Vom 5. bis 7. August 2019 verbrachte das Team des IfM knapp drei Tage außerhalb des MCM im Landhaus Rothenberge, um dort intensiv die aktuellen Forschungsprojekte der Mitarbeiter zu diskutieren. So standen die Tage auf dem Rothenberg ganz im Zeichen der Präsentationen, die jeder Mitarbeiter zu einem aktuellen Projekt vorbereitet hatte. Dabei zeigte sich auch die große Bandbreite der Forschungsthemen am IfM.
From August 9 to 11, the 2019 AMA Summer Academic Conference took place in Chicago. The theme of this year’s conference was “Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading.” Manfred Krafft represented the Marketing Center Muenster, but also served in different functions. For example, he attended the Editorial Review Board meetings of Journal of Interactive Marketing and Journal of Retailing, two of the most prestigious journals in the field of marketing. And, he attended “master classes” on machine learning and interaction effects.
In this year’s project seminar offered by the IfM by Dr. Mirja Kroschke in collaboration with Dr. Ing. h.c. F. Porsche AG, 25 master students with a major in marketing had the opportunity to deal with data-driven marketing issues. Under the supervision of both IfM staff and the Porsche digital marketing communication department, the students worked in groups on topics such as “Customer Journey Optimization” and “Online Marketing KPI and Benchmarking Framework”.
From May 28th until May 31st 2019, the 48th EMAC Annual Conference was held in Hamburg, with more than 1,000 scholarly attendants from all over Europe and the world. The conference provides a unique forum for the presentation and discussion of current academic research projects, panel discussions, and special sessions with thought leaders in their respective fields. Scholars from different areas of the MCM took part in all those different activities.
For their paper on store-reinventions, Manfred Krafft and Mirja Kroschke along with their co-authors Els Breugelmans (KU Leuven), Marleen Hermans (KU Leuven) and Murali Mantrala (University of Missouri), have been awarded with the Best Paper Award at the Research on National Brand and Private Label Marketing (NB&PL) International Conference. The conference took place from June 12 to 14 in Barcelona (Spain), and is the primary international forum to present and discuss original, rigorous and significant contributions specifically on NB and PL issues.
Die MCM-Studentin Vera Zanger hat den diesjährigen Preis der Deutschen Marktforschung für Nachwuchsforscher in der Kategorie Masterarbeit gewonnen. Sie hat ihre Masterarbeit zum Thema "Messung von Zahlungsbereitschaften bei Innovationen: Welche Methode sollte in welchem Kontext angewendet werden?" unter Betreuung von Jonas Schmidt am Institut für Marketing verfasst. Die auf Vorschlag von Prof.
From April 28 to May 10, Prof. Krafft and his research assistant and doctoral student Theresa Steinebach visited Northwestern University in Evanston, Illinois. The purpose of this research journey was to meet their research partner Anne Coughlan from Kellogg School of Management, who is an expert in direct selling, channel management and sales force management among others.
In der Lokalzeit des WDR wurde am 11. April ein Beitrag ausgestrahlt, in dem Prof. Dr. Krafft als Experte Stellung bezieht zu Auswirkungen von Online-Händlern wie MyToys oder Amazon, die über Showrooms oder eigene Outlets in die Innenstädte dringen. Konkreter Anlass des Beitrags ist die Eröffnung einer Filiale von Zalando in der Königsstraße in Münster.