Henkel Center for Consumer Goods

Annual Report 2014

Henkel Center for Consumer Goods

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Henkel Center for Consumer Goods Annual Report 2014

Editor: Henkel Center for Consumer Goods

Reporting period: 01/01/2014 - 31/12/2014

Contact person: [email protected]

Publication date: December 2014

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Preface .......................................................................................................................... ..4

About us ........................................................................................................................ ..5

Research ....................................................................................................................... 11

Teaching ........................................................................................................................ 14

Student Services ........................................................................................................... 22

CONTENTS

Contact Information

WHU – Otto Beisheim School of Management Henkel Center for Consumer Goods Ass. Prof. Dr. Tim Oliver Brexendorf

Burgplatz 2 56179 Vallendar Tel.: +49 (0)261 - 6509 760 Fax: +49 (0)261 - 6509 769 Email: [email protected] http://www.whu.edu/hccg

WHU in brief

WHU – Otto Beisheim School of Management is an internationally oriented and privately financed business school based in Vallendar and Duessel-dorf. Founded in 1984, WHU is now one of the most renowned German Business Schools with an exceptional national and international reputa-tion. WHU stands for “Excellence in Management Education” and pursues this goal in its three core areas of activity: Academic Programs, Research, and Transfer in the field of general management. This excellent standard has been certified by ac-creditations from AACSB, EFMD (EQUIS) and FIBAA as well as through leading positions in na-tional and international rankings. In addition, WHU is the only private business school in Ger-many which is a member of the German Re-search Association (DFG). WHU students profit from a large network of partner universities, com-panies and alumni.

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PREFACE

For further information please also see http://www.whu.edu/hccg

Vallendar, December 2014

Dear Readers,

Looking back over almost five years since the foundation of the Henkel Center for Consumer Goods, we are proud to present again a broadened and deepened portfolio of joint activities in teaching, research and exchange activities. In 2014, the continuous growth reflects in an in-creasing number of both functions and members. At the beginning of 2014, taxation was incor-porated in the HCCG, with Inga Bethmann joining the HCCG team as a new member to enhance the collaboration with Henkel in this field. In addition, the HCCG has extended its activities in marketing to the Adhesives Technologies business. In doing so, the HCCG now intensively collaborates with the marketing departments of all Henkel business units – namely Beauty Care, Laundry and Homecare, and Adhesives. Therewith, we are glad to get one of our founding mem-bers and early supporters of the HCCG, Susanne Cornelius, Corporate Vice President Interna-tional Marketing Adhesives for Consumers & Craftsmen, back on board. New as members in the HCCG team are Stéphane Timmer and Marko Reimer. Stéphane Timmer has taken over the responsibility for all activities within Purchasing whereas Marko Reimer leads all activities within the area of controlling and finance. Welcome to all of you at HCCG.

In all areas, we continued to work on a rich and impressive variety of class formats ranging from guest lectures, joint lectures, visits in Henkel departments, Henkel case studies, negotiation workshops with Henkel managers to “purchasing live” – a participative format where students joined the Henkel Purchasing top management meetings. This very broad portfolio of joint teach-ing activities allows our students to get deep knowledge of the consumer goods industry from various angles.

The commitment and fantastic team play of all lecturers, internship mentors of our WHU students, supporters of our joint research at Henkel, WHU staff, our HCCG team, and last but not least the HCCG Advisory Board greatly contributed to our success. Thank you for opening many doors and promoting the very different activities of the HCCG! We highly appreciate your enduring support. Due to the growing number of active participants in this collaboration, I would like to refrain from thanking individual persons for their input; it would certainly go beyond the capacity of this foreword. In any case, we look forward to continuing this successful path with you.

Hopefully, you will enjoy reading this report and getting insights into our manifold activities in 2014.

Sincerely,

Dr. Tim Oliver Brexendorf Assistant Professor of Consumer Goods Marketing Head of the Henkel Center for Consumer Goods

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Head of Henkel Center for Consumer Goods Assistant Professor of Consumer Goods Marketing

Tim Oliver Brexendorf has been Assistant Pro-fessor of Consumer Goods Marketing and Head of the Henkel Center for Consumer Goods at WHU since March 2010. Before taking his position at WHU, he was a project manager in a marketing consultancy spin-off from the University St. Gallen, as well as a research assistant at the Center for Com-petence in Brand Management at University St. Gallen (today the Center for Customer Insight). He completed his doctorate with his disserta-tion "The impact of interpersonal communica-tion on brand loyalty – A dyadic analysis of salesperson-customer interactions – The ex-ample of BMW brand". Before his scientific ca-reer, Tim Oliver Brexendorf was the E-Commerce Manager for Dialog Marketing of a joint venture by Otto Group and OBI, as well as the Junior Category Manager ECR for OBI. He earned his undergraduate degree in economics at the Carl von Ossietzky University in Olden-burg. He has done both research and practical projects for the following companies among others: BMW Group, REWE Group, Hotelplan, KPMG, Migros, OBI, Otto Group, and Swisscom. Tim Oliver Brexendorf’s research concentrates on the interdisciplinary study of consumer goods. His research interests in the area of marketing are focused on issues of brand man-agement, especially brand strategies, brand positioning, interactive and internal brand man-agement, and product and innovation manage-ment. Tim Oliver Brexendorf’s publications in-

