Prof. Manfred Krafft, Chair of Marketing Management (IfM) at the MCM, has recently had two papers published in leading academic journals: the prestigious Journal of Marketing and the Journal of Retailing. He has also been honoured with the Best Paper Award.

Prof. Krafft and his co-authors, including leading author Dr. Tim Kalwey (Research Fellow at IfM), recently published a conceptual piece in the Journal of Marketing, grounded in Theories-in-Use, that explores the evolving landscape of B2B sales and aims to stimulate a vigorous discussion within the scientific community about its future direction. Furthermore, Prof. Krafft, as part of a team including co-author Lena Kamp (PhD Student at IfM), has also published research on limited editions and sellouts in the Journal of Retailing, further demonstrating his breadth of expertise.

Adding to these significant publications, Prof. Krafft, along with Prof. Anne Coughlan and Dr. Michael Gerke (Research Fellow at IfM), has also been honored with the Best Paper Award for their 2024 Marketing ZFP Journal of Research and Management article, "Drivers and Moderators of Direct Selling Business Outcomes: Why I Participate Affects How I Perform". This research investigates the factors driving performance in direct selling by analysing data from over 16,000 distributors. The findings emphasise the importance of understanding distributors' motivations, particularly whether they view direct selling as a career or merely as a way to obtain discounted products. This research was supported by the Direct Selling Education Foundation (DSEF).

These achievements underscore Prof. Krafft's dedication to cutting-edge marketing research and his commitment to contributing to academic discourse and practical applications in the field.

If you are interested in reading the Journal of Marketing article, click here. If you are interested in reading the Journal of Retailing article, click here. If you are interested in reading the award-winning paper in Marketing ZFP, click here.