Center for Market-Oriented Corporate Management (CMM) –

Researching market orientation to create customer value.

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.


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.


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:

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.

Visit our photo gallery

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.

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

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.


News and stories from the CMM –
Read more about what we do!

Martin Fassnacht ranked among the 100 most influential economists in Germany.

Read more

Exchange platform for science and business focuses on market-oriented questions.

Read more

Annual board meeting of the Center of Market-Oriented Corporate Management.

Read more

Annual conference has the theme "Relevance rocks".

Read more

Management of the CMM

Professor Dr. Martin Fassnacht
Scientific Director of CMM

Professor and Chairholder
Chair of Strategy and Marketing
WHU – Otto Beisheim School of Management

+49 (0)211 44709 441
Send email

CMM Advisory Board

Chairman of the CMM-Advisory Board

Simon, Kucher & Partners
Strategy & Marketing Consultants


Vice Chairman of the CMM-Advisory Board

Chief Commercial Officer


Maria Galland GmbH


Vice President Marketing
Dr. Ing. h.c. F. Porsche AG


Professorship for Marketing & Sales

Cologne Business School


Managing Director
münz GmbH


Consumer Goods 
Spencer Stuart 


Chairman of the Managing Board
Galeria Kaufhof GmbH



Managing Director
Genuport Trade GmbH



Various Supervisory and Advisory Board positions



Executive Board Member (responsible for IT and New Markets)

TUI Group



CEO Germany



CEO / Founder

YouDinner GmbH



Member of the Executive Board
Energieversorgung Mittelrhein AG



Photo gallery

Looking back on past events!

Visit our photo gallery to get an impression of our Advisory Board Meetings. 


Get in touch

Get in touch with us –
We look forward to hearing from you.

Center for Market-Oriented Corporate Marketing

+49 (0)211 44709 441
Send email