Center for Market-Oriented Corporate Management

About us

Bringing science and business together!

In recent years, growing intensity of competition and marginal market growth rates have made it increasingly necessary to structure and manage companies in a market-oriented way. With this in mind, the Center for Market-Oriented Corporate Management (CMM) at WHU - Otto Beisheim School of Management was founded on January 1, 1997.

The Center carries out research in the field of market-oriented corporate management and facilitates an active exchange between the academic and business communities. As an academic institution, the WHU provides the perfect environment for a center of this kind.

Organization

The CMM is managed by a Scientific Director, Professor Dr. Martin Fassnacht, who is also Chairholder of the Chair of Strategy and Marketing at WHU.

The Scientific Director is supported by an Advisory Board consisting of well-known scholars and top corporate representatives. Chair of the CMM Advisory Board is Professor Dr. Dr. h.c. mult. Hermann Simon.

Objectives

The Center serves as a platform for exchange between the academic and business communities in the field of market-oriented corporate management. This mutual exchange results in valuable contributions to scientific research in the field, which enhance the knowledge and application of methods and instruments for market-oriented corporate management within companies.

What we do

Our events and activities –
Facilitating exchange between science and business management.

The CMM offers a range of activities to promote exchange between the scientific and business communities and enhance market-oriented corporate management:

Advisory Board Meetings

Each spring, the Chair of the Advisory Board and the Scientific Director of the Center invite to the annual board meeting. The objective of this meeting is to present and discuss current research projects and identify topics for future research. This ensures that research projects carried out at the CMM and at the Otto Beisheim Endowed Chair of Marketing and Commerce are both of academic relevance and applicable to business.

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Project summary reports

We provide management summaries of the scientific projects carried out by the CMM. This facilitates a true exchange of the latest research findings in the field of market-oriented corporate management between science and business management.

National/international cooperations

The CMM supports academic work and cooperations in the field of market-oriented corporate management at both a national and international level.

WHU Campus for Marketing

The WHU Campus for Marketing was introduced in 2010 to provide a platform for members of the scientific and business communities to exchange ideas and network. The conference is held in Düsseldorf, Germany, and hosted by Professor Dr. Martin Fassnacht, Professor and Chairholder of the Otto Beisheim Endowed Chair of Marketing and Commerce.