clude, amongst others, articles in the Journal of Business Research, the Journal of Brand Man-agement, Corporate Reputation Review, Cor-porate Communications, and the Marketing Re-view St. Gallen. He is co-author of an edited book on brand management and has published several articles in edited books in the field of brand management. Since January 2012, Tim Oliver Brexendorf has been Co-Editor-in-Chief of the Journal of Brand Management, a leading authoritative journal on brand management and strategy.

Assistant Professor at the Institute of Manage-ment Accounting & Control

Marko Reimer has been Assistant Professor at the Institute of Management Accounting and Control (IMC) at WHU since November 2012. Before joining WHU, Marko Reimer studied in-dustrial engineering and management at the Technische Universität Berlin. On completing his degree, he worked at TU Berlin as research assistant in the field of strategic management accounting. His current research interests in-clude top management impact on management control systems from an upper echelons per-spective. His research work appears in interna-tional top tier journals such as Organization Studies and Human Resource Management.

ABOUT US

Tim Oliver Brexendorf

Marko Reimer

Team

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Research Assistant & Ph.D. Student

Inga Bethmann has supported the HCCG team as a research assistant and Ph.D. student since February 2014. She works at the chair for Business Taxation. The focus of her research is on the effect of taxes on corporate decision making and on the overall economy. One par-ticular focus of her work is the role of tax en-forcement and audit procedures for corporate tax compliance. She studied Business Admin-istration with a focus on Accounting and Taxa-tion at the University of Hamburg, Temple Uni-versity in Philadelphia and University of Mann-heim. She gained practical experience in differ-ent tax service divisions of KPMG and PwC.


Modan Huang has worked for the HCCG since September 2013. The focus of her research lies in product innovation and consumer per-ception. Modan Huang obtained a Bachelor of Science and Master in Management at the Uni-versity of Mannheim and spent one semester at the International Business Management School of the Robert Gordon University in Ab-erdeen, Scotland. She gained practical experi-ence in several companies of the consultancy and banking sector in Germany and abroad including Oliver Wyman Delta, Deutsche Bank, Commerzbank and Deutsche Börse.

Assistant

Barbara Luig joined the team in April 2013. She is a trained European Secretary (ESA) and worked as personal assistant at Mercedes-Benz Finance (GB), Bertelsmann AG, Gerling-Konzern, as well as project coordinator at the Städtisches Klinikum St. Georg, Leipzig, before she was employed by WHU in September 2009. In the first five years at WHU, she sup-ported the chairs of Empirical Capital Market Research and Corporate Finance as personal assistant.


Stéphane Timmer joined the HCCG team in January 2014. The focus of his research lies in supply management, especially sub-supplier management and supply chain transparency. He obtained a Master in Law from the Universi-ty of Amsterdam, which included a year at the University of Nice. After his law studies, he completed a Master in International Relations & Economics from Johns Hopkins SAIS in Bolo-gna and Washington D.C. He gained practical experience working in investment banking with Renaissance Capital in Moscow and London for four years. Subsequently, he moved to Frankfurt where he worked with a private equity firm for about two years.

Modan Huang

Barbara Luig Inga Bethmann

Stéphane Timmer

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Christopher Beisecker (MSc 2016)

Marc Koepp (BSc 2015)

Janis Maximilian Wagner

(BSc 2015)

Student Research Assistants

Advisory Board & Associate Members

7th Advisory Board Meeting at Henkel

On November 7th, 2014, the seventh Advisory Board Meeting of the Henkel Center for Con-sumer Goods (HCCG) took place at the prem-ises of the Henkel AG & Co. KGaA in Duessel-dorf. The yearly meeting of the Advisory Board and the team members of the HCCG offered the opportunity to reflect on joint activities and projects in the fields of marketing, purchasing, controlling and taxation. The new members of the HCCG team, Inga Bethmann, Friedrich Droste, Marko Reimer and Stéphane Timmer, were introduced.

The past year was filled again with numerous guest lectures, seminars and round-tables by and with Henkel’s top managers which attract-ed students of all programs. The collaboration in the field of research projects – some of them were presented in detail – was also considered highly valuable.

A great portfolio of lectures, projects and activi-ties is already planned for the next year so that this successful cooperation between Henkel and WHU can continue.

