Center for Market-Oriented Corporate Management (CMM)

Price is the most effective and fastest profit driver, and pricing power is a crucial determinant of corporate value. However, in reality, very few companies have professional price management in place. We develop innovative pricing strategies and models based on a thorough analysis of companies, competition, and customer behavior. We view price management as a process that unfolds in four phases: strategy, analysis, decision, and implementation. Digitalization, artificial intelligence, sustainability, inflation, e-commerce, and institutional frameworks change the demands and effectiveness of price management, and these factors are incorporated into our work. The most comprehensive and up-to-date resource on price management worldwide, the 5th edition of the standard textbook Preismanagement by Prof. Dr. Dr. h.c. Hermann Simon, Prof. Dr. Martin Fassnacht, and Jun.-Prof. Dr. Anna-Karina Schmitz, is an integral part of this effort.

At the core of our work is the holistic integration of sustainability into corporate management to create long-term value for all stakeholders. We focus on transforming existing business models and developing innovative sustainable business models. This involves considering Value Proposition, Value Creation and Delivery, and Value Capture. Our goal is to find a balance between profitability and responsibility towards the environment and society while meeting the needs and expectations of stakeholders. Therefore, we pay particular attention to trade-offs in sustainability management and their impact on growth and profitability. A deep understanding of sustainable consumer behavior and the potential of sustainability marketing and communication is essential to make future business models competitive and successful in the market.

Brands are under significant competitive pressure and must increasingly meet diverse consumer needs. Consumers adjust their purchasing behavior and are willing to pay premiums only for strong and relevant brands. Therefore, brand management is crucial for the success of a company. Our work in brand management aims to create strong brands and sustain and enhance their value over the long term. We focus on managing and auditing brand portfolios, positioning brands, and introducing new brands and brand extensions. Growth and higher prices can be achieved through the sustainable enhancement of brand portfolios and creating added value for consumers. In brand communication, we address current topics such as brand activism.

We research and comment on the latest trends in retail and develop omnichannel strategies that meet the evolving needs of consumers. Shopping experiences and a high degree of convenience are just some of the aspects that play a central role in this context. We consider elements such as omnichannel pricing, consumer behavior, and the role of electronic marketplaces. Our goal is to support companies in aligning their retail activities with customer needs, thereby gaining a competitive advantage.