2016 Gary L. Lilien ISMS-MSI Practice Prize Competition
Managing Advertising Campaigns for New Product Launches in the Automobile Industry: An Application at Mercedes-Benz
Prof. Fischer was a finalist in the 2016 Gary L. Lilien ISMS-MSI Practice Prize Competition with his work on "Managing advertising campaigns for new product launches in the automobile industry: An application at Mercedes-Benz". The Practice Prize is awarded for outstanding implementation of marketing science concepts and methods. The methods used must be innovative, sound, and appropriate to the problem and organization, and the work should have had a significant, verifiable, and preferably quantitative impact on the performance of the client organization.
Two factors drive the effectiveness of an integrated advertising campaign: (1) the budget level and its allocation across media and (2) the quality of the campaign and its execution. Analytical approaches that enable management to monitor, predict, and optimize campaigns are rarely available. We offer an innovative approach that is based on survey data and enables management to monitor and manage advertising campaigns for new product launches in near real-time. The tool uses analytical techniques that are descriptive, predictive, and prescriptive. It has been implemented at Mercedes-Benz and was applied to four recent major new product ad campaigns. Mercedes-Benz significantly improved its campaign management over time and identified a savings potential of up to EUR 2 million by campaign.
VHB Best Paper Award 2011
Prof. Fischer (together with Prof. Dr. Franziska Völckner, University of Cologne, and Henrik Sattler, University of Hamburg) was awarded the "VHB Best Paper Award 2011" for their paper "How important are brands? A cross-category, cross-country study", which appeared in the Journal of Marketing Research. The Best Paper Award is the highest research honor that is awarded each year by the German Academic Association for Business Research (VHB).
Gary L. Lilien ISMS-MSI Practice Prize 2009/2010
Dynamic Marketing Budget Allocation across Countries, Products, and Marketing Activities at Bayer
Prof. Fischer (together with Sönke Albers, Nils Wagner and Monika Frie) has been awarded with the Gary L. Lilien ISMS-MSI Practice Price 2009-10 for his work on "Dynamic marketing budget allocation across countries, products, and marketing activities". The Practice Prize is awarded for outstanding implementation of marketing science concepts and methods. The methods used must be innovative, sound, and appropriate to the problem and organization, and the work should have had a significant, verifiable, and preferably quantitative impact on the performance of the client organization.
Edelman Laureat 2010
Deutsche Post DHL - Managing Global Brand Investments at DHL
Prof. Fischer was awarded with the Franz Edelman Medal. The medal recognizes his joint work with Dr. Tjark Freundt (McKinsey and Company) and Wolfgang Giehl (DHL) on "Deutsche Post DHL - Managing global brand investments at DHL", which was a finalist project in the 2010 INFORMS Franz Edelman Award competition. The purpose of the Franz Edelman competition is to bring forward, recognize and reward outstanding examples of operations research, management science and advanced analytics in practice in the world.
Watch the presentation at the Informs Video Learning Center under "Deutsche Post DHL - Managing Global Brand Investments at DHL" (please scroll down, once you are at the webpage)
Erich Gutenberg Prize 2004
Prof. Fischer was awarded the "Erich Gutenberg Prize 2004". The prize is awarded to leading emerging researchers for their contribution to the academic literature by the Erich-Gutenberg-Society. He participated with his research in the area of entrepreneurial theory.