Felix Bösebeck (BSc 2016)

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Prof. Dr. Martin Fassnacht

Advisory Board Member

Chairman of the Henkel Center for Consumer Goods Advisory Board

The Otto Beisheim Endowed Chair of Marketing and Commerce

WHU – Otto Beisheim School of Management

Prof. Dr. Dr. h.c. Jürgen Weber


Institute of Management Accounting & Control


Prof. Dr. Lutz Kaufmann

Associate Member

Chair of International Business & Supply Management


WHU members

Kathrin Menges


Executive Vice President Human Resources and Infrastructure Services

Henkel AG & Co. KGaA

Carsten Knobel


Executive Vice President Finance (Chief Financial Officer) Purchasing & Integrated Business Solutions


Henkel members

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Bertrand Conquéret


Corporate Senior Vice President Global Purchasing


Marie-Eve Schröder

Associate Member

Corporate Senior Vice President Henkel Beauty Care


Georg Baratta-Dragono

Associate Member

Corporate Senior Vice President International Marketing Laundry Care & Regional Head Latin America


Susanne Cornelius

Associate Member

Corporate Vice President International Marketing Adhesives for Consumers & Craftsmen


Dr. Friedrich Droste

Associate Member

Manager CFO Office


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Impressions of HCCG activities 2014

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Doctoral Theses

RESEARCH

The HCCG empirically investigates research questions in consumer goods management. The core of our work is the development of in-novative solutions to current consumer goods-specific problems. The research at the HCCG is organized interdisciplinary, focusing on the generation of new insights in the fields of Mar-keting, Management Accounting & Control, Purchasing and Taxation.

Our research approach is based on three prin-ciples:

Implementation orientation

We are striving for relevant implications for management practice. In cooperation with Henkel, we conduct management-relevant research projects. This collaboration allows a close linkage between theory and practice.

Interdisciplinarity

We are the first interdisciplinary research cen-ter for consumer goods management in the German speaking area. We draw our insights, theories, models, and methods from various business areas to develop innovative solutions to management questions.

Empiricism

In all areas, we do empirical investigations, through which structures and relationships are discovered (explorative studies), or hypotheses are tested (inductive studies).

Research Approach

Current Research Projects

In cooperation with Henkel, the HCCG mem-bers are working on several research projects:

Online Brand Communities – The impact of

Facebook brand pages on consumer behavior

Mapping of Controller Community Perceived innovativeness from a consumer

perspective at the PoS The impact of competence and warmth of

facial expressions on product and brand evaluation

Organizing/Staffing for growth and innovation Product Packaging (Marketing and R&D)

Tim Oliver Brexendorf is second supervisor of the following doctoral thesis:

Carina Simon Online Brand Communities - The impact of Facebook brand pages on consumer behavior (first supervisor: Martin Fassnacht) Ludwig Voußem (completed) Behavioral Effects of Accounting Performance Measures (first supervisor: Utz Schäffer)

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Publications

An article of Tim Oliver Bre-xendorf, Anna Dubiel and Se-bastian Glöckner was publis-hed in the fourth volume of the Product Development and Ma-nagement Association’s (PDMA) highly acclaimed “Tool Book” series, designed to give experienced product develop-ment professional cutting edge and usable approaches to improve their new product and innovation processes. This volume – edited by Charles Noble (University of Tennessee), Serdar Durmusoglu (University of Dayton), and Abbie Griffin (University of Utah) – provides in-depth, how-to knowledge on sel-ected tools and techniques in the area of “Open Innovation”. The article “Keeping up with the virtual voice of the customer – Social media applications in product innovation” discusses how firms can use social media for new pro-duct development.

Tim Oliver Bre-xendorf has con-tributed to the mul-ti-volume Wiley Encyclopedia of Management – now in its third edi-tion – edited by Cary L. Cooper. In the volume Inter-

national Management of Markus Vodasek and others, Brexendorf wrote to the keyword “brand”. The encyclopedia is also available on-line through the Wiley Online Library, a major database of Journals.

Marko Reimer has had a paper accepted for publication in Human Resource Management. The paper, which is co-authored with M. Hey-den and S. Van Doorn, ís entitled "Innovating Beyond the Horizon: CEO Career Horizon, Top Management Composition, and R&D Intensity". CEOs have been suspected of decreasing R&D as they approach expected retirement, yet findings on R&D curtailment by late-career CEOs are mixed. Marko Reimer and his co-authors argue that one reason for these incon-sistent findings could be that traditional approa-ches overlook the fact that CEOs are not isola-ted agents in making R&D decisions. The au-thors build on the premise that CEOs interact with their top management team (TMT) when shaping R&D strategy and advance a contextu-alized view of CEO dispositions in their late career stages as being constrained or enabled by their TMT. Their findings, which are based on a longitudinal sample of 100 U.S. manufac-turing firms from 1998–2008, provide nuanced insights into how different TMT characteristics matter, with TMT age and TMT tenure playing particularly pronounced roles.

