💡 What questions are shaping current marketing research? The 5th Conference on Market-Oriented Management (MOMC 2026) in Mannheim brought together researchers from various universities to discuss current research projects and emerging topics. Among them were Dr. Hendrik Schierwater and Patrick Wöhnl from the Chair of Digital Transformation. 

🔍 The programme covered a broad range of research questions, including artificial intelligence in consumer interactions, creator brands, sustainable consumption, and consumer perceptions of pricing strategies. The presentations and discussions highlighted how marketing research engages with evolving technological, societal, and market-related challenges. 

🤝 Beyond the research presentations, the conference provided opportunities for scientific exchange and networking, contributing to discussions on current and future directions in marketing research. 

💬 Many thanks to the organisers and fellow participants for the engaging discussions and inspiring exchange. We look forward to the next conference