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Activity Report 2020 ACTIVITY REPORT 2020 CHair of marketing management and suStainability ACTIVITY REPORT // 2020 0 1 INTRO Dear Reader, Looking back on the year 2020, I think all the reports will mention that it was an exceptional year due to the pandemic. I also look back on the chair's activities, which were influenced by the crisis. However, at universities, we were able to continue our activities to a large extent - with a strong online focus. When I look at the research projects conducted in 2020, it was a very special year for our chair's team: We successfully completed a multi-year BMBF project on the future of retail in inner cities. Likewise, we finalized a research project funded by the Deutsche Bundesstiftung Umwelt (German Federal Foundation for the Environment). Furthermore, six research projects with a doctoral thesis were successfully completed, which is a record in my chair's history. For the first time, all disputations took place online, and we could only toast virtually to the well-deserved success of the doctorates' completion. Finally, the transformation platform "mission2impact", which was founded off the chair, started full-scale work in 2020, and we were able to start exciting projects with practice partners. In August 2020, the Deutsche Post endowment commitment to HHL came to an end. For seven years, the Deutsche Post uniquely supported the Marketing Chair in research and teaching. The focus was, in particular, on gaining and communicating new insights into cross-media development. At this point, I would like to express my special thanks to the Deutsche Post because without the foundation's commitment, we would not have been able to develop our research activities and doctoral projects so comprehensively. As a private university institution, HHL Leipzig Graduate School of Management relies on foundation commitments, and Deutsche Post has thus made an essential contribution to its development. I would also like to thank all our network partners in academia and corporate practice, the Scientific Society for Market- Oriented Management and the Academic Marketing Society, for their support and cooperation. In this annual report, we recapitulate the various teaching, research, and transfer activities as well as the chair and research team behind them. I want to express my special thanks to my chair's team, which has supported me in an extraordinarily committed and responsible manner, especially in 2020. I now wish you an exciting reading. Yours Prof. Dr. Manfred Kirchgeorg ACTIVITY REPORT // 2020 0 2 CONTENT 1 Team 3 1.1 Chair Holder 3 1.2 Chair Staff 4 1.3 External PhD students 7 2 Chair Philosophy 9 3 Research 11 3.1 Research Areas 11 3.2 Research Area Sustainability Marketing 12 3.3 Research Area Holistic Branding 15 3.4 Research Area E-Commerce & Crossmediales Management 17 3.5 Research Conferences 25 3.6 Research Cooperations 27 4 Courses & Master Theses 29 4.1 Courses 30 4.2 Master Theses 32 5 Networks & Cooperations 33 5.1 Academic Society for Market-Oriented Management 33 5.2 Academic Marketing Society 36 5.3 Transfer platform "mission2impact" 38 5.4 Participation in institutions and advisory boards 38 6 Publications 40 Imprint ACTIVITY REPORT // 2020 0 3 1 TEAM 1.1 Chair Holder Prof. Dr. Manfred Kirchgeorg Prof. Dr. Manfred Kirchgeorg holds the Chair of Marketing Management and Sustainability at HHL Leipzig Graduate School of Management. He completed his doctorate and habilitation on market-oriented environmental management and sustainable marketing at the University of Muenster. The research competencies in sustainability marketing and holistic branding, which have been built up at his chair over more than two decades, are linked to research questions of e-commerce and the optimization of cross- media forms of communication. Prof. Kirchgeorg has lectured at universities in Germany and abroad and is also a member of numerous business associations and advisory boards. His scientific career has been characterized by a variety of publications and editorships over the decades. The linking of theory and practice illustrates his research program, and he proactively seeks dialogue with business practice. Among others, Prof. Kirchgeorg is a member of the supervisory board of Unilever Deutschland Holding GmbH and an executive board member of the Wissenschaftliche Gesellschaft für marktorientierte Unternehmensführung e. V. (Academic Society of Market-Oriented Management). In 2018, he chaired the Curriculum Council of the "Microeconomics of Competitiveness" (MOC) network founded at Harvard Business School by Prof. Michael Porter. He co-initiated the foundation of the transfer platform "mission2impact" in 2019. Besides, Prof. Kirchgeorg is involved in various expert groups, acts as an expert advisor and a