Editorial Services

In 2014, Tim Oliver Brexendorf served as ad hoc reviewer for several conferences and dou-ble-blind reviewed journals.

With Joachim Kernstock, Competence Centre of Brand Management, St. Gallen Switzerland, and Shaun Powell, University of Wollongong, Tim Oliver Brexendorf serves as Co-Editor-in-Chief for the Journal of Brand Management

(JBM). Consulting Editors of the journal are established authorities in the field like John M.T. Balmer, Susan Fournier, and Kevin Lane Keller. The JBM has established itself as the leading authoritative journal on brand manage-ment and strategy. It publishes original peer-reviewed papers which look at all dimensions of this fast-evolving field, drawing together

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cutting-edge analysis and the latest thinking from leading internatio-nal figures in industry and academia.

As in the last years, Tim Oliver Brexen-dorf was invited by Professor Kevin La-ne Keller and Tuck School of Business at Dartmouth Col-lege as Visiting Re-search Scholar. To-gether with Kevin Lane Keller, E.B. Osborn Professor of

Marketing at Tuck, Executive Director of the Marketing Science Institute (MSI), and leading authority in marketing and brand management, Tim Oliver Brexendorf worked on several research projects. A visit for the next year is already planned to proceed with the joint research. Thanks to Kevin Lane Keller, his family, and Tuck School of Business for this deep relationship, and the warm, and enduring hospitality!

Tim Oliver Brexendorf was also invited by the ESADE Brand Institute led by Professor Oriol Iglesias at ESADE Business School at Ramon Llull University in Sant Cugat, Spain, as a

Guest Professor. From April 24th to May 6th, 2014, he gave lectures on contemporary deve-lopments in brand management in the BBA, MSc in International Management and Ph.D. programs. Beside the lectures, a research collaboration between the Henkel Center for Consumer Goods and the ESADE Brand Institute has been built up. ESADE is a partner university of WHU and counts among the best business schools in Europe. The visit was supported by the Erasmus Lecturer mobility program.

Research Visits

Kevin Lane Keller Tuck School of Business

Oriol Iglesias (ESADE) welcomed Tim Oliver Brexendorf as guest professor

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TEACHING

Lectures The HCCG organizes and offers lectures across the various programs of WHU with a focus on marketing, purchasing, general man-agement, controlling and taxation. These pro-grams include the Bachelor of Science, Master of Science, Full-time as well as Part-time MBA and the Ph.D. curricula. The HCCG lectures feature not only an introduction to essential theoretical concepts, but also exhibit a strong practice-oriented focus. Guest lectures by sen-ior managers, company visits, as well as the work on real-life case studies help our students gain key insights into the challenges of multina-tional firms and current developments in inter-national consumer goods and supply markets.

The following lectures were part of our course offerings in 2014:

The Product Manager’s Interfaces and Tools (Master of Science)

The essence of this course was to let students grasp the key tasks, interfaces and tools pro-duct managers are confronted with in daily business. It was a strategic course that focused on the product side whilst integrating topics of brand management. Students were equipped with hands-on competences in formulating ade-quate product management strategies and cre-ating competitive advantages when positioning a product or brand in the marketplace. The em-

phasis was put on the conceptual understand-ing that requires a certain degree of common sense and strategic thinking.

Brand Management (Bachelor of Science)

The aim of the course was to outline the central principles and mechanisms of brand manage-ment. Students learned how to position a brand and got familiar with the processes for rooting the brand within the company. They also gath-ered knowledge about communicating the stra-tegic brand profile to customers and market partners, were introduced to different brand equity/value approaches and were able to measure brand performance. Another focus was to capture frameworks that help managers to build a strong brand.

Strategic Sourcing (Bachelor of Science, Master of Science, Full-time and Part-Time MBA)

This class aimed at raising participants’ awa-reness and understanding of the substantial impact supply management has on the bottom-line and financial results of many firms. At the same time, participants acquired in-depth knowledge on supply management essentials and selected concepts from this field, e.g., e-auctioning, single/multi-sourcing, global sour-cing, just-in-time purchasing, co-operative sourcing, supplier development, outsourcing, early sourcing, standardization, substitution, and total cost of ownership. In this, they shar-pened their knowledge about managing the triangle of “cost out, value in, managing risk” from a purchasing perspective.

Advanced Supply Management (Master of Science)

This course familiarized students with advan-ced supply strategies that target at creating

Marketing

Purchasing and General Management

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value beyond cost, e.g. value chain optimiza-tion through make-or-buy decision making, supply risk management, and supplier develop-ment. Students were trained to understand de-cision schemes behind these concepts both from a theoretical/scientific and managerial perspective. Discussed theories included trans-action cost theory, stakeholder theory, the re-source-based view of the firm, normal accident theory, and high reliability theory. Students also worked with scientific journal articles and held a mini lecture in class on an assigned topic in order to build their ability of working with academic supply management literature.

