Chair of Strategy and Marketing

Keynote by Prof. Fassnacht at Henkel

Prof. Dr. Martin Fassnacht held a keynote speech at a top management workshop of the Global Leadership Team of Henkel Adhesives for Consumers & Craftsmen.

On October 11, 2021, Prof. Dr. Martin Fassnacht held a keynote speech at a top management workshop of the Global Leadership Team of Henkel Adhesives for Consumers & Craftsmen. In his presentation "Leading the future: 10 statements", Prof. Fassnacht gave recommendations on the current challenges regarding the consumer goods industry. These are significant for successfully shaping the future.

Prof. Fassnacht pointed out that the boundaries between manufacturers, retailers and platforms are becoming blurred. As a result, the roles of companies need to be redefined. Manufacturers should establish direct sales structures and promote independent access to customer data to strengthen customer relationships. The use of communication channels, which are increasingly evolving into sales channels, represent new opportunities for companies as well. In addition, Prof. Fassnacht illustrated that there are fewer and fewer brands with which consumers have a lasting relationship. Consequently, consumer goods manufacturers should invest in building and maintaining their brands to differentiate themselves from the competition and secure market share. Moreover, companies with their own ecosystems can offer customers real added value and position themselves as solution providers.

In the following discussion, the participating managers and Prof. Fassnacht discussed possible implications for a successful transformation agenda at Henkel.

This is another impressive example of the close partnership between Henkel and WHU - Otto Beisheim School of Management, which also gave rise to the Henkel Center for Consumer Goods.