On July 07-08th 2011, 40 professionals from 20 different countries gathered in Frankfurt for the LCBR Conference in Marketing – a conference committed to connect researchers and marketing practitioners. The conference was organized by Christian Wolf, the director of the Lupcon Center for Business Research.
The LCBR conference started with a tour of the Deutsche Börse in Frankfurt, where conference participants learned about the history of the Deutsche Börse and the trading system Xetra. Furthermore, participants were able to observe the traders on the trade floor. In the evening, participants had the opportunity to meet other researchers at the opening reception in the Mariott Hotel.
On the following day, Thilo Heidrich from Deutsche Postbank AG opened the conference with an interesting presentation about the economic situation in Germany after the financial crisis.
The conference programme continued with the presentation of 25 conference papers. To me, the international orientation of the conference was most stimulating. It was interesting to learn about marketing activities in countries like Kazakhstan, Tunisia, Turkey, Taiwan, Indonesia and Egypt, to name a few examples. Many of these countries face challenges that are unheard of in the German business context and consequently, researchers and practitioners have to be very innovative in their approach. Papers presentations included topics on e-marketing, consumer involvement, complaining behaviour, issues in data collection, distrust and CSR.
The HIB presented the following paper: “Customer Experience Management: Assessing Consumption Emotion Structure” and received good feedback and further conference invitations.
Overall it was a very inspiring experience that offered the possibility of intellectual exchange on the future of marketing.
Dr. Adrienne Steffen