International Module China (Full-time and Part-time MBA)

The International Module China exposed both our Full- and Part-Time MBA students to the challenges and opportunities of the Chinese business place. During their time in Shanghai (FTMBA and PTMBA) and Beijing (FTMBA), students explored how both multi-national and local companies benefit from the rapid growth of the Chinese economy and experience first-hand the transition of China from the “world’s work bench” to a highly competitive, R&D-driven market. The insights gained during firm visits were complemented and put in perspec-tive through lectures at our Chinese partner universities Fudan University, CEIBS, and Tsinghua University. The academic program comprised both the particularities of the Chi-nese business environment, as well as cultural, political, and historical differences to Western economies.

Introduction to German Corporate Tax Law (Bachelor of Science)

During the spring term 2014, Robert Risse, Global Head of Tax & Trade Group at Henkel, held the BSc Course “Introduction to German Corporate Tax law” for the second time. Stu-dents of the Bachelor of Science program got

insights into the German Corporate Tax Law. Numerous real-life cases especially with re-spect to the Henkel Group helped students to understand complex issues.

Management Abroad Course (Bachelor of Science)

For the seventh consecutive year, the IMC led a delegation of WHU students to China with the Management Abroad Courses which are de-signed to give an insight into the practical work of international as well as domestic corpora-tions in Asia. Once again, the opportunity to experience China and learn more about major management topics in Shan was well received.

Assistant Professor Marko Reimer and Fabian Hofmann conducted their Management Abroad Course in the Pearl River Delta. 32 students spent ten days in Guangzhou and three days in Hong Kong where they visited the production sites of companies like Trolli (sweets), The Ca-ble Assembler, MTU (Aero Engine Mainte-nance), Herrenknecht (mechanized tunnelling technology), Vabella (diversified holding of pro-duction companies), Deutsche Bank, Adidas (global sourcing competence center) and Price-waterhouseCoopers. The group also met with representatives from the German Chamber of Foreign Trade in Guangzhou, Sun Yat-sen Uni-versity (Guangzhou) and the German Consu-late General in Hong Kong.

Research on the Counterpart in the Finance Function (Ph.D. program)

The seminar focused on the counterpart in the finance function (e.g., controller, CFO). Based on selected research papers, the participants discussed the controller’s roles from different perspectives such as top management, middle management or management control system.

Taxation

Controlling

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Guest Lectures & Company Visits

Gesa Tröger and Renaud Bertin, Henkel, solve case study together with students (WHU MSc program)

The MSc course "Advanced Supply Manage-ment" was joined by two guests from Henkel. Gesa Tröger, Director Global Purchasing, and Renaud Bertin, Purchasing Manager for Silico-ne Compounds, worked on a challenging case study together with the WHU students. During their first visit on January 16th, Ms. Tröger and Mr. Bertin debated with the course participants the starting situation of the case study. Moreo-ver, they moderated an interactive discussion on Henkel’s purchasing processes. In turn, on February 13th, the students presented their results to Ms. Tröger and Mr. Bertin, leaving them highly impressed.

Nils Daecke, Corporate Vice President Digital Marketing International Beauty Care, guest speaker (WHU BSc program)

The HCCG Team was pleased to welcome Nils Daecke, Corporate Vice President Digital Mar-keting International Beauty Care, Henkel, who held a guest lecture in the BSc course series “Brand Management” on January 21st, 2014.

Under the title ”Brand building through digital innovations“, Nils Daecke presented the oppor-tunities digital brand building offers to Henkel and the current innovative strategies Henkel Beauty follows. The long-term vision is to be a “personal advisor” on a 1-to-1 basis with each

consumer and become a leader in digital consumer interaction. Mr. Daecke showed the students a technologically ad-vanced hair colora-tion purchase App of Schwarzkopf. The App recom-mends tailored pro-ducts based on the photo taken by the consumers. This is just the beginning of Hen-kel’s digitalization journey.

Students worked on real-life case studies at Henkel (WHU MSc program)

On January 29th and May 12th, 2014, students of the MSc course “Product manager’s inter-faces and tools” of Tim Oliver Brexendorf visi-ted Henkel in Duesseldorf and worked on real-life case studies regarding new product intro-duction and innovation in Laundry & Home Care. The jury consisted of Georg Baratta (Corporate Senior Vice President Laundry Care), Jens Bode (Manager International Fore-sight & R&D) and Thomas Schuffenhauer (International Marketing Director Laundry Care) who prepared the cases specifically for this event and accompanied the students

Students present results of case study

Nils Daecke (Henkel)

MSc students are preparing their presentations of case studies

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throughout the one-day-visit. One of the high-lights was a guided lab-tour at the R&D depart-ments at Henkel Laundry & Home Care. Stu-dents saw and heard different development steps that are relevant for a product launch and were often surprised about the depth of innova-tion behind the laundry and home care pro-ducts we use daily.

