Chair of Strategy and Marketing

Keynote „Academia meets Henkel”

Keynote „Academia meets Henkel” Anna-Karina Schmitz and Martin Fassnacht present research results

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On May 16, 2022, Asst. Prof. Dr. Anna-Karina Schmitz and Prof. Dr. Martin Fassnacht gave a keynote speech on “Academia Meets Henkel – Marketing Trends from the Academic World” at the invitation of Henkel Laundry and Home Care CEE.

They presented 10 key insights with current research results from the fields of brand communication, brand activism and sustainable consumer behavior. In order to bridge the gap between science and practice, concrete management implications were derived, to transfer the effects found in research into practice in the best possible way. The presentation was followed by a lively discussion with the participants. We would like to thank the participants for the exchange and look forward to further cooperation.