As the festive season approaches, advent calendars begin to appear on the aisles of retail stores, ranging from traditional calendars filled with chocolate or sweets to luxurious calendars containing premium cosmetics or perfumes. Prof. Dr. Manfred Krafft, Chair of Marketing Management (IfM), gave Radio WAF listeners a marketing perspective on advent calendars and discussed current trends shaping the development of these products.

This summer semester, the Chair of Marketing Management (IfM) was again able to offer students majoring in Marketing the opportunity to participate in a project seminar in cooperation with a renowned company. Together with this year's partner, BASF Coatings GmbH, a global leader in surface solutions, 24 students worked on five exciting and current topics related to "B2B Marketing Strategy @BASF Coatings".

The innovative store concept P41, which resided as a pop-up store at Prinzipalmarket for 6 weeks in winter 2023, has won the Marketing Award 2024 of the Marketing Club Münster-Osnabrück e.V. The successful project, which attracted 26,000 visitors, was supported by Tobias Viehoff. He said that the project has encouraged him to try something new in the city center and to counteract the dying stores.

In light of scarce resources, firms strategically weigh off between investments in value creation and value appropriation. They do so by placing more emphasis on one of the two strategic orientations which defines their strategic emphasis. So far, literature has relied on accounting data – specifically on reported investments in R&D and advertising – to operationalize reported strategic emphasis and studied its association with a firm’s financial performance. Previous studies suggest that firms benefit from emphasizing value appropriation.