Chair of Strategy and Marketing

Article by Prof. Fassnacht and Dr. Mahadevan in the LZ

The article focuses on the Corona crisis and what it means for sales.

The Corona crisis is affecting all areas of the company. What does this mean for sales? And what measures must brand manufacturers take to adapt their activities to the changed consumer behavior? In the recent issue of the Lebensmittel Zeitung Prof. Dr. Martin Fassnacht and Dr. Jochen Mahadevan discuss these topics in their article “The new reality in sales”. Based on six theses, the authors outline how companies can improve their sales after the crisis using online retraining of their sales force and implementing social media as a direct sales channel.

The complete article is available in the latest issue of the "Lebensmittel Zeitung" (19.06.2020, p. 20).