Speeches of Professor Martin Fassnacht –

Combining scientific relevance and business application.

Professor Dr. Martin Fassnacht regularly gives speeches at business events focussing on aspects of his research. His speeches combine scientific relevance with a business orientation. Contact us for more information.

Here are just a few examples of recent speeches:  

On February 12, 2021, Prof. Dr. Martin Fassnacht gave a speech on the topic of "Omnichannel Trends & Best Practice". His talk took place as part of the virtual round table on "Omnichannel Management in Very Special Times". The online event, organized by McKinsey and Facebook, was attended by over 60 managers from the consumer goods, fashion and retail industries. In his inspiring talk, Prof. Fassnacht presented nine statements, which he used as a basis for analyzing the challenges in the current Corona pandemic on the one hand and demonstrating the potential of omnichannel strategies on the other.

On October 29, 2020, Prof. Dr. Martin Fassnacht gave a speech about the topic "The new reality in sales due to the Corona crisis" at the BSI Web Seminar "19th Spirits Forum", the annual conference of the Bundesverband der Deutschen Spirituosen-Industrie und -Importeure. Based on seven theses, Prof. Fassnacht analyzed the current situation and derived managerial guidelines on how to adapt to the “new reality”. Prof. Fassnacht is sure: “A dedicated direct online sales strategy in the context of an overarching omnichannel strategy is now more important than ever”. An essential take-away: “Within the context of social media, existing communication instruments will merge more closely with sales activities, making social media an important sales channel for manufacturers”.

On September 3, 2020, Prof. Dr. Martin Fassnacht gave a speech about “Omnichannel Strategies in the Digital World” at the Business Club Hamburg. Digitalization enables customer integration in all areas of the value chain. However, most retail companies have large deficiencies when it comes to omnichannel strategies. In his talk, Prof. Fassnacht discussed the influence of digitization on the retail landscape and how manufacturers and retailers can react to the changing purchasing behavior of customers. Furthermore, he derived managerial guidelines and gave specific advice on how to connect the offline and online world. “More than ever before, marketing requires strategic thinking and the development of new skills and competencies. Pure online or offline business models can no longer exist in the digital age", he said. According to Prof. Fassnacht, successful omnichannel strategies should be individually tailored to companies and customer needs and create theme-centered ecosystems for shoppers.

On January 27, 2020, Prof. Dr. Martin Fassnacht gave a speech about “Omnichannel Strategies in the Digital World” at the Marketing Club Ruhr in Essen. His talk took place at this year's first club event, which attracted over 80 guests. In his speech, Prof. Fassnacht gave an overview of technological developments and challenges of digitization. "The complexity has grown massively due to digitization," emphasized Prof. Fassnacht. More than ever before, marketing requires strategic thinking and the development of new skills and competencies. According to Prof. Fassnacht, pure online or offline business models can no longer exist in the digital age. Furthermore, based on nine theses and numerous examples, he derived managerial implications for both, retailers and manufacturers.

On November 22, 2019, Prof. Dr. Martin Fassnacht gave a speech at the international Süßwarenkongress in Berlin, organized by Sweets Global Network. His talk on the subject of "Retailers and Manufacturers: It used to be easier!" attracted more than 500 guests from the confectionery industry. In his speech, Prof. Fassnacht gave an overview of current developments and challenges on both sides. Based on ten theses, he discussed the influence of the conflicts in the retail landscape and derived managerial implications for both, retailers and manufacturers. An essential take-away was Professor Fassnacht’s recommendation to stick to strategic cooperations instead of pure competition and to consider customer centricity as a key success factor.

On November 12, Prof. Dr. Martin Fassnacht gave a speech about „Dynamic pricing policy in the digital age” at the Handelskongress in Saarbrücken, the annual conference organized by the Handelsverband Saarland e.V. Based on thirteen theses, Prof. Fassnacht demonstrated the opportunities that dynamic pricing offers for the brick-and-mortar retailers and gave specific advices concerning its implementation. Prof. Fassnacht is sure: “Dynamic pricing will become even more complex and important in the future and its extent will largely depend on the specific industry factors. The design of dynamic pricing must be derived from the corporate strategy and should never be conceived separately from it.” He also highlighted the importance of a comprehensive consumer database in order to better analyze purchasing behavior. When communicating on dynamic pricing, retailers should emphasize the benefits for customers, such as the ability to immediately implement agreed price reductions.

On Monday, January 21, 2019, Prof. Fassnacht presented his theses as Keynote Speaker at the Getränke Impuls Tagen. His talk on the subject of "Shared Value Creation by Retailers and Manufacturers" attracted more than 150 guests from the beverage industry. Prof. Fassnacht is sure that old rules are out of date. Anyone who wants to win in the market in the future has to make strategic collaborations. According to Prof. Fassnacht, the conflicts that currently occur between industry and commerce are not advisable regarding the future developments. An essential take-away: “Customer focus and broader cooperation is crucial in order to avoid further conflicts between manufacturers and retailers.” Digitization – social media as well as blockchain and integrated IT systems – are just further tools in order to optimize and improve value creation.