Students worked in teams on various cases which helped them to gain insights into both successful and failed product launches. The presentations included some very interesting results and were later marked by the three jud-ges.

Jesko Perry, Director Marketing & Sales Practice, McKinsey & Company, guest lec-ture (WHU BSc program)

Tim Oliver Brexen-dorf had the plea-sure of welcoming Jesko Perrey at his BSc lecture “Brand Management” on February 4th, 2014. Deriving from the changes and trends of today’s society to the measurement tools of the brand equity, Mr. Perrey presented the key factors that allow a company to build a brand in a sustainable way. In his inspiring presentation, he talked about creativity, scientific know-how as well as craft as three major dimensions for a strong brand that ultimately influence the mar-keting ROI of a company.

Martin Zethoff, Director Global Packaging Technologies Laundry Care, Henkel, guest lecture (WHU MSc program)

On February 5th, 2014, Martin Zethoff held a joint lecture with Tim Oliver Brexendorf in the MSc Course “The Product Manager’s Inter-

faces and Tools”. The WHU students got deep insights into the topic of Product pack-aging and sensory marketing. Best prac-tice cases in product packaging and im-portant packaging pa-rameters were dis-cussed with the stu-dents.

Classes visit China (Full-time and Part-time MBA programs)

End of February and beginning of March 2014 the Full-time and Part-time MBA students hea-ded off for yet another essential part of their studies - the international Module in China, Shanghai & Bejing, which served to broaden the students’ experience and knowledge on global business environments. With lectures at WHU‘s high-ranked partner schools CEIBS, FUDAN, and Tsinghua given by senior faculty members on doing business in China and the Chinese Economy the students were well pre-pared for the real life experience during visits to corporate partners such as Henkel in Shanghai and ThyssenKrupp in Nanjing. They experi-enced what it is actually like operating business in China and deepening the understanding of management in emerging markets.

However, students did not only get insights on the business side of China but also learned

Jesko Perrey (McKinsey)

Martin Zethoff (Henkel)

MBA students in China

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about the culture, the food and got a good feel of what it would be like being an expatriate in Shanghai. Extra-curricular events such as joint dinners in traditional Chinese restaurants or climbing up Shanghai World Financial Tower to enjoy the helicopter view at 474m height roun-ded off the program.

Guest lecture by Henning Mohr (WHU Part-time MBA program)

On April 12th, 2014, Henning Mohr, Corporate Group Streategy Unit, held an inspiring guest lecture on the topic “Winning in emerging markets” in the Part-time MBA course “Marketing”.

He gave an overview on the Henkel strategy to be competitive. He discussed the challenges resulting from expanding into new markets like Asia and outlined the great market opportunities for Henkel.

Guest session by Robert Bossuyt in “Strategic Sourcing” course (WHU Part-time MBA program)

On April 27th, 2014, WHU Robert Bossuyt, Corporate Vice President Global Purchasing, held a guest lecture entitled „Purchasing as Strategic Key Lever to Boost the Results of the Company“ in the Part-time MBA course. An enthusiastic discussion ensued after he had outlined the transformational journey of Hen-kel’s purchasing function over the past decade and how he and his colleagues are overcoming the challenges of today’s highly volatile mar-kets. Robert Bossuyt illustrated vividly how glo-bal purchasing teams may contribute to an im-provement in key financial figures, such as net

sales, EBIT, and cash.

“Purchasing Live“ event series: Henkel Glo-bal Purchasing Leadership Team again wel-comed WHU MBA group

On July 23rd, 2014, WHU’s Full-time MBA class of 2015 visited Henkel’s headquarters in Duesseldorf as part of their core course “Strategic Sourcing” (Professor Lutz Kauf-mann). With the visit, Henkel and WHU conti-nue a success format that Henkel’s Global Purchasing Head, Bertrand Conquéret, laun-ched together with the team of WHU’s Henkel Center for Consumer Goods four years ago.

In the morning, Robert Bossuyt, Corporate Vice President Global Purchasing, welcomed the group and shared insights into current hot to-pics and challenges on international supply

Robert Bossuyt (Henkel)

Martin Fassnacht welcomed Henning Mohr (Henkel)

MBA participants working on live cases at Henkel

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markets as well as into Henkel’s purchasing strategies. Renaud Bertin and Benjamin Van-staevel addressed strategic approaches to negotiation challenges. Following a rich discus-sion, the participants enjoyed the opportunity to apply their learnings and engage in a series of live cases. The event closed with a highly effective “speed-networking” session between the MBA students and further members of Hen-kel’s global purchasing leadership team.

