The Institute for Market-oriented Management (IMU; ) in

Mannheim Mannheim (; Palatine German language, Palatine German: or ), officially the University City of Mannheim (), is the List of cities in Baden-Württemberg by population, second-largest city in Baden-Württemberg after Stuttgart, the States of Ger ...

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

is an management, marketing and enterprise research institute and a member of the

University of Mannheim The University of Mannheim (German: ''Universität Mannheim''), abbreviated UMA, is a public university, public research university in Mannheim, Baden-Württemberg, Germany. Founded in 1967, the university has its origins in the ''Palatine Aca ...

. Under the leadership of Prof. Dr. Dr. h.c. mult. Christian Homburg, president of the institute, and Prof. Dr. Sabine Kuester, vice president of the institute, IMU employs a staff of about 10. The institute, founded in 1999, considers itself a forum for dialogue between scientific theory and company practice.

Research

IMU stands conducts research in close collaboration with the Chairs of

Marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

at the University of Mannheim. It publishes papers geared towards managers in global enterprises. Management topics relevant to best business practice are presented in a concise manner, and scientific research results are efficiently communicated. In many cases, these publications are based on application-oriented research and cooperation projects often involving a large number of global companies, such as

BASF BASF SE (), an initialism of its original name , is a European Multinational corporation, multinational company and the List of largest chemical producers, largest chemical producer in the world. Its headquarters are located in Ludwigshafen, Ge ...

Deutsche Telekom Deutsche Telekom AG (, ; often just Telekom, DTAG or DT; stylised as ·T·) is a partially state-owned German telecommunications company headquartered in Bonn and the largest telecommunications provider in Europe by revenue. It was formed in 199 ...

E.ON E.ON SE is a European multinational electric utility company based in Essen, Germany. It operates as one of the world's largest investor-owned electric utility service providers. The name originates from the Latin word '' aeon'', derived from ...

Google Google LLC (, ) is an American multinational corporation and technology company focusing on online advertising, search engine technology, cloud computing, computer software, quantum computing, e-commerce, consumer electronics, and artificial ...

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...

SAP AG Sap is a fluid transported in the xylem cells (vessel elements or tracheids) or phloem sieve tube elements of a plant. These cells transport water and nutrients throughout the plant. Sap is distinct from latex, resin, or cell sap; it is a sep ...

, etc. In general, the scientific studies conducted by the IMU institute analyze future or contemporary trends that may influence market-oriented management. On this basis, practice-oriented findings are derived and published in IMU's series of scientific working papers, such as "IMU Research Insights". Many of the publications were also published in scientific journals and honored with awards at international conferences (e.g., by the

American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from t ...

, AMU).

Notes and references

{{DEFAULTSORT:IMU - Institute for Market-oriented Management Research institutes in Germany University of Mannheim 1999 establishments in Germany Research institutes established in 1999 Management education Marketing education

Research

See also

Notes and references