Research & Programs - HHL Leipzig Graduate School of Management
Research & Programs - HHL Leipzig Graduate School of Management
Research & Programs - HHL Leipzig Graduate School of Management
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<strong>Research</strong> in the Eternal City:<br />
the Academic Marketing<br />
Association visits Rome<br />
March 26 to 29, the Akademische Marketinggesellschaft<br />
e.V. (AMG), an association <strong>of</strong> current<br />
and former doctoral students at the Chair<br />
<strong>of</strong> Marketing <strong>Management</strong>, held its 4 th doctoral<br />
colloquium in the historic city <strong>of</strong> Rome. Two<br />
entire days were marked by intensive scholarly<br />
discussions, exchange <strong>of</strong> experience, and<br />
also by myriad opportunities to brush up and<br />
deepen historical knowledge. The availability<br />
<strong>of</strong> an excellent guide to Rome and the flawless<br />
organization <strong>of</strong> the event by former COO<br />
Evelyn Kästner meant the days passed by all<br />
too fast. All the participants agreed that this<br />
was one <strong>of</strong> the most remarkable events in the<br />
history <strong>of</strong> the AMG. The association’s objective<br />
is to provide support in the fields <strong>of</strong><br />
research and teaching, and to facilitate information<br />
exchange between marketing practice<br />
and marketing research. This includes supporting<br />
publication activities at the chair and<br />
awarding the well-established Marketing Prize<br />
for the most outstanding marketing student in<br />
each graduating class. The prize will be awarded<br />
for the 4 th time during this year’s graduation<br />
ceremony. AMG’s next meeting is scheduled<br />
for the end <strong>of</strong> August in <strong>Leipzig</strong>.<br />
For further information, visit the website<br />
www.akademische-marketinggesellschaft.de or<br />
contact <strong>HHL</strong>’s Chair <strong>of</strong> Marketing <strong>Management</strong>.<br />
Beatrice Ermer<br />
Participation in conferences<br />
Beatrice Ermer / Gunther Greven / Dr. Evelyn<br />
Kästner / Jenny Müller<br />
AMG-Doktorandenseminar Winter 2009<br />
Rome, Italy, March 26-29, 2009<br />
<strong>Research</strong> & <strong>Programs</strong><br />
Six minutes to make the customer<br />
happy - a look behind the scenes<br />
<strong>of</strong> a retail business<br />
On March 10, 2009, Mr. Andreas Fuchs, doctoral<br />
student at the Chair <strong>of</strong> Marketing <strong>Management</strong><br />
and owner <strong>of</strong> several Street One<br />
subsidiaries in Southern Germany, was welcomed<br />
as guest speaker to one <strong>of</strong> the lectures<br />
in the course Retail Marketing. Mr. Fuchs<br />
provided the students not only with insights<br />
into the fascinating retail trade but also with<br />
facts about Street One, the fastest-moving retailer<br />
in the fashion segment. For instance, the<br />
students heard about the different shopping<br />
zones into which the Street One shops are divided.<br />
Mr. Fuchs also went into detail about<br />
the display <strong>of</strong> the clothes in store, the cleanliness<br />
<strong>of</strong> the chang- ing rooms and the role his<br />
sales staff plays. He surprised students with<br />
the information that a salesperson has only 6<br />
minutes on average to make the customer<br />
happy. Furthermore, Mr. Fuchs explained the<br />
importance <strong>of</strong> customer surveys which are<br />
Talks at Conferences<br />
Pr<strong>of</strong>essor Dr. Manfred Kirchgeorg<br />
“Perspektiven für die universitäre<br />
(Marketing)-Ausbildung im BWL-Bereich”<br />
Jahrestagung der Marketingkommission<br />
Mannheim, Germany, January 23, 2009<br />
Pr<strong>of</strong>essor Dr. Manfred Kirchgeorg<br />
“Neue Trends und Herausforderungen für<br />
das Personalmarketing im Unternehmen”<br />
Personalleiterforum<br />
<strong>Leipzig</strong>, Germany, March 11, 2009<br />
Dr. Evelyn Kästner<br />
“Antecedents and Consequences <strong>of</strong> Employee<br />
Creativity – Implications for Employer<br />
Branding and Identity-based Brand <strong>Management</strong>”<br />
5 th Thought Leaders International Conference<br />
on Brand <strong>Management</strong><br />
Athens, Greece, April 6, 2009<br />
Pr<strong>of</strong>essor Dr. Manfred Kirchgeorg<br />
“Employer Branding – die Anziehungskraft<br />
von Arbeitgebermarken im Talentewettbewerb”<br />
Wirtschaftssymposium “Macht der Marke”<br />
Passau, Germany, May 9, 2009<br />
<strong>HHL</strong> NEWS – SUMMER 2009<br />
29<br />
necessary to find out what the customer<br />
needs. This information is important for the<br />
production <strong>of</strong> the collections that change every<br />
six to ten weeks. During the talk, Mr. Fuchs<br />
also made it clear that sticking to brand identity<br />
is crucial in the fashion retail business.<br />
Some <strong>of</strong> the key points students took home<br />
are that transferring a specific shop concept<br />
abroad is not necessarily automatically fruitful<br />
and that a customer is more interested in going<br />
shopping if he or she knows that the assortment<br />
in the store changes regularly. That<br />
creates the incentive to come in and have a<br />
look. All in all, Mr. Fuchs gave an interesting<br />
talk showing that being an entrepreneur is not<br />
just hard work but can also be fun and is a job<br />
where there is a lot that can be learned.<br />
Beatrice Ermer<br />
Publications<br />
Wissenschaftliche Gesellschaft für Marketing<br />
und Unternehmensführung (ed.)<br />
Employer Branding – Pr<strong>of</strong>essionelles<br />
Markenmanagement zur Pr<strong>of</strong>ilierung am<br />
Arbeitsmarkt<br />
Working paper No. 199 <strong>of</strong> the Wissenschaftliche<br />
Gesellschaft für Marketing und Unternehmensführung,<br />
<strong>Leipzig</strong> 2009<br />
Wissenschaftliche Gesellschaft für Marketing<br />
und Unternehmensführung (ed.)<br />
Erfolgsstrategien für die Mitte – Perspektiven<br />
aus Marktforschung, Praxis und Wissenschaft<br />
Working paper No. 204 <strong>of</strong> the Wissenschaftliche<br />
Gesellschaft für Marketing und Unternehmensführung,<br />
<strong>Leipzig</strong> 2009<br />
Wissenschaftliche Gesellschaft für Marketing<br />
und Unternehmensführung (ed.)<br />
Multichannel <strong>Management</strong> – Effizienzfalle<br />
oder Vertriebsmotor in rezessiven Zeiten?<br />
Working paper No. 205 <strong>of</strong> the Wissenschaftliche<br />
Gesellschaft für Marketing und Unternehmensführung,<br />
<strong>Leipzig</strong> 2009<br />
More than 200 working papers<br />
published by the Wissenschaftliche Gesellschaft für Marketing<br />
und Unternehmensführung are available as downloads on<br />
www.wissenschaftliche-gesellschaft.de