Martin Andrée held guest lecture in "Brand Management" course (WHU BSc course)

Under the title “Brand building through media” Martin Andrée, Corporate Vice President Inter-national Marketing Beauty Care, held a guest lecture on September 16th, 2014, at Tim Oliver Brexendorf‘s BSc course “Brand Management”. In his presentation, he illustrated the achieve-ments Henkel has made so far in the hair care sector and outlined its major challenges on the way ahead – particularly on an international level. Innovation, creativity, a sense for aesthe-tics as well as a strong global team throughout all steps of the value chain create the „power engine“ for Henkel’s profitable growth. Above all, brands need to be strengthened by commu-nication and media. Mr. Andrée highlighted the use of meta-phors in buil-ding a brand and the role of communicati-on mediators.

Interbrand guest lecture by Nina Oswald in „Brand Management“ course (WHU BSc course)

The HCCG had the pleasure to welco-me Nina Oswald, Managing Director Germany and Member of Ma-nagement Board Central and Eas-tern Europe at In-terbrand in the BSc Brand Manage-ment course of Tim Oliver Brexendorf on October 7th, 2014. She gave a presentation on the

topic of “Management of brand success”. Inter-brand is the most-known brand consulting agency that yearly publishes the well-known Interbrand ranking and advises many global firms on branding. She highlighted that brands are valuable business asset that secure its market growth and profits in the long-term and therefore need to be evaluated. She explained the Interbrand brand evaluation method and gave the students insights how to identify gaps in brand performance.

Real-life Case Study Presentation with Hen-kel on WHU-Campus Duesseldorf (WHU Full-time MBA)

On October 8th, 2014, students of the Full-time MBA Class of 2015 presented some very crea-tive and interesting results on the Henkel Real-life Case Study which was supervised and judged by Saskia Schmaus (Brand Director International Gliss Kur Family, Beauty Care) and Martin Fassnacht. Students were asked to focus on the recently launched hair care brand “essence Ultime – developed with Claudia Schiffer”. For three weeks they had worked in

Martin Andrée (Henkel)

Nina Oswald (Interbrand)

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groups of five students on marketing concepts concerning brand relaunch, line extensions and a new brand introduction. All questions triggered students to think out-of-the-box as

they were required to think of either a new technology story, alternative pricing strategy or even a new bottle design. Indeed, both the stu-dents and the judges enjoyed discussing and working on the case.

Guest session by Alejandro Hernandez in the course on “Supply Management” (WHU BSc program)

On October 16th, 2014, WHU welcomed a further guest speaker in its Bachelor course “Supply Management”. An enthusiastic discus-sion ensued after Alejandro Hernandez‘ presentation „Total Value Chain Mapping“ in which he described the challenges Henkel has to deal with in its Latin American markets and outlined how Henkel managed to achieve structural savings by mapping the total value

chain.

Alejandro Hernandez is a Purchasing Manager Contract Manufacturing and Traded Goods in Henkel’s Laundry & Home Care division. He vividly illustrated how global purchasing teams may contribute to an improvement in key finan-cial figures, such as net sales, EBIT, and cash.

Roland Haefs again engaged at interview training day (WHU Full-time MBA program)

On Decem-ber 5th, 2014, WHU’s career ser-vice hosted the Full-time MBA class again for a full day of recruiting in-

terview training. More than 10 representatives from manufacturing, consulting, and retail firms joined the event and provided students with their perspectives on how to convince in job interviews. Both experience interview and case interview situations were simulated. As last year, Roland Haefs, Director Purchasing Beau-ty Care, was among the company representati-ves that participated in the training event.

Guest Lectures in Controlling

It is an integral part of our teaching concept to involve experts and managers from business in our lectures and seminars. It is particularly gra-tifying when senior members of the Henkel ma-nagement team are able to share their practical experiences and know-how with the students.

This was the case when Matthias Schmidt addressed 180 students during Professor We-ber’s lecture on Controlling. Mr. Schmidt, Cor-porate Senior Vice President Adhesive Tech-nologies, reported on the tasks and function of Controlling. In his presentation, he pointed out

Alejandro Hernandez (Henkel)

MBA students present real-life case to Saskia Schmaus (Henkel) and Martin Fassnacht (WHU)

Roland Haefs (Henkel) in MBA stu-dent training

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the central role of Controlling in the Adhesive Technology business unit. He discussed how Henkel’s approach to Controlling is an integral part of the business unit’s entrepreneurial stee-ring and also the role of the controller as busi-ness partner.

Thorsten Camin was a guest speaker at the CCM people development seminar where he spoke to Controlling experts from the CCM member companies. In his function as Corpo-rate Director of IBS –Integrated Business Solu-tions/Enterprise Process Management Fi-nance, he gave a presentation on Henkel’s Shared Services Concept. He stressed that comprehensive change management is the key to success and that ongoing optimization of structures and processes is one of the con-ditions to ensure the company’s success in fu-ture.

