www.hhl.de/marketingm<strong>an</strong>agement<br />
Source: BMW
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