On July 23, 2018, Prof. Dr. Martin Fassnacht gave a speech about “Omnichannel Strategies in the Digitized World” at the Marketing-Club Hannover. In his speech, Prof. Fassnacht gave an overview of technological developments and challenges of digitization. Based on eleven theses, he discussed the influence of digitization on the retail landscape and derived managerial implications for both, retailers and manufacturers throughout industries.

On Friday, June 8, 2018, Professor Fassnacht was invited as keynote speaker to the annual meeting of “Westerwälder Wirtschaft” in Montabaur. “Blum”, an established fashion outfitter for women and man, hosted the reception. More than 500 guests listened to Professor Fassnacht’s speech about “What customers really want”. An essential take-away was Professor Fassnacht’s recommendation to accept the digital world and take advantage of it. Companies should put themselves in the position of customers to recognize and understand their increasing need for heterogeneity.

On May 17, 2018, Prof. Dr. Martin Fassnacht gave a speech about „Omnichannel Strategies in the Digitized World” at the general meeting of the BSI (Bundesverband der deutschen Spirituosen-Industrie und –Importeure). Digitization in all its technological facets it going to radically change the retail landscape throughout all channels and industries. In his speech, Prof. Fassnacht gave an overview of technological developments and challenges of digitization. Based on eleven theses, he discussed the influence of digitization on the retail landscape and derived managerial implications for retailers and manufacturers in the alcohol industry.

held on April 10, 2018 at a special event of the Marketing Club Nuremberg.

The price is often neglected in the context of the marketing mix. In his speech, however, Prof. Dr. Martin Fassnacht demonstrated that the price is the strongest profit driver and should be considered as an important element of marketing. In addition, companies are facing new pricing challenges due to digitization. In this context Prof. Fassnacht showed various innovative pricing models.

On repeat invitation of Marie-Eve Schröder (Corporate Senior Vice President Henkel Beauty Care) and Dr. Nils Daecke (Corporate Vice President Digital Marketing), Prof. Fassnacht held an inspirational speech about the topic “Pure Beauty – Better for You” on November 14, 2017.

As a preparation for the Connect2Consumer Day 2017, about 90 managers of the Beauty Care Department were introduced to the topic “pure beauty” – from “free from” products to a real natural brand positioning.

With many practical examples from the FMCG industry, Prof. Fassnacht highlighted the importance of the topic for Henkel and formed a basis for the further work on the topic at the Connect2Consumer Day on November 22, 2017. The speech was also recorded via Skype for the Connect2Consumer Day participants in other countries.

held on May 30, 2017 at the Tiefkühltagung 2017, the annual conference of the German Tiefkühlinstitut (dti).

Based on eleven theses, Prof. Fassnacht elaborated on the challenges the frozen food industry faces when it comes to omnichannel retailing. New technical possibilities arising from digitization influence shopper behavior and offer new players and innovative purchasing models opportunities to challenge the traditional retail landscape. Established companies – retailers as well as manufacturers – are facing competition from players that they had not anticipated before. At the same time, social media and other intermediaries, like Google or Facebook, decline the influence of companies on shoppers, create innovative purchasing models, and provide new possibilities of interaction. The increased interlocking of different offers and channels allows traditional borders – like the one between retailer and manufacturer – to blur steadily. Retailers and manufacturers have to rise to these challenges if they want to persist and succeed in a digitized commercial world.

Held on March 8, 2017 at Wrigley GmbH in Unterhaching.

Discounters in Germany are continuously upgrading and that way get closer to full-range suppliers. One fact contributing to this development is that the availability of brands at Aldi has become the norm. New listings do not come as surprises anymore. The involved parties finally take this new situation and act more rational than at the first listings. Nevertheless, the significant effects remain, which emphasizes the necessity to differentiate with other measures than price. Prof. Dr. Martin Fassnacht illustrated how the overall market and the involved categories have changed due to the listings of branded products by Aldi. Furthermore, he gave format-specific advices and explained the industry how to reach satisfactory solutions for the different retail formats.

Held on March 7, 2017 at the Forum der Heimtierbranche, the annual conference of the Zentralverband Zoologischer Fachbetriebe.

Digitization in all its technological facets it going to radically change the retail landscape throughout all channels and industries. In his speech, Prof. Fassnacht gave an overview of technological developments and challenges of digitization. Based on eleven theses, he discussed the influence of digitization on the retail landscape and derived managerial implications for retailers and manufacturers in the pet care industry.

Held on November 29, 2016 at Henkel Beauty Care in Düsseldorf.

On invitation of Marie-Eve Schröder (Corporate Senior Vice President Henkel Beauty Care) and Dr. Nils Daecke (Corporate Vice President Digital Marketing), Prof. Fassnacht held an inspirational speech about the topic “premiumization” as part of the “Connect to Consumer Program” at Henkel Beauty Care. About 70 managers of the Beauty Care department were introduced to the foundations and strategic options of “premiumization”. With many practical examples from the FMCG industry, Prof. Fassnacht highlighted the importance of the topic for Henkel and formed a basis for the further work on the topic at the “Connect to Consumer” Digital Insight Day on 29 November 2016.

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Professor Dr. Martin Fassnacht

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