Our internationally renowned marketing chair practices scientific excellence, aligning research questions with current business topics. Over the past years, it realized almost 50 projects in cooperation with firms such as Bosch, BASF, Mercedes Benz, Roche or Deutsche Telekom.
This page provides an overview over our Fields of Competence, the Benefits of a Cooperation with us as well as the Types of Cooperation we offer. Further, we would like to introduce to you our Institute for Market-Oriented Management (IMU), the related strategy management consultancy Homburg & Partner and the Competition TOP SERVICE.
Our wide-ranging competencies across the central areas of marketing and sales offer a broad variety of possibilities of cooperation.
|Market-Oriented Management||Development of market strategies, establishment of customer orientation, …|
|Customer Relations Management||Customer prioritization, complaint management, brand management, …|
|Sales Management||Sales excellence approach, success factors of key account management|
|Price Management||Disclosure of potential for optimization in the pricing context, impact of complex pricing systems on customers, …|
|Service Management||Design of innovation management, cognition of service quality, …|
|Product Management||Success factors for consumer good differentiation, measures for increasing market penetration of new product developments, …|
|Cost Management||Shareholder value orientation in marketing, profitability of customer relations, …|
|International Marketing||Management of international relations, prerequisites for success in international markets, …|
|Empirical Methods and Market Research||Handling of issues related to survey-based research, applied statistical multivariate procedures, …|
There are two ways to cooperate with us. We are happy to either support you in an individual project or to cooperate with you within the scope of a dissertation.
Both options are described below. In case you are interested you are welcome to contact us.
A team of chair staff (Assistant Professors, Academic Staff Members) works on a defined project.
You support over a longer period of time one or several doctoral students that investigate a topic of your interest.
The Institute of Market-Oriented Management at the University of Mannheim considers itself a forum for dialogue between scientific theory and practice. Its research intends to generate scientific results which are significant for market-oriented management. The institute's maxims are quality and speed.
The high scientific and academic standard is guaranteed by the close networking of the IMU with the Chairs of Marketing at the University of Mannheim, all of which are highly renowned on a national and international level. The academic directors of the IMU are Professor Homburg, and Professor Kuester.
Due to the manifold tasks in research and teaching, the cooperation of the chair with companies cannot be extended arbitrarily. Larger cooperation projects which require in-depth consulting services or extensive market research are therefore handled by the international market and strategy consultancy Homburg & Partner. Originally founded as a university spin-off, Homburg & Partner is providing market-oriented consulting expertise in the research areas of the chair since 1997: strategy, sales and pricing.
The focus on nine core industries provides an ideal basis to successfully assist clients with respect to their individual business models – from analysis and strategy development to implementation.
The competition „TOP SERVICE Germany” is conducted by the ServiceRating GmbH since 2005. Special about the competition is the fact that service quality is examined holistically from the point of view of both managers and customers. By means of the Focus-Model (leadingly developed by Professor Homburg, Director of the Institute of Market-Oriented Management), firms are offered the chance to enlarge their knowledge about their customer orientation and to advance with the aid of benchmarking in comparison to other firms. Based on the holistic analysis of the customer service, we publish 50 firms and honor them with the help of our partner Handelsblatt.
Registration is open to firms of any industry and customer relationships. The participation in the competition „TOP SERVICE Germany“ gives firms the chance to get honored for their customer orientation.
To the competition “TOP SERVICE” that is established in Germany since over ten years, an Austrian counterpart exists. This is a particular advantage for firms with societies in both countries: By means of the Focus-Model of customer orientation developed by Professor Homburg enables the comparison of Germany and Austria. Renowned cooperation partners bundle their competencies for this unique award for service quality and customer orientation that incorporates both the company- and the customer perspective.
Registration is open to firms of any industry and customer relationships. The participation in the competition „TOP SERVICE Österreich“ gives firms the chance to get honored for their customer orientation.