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”.
Chair of Strategy and Marketing
Speech at the BSI Web-Seminar
Prof. Fassnacht gave a speech about the topic “The new reality in sales due to the Corona crisis”