mentor for start-ups, and is a trusted Konrad- Adenauer-Stiftung lecturer. ACTIVITY REPORT // 2020 0 4 1.2 Chair Staff Birgit Simmank Team Assistant Birgit Simmank has been the chair's new team assistant since May 2019 and takes care of organizational and administrative tasks, particularly appointment and event management. Mrs. Simmank has many years of professional experience. In her 17 years at HHL, she has already actively supported the chairs of Logistics and Macroeconomics. Nadine Horbas Project Manager Since 2012, Nadine Horbas has been responsible for the chair's project management and controlling, including the acquisition, administrative support, and controlling of third-party funded projects and the chair's financial management. She studied economics at the FernUniversitaet Hagen with a focus on marketing and service management. Dr. Anja Weber Research Assistant Dr. Anja Weber has been a research associate at the chair since 2016. She is responsible for research projects and cooperations in the field of sustainability marketing. Previously, she worked as a research associate and doctoral candidate at the chair. Her dissertation dealt with the topic "Sustainability and Consumer Confusion at the Point of Sale." She studied psychology at the University of Mannheim and the Philipps University in Marburg. Maximilian Bechstedt Research Associate Maximilian Bechstedt joined the chair as a research associate in December 2020. Together with Sara Lagodni, he will accompany the office of the Scientific Society for Market-Oriented Management. Maximilian Bechstedt studied Business Psychology with a focus on Marketing in Berlin and previously International Hospitality Management in Dresden. Due to the strong practical orientation of the courses of study, he was already able to gain much experience, among others in Berlin, Frankfurt, and Bangkok. ACTIVITY REPORT // 2020 0 5 Nicole Bruehl Research Associate Nicole Bruehl has been supporting the chair's team since December 2019. She has already studied at various universities nationally and internationally and gained practical knowledge through multiple activities in the media and communication sector. As a research associate, she is currently working on approaches of resonance research and panarchy models. At the chair, we have placed the communication and PR function in her hands. Damian Hesse Research Associate After completing his master's degree at HHL in September 2017, Damian Hesse began working as a research associate. One of his tasks at the chair is to work on a research project on the German advertising industry's future direction. He is researching in the area of e-commerce & cross-media management on the effects of multi-channel concepts by analyzing economic and psychographic success variables. Eric Holdack Research Associate Eric Holdack has been a research associate at the chair since April 2017. He researches in the area of e-commerce and cross-media management and investigates customer acceptance of mixed reality applications. At the chair, Eric Holdack is mainly responsible for the BMBF-funded project SURTRADE. Sara Lagodni Research Associate Sara Lagodni joined the chair as a research associate in August 2019 and researches in the field of circular economy. She manages the Scientific Society for Market-Oriented Management office and has been supported by Maximilian Bechstedt, who takes over the project management since December 2020. Sara Lagodni studied marketing management in the textile industry, focusing on sustainability at the University of Applied Sciences in Hamburg, where she is a lecturer in the master's program "Multichannel Trade Management in Textile Business." ACTIVITY REPORT // 2020 0 6 Katja Lurie-Stoyanov Research Associate Katja Lurie-Stoyanov has been a research associate at the chair since 2017, and her doctoral project focuses on the acceptance of cross-media integration technologies in retail. She is involved as a researcher in the BMBF project SURTRADE. Previously, she studied Management & Organization Studies at the Technical University of Chemnitz and subsequently worked in project management. Lilo Meier Research Associate Lilo Meier joined the chair as a research associate in November 2020 and researches in the field of sustainability marketing. Lilo Meier studied Innovation Management, Entrepreneurship, and Sustainability at the Technical University of Berlin and is co-founder of a sustainable start-up in the fashion industry. Xisi Yang Research Associate Xisi Yang has been a research associate at the chair since May 2017. She researches in the field of sustainability marketing and investigates environmentally responsible consumer behavior in China as well as in a cross- national context, in particular, the environmental responsibility
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