Christian Hebeler, Financial Director Corporate VP Laundry & Home Care, gave the 180 stu-

dents insights into the diffe-rent stages of development and the orga-nization of cost ac-counting, which is a central part of Controlling at Henkel. The role of the controller at Henkel is that of a pro-active busi-ness partner who must have a thorough know-ledge of cost accounting. Mr. Hebeler used practical examples to demonstrate the growing demands made on cost accounting and show how relevant it is today. He ended his talk by giving information on career opportunities at Henkel.

Christian Hebeler (Henkel)

Impressions of guest lectures & Company Visits 2014

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STUDENT SERVICES

Theses

The HCCG supports and supervises WHU students in developing their graduate theses. In 2014, Tim Oliver Brexendorf supervised the following WHU students:

Student Title of Thesis Program

Christopher Beisecker

The influence of violators on product packaging on consumers’ product choice

BSc

Anne Hansen The impact of brand and product variations on consumer perception

BSc

Vincent Janßen The interrelationship between product design and brand - Review of literature and research outlook

BSc

Caroline Klaas The importance of clothes hangers for the retail industry

BSc

Maximilian Peter Pahn

The influence of packaging transparency on consumer’s product choice

BSc

Niklas Sproll The influence of alphanumeric brand names on consumer decision making

BSc

Sabrina Stöckl Services branding – From internal to interactive service branding

BSc

Torben Wöhler Which designer brand to wear? The influence of designer brand names on male and female brand choice

BSc

The number of students interested in career opportunities at Henkel has constantly grown over the past years. The HCCG team advises them in close cooperation with Henkel about internship or job opportunities as well as the option to combine a thesis with an internship. A presentation of the main findings to the respon-sible managers and the academic supervisors is an integral part of the theses. In this presen-tation, students outline the final results of their work and moderate a discussion about the topics between the audience.

4th Henkel - WHU round-table

On May 26th, 2014, WHU interns, their men-tors at Henkel, alumni as well as the HCCG team met for the traditional round-table in a

restaurant in the old town of Duesseldorf. The round table offers a great opportunity for all to get to know each other and exchange experi-ences.

Internships & Theses with Henkel

Interns and alumni at Henkel-WHU round-table

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Internships and theses with Henkel in 2014

Student Department Supervisors Topic

Christoph Ortlepp BSc 2014

Controlling Marko Reimer (HCCG) Jessica Köhler, Alexander Klar (Henkel)

An analysis of Henkel’s new financial forecasting from a big data analytics perspective

Yiting Ruan MBA 2014

Marketing Tim Oliver Brexendorf (HCCG) Sybille Silber (Henkel)

Difference in buying behavior of old & young consumers in the beauty care category

Kim Scheel BSc 2014

Human Resources

Tim Oliver Brexendorf (HCCG) Jens Plinke (Henkel)

Emerging markets - cross country recruitment of global talents

Ying Zhang MBA 2014

Purchasing Lutz Kaufmann, Stéphane Timmer (HCCG), Thomas Renger (Henkel)

Development of a joint buying strategy for raw material procurement

In 2014, the following WHU students completed internships and theses with Henkel AG & Co. KGaA:

On October 16, 2014, the Henkel Cen-ter for Consu-mer Goods welcomed Joana-Adu Amponsah, Employer Branding Ma-nager at Hen-kel, and her colleague Ja-

na Müller who presented important facts around the Henkel Innovation Challenge. This international student competition takes place for the 8th time and invites student teams around the world to create an innovative pro-duct or technology for an existing Henkel brand in 2050. Many interested students came along and also used the opportunity to get valuable information about career opportunities at Hen-kel.

In 2014, two WHU students won the national final of the Henkel Innovation Challenge in

Duesseldorf on February 26th, 2014. David Winkelmann and Bruno Veltri, their team was called “K130”, convinced the jury with their pro-duct idea “Multan Voltage” and were thus in-vited to the international final which took place in Duesseldorf at the end of March. The Team K130 developed the concept of a technology that could revolutionize the transport facilities. “Multan Voltage” is a gel which can be applied on e. g. cars, trains or aeroplains. It absorbs the heat which is transformed into electricity by the microorganisms contained in the gel.

Henkel Innovation Challenge

David Winkelmann and Burno Veltri, the „ Team K130“

Jana Müller (Henkel) and student

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Henkel Center for Consumer Goods

Burgplatz 2, 56179 Vallendar

Phone: +49 (0)261 - 6509 760, Fax: +49 (0)261 - 6509 769

www.whu.edu/hccg

Henkel Center for Consumer Goods

Documents

Transcript of Henkel Center